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Overview

Heartcore Business is a coaching and training company led by Shanda Sumpter, specializing in helping entrepreneurs grow through live events, list building, and summits. I joined as Chief Marketing Officer in 2021, at the height of the COVID-19 pandemic — a time when in-person events (the company’s main revenue driver) were no longer viable.

The challenge was to pivot an event-driven company to virtual events before it became the industry norm, while growing the company during a period when most businesses in the space were cutting back. In doing so, we successfully tripled the company revenue in 11 months.

Created

2025

Scope of Work

Strategic Leadership
- Designed and implemented a back-to-back event funnel strategy, where smaller events throughout the month funneled attendees into a larger, high-ticket event.
- Positioned the brand to thrive in a virtual-first environment instead of relying on in-person summits.
Event Marketing & Execution
- Personally ran live events and spoke in front of 15,000+ attendees.
- Built systems to scale webinars, summits, challenges, and virtual conferences.
- Developed landing pages and funnels optimized for ticket sales and lead capture.
Revenue Growth
- Crafted offers ranging from $500 mid-ticket courses to $15,000 high-ticket programs.
- Implemented strategies to increase buyer conversion and LTV through structured event sequences.
Team Management
- Directed a marketing and operations team of 50+ people under high-pressure launch cycles.
- Oversaw project management, marketing operations, and affiliate marketing programs.
Marketing Operations
- Led email marketing and deliverability strategy to ensure maximum reach.
- Managed advertising strategy and budgets to support event traffic.
- Built and scaled affiliate marketing partnerships.

Results

Tripled company revenue at a time when leadership was anticipating a loss.
Built a replicable multi-event funnel strategy that sustained long-term growth.
Successfully pivoted an in-person business model to virtual-first events before it was mainstream.
Scaled marketing execution and leadership across a team of 50+ during back-to-back launches.