A full-funnel campaign strategy for Turia Pitt’s live online Run with Turia program that beat revenue targets by 36%.

Scope
Campaign Strategy, Email Marketing, Lead Generation, Website & Landing Page Content, Klaviyo Segmentation, Paid Funnel Planning

The Brief
Run with Turia is a live 10-week online running program created by Turia Pitt. In past launches, the cart was closed for long stretches during the promotional period causing interest to drop off. For the Feb 2025 round, the goal was to simplify the enrolment process, generate new leads, grow the email list, and drive sales steadily over the three-month campaign.

My Role
I led the full campaign strategy, from emails, landing pages and lead magnets to content planning, social support, and list-building funnels. I worked closely with the paid media manager to keep everything aligned and flowing, from first ad click to final enrolment.

One of the biggest shifts was removing friction. Instead of hiding the cart behind waitlists or limited windows, we opened it from day one—so people could sign up the moment they were ready. This kept the momentum going and led to stronger overall conversions.

We also focused on what happened after someone signed up. I built out a post-purchase experience with exclusive content, prep material and motivational emails designed to keep participants engaged, excited, and connected right up until day one of the program.

The Results
We shifted away from the traditional gated-cart model and instead kept enrolments open throughout the campaign. This change alone helped reduce friction and capture sales at every stage—especially for impulse-driven signups.

Lead magnets played a big role in building the list, with the Beginner’s Guide converting cold leads for under $1 each. Paid traffic was backed by a solid email funnel and segmentation strategy in Klaviyo, which helped nurture those leads through to conversion.

We also built out the full post-purchase experience, keeping participants engaged between sign-up and program start with prep content, motivational emails, and clear next steps.

To boost revenue further, I introduced checkout upsells and down sells, adding extra value without needing more ad spend.