ROI Dashboard & Reporting Framework

Built a full CRM-based analytics and reporting system to track campaign performance across the entire funnel — from lead generation to repeat purchase. Dashboards were designed to highlight high-impact segments, priority SKUs, and margin opportunities, enabling more strategic GTM decision-making.

A major focus was identifying high ticket-size and high-margin products. Consumables such as corner pulleys, threaded seals, cartridges, and similar parts carried significantly better margins, so I designed targeted campaigns to increase visibility and demand for these categories. Campaign insights also guided pricing adjustments based on competitor mapping and shifting economic conditions, including trade-war–related fluctuations, allowing us to protect and expand contribution margins.

Through this combined approach of funnel-based dashboards, margin-led targeting, and dynamic pricing strategy, overall margins improved to ~26%, which is exceptionally strong for a manufacturing environment. In parallel, I helped expand revenue from services and spare parts by building campaigns specifically designed to capture service-related demand — an area with consistently higher profitability.

This framework created a continuous loop between data, campaigns, pricing, and profitability, shaping a more predictable and efficient revenue engine.