Scaling National Decontamination Franchise Growth by 267%

Services:

TLDR:

SEO, AI, Data Analytics, Paid Advertising, Local SEO, CRO / UX, Web Development

As CMO of Spaulding Decon, I led a full-scale digital transformation that resulted in a 267% increase in leads, 2,500% growth in organic traffic, and top 5 Google rankings for 29 keywords. By managing a 7-figure marketing budget, building a high-performing team, and launching SEO, PPC, and influencer campaigns, we turned marketing into a national growth engine for 40+ franchisees.

Situation:

Spaulding Decon, a rapidly growing national franchise brand in the biohazard remediation industry, faced a critical challenge: its digital marketing and lead generation systems were not scaling in line with franchise growth. With over 40 franchise locations across the U.S., there was a pressing need for a cohesive marketing strategy that could drive leads, grow traffic, and support individual franchisee needs—all while improving national brand visibility.

Task:

As Marketing Director and later Chief Marketing Officer, I was tasked with:
– Building a high-performing in-house marketing team
– Scaling lead generation across all digital channels
– Supporting local franchisees with individualized marketing strategies
– Increasing national brand awareness and visibility
– Delivering measurable ROI on a 7-figure marketing budget
– Establishing operational structure using the EOS (Entrepreneurial Operating System) framework

Action:

To meet those goals, I implemented a comprehensive digital growth strategy:

Team & Process Leadership
– Built and led a team of 9 marketing professionals
– Implemented EOS to drive goal alignment, accountability, and performance
– Managed collaboration across 40+ franchise owners

Digital Strategy & SEO
– Rebuilt the content and SEO strategy from the ground up
– Created conversion-focused, A+ optimized content
– Achieved top 5 Google rankings for 29 high-intent keywords

Lead Generation & Paid Media
– Oversaw Google Ads and YouTube ad campaigns with strict ROAS targets
– Designed landing pages and funnels for national and local campaigns
– Launched integrated email, direct mail, and retargeting efforts

Influencer & Brand Expansion
– Launched viral influencer campaigns on platforms like YouTube and TikTok
– Grew brand visibility and consumer trust through storytelling-based content

Result:

– 267% Increase in Leads Across All Channels
– 2,500% Growth in Organic Website Traffic
– Top 5 Google Rankings for 29 Keywords
– 40% Increase in Conversion Rates
– 7-Figure Budget Managed with Profitable ROI
– Explosive YouTube Channel Growth (600K+ Subscribers in 6 Months)
– Franchisee Product Sales Boosted Through Influencer Campaigns