Bunny Studio
Bunny Studio had just rebranded from Voice Bunny when I joined as their first marketing hire in February 2021. The rebrand was poorly executed and significantly hurt SEO across a site localized in 10 languages. There was no marketing team, no clear strategy, and no structure. Two people had just been let go.
My mandate was to build the function from scratch: hire the team, recover organic visibility, establish the brand, and drive revenue across both a marketplace and a new SaaS product launching mid-tenure. During the time I was at Bunny Studio, the company grew from 8M to 12M ARR.
SEO
A poorly executed rebrand had wiped out years of organic visibility. Those mistakes were replicated across a site localized in 10 languages simultaneously.
My first 30 days included a full technical SEO audit addressing the most critical errors immediately. The site had no coherent architecture, localization was deeply broken, and even minor copy changes in non-English markets required expensive platform development work.
I restructured the entire site into a four-tier hierarchy: homepage, category pages (Voice, Audio, Video, Design), subcategory pages, and attribute pages covering accents, purposes, and styles. This gave the site the structural depth needed to compete at scale in long-tail searches. Interlinking was rebuilt across the entire site in parallel with resolving technical errors. This had a clear impact on rankings for attribute pages and long tail conversional KWs (shown below).
On the localization side, I worked with the data team to audit ROI per language and deprecated five underperforming languages to focus resources on markets with real return.
The unlock for non-English markets came when engineering released a headless CMS plugin that gave marketing independent control over each language for the first time. Before this, any change in ES, FR, or DE required a full development cycle. Once we had autonomy, we ran rapid experiments across all remaining markets, moving the Spanish site from near invisibility to ranking #1 for the main voice keyword in under a month.
More data screenshots here https://drive.google.com/drive/folders/1f46cslcPH9oG9FDC2KXpbohuPyQM9_og
Product Marketing
A rapidly expanding product with no positioning framework, no GTM muscle, and a site architecture that made it impossible for clients to understand what they were buying.
Before any launch work could begin, we needed to clarify how the product was understood. Bunny Studio had grown into a complex multi-service platform, but the site still presented everything as a flat list of voice-overs. We restructured the entire offering into a clear Services vs Solutions distinction, developed branded guidelines for each tier, and rebuilt the navigation to reflect this. We then mapped the most common client use cases and pain points and built dedicated landing pages for each, giving the site a conversion layer it had never had.
With that foundation in place, we built the GTM function from scratch. Bunny Studio ONE was the first major launch: an enterprise SaaS product that needed a full sub-brand, including visual identity, brand guidelines, and communication framework. The go-to-market included a landing page, a 360 campaign, and a Product Hunt launch that reached #6 on the day, generating 167 leads and a pipeline exceeding $5M. A single follow-up email campaign to the existing user base generated 122 new workspaces.
We repeated the playbook for Bunny Studio+, a membership product, with its own complete sub-brand, pricing architecture, and 360 campaign built in alignment with product and sales.
Throughout 2022 and into 2023, we continued to expand the product surface: launching staffing and development services, revamping integration pages, building co-branded case studies with clients, including Billion Dollar Moves and Disctopia, and running continuous CRO improvements across project forms and conversion funnels.
Content
There was no content strategy, no conversion architecture on the blog, no social presence worth mentioning, and two podcasts sitting in production limbo.
These three things did not start as a unified strategy. They were separate problems that landed on the same team at the same time.
The blog came first. It had traffic but no conversion logic, no lead magnets, and no architectural thinking behind it. We rebuilt it as a product: new keyword targeting focused on commercial intent, a full redesign for UX and SEO, new lead magnets at key conversion points, and a visual overhaul tied to the updated brand. Projects posted by users arriving from the blog grew 410% year on year. Lead capture rate increased by 51% quarter-on-quarter and 33% year-on-year. The signup rate grew 18% quarter over quarter.
The podcasts were already in production when I joined. Geek Economy and Remote Control were two limited-series shows that needed someone to actually bring them to market. We built the launch strategy, handled distribution, and got them live. They accumulated over 4,000 listeners from launch through to early 2023.
Social came later and was more of a resourcing problem than a creative one. The team was stretched and social kept getting deprioritized. We solved it by building a system rather than a calendar: repurposed content, templates, and a cadence that could run without consuming significant bandwidth. Once the strategy was in place the results were immediate — 600% week on week follower growth on Instagram, 430% on LinkedIn, both within weeks of the new strategy going live.
The three channels never formally merged into a single content strategy during my time there. But they shared the same underlying logic: build the system, reduce the dependency on individual effort, and let the output compound.
Listen to remote control here https://drive.google.com/drive/folders/1GikZ-2A0HADoqRkfDEIKWuV5YwkCHouy
The marketing team had zero access to email. Every send went through the platform, making campaigns, flow optimization, and testing completely impossible.
The starting point was infrastructure. All automated emails were locked inside the product platform, leaving marketing with no ability to edit, test, or launch anything independently. We migrated all workflows from HubSpot to Sendinblue, retaining HubSpot only for CRM functionality to manage costs given the large user base. This single infrastructure decision saved the company $80K annually.
During the migration we rebuilt every transactional email flow from scratch, revamped content across all five remaining languages, and redesigned the cart abandonment sequences using an open loops methodology. This reduced abandoned cart drop-off and significantly cut the volume of manual interventions required from inbound agents, creating operational efficiency beyond the marketing function.
The rebuilt flows delivered a 32% quarter on quarter increase in abandoned cart conversion and a 51% quarter on quarter increase in lead capture rate.
Branding & Brand Reputation
Public reviews sat at 1.5 on Trustpilot driven by frustrated freelancers, while internal client NPS consistently exceeded 70, creating a damaging credibility gap.
The problem was structural. Bunny Studio was a two-sided marketplace, and the freelancer experience generated the majority of public reviews, while the client experience, which was genuinely strong, went unrepresented online. This was hurting both recruitment and new client acquisition.
We built an automation that identified clients who had given internal NPS scores above 70 and prompted them to leave a public review on Trustpilot and G2, pre-populating their feedback to minimize friction. Reviews grew from 64 to 229, and the score moved from 1.5 to 4.8.
On the freelancer side, we worked with the operations team to improve onboarding documentation and set clearer expectations up front, addressing the root cause of negative sentiment rather than just the symptoms.
Because platform changes were prohibitively expensive without full engineering involvement, we built a WordPress sub-site for landing pages and content, giving marketing the ability to publish and test independently. This became the foundation for freelancer-facing content, including a full talent onboarding site covering workflow, rates, quality standards, and conduct.
See that talent onboarding site here: https://bunnystudio.com/get/talent-onboarding/
We undertook a comprehensive branding update, including developing a visual guide and new brand directions, in collaboration with the product team to ensure alignment with UX and UI.
Additionally, we designed a new mascot to address technical replication issues with the previous one and revised our brand concept and voice to better reflect our values and resonate with our audience.
Paid
No reliable channel attribution meant no foundation for testing or scaling paid investment confidently.
The first step was building the measurement layer in partnership with the data team, establishing proper channel attribution and a shared framework for evaluating experiments against a minimum 1:1 ROA threshold.
With clean data, we improved the branded keyword bidding strategy, increasing visibility while cutting costs 55% quarter on quarter. We then ran tests across all major social platforms before shifting focus to paid promotion of the SaaS MVP, Bunny Studio ONE, which was already in beta. That test generated 54 qualified leads with 3 in active negotiation by the end of the quarter. Please note this product is a high-ticket, high-commitment product, ranging from 20 K to 80K.
Employer Branding
Social was inconsistent, the careers presence was outdated and disconnected from the main brand, and recruitment was suffering as a result.
We developed a Communication Manual during the branding audit that served as the foundation for tone and messaging consistency across all channels. This gave the team a shared reference point for the first time and significantly reduced the back-and-forth on copy decisions.
For employer branding, we migrated corporate pages from a disconnected third-party platform to our own CMS and redesigned them to align with the updated brand. We built a milestone-driven LinkedIn presence celebrating new hires and work anniversaries to drive peer-to-peer visibility, ran LinkedIn campaigns targeting freelancers, and produced company swag to support both culture and recruitment. Careers page impressions grew by 566% quarter-on-quarter.
Sales Enablement & KAM
As the product offering expanded rapidly the sales and account management teams lacked the materials and knowledge to sell it effectively.
With the launch of Bunny Studio ONE and the expansion into staffing, development, and integrations, the gap between what the product could do and what the sales team could articulate had grown significantly. We built a four-module sales onboarding course covering the company, all solutions, the sales process, and pitch execution. We also produced a full suite of KAM collaterals to support account managers working with existing clients.
Key accounts exposed to the new materials through an AB test increased their expenditure 20% year on year.
On the events side, we built an offline strategy selecting key industry events aligned to specific business segments. For each event, we developed the full logistics, sales enablement materials, and lead capture strategy to support executives and the sales team in the field. Events included Web Summit.
Team & Leadership
Building a marketing function from zero in a fully remote, internationally distributed environment with no existing structure, playbook, or budget history.
I was the first marketing hire. Within my first 30 days, I had hired two people and drafted the initial team strategy while simultaneously auditing every active channel, securing data access, and aligning with every other team on priorities.
Over two years, I built a team of six direct reports across Singapore, Portugal, Argentina, and Spain. In 2022, I restructured the team into two distinct pillars — Product Marketing and Sales Enablement — to reflect the company's shift toward SaaS. My leadership NPS score was among the highest in the company in the first formal evaluation conducted in early 2023.
You can see all the data from that survey here https://drive.google.com/drive/folders/1ClX616wTGeNW7nAfzExDu25fZVIBSQ-7