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Case Studies

Not about adding more spend.
About finding what is actually limiting growth.

Insurance · Digital Marketing Lead

"A new entrant in a trust-sensitive category. Credibility and acquisition had to grow at the same time."

Built the full-funnel go-to-market strategy for a digital-first brand entering the crowded Canadian insurance market. Scaled media spend from $4M to $13M annually while cutting cost per acquisition and growing traffic and sales.

New Site Visitors (QoQ)+132%
Facebook CPA$933 to $433
SEM-Driven Sales+68% in Q1
SEM CPAReduced 27%

High-consideration technical hardware · Growth Consultant

"Traffic was not the problem. How people moved from product page to checkout, and whether they trusted what they were buying, was."

Week one: full checkout friction analysis, PDP clarity audit, Meta true contribution validation, and a CRO implementation list executed immediately. Compatibility confirmation added at add-to-cart. Trust strip built above checkout. Cart distractions removed. Browse abandonment flows launched. AOV strategy shifted toward higher-value bundles. YoY revenue grew 48% while orders fell 22%, a deliberate trade-off that reached 41% of total profit within the engagement.

Conversion Rate1.57% → 2.04%
Meta ROAS1.84x → 3.35x
Revenue YoY+48%
AOV YoY+96%

Marketplace · Paid Acquisition Advisor

"Scaling spend is straightforward. Scaling it without breaking the marketplace is a different problem."

Supported paid acquisition during a new market entry. Identified where supply could not keep pace with demand and shifted strategy before it created long-term damage to unit economics.

Monthly Spend Scaled$30K to $250K+
Structural ConstraintIdentified early
Long-Term CACProtected

What People Say

From the people who have worked with her directly

"I worked with Sanjana for a few years and she is, without doubt, one of the best in the industry at what she does. She is incredibly smart, tactful, methodical, and is always one step ahead of where she needs to be."

Cory Dobbin

Founder, Otherside · Managed Sanjana directly at Shoelace

1 / 5

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"Sanjana did great work at Shoelace helping the team navigate a really challenging pivot. She knows how to identify which problems need the most attention and has a good sense for how to solve them."

Reza Khadjavi

CEO, Motion · Senior to Sanjana at Shoelace

"Sanjana's leadership, vision, and expertise in digital marketing have been truly transformative for our team. She combines strategic insight with a hands-on approach, ensuring every project exceeds client expectations."

Tania Talavera Polo

Growth Marketing Manager · Reported to Sanjana directly

"Sanjana has a sharp strategic mind and a strong ability to connect market insights with high-performing execution. She consistently brought clarity to complex campaigns and is genuinely great to work with."

Sarah Angela Nacario

Data-Informed Brand Strategist · Senior colleague at agency

"Sanju took a real, deep sense of ownership over her clients and accountability for their success. She is deeply knowledgeable and someone I would have no hesitation in recommending to anyone considering working with her."

Jack Porter-Smith

Growth Marketing Agency Founder · Toronto