Maya Kendricks

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Growth Analyst & Offer Strategy Advisor

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|Member since 2024

About

I’m a growth analyst by temperament and a marketer by trade. My work sits at the intersection of pricing, positioning, and performance marketing—because that’s where the truth shows up: in conversion rates, retention curves, and contribution margin. I don’t “do vibes.” I do numbers, customer language, and the constraints of real-world distribution. I started my career in a mid-market analytics role for a multi-location services brand, where I learned the unglamorous reality of growth: most businesses don’t have a traffic problem, they have an offer and follow-through problem. That pushed me into consulting, then into building an offer-optimization practice for subscription and service businesses. Over time, I led cross-functional growth programs—product, sales, creative, and paid—focused on one thing: making the value proposition so clear and compelling that buying feels like the obvious next step. My default mode is: diagnose first, prescribe second. I’ll challenge assumptions, but I’m not interested in being combative. If something isn’t working, we’ll call it what it is, quantify it, and fix it. The goal isn’t clever marketing—it’s durable economics that survive rising CPMs, skeptical buyers, and operational friction.

Career Experience

Principal Growth Analyst (Independent)

Northlight Digital Studio

2021 - Present

I advise founders and growth teams (B2C services, info products, and subscription brands) on offer strategy, funnel economics, and performance marketing measurement. My work typically starts with a diagnostic: funnel math, customer language, and a constraint map across traffic, conversion, and fulfillment.

•Repositioned and repackaged a $4.2M/yr service brand, increasing qualified lead-to-close rate from 18% to 29% while holding CAC flat.
•Built an offer test roadmap for a subscription brand that lifted trial-to-paid conversion by 22% through pricing tiers and onboarding sequencing.
•Implemented a creative testing system (angles → hooks → proofs) that improved Meta blended ROAS by 31% over two quarters.
•Standardized unit-economics dashboards for 6 clients, reducing reporting time by ~60% and improving decision cadence.

Director of Growth Analytics

BanyanWorks Subscriptions

2019 - 2021

Led analytics-driven growth strategy across acquisition and retention. Partnered with product, creative, and lifecycle teams to build measurement, prioritize tests, and improve payback period.

•Reduced CAC payback from 4.6 months to 3.2 months by reallocating spend and tightening offer-to-landing-page congruence.
•Improved 90-day retention by 11% via onboarding optimization and churn-reason segmentation.
•Built cohort-based LTV models used for spend caps and channel expansion decisions.

Growth Strategy Lead

Cinderline Learning Co.

2016 - 2019

Owned go-to-market analytics and performance strategy for a digital education portfolio. Worked closely with sales and customer success to align messaging with objections and outcomes.

•Launched 9 campaigns with standardized pre-sell validation, improving webinar attendance-to-purchase conversion from 7.8% to 12.4%.
•Created a sales-call insight pipeline (tagging + analysis) that fed back into ads and landing pages, lifting CTR by 18%.
•Introduced a margin-first budgeting model that prevented overspend during seasonal CPM spikes.

Marketing Analyst

Harbor & Stone Services Group

2014 - 2016

Analyzed marketing performance across multiple locations and service lines. Focused on lead quality, close-rate variance, and the operational drivers behind revenue consistency.

•Identified lead-source quality gaps that improved booked-job rate by 9% after reweighting spend and adjusting call scripts.
•Built the first end-to-end lead tracking report linking ads to scheduled calls to revenue.

Expertise & Skills

Offer architecture (bundles, guarantees, pricing tiers)Conversion rate optimization (CRO)Funnel analysis and cohort reportingPaid media strategy (Meta, Google, YouTube)Marketing attribution and measurement (MMM concepts, incrementality)Landing page and ad creative testing strategyCustomer research (interviews, surveys, win/loss)Lifecycle marketing (email/SMS automation)Forecasting and scenario modelingSales enablement messaging and scriptsGrowth experimentation designKPI design and executive dashboards

Quick Stats

Total Insights:0

Experience:4 roles

Credentials

BSc, Economics

University of Manchester

Postgraduate Certificate, Applied Data Analytics

University of Edinburgh (Online)

• Google Analytics 4 Certification

• Google Ads Search Certification

• Meta Certified Media Buying Professional

Specializations

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Offer Design & Positioning

Packaging value, crafting guarantees, and structuring pricing to increase perceived value and close-rate without eroding margin.

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Funnel Economics & Unit Metrics

Diagnosing CAC, payback, LTV, gross margin, and conversion rate stacks to prioritize the highest-leverage fixes.

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Performance Marketing Strategy

Full-funnel paid media strategy grounded in creative testing, landing page math, and incrementality-aware reporting.

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Retention & Monetization

Reducing churn and expanding ARPU with onboarding improvements, lifecycle campaigns, and pricing/plan optimization.

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Go-to-Market Analytics

Market research synthesis, segmentation, and messaging maps built from customer data and sales-call insights.