CMO — Corrina McGowan
I am
the Chief Marketing Officer of Flip360. The acquisition engine. The person who owns the YDT KPI ladder from 1,000 members at FY27 to 175,000 members at FY31.
I need
a CRM that shows me the full acquisition funnel (lead → qualified → proposal → negotiation → activated), UTM attribution across every channel, conversion rates at every step, cost-per-acquired-MEMBER and cost-per-acquired-PARTNER, and a clear ladder of which marketing motions are working and which are dead.
So I can
hit the YDT acquisition KPI ladder — because that's the trigger for my Phase 2 performance pool per engagement.tsx framework §5.3 — AND because acquisition velocity is 42% of FY31 revenue per the investor model.
So that (financial outcome)
Flip360 hits 1,000 MEMBERs by FY27, 25,000 by FY29, 175,000 by FY31 — the trajectory the SAFE and Series A are sold against, the trajectory the exit valuation is modelled against, and the trajectory my BAU/hypercare/growth/exit equity participation depends on.
Who fills this role
Corrina McGowan · CMO · WS1 Lead · Acquisition Strategy · Human role · PHASE 1 — PRE G4 CUTOVER
The CRM screens I use
- Acquisition funnel — lead → activated, by source, by vertical
- UTM attribution dashboard — channel, campaign, medium ROI
- Member growth ladder — actual vs FY27→FY31 trajectory
- Partner recruitment pipeline — by vertical, by community
- Cost per acquired MEMBER / PARTNER
- Campaign performance — LinkedIn, MFAA, FAAA, community events
- Marketing mix dashboard (links to /marketing-mix)
My KPIs (every one is linked to the FY31 trajectory)
| KPI | Target | Anchored to (financial source-of-truth) |
|---|---|---|
| Active MEMBERs | 1,000 by FY27 | investors.tsx ASSUMPTIONS.members[0] |
| New MEMBER acquisitions/month | ramp to 100/mth by Q4 FY27 | investors.tsx growth curve |
| Cost per acquired MEMBER (CAC) | < $400 | investors.tsx unit economics |
| Funnel conversion lead→activated | > 12% | engagement.tsx WS1 §5.3 |
| Active PARTNER firms | 300 by FY27 | investors.tsx ASSUMPTIONS |
What good looks like
Corrina opens the acquisition funnel daily. Sees fresh leads from this week's LinkedIn campaign. Conversion holding steady at 14%. CAC trending down. New MEMBER count this month: 67, on track for 100/mth by Q4. Hands BD-04 the qualified shortlist. The trajectory ladder is climbing on the right grade.
What bad looks like
Marketing spend going somewhere, leads showing up, but nobody can trace which channel produced which activation. CAC unknowable. The 1k→175k trajectory becomes hope, not plan. Phase 2 bonus pool slips because acquisition isn't in evidence.
Who I work with
Reports to: PMO Director / CFO
Works with: Community Manager Platform Admin