Rebalanced the channel mix
Reallocated spend across SEM, paid social, affiliates and email based on true efficiency, not historical habit.
Case study · Global EdTech · Revenue growth
Rebuilt the acquisition and funnel engine behind a $15M → $25M portfolio.
A global EdTech portfolio was fighting high CAC, long conversion cycles and fragmented channel performance. The fix wasn't one campaign — it was rebuilding how the whole funnel worked, end to end.
The problem
Rising cost, slow conversion, no clear read on what was working.
Customer acquisition cost was climbing across the portfolio, conversion cycles were long, and channel performance was fragmented across SEM, paid social, affiliates and email — with no single view of which combination was actually driving revenue efficiently. Pricing and discounting hadn't been re-examined against the new economics either, so margin was quietly leaking even where topline held up.
What we did
Rebalanced channels, rebuilt the funnel, re-priced with discipline.
Redesigned the funnel
Rebuilt landing pages, messaging and creatives, and introduced structured A/B experimentation to keep improving instead of guessing.
Rebuilt lead qualification & CRM nurturing
Restructured how leads were qualified and nurtured across the full lifecycle, so sales spent time on the right conversations.
Optimized pricing & discounting
Re-examined pricing and discount structure to hold the new, more efficient economics rather than erode them.
The result
The number moved — and stayed efficient while it did.
$15M→$25Mportfolio revenue growth
+30%qualified leads
+20%conversion rate
+83%contribution margin
-15%cost per lead
+5%pricing uplift on ~$45M portfolio
"I have worked with Nidhi on championing the pricing strategy for Emeritus's global business. With limited resources and imperfect process, Nidhi is always able to identify scrappy yet effective solutions to achieve the project goal.
Mandy HuangGrowth Marketing Executive · ex-Goldman Sachs, ex-FacebookOn the Emeritus revenue & pricing work
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