Full-Stack Marketing Build · Case Study

NextMove Healthcare, Healthcare Staffing

$7M to $40M in 3 years. As their sole marketer.

NextMove brought me in as their only marketer — no team, no agency, no playbook. I owned strategy and execution across content, CRO, and lifecycle, and built one compounding system that turned a quiet startup into a category leader in healthcare staffing.

Client

$7M → $40M

Revenue, 3 years, as the only marketer

2.9M

Annual sessions (from 140K)

3,000+

Monthly leads (from 200)

Monthly SQLs on the same list

Stack Used

The starting point

A small startup with a leaky funnel and a list nobody trusted.

NextMove had product-market fit but no marketing system. The site converted at under 1%. The 154K email list was being blasted with one message for every nurse. There was no content engine, no segmentation, no scoring, and no attribution.

The brief was simple and impossible at the same time: grow the business as the only marketer. I treated that as a constraint, not a problem — and built the three systems I knew would compound on each other.

Day one snapshot

Annual sessions140K
Monthly leads~200
Email list154K (one-size blasts)
Conversion rate0.6%
Marketing team1 (me)

What I built

Three systems, one operator, compounding results.

Content fed CRO. CRO fed lifecycle. Lifecycle fed back into content. Each system made the next one stronger.

Pillar 1

Content & SEO Engine

I built an organic engine designed around how nurses actually searched — long-tail intent clusters, content journeys that mapped to deeper needs, and a distribution layer that recycled every asset across LinkedIn, Facebook, email, and video. Sessions went from 140K to 2.9M in twelve months.

2.9M

Sessions in 12 months

61%

Traffic from organic content

20x

Session growth under 1 year

74.5%

Organic engagement rate

SEO Gap Targeting

I identified long-tail, low-competition keywords competitors ignored and built topic clusters to capture demand and establish authority.

Intent-Driven Content Journeys

I mapped searcher intent to deeper needs, funneling users from awareness content into lifestyle, burnout, and career topics to boost time on page.

Performance Tracking & Optimization

I used GA4 to analyze top content; ran A/B tests on article length, image use, Q&As, and CTA placement to replicate winning formulas.

Multi-Channel Distribution

I repurposed content into LinkedIn posts, Facebook carousels, pull quotes, and video clips; launched an email newsletter to drive recurring site visits.

Organic sessions 12 month growth from 140K to 2.9M

Still ranking · 3 years later

AI Overview

The travel-nurse licensing guide I wrote in 2022 is still cited by Google's AI Overview today, alongside Stability Healthcare and Trioptus. Content built on real search intent doesn't expire.

Pillar 2

CRO & Funnel

Traffic without conversion is just noise. I rebuilt the funnel from ad click to nurture handoff — heatmaps, simplified forms, mobile-first landing pages, and a multivariate testing program — to turn the new organic demand into qualified pipeline. Monthly leads went from 200 to 3,000+.

34.6%

Form completion rate

3,000+

Monthly leads (from 200)

+157%

Organic search conversion

+300%

Hero A/B test lift

User Behavior Analysis

Heatmaps, drop-off analysis, and session recordings via Hotjar and Clarity to surface friction points across the funnel.

Funnel Optimization

Rebuilt the journey: ad → landing page → simplified form → automated nurture, removing friction at every step.

A/B + Multivariate Testing

Tested headlines, CTA placement, form length, and layouts in Optimizely and VWO to validate every change with data.

Landing Page Redesign

Mobile-first pages with faster load, trust elements, and nurse-focused copy aligned to high-intent search.

Full-Funnel Tracking

Connected GA4, Mixpanel, and HubSpot for channel-level attribution and end-to-end funnel visibility.

The website I rebuilt

nextmovehealthcare.com

Pillar 3

Lifecycle & Email

The 154K list wasn't a list — it was five overlapping audiences with five different reasons to open. I rebuilt the lifecycle around segmentation, lead scoring, and behavior-triggered drips. Same list, 4x the monthly SQLs.

+131%

Open rate lift

+265%

Click-through lift

+300%

Conversion lift

Monthly SQLs

Interactive Engagement Personalization

Integrated Typeform quizzes via Zapier, mapped responses to HubSpot properties, and triggered personalized workflows for real-time segmentation.

Behavior-Driven Lead Scoring

Combined demographic and behavioral data in HubSpot, tracking site visits, email clicks, and social engagement, with negative scoring and decay to surface ready-to-convert leads.

Lead-Score Drip Campaigns

Segmented sends by lead score: job alerts for high scorers, nurture content for mid and low scorers to move them down the funnel.

Email Performance, Before & After

Open Rate

12.8%29.6%+131%

Click-Through

1.7%6.2%+265%

Conversion

0.6%2.4%+300%

Monthly SQLs

9203,580+4x

The 5 phases

How a 154K list became 3,580 monthly SQLs.

01 · Days 0–1

Quiz + Self-Segmentation

Know who they are before they know you.

A 6-question Typeform that mapped to HubSpot via Zapier captured specialty, license state, shift preference, and timing — so no lead ever received a job they couldn't take.

02 · Days 2–5

Welcome + Recruiter Match

You have a person, not a portal.

Two emails introduced the assigned recruiter by name and photo with a one-click reply path, and explained how matches actually got made — soft CTAs only, to build trust before pitching.

03 · Weeks 1–4

Targeted Job Alerts

Right job, right state, right rate.

High-score leads only. 3–5 tightly filtered contracts per send, weekly pay rate and start date front-and-center, with one-tap apply.

04 · Weeks 1–6

Nurture for Mid/Low Scorers

Stay useful while they're not ready.

Weekly content that earned the inbox: pay-rate reports, license-renewal reminders, hospital-rating breakdowns, and travel-nurse-life stories. No apply CTAs.

05 · Weeks 6–8

Reactivation + Recruiter Review

Close the loop, or close the lead.

A short check-in, a recruiter-review request for placed travelers, and a final offboarding email — suppressing dead leads protected sender reputation.

Phase 1 · Days 0–1

Quiz + Self-Segmentation

Know who they are before they know you.

A 6-question Typeform that mapped to HubSpot via Zapier captured specialty, license state, shift preference, and timing — so no lead ever received a job they couldn't take.

The inbox

What the campaign looked like in real inboxes.

Email #1

Your NextMove, childcare, block scheduling & top Q&A

Monthly newsletter · Nurture stage

Email #2

"For the first time in a long time, I'm in love with nursing again."

Week 4 · Traveler testimonial

Email #3

Highest paying travel nurse contracts this week

Week 2 · Job listing

Proof in the data

Straight from Google Analytics.

Two unedited screenshots from the live GA4 property — total reach over 12 months and the channel mix that drove it.

GA4 dashboard, 645K active users, 2.5M key events, 1.2M views, 6.7M event count — 645K
Active users
2.5M
Key events
1.2M
Views
6.7M
Events

GA4 channel breakdown, 61.4% organic search, 19.4% direct, 11.5% organic social, 5.2% paid, 2.5% referral — 61.4% organic search · 74.5% engagement rate. The content engine, not paid, drove the majority of traffic — and the funnel converted it.

Why this worked

One operator, three systems, compounding interest.

Content fed the funnel. Every organic visitor was a future lead, a future segmentation signal, and a future email open. I built the content engine first so everything downstream had fuel.

CRO converted the fuel. Once the traffic was qualified, I made sure the funnel didn't waste it — simplified forms, mobile-first landing pages, and tested every change.

Lifecycle compounded it. Leads who didn't convert today got routed into nurture, scored, re-segmented, and reactivated — so the same list kept producing pipeline year after year.

One operator meant no handoffs. Because I owned all three layers, there was no translation loss between content briefs, landing-page tests, and email sends. That's why a team of one moved the business from $7M to $40M.

This is the kind of ground-up build I do. If you need a marketing system, not just a campaign, let's talk.

Let's Talk