Santiago Peñuela

The Challenge

WeWork's self-serve funnel was optimized for speed, but the sales-assisted funnel needed work. Reps were chasing low-fit leads from generic web forms—many were existing members seeking support or unqualified inquiries. Meanwhile, high-intent buyers weren't getting enough context passed to Sales.

We needed to prequalify leads upstream without adding friction.

What I Did

• Redesigned lead capture forms across all product pages (except e-commerce-enabled) and the main search map—making forms contextual and intent-based rather than always-on
• Triggered forms based on intent signals: expanding a property view, clicking "request info," or other high-intent actions—filtering out casual browsers
• Rerouted low-fit traffic: Members seeking support were directed to the support page instead of Sales; unqualified inquiries were reduced by gating forms behind intent actions
• Tailored form fields by ICP and intent level to give Sales richer context on handoff, collaborating with Product and RevOps to ensure data flowed cleanly into Salesforce
• A/B tested across key markets to validate changes before broader rollout

The Outcome

• SQL-to-opportunity conversion improved 7%—results visible within 2 weeks
• Sales reps reported noticeably higher lead quality and less time wasted on unqualified inquiries
• Reduced noise in the pipeline by filtering out support requests and low-intent traffic before it reached Sales

The Challenge

The Assemblage operated physical community spaces focused on wellness, personal development, and human connection. PlayAkasha was the digital extension — a gamified self-discovery and meditation app designed to build habit and deepen engagement between in-person experiences.

We were launching from zero with no existing product infrastructure, an unvalidated revenue model, and a niche audience. The goal was to prove early traction and learn what would drive sustained adoption.

What I Did

• Defined the ICP and activation strategy, identifying which segments of the existing 125K member base were most likely to adopt and engage
• Designed viral mechanics into the product — users could unlock content faster by inviting others instead of waiting 24 hours, creating built-in growth loops
• Built the positioning and messaging framework for launch, aligning the digital experience with the brand's broader mission around human potential
• Led launch execution across owned channels, then iterated based on real engagement data from early adopters
• Partnered with product and engineering to prioritize features based on what was actually driving repeat usage

The Outcome

• 25,000 signups from a 125K contact base (~20% conversion) within 90 days
• ~1,700 daily active users — strong early signal for a cold-start MVP
• Viral invite feature drove measurable engagement lift — users actively used the unlock mechanic
• Key learning: the offering was niche; organic and viral growth outperformed paid channels, shaping the post-launch strategy

Revenue model remained unvalidated (PDF downloads saw low uptake), but the launch proved demand and informed what a sustainable growth path could look like.

The Challenge

In 2025, I partnered with a real estate development client launching a new mixed-use master plan community. While the product itself wasn't technology-driven, the go-to-market strategy relied heavily on digital channels, and the sales process needed clear positioning and enablement to cut through a competitive market.

The client needed to demonstrate market interest quickly through the soft launch phase. My role was to clarify the positioning, build the digital go-to-market foundation, and support the sales team in generating early pipeline.

The work I spent most of my time on included:

• Conducting competitive positioning analysis and refining the value proposition to differentiate the community offering
• Developing the digital presence and sales enablement materials that would support both online inquiry generation and sales conversations
• Leading the soft launch campaign execution across digital channels, managing creative development and media strategy
• Partnering with the sales team to optimize pipeline generation and refine messaging based on early market response
• Using conversion data and sales feedback to iterate on positioning and campaign performance

The Outcome

The soft launch generated more than 500 qualified prospects and contributed to $15M in pre-sales pipeline. The digital GTM approach and sales enablement framework established during this engagement is now being used by the client to scale their sales efforts regionally.

While the product wasn't a technology platform, the work required the same PMM discipline: clear positioning, cross-functional alignment, and using data to refine messaging and drive results.