MainStream Merchant Services
Regional Sales Manager & Web Technology Lead • 2013-2017
Overview
Led a comprehensive digital transformation for MainStream Merchant Services, a credit card processing company based in Alpharetta, GA (acquired by Global Payments Inc). Spearheaded a complete corporate rebranding initiative that included creating a new brand identity from scratch, tearing down and rebuilding the entire website, and implementing sophisticated marketing automation systems that transformed lead generation and sales operations.
- •Led complete corporate rebranding project, creating new brand identity including logo, color palette, typography, and brand guidelines
- •Designed and built new corporate website from scratch, including complete tear down of existing site and ground-up rebuild
- •Developed and implemented marketing automation systems using Infusionsoft
- •Designed and built online lead generation funnels with automated follow-up campaigns
- •Created automated round-robin lead distribution system for Account Executives
- •Managed remote sales team across multiple states while maintaining consultative sales approach
Website Redesign & Development
Executed a complete website overhaul, tearing down the existing site and rebuilding from the ground up. The new website aligned with the refreshed brand identity and served as the foundation for integrated marketing automation and lead generation systems. This project marked my entry into web development, teaching myself HTML, CSS, JavaScript, and CMS platforms while delivering a production-ready corporate website.
Corporate Rebranding & Brand Identity
Created a comprehensive new brand identity for MainStream Merchant Services, including logo design, color palette selection, typography system, and brand guidelines. The rebranding effort modernized the company's visual presence and positioned it competitively in the merchant services industry. This work required balancing creative design with business strategy, ensuring the new brand resonated with target customers while differentiating from competitors.
Marketing Automation Implementation
Built sophisticated Infusionsoft campaign sequences featuring multi-branch email funnels with conditional logic. The system intelligently paused main email sequences when prospects engaged with promotional content, ensuring relevant messaging without overwhelming leads.
Campaign Architecture
Main Sequence with Promo Branches
Hand-drawn concept showing how the main email sequence pauses when a prospect clicks into a promotional sequence, then resumes after the promo completes.
Simple Sequence Flow
Basic structure showing main sequence emails with promotional branches.
Detailed Campaign Builder Implementation
Infusionsoft campaign showing the complete flow with click tracking, delay timers, tag management, and sequence control logic.
Single Promo Sequence Detail
Close-up of a single promotional sequence showing goal tracking, tag application, and sequence restart logic.
Complete Multi-Promo Campaign
Full campaign architecture with 4 promotional sequences, success/fail tracking, CTA completion goals, and sophisticated tag-based flow control.
Key Features
Complete Website Rebuild
Ground-up website redesign and development, replacing legacy site with modern, responsive design aligned with new brand identity.
Brand Identity Creation
Comprehensive rebranding including logo design, color palette, typography system, and brand guidelines for consistent visual identity.
Conditional Sequence Logic
Tag-based system to pause main sequences when prospects engaged with promotional content, ensuring relevant messaging without overwhelming leads.
Click Tracking & Goals
Monitored link clicks and CTA completion to trigger appropriate follow-up sequences and measure campaign effectiveness.
Automated Lead Distribution
Round-robin system to distribute qualified leads to Account Executives, optimizing response times and sales team efficiency.
Multi-Branch Campaigns
Complex campaign architecture with multiple promotional branches, success/fail tracking, and automatic sequence resumption.
Business Impact
Complete digital transformation with new brand identity and website positioned company competitively
Significantly enhanced lead conversion rates through automated, personalized follow-up sequences
Integrated sales and marketing technologies to optimize team efficiency and customer acquisition
Technologies Used
Early Technical Foundation
This role marked my transition from sales into technology. While managing West Coast sales operations, I taught myself web development and marketing automation, building the technical foundation that would later enable me to found RipeMetrics. The experience of combining business strategy with technical implementation became a defining characteristic of my career.