Mogo / Senior Marketing Operations Manager / 2024 – Present
Mogo web ecosystem rebuild
Marketing needed to ship pages in hours. DevOps owned the website. That was the actual problem.
The read
Lifecycle conversion was weak. The assumption in the room was that the emails needed work.
I looked upstream. The emails were performing reasonably. What was not performing was where they were sending people. Campaign traffic was landing on generic product pages that had nothing to do with the message the user had just read. The lifecycle and the web experience were running as two separate systems that had never been designed to connect.
The second problem was structural. The website was owned by DevOps. Any change required an engineering ticket. A new landing page for a campaign took two to three weeks. Marketing had no ability to move at campaign speed inside a system that required engineering queue time for every update.
The read: the web problem was two things at once. A conversion problem caused by lifecycle-web misalignment. And an ownership problem caused by the wrong team controlling the tool.
The decision
Rebuild the web ecosystem in Webflow and migrate ownership to Marketing. Build a component system that lets any team member launch a page without engineering involvement. Design every page with lifecycle alignment and conversion intent from the start.
Use the Webflow migration as the forcing function to fix the tracking layer at the same time. The GA4 and GTM infrastructure had years of undocumented tag debt. Rebuilding the website without fixing tracking would just create a faster version of the same broken attribution problem.
The metric I chose
Conversion rate from lifecycle traffic. That was the specific failure the rebuild was meant to address. If lifecycle emails drove traffic to pages that matched the message and the user intent, that number would move.
Secondary: time to launch for new pages. The ownership problem was only solved if Marketing could actually ship without waiting on engineering.
The build
Rebuilt five properties: MogoTrade (the initial POC to prove the Webflow model), Moka, Intelligent Investing, mogo.ai, and mogo.ca.
Built a component system rather than individual pages. Reusable sections, governed naming conventions, and a CMS structure that let any team member assemble a page from the library in hours. Defined URL structures, content models, and metadata templates before touching layouts so SEO and tracking were built in from the start rather than retrofitted.
Applied SEO, AEO, and GEO simultaneously across all five properties. Schema markup, canonical structures, internal linking architecture, and metadata built into every page type. Organic traffic doubled within 90 days.
Rebuilt GA4 and GTM in parallel with the Webflow migration. Brought Analytics, DevOps, Product, and Legal into the tracking architecture conversation during the migration rather than after. Every page launched with clean event tracking from day one.
Built campaign-specific landing pages matched to lifecycle messaging for each major campaign. Same offer, same framing, same call to action as the email that drove the click.
+15%
Conversion from lifecycle traffic
+30%
Conversion on campaign-specific landing pages
2x
Organic traffic within 90 days
The lifecycle conversion problem was never an email problem. It was a destination problem. Once the pages matched the message and Marketing owned the ability to change them, conversion followed. The component system meant the fix was not one campaign - it was every campaign after.
Tech
Webflow, full web ecosystem and component system
GA4 + GTM, rebuilt tracking infrastructure
Braze, lifecycle-to-web traffic coordination
Semrush / Ahrefs, SEO audit and organic performance
Schema.org, structured data and AEO implementation
Branch Metrics, app deep-link attribution
Miguel N. Monzones
Vancouver, BC, Canada
