Intuit QuickBooks

Overview

Intuit engaged Emily Gore to help transform QuickBooks Apps.com from a traditional marketplace into a scalable demand generation engine. The objective was to increase marketplace awareness, drive qualified traffic at scale, and establish a repeatable growth model that could support app discovery and partner ecosystem expansion.

The Challenge

Apps.com represented a critical growth channel for Intuit's partner ecosystem, but marketplace traffic and app discovery needed to scale significantly to support broader business objectives.

The team needed a strategy that could:

• Increase qualified marketplace traffic efficiently
• Prove the impact of paid media beyond brand awareness
• Improve app discovery and partner engagement
• Create a repeatable framework for long-term marketplace growth

My Approach

I led the strategy, planning, and optimization of a multi-channel demand generation program designed to drive measurable marketplace growth.

Key responsibilities included:

• Developing the marketplace growth strategy and measurement framework
• Building a multi-channel media approach across LinkedIn, Meta, Reddit, and programmatic
• Creating audience and messaging strategies centered on real business needs and app outcomes
• Aligning creative, content, and landing page experiences to improve conversion performance
• Leading ongoing optimization, reporting, and executive stakeholder communications
• Managing cross-functional execution across strategy, creative, media, and analytics teams

Results

Business Impact

The program established a scalable marketplace growth engine that demonstrated how integrated demand generation can accelerate ecosystem engagement. Beyond driving traffic, the initiative created a repeatable framework for connecting business audiences with the right applications, strengthening both marketplace performance and partner visibility.

Expertise Demonstrated