Industry
Marketing-as-a-Service
Client
Robin
The marketing sidekick for small businesses
As Head of Marketing & Brand at Eniro, I led the creation and launch of Robin — a new MarTech brand built to transform the company’s B2B business.
Robin isn’t a traditional agency—it’s a scalable “team-as-a-service” (TaaS) model that gives entrepreneurs access to hundreds of marketing experts, no matter their budget. Built to make business growth easier and less risky. As strategic architect and brand lead, I took Robin from concept to launch, building everything from positioning and brand identity to digital channels, GTM, and creative operations.
Problem
Eniro had massive awareness — but low relevance. We needed to build trust again with modern entrepreneurs.
Eniro, once a household name thanks to its Yellow Pages legacy, suffered from a dated brand perception that no longer resonated with modern B2B buyers. Despite having over 96% brand awareness, its image was anchored in the past — making it nearly impossible to introduce new marketing services under the same name. The solution? Launch a new brand within the group: one that felt fresh, trustworthy, and human. Robin was born as a standalone initiative — one that required not only branding, but a full GTM buildout from scratch.
Solution
We built Robin from the ground up—brand, experience, funnel, and operations—to connect with entrepreneurs and drive performance.
I led the end-to-end strategic foundation: conducting deep qualitative and quantitative research to identify our ICP, brand tone, and positioning. We framed Robin as the sidekick—not the hero—letting business owners stay in the spotlight. On the brand side, we created an identity rooted in trust, grit, and emotional clarity. I launched a new, conversion-optimized website with intuitive UX and flows tailored to entrepreneurs. For go-to-market, I rolled out a hybrid funnel strategy that balanced demand gen with storytelling: • Full-funnel ad strategy across Google and Meta • Contextual Account-Based Marketing (ABM) journeys • Lead magnets and nurturing flows • Smart SEO initiatives to rank for key industry terms in local Scandinavian cities • AI-powered content creation using custom GPTs for SEO-optimized articles • Prospecting automation via LinkedIn Sales Navigator and Apollo • Activation of employees’ LinkedIn networks for organic reach • CRM-integrated and AI-powered tracking tools for calls, leads, and media coverage To ensure brand consistency at scale, I established a Digital Asset Management system, created editable design templates, and streamlined workflows for creative production—grounded in DesignOps best practices.
Result
Robin launched fast—and the results were immediate and strong.
Just five months post-launch, Eniro reported its best quarterly result in six years, followed by its best in eleven the next quarter. Robin was a key contributor.
Performance metrics improved across the board:
Cost-per-lead dropped nearly 50%
Sales call hit rate grew from 5% to 20%+ in some cases
50% MoM growth in booked meetings
Organic leads increased by 50%
Key industry keywords ranked on Google page 1
Trustpilot rating rose from 1.8 to 4.2, reflecting the brand’s new emotional appeal