Helping Great Companies Sell More Online
If a marketing campaign sends a million users to your landing page, but no one purchases, is it really a success?
Most marketing starts with creative and ad spend. At Lìonra, I look at the entire engine first.
I dig into the core product marketing questions that can get skipped: Does your positioning truly resonate with your end buyer? Are you answering their catalyst for change, or just talking about features? And when high-intent visitors land on your site, does the experience guide them seamlessly to purchase, or do confusing content, broken workflows, and clunky tech send them to a competitor?
Sustainable business growth happens at the intersection of sharp positioning, clean user flows, and dependable systems. Whether you’re launching a new platform or system, scaling an eCommerce store, or optimizing your booking operations, I diagnose and resolve the friction points others overlook.
I help you align with real market demand, eliminate checkout drop-offs, and build self-serve systems that convert.
The bottom line
I provide the strategic clarity to define your market position and the technical precision to execute it. No vanity metrics, no wasteful spending—just clear positioning, resilient systems, and measurable revenue growth.
What does Lìonra mean?
Lìonra (LEE-ON-RAH) means ‘networking’ in Scottish Gaelic, and that’s what I do. I build relationships between businesses, systems, and people. Plus, Scotland holds a special place in my heart.
Winning process
End-to-End Journey Discovery: I audit the real customer journey from first touchpoint through checkout to experience the exact friction buyers feel. I diagnose and fix the messaging gaps, broken user flows, and tech failures before scaling marketing spend.
Connected Revenue Architecture: I don’t just drive traffic; I build the tracking infrastructure, CRM data integrity, and automated workflows required to attribute pipeline directly to verified business outcomes.
Agile Cross-Functional Leadership: I build collaborative environments where teams test assumptions rapidly, measure outcomes honestly, and adapt without friction. By identifying operational bottlenecks early, we protect capital and keep teams focused on what actually moves the needle.
Proven results
Attribution & Economic Impact: Led the national Escape From Home campaign for the Indigenous Tourism Association of Canada, delivering 12.7M impressions, 3,600 direct commercial leads, and social impact that directly supported a $16M federal economic stimulus allocation.
Revenue Forensics & Recovery: Uncovered and eliminated $88,000 in annual revenue leakage for Coast Gravity Park by migrating platforms and re-engineering workflows, resulting in over $170,000 in documented first-year financial impact.
Turnaround & International Scale: Led a commercial and technical transformation for Homalco Wildlife & Cultural Tours, scaling digital bookings to 67.2% of total revenue, cutting international cost-per-conversion by 85.8%, and achieving a 48x ROAS on Google Ads.
Pipeline Velocity & Conversion: Re-engineered sales enablement and qualification frameworks at Localize and Top Draw, consistently delivering a 75% contract win rate and a 40% lift in pipeline velocity.
Focus areas
Product Marketing & GTM Strategy: Defining clear positioning, mapping buyer catalysts for change, designing self-serve demo flows, and launching category-defining products.
Platform & Systems Architecture: Auditing broken integrations, resolving critical edge-case bugs, migrating complex booking/eCommerce platforms, and mapping multi-system data flows.
Revenue Forensics & Conversion (CRO): Diagnosing checkout drop-offs, identifying hidden revenue leakage, and building automated lifecycle triggers that convert visitors without manual overhead.
Meet Jennifer Horsburgh
Over the past 15+ years (you may also know me as Jen Rollins), I’ve operated as a technical platform architect, product marketing strategist, and revenue troubleshooter across B2B SaaS, enterprise platforms, and independent operators. I like tackling complex, unstructured problems where the answers aren't obvious, diagnosing why a system breaks, designing the fix, and building workflows that make life easier for the people running them. Most of all, I like working with businesses that do good.
When I’m not at my laptop, I’m deeply involved in my local qathet community on the Sunshine Coast, whether serving as Communications Chair for the Lund Community Society, volunteering with regional initiatives, or providing on-call tech support for my senior neighbours.
The rest of my time is usually spent baking something overly ambitious, exploring BC coastal trails, or bringing home unexpected finds from local farmers' markets. I have an abiding love for live music, independent art galleries, and unapologetically terrible reality TV. Usually all in the same weekend.