Systems-First Marketing That Drives Revenue
If a marketing campaign sends a million users to your landing page, but no one purchases, is it really a success?
Most agencies and leaders jump straight to creative. I rebuild the engine first. My career has been defined by the ability to find and fix revenue leaks—like shifting the product mix to meet real market demand—before architecting full-scale demand generation funnels.
I solve the friction points others miss. By automating the systems that fix them, I turn operational obstacles into measurable revenue wins.
Whether managing a 200-agent operation or recovering thousands in hidden revenue for a national park, I bring a rare combination of high-level executive leadership and forensic technical precision. I don’t just manage marketing departments; I turn operational chaos into a scalable revenue engine.
The Bottom Line
I provide the strategy to see the horizon and the forensic precision to reach it. I build marketing engines that are rooted in data, led with accountability, and designed for measurable, permanent scale.
The Lìonra Professional Standard
Forensic Auditing: I "secret shop" businesses from lead to sale to experience the friction customers feel, then I fix the systems and processes causing it, then start on marketing.
Revenue Architecture: I don’t just run ads; I build the systems, CRMs, and automation required to attribute every lead to overarching goals.
High-Resolution Leadership: High-Resolution Leadership: I lead internal teams, SDRs, and agencies by creating environments where the goal is progress, not perfection. I’m not scared of something not working; I’m scared of it taking too long to notice. I build high-output teams that test assumptions, fail fast, and adapt without the friction of judgment. We focus entirely on finding the flaws and fixing them before they eat the budget.
The Lìonra Record
Scale: Built a cross-border marketing and sales engine of 200 inbound call centre agents for TELUS that added 20% revenue to the channel.
Velocity: Architected a new domestic revenue engine for Indigenous Tourism Association of Canada, resulting in a $16M impact.
Optimization: Secured a 70% win rate on $1.3M in contracts by refining ideal customer profile quality and sales-marketing handoffs.
Recovery: Recovered $35,000 in leaked revenue and doubled sales for Coast Gravity Park by fixing foundational operational gaps.
Meet Jennifer Horsburgh
I’ve spent 25 years building revenue engines for others; now, I’m doing it on my own terms from the West Coast.
I split my time between two very different kinds of beautiful. In Victoria, it’s late-night cafes, rainy afternoon gallery crawls, and the buzz of the city. In Lund, the soundtrack is sea lions and hummingbirds, and the nearest traffic jam is four vehicles in front of me on Highway 101. It’s literally the best of both worlds.
I live with my Scottish husband Andy (yes, he wears a kilt), our daughters Tenesea and Azalee, a Rhodesian Ridgeback named Gromit, and a cat named Popcorn who almost certainly believes she runs the place.
When I'm not on my laptop, I'm usually involved in the qathet community, whether as the Communications Lead for the Lund Community Society or acting as tech support for my senior neighbours. If something needs doing, I’m usually at the table or quietly making sure it happens.
The rest of my time is spent baking something ambitious, out on a trail, or at a farmers' market bringing home something I didn't plan on. I have a deep love for live music, art galleries, and terrible reality TV. Usually all in the same weekend.
Not the New Kid on the Block
For over past 25 years, I’ve worked with a wide range of established and reputable organizations in North America producing high-level marketing campaigns and demand generation funnels.
I’d love to learn about your business and how I can help. Send an email to Jen@lionra.com and let’s chat!
