Marketing, Analytics & Growth Systems That Drive Measurable Results

We help organizations improve growth and operational performance by combining data analysis, content strategy, and scalable marketing systems.

A young person with curly hair wearing a black and gray plaid shirt standing on a wooden porch, looking thoughtfully into the distance.

Aiden Johnson | Founder

About Me

My career has taken an unconventional path, from engineering, business development to business intelligence, analytics, marketing strategy, and content creation, but every step has reinforced one belief: sustainable growth doesn't happen by accident. It's engineered.

Over the past several years I've worked with and for hundreds of businesses, from SMBs to Fortune 500 Companies, I’ve helped leaders better understand their customers, improve decision-making, and build systems that scale. Whether I'm analyzing performance data, refining a company's positioning, designing a content strategy, or optimizing internal workflows, my goal is always to identify the biggest constraint to growth and solve it.

That philosophy eventually led me to found CTRL Social, a collective of consulting, marketing, and branding solutions. Rather than selling isolated marketing tactics, I partner with founders, and organizational leaders to improve the systems behind their marketing, operations, analytics, and client acquisition, creating businesses that are easier to scale and easier to lead.

Alongside my work in the business world, I've also spent plenty of time serving in ministry communications, supporting rapidly growing churches through storytelling, digital strategy, creative systems, and operational improvements. That experience taught me that great communication isn't just about visibility, it's about building trust, creating clarity, and helping people take meaningful next steps.

Today, I continue to work at the intersection of business consulting, analytics, marketing strategy, AI, and operational excellence. I'm especially energized by complex business challenges where data, creativity, and systems thinking come together to unlock growth.

Consulting Case Studies

  • The Constraint: Leads were disappearing between first touch and closed sale, and no single team had visibility into the full pipeline to see where.

    The Diagnosis: Led a cross-functional analysis alongside a team of business intelligence analysts and an Operations Director, mapping the full outbound sales and business development pipeline end-to-end to find where opportunities were leaking out.

    The Result: The analysis drove a 20% increase in closed sales across the contract from the outbound/business development motion.

    Outcome: A full-pipeline view surfaced leakage points that no single team-level report had caught, and fixing them moved closed revenue, not just activity metrics.

  • The Constraint: Lost deals were being written off as "not a fit," with no visibility into how much of that was actually a coaching gap.

    The Diagnosis: Analyzed 39,897 dials, 8,139 calls, and over 2,088 meaningful conversations (1+ minute) across the outbound sales motion. Found that 20.8% of lost opportunities were lost specifically to ineffective objection handling, a behavioral, coachable gap, not a market or product problem.

    The Result: Built performance insights into new talk tracks and training, developed directly with sales enablement and upper management. Modeled a potential ~22.1% (Conservative) increase in sales output if the objection-handling gap closed.

    Outcome: Reframed a chunk of "lost deals" as a training problem instead of a lead-quality or market problem, and gave the org a specific, measurable target to train toward.

  • The Constraint: A large enterprise client (annual revenue in the hundreds of millions) was managing accounts receivable and client retention with processes that hadn't scaled alongside the business.

    The Diagnosis: Worked directly with the client's finance leadership to assess how receivables were tracked, collected, and reported, and how retention was managed alongside that process.

    The Result: Rebuilt the AR process and the client-retention approach from the ground up, aligning both to how the business actually operated at its current scale.

    Outcome: Replaced processes built for an earlier stage of the business with systems built for the one the client had actually grown into.

  • The Constraint: A growing private equity firm was running invoicing and CRM on legacy systems that no longer matched the complexity of the business.

    The Diagnosis: Partnered with firm leadership to evaluate the existing systems, plan the sunset of the legacy invoicing and CRM tools, and scope the replacement project across the full company.

    The Result: Delivered a project scope and transition plan covering the entire organization, setting up the systems overhaul that followed.

    Outcome: Gave a scaling firm a clear, sequenced path off legacy infrastructure instead of a patchwork of workarounds.

  • The Constraint: Sales managers were manually listening to call recordings to coach reps, a real bottleneck on their time that limited how much coaching actually happened.

    The Diagnosis: Identified the manual review process as the constraint limiting coaching frequency and built an AI automation to listen to and flag calls for sales enablement and management.

    The Result: Saved an estimated 5-10 hours per week in manual call review, freeing that time for direct coaching instead of passive listening.

    Outcome: Automated the bottleneck task so the team's time went to coaching, not searching for what to coach on.

  • The Constraint: A meaningful share of leads were being marked "unpassable" with no one able to say why, or whether it was a lead-quality problem or a systems problem.

    The Diagnosis: Analyzed 405 unpassable leads (9.1% of total volume) and traced the root cause. 60.7% of those leads weren't bad leads at all, they were being misqualified by inefficiencies in the CRM's pipeline logic. Nearly 70% of the actual bad leads traced back to a single campaign source.

    The Result: The findings redirected the fix from "the leads are the problem" to "the filtering logic and one campaign source are the problem", leading to corrective changes in campaign spend and CRM workflow, and a measurable lift in sales productivity and closed deals.

    Outcome: Replaced a vague lead-quality complaint with a precise, fixable root cause, and the fix was cheaper than the assumption everyone started with.

  • The Constraint: A rapid platform migration created a blind spot, the team could see activity volume going up, but no one had connected that to what it meant for revenue.

    The Diagnosis: Analyzed 20,474 outbound dialing interactions following the migration to a new outbound platform. Outbound volume had increased 25%, but the appointment-setting rate had dropped from 6.7% to 4.9%, a tradeoff nobody had quantified yet.

    The Result: Modeled the net effect of the new system and projected roughly a 20% increase in monthly revenue potential from the added capacity, once the conversion drop was accounted for. The findings were used directly in stakeholder decision-making on outbound strategy and folded into BI forecasting for the new system's KPIs.

    Outcome: Turned a "volume is up" narrative into a quantified, decision-ready view of what the new system actually changed, and what it would take to capture the upside.

Work With Us

Videograpahy

This video demonstrates the full range of my social media and content production skills, from planning and filming to editing and publishing. It was created and executed entirely by me as a project for my church.

Photography

A man playing an acoustic guitar on stage in front of a church cross, with an audience of adults and children watching.
The facade of a building with illuminated signage that reads 'BATTLE' and part of another word, possibly 'PLANT'. The building has a rounded brick wall and large windows. Overhead ducts and metal structures are visible at the lower part of the image.
A black train with the number 7574 on it on a railway track near a construction site in an urban area. In the background, there are tall buildings, including a yellow-orange building and a white high-rise. The scene is shaded in the foreground with o
City street scene with cars parked, tall buildings including a modern skyscraper and an older building, green trees, traffic lights, and a clear blue sky.
Children and adults playing a large game of Jenga outdoors on a sunny day, with a white building and clear blue sky in the background.
Group of children playing Jenga outdoors on a sunny day.
Close-up of a building's sign reading 'BAYF' with the letter 'A' illuminated, a brick wall, and a metal awning in an urban setting.
A black train locomotive with yellow and white details is on a railroad track in an urban area. The background features a large beige building with horizontal windows and a flag on top. The scene is bathed in warm sunlight, and there are outdoor tabl
Looking up at a large concrete structure with steel supports against a clear blue sky, with a tall building in the background.
View looking up at the underside of a bridge with a modern glass building reflecting the sky in the background.
A group of people, including a woman wearing sunglasses and making an angry face, gathered outdoors on a sunny day with green trees in the background.
View of an airport tarmac during sunset with a Delta airplane in the foreground. The airplane's tail and engine are visible, with construction equipment and airport structures in the background. The sky is clear with a small crescent moon visible.
Two smiling young girls hugging outdoors during a daytime event, with other children and adults in the background, lush green trees, and a sunny sky.
An indoor event with children sitting on the floor and a man speaking into a microphone. Kids are watching, some wearing colorful headbands and sunglasses. In the background, a table has snacks and drinks, with two adults near it. The room has black
Children participating in an outdoor activity, building a colorful tower with various blocks.
Two young girls with face paint, smiling, hugging outdoors among other children and adults on a sunny day with green trees in the background.
A crowd of people gathered outdoors near a modern building with a flat roof and dark vertical support columns. Many individuals are wearing colorful bandanas or headbands, and some are raising their hands, suggesting a lively event or gathering. Brig
Children participating in a race or event outdoors, wearing green bandanas, with a focus on a boy with green face paint and large sunglasses, in a parking lot with cars in the background.
A man in a white shirt and jeans stands on a stage, reading from an open book. The audience is seated and listening attentively in a large, well-lit room with high ceilings and multiple windows.
Women and children gather in a room, engaging in conversation, with two men standing in the background near a door.
People attending a live music performance in an indoor venue. Performers are playing guitars on stage, with one behind a drum set. Audience members are watching, some with braided and curly hair, and one person with tattoos and glasses, standing with
Close-up of hands washing with soap in a white basin outdoors, with a person wearing beige shorts visible in the background.
A musical performance taking place indoors with a male musician singing and playing guitar, surrounded by other band members, in front of a wood-paneled wall with a cross symbol and a large screen. Audience members are visible in the foreground.
A person holding a microphone and speaking to an audience during a graduation ceremony for the class of 2026. The audience is seated in a large, modern hall with high ceilings and windows, and a large screen displays the event details.
A man with gray hair and glasses standing and talking to a group of people seated in chairs at an indoor event.
A man playing an acoustic guitar with a microphone in a studio setting.
A group of people standing in a room watching a presentation on a large screen, with a woman in the foreground raising her hand.
A group of musicians performing on a stage in a church or community hall, with a congregation seated in front of them. The stage has a large wooden cross on the wall behind the performers.
A man playing guitar and singing into a microphone on a stage inside a church, with a cross on the wooden wall behind him, and an audience in front.
People attending a prayer or meditation session in a large indoor space, standing with heads bowed.
A group of people standing together, clapping and smiling at an indoor event, with a gray hallway wall in the background.
A man holding a microphone and reading from a paper, standing on a stage with a yellow presentation slide in the background. The slide has text with the words 'OR' and instructions, and there are multiple microphones and speakers around him. The audi
A man wearing a white shirt standing in front of a screen and holding an open book, giving a presentation.
A musical performance inside a church or event hall with an audience watching. Three musicians are on stage: a woman singing into a microphone, a man playing an acoustic guitar, and another man playing an electric guitar. The stage has a glass partit
A diverse group of people standing closely together at an indoor event, some with hands clasped or resting, focusing on something outside the frame.
A man giving a presentation in a conference room, holding a book in one hand and raising the other hand. There is a large screen behind him with text on it.
A group of diverse people sitting around a conference table, engaged in discussion, with some smiling and looking attentive, in a professional setting.
A man in a white shirt and jeans giving a presentation in a classroom or conference room, standing in front of a screen with a forest background and partially visible text.
A man in a white shirt is giving a presentation in a classroom or conference room. He has short dark hair and is wearing a headset microphone. He is holding a book or folder in one hand and gesturing with his other hand. In the background, there is a
People gathered in a room attending an event, some are eating and others are holding menus or pamphlets. The room has a modern design with a white interior and cameras on tripods in the background.
People attending a conference or event, sitting and listening, with a woman in the foreground hugging a younger woman
A crowded indoor event with many people sitting and standing. In the foreground, a woman with glasses and a ponytail is standing with her arms crossed, while a young girl with blonde hair and a pink hair tie is near her. The background shows more peo
Empty auditorium with tiered seating, a stage with a microphone stand, and a large screen displaying text in the background.
Interior of an empty auditorium or theater with stadium-style seating, stairs in the middle, and a bright spotlight at the top center of the ceiling.
An empty auditorium with tiered seating in various colors, a stage with a central microphone stand, and multiple digital screens displaying text at the back. The ceiling features numerous small lights, and a large bright light fixture is centered ove
Empty movie theater with rows of red and black seats, a large screen at the front, and dim lighting.
A man playing guitar and singing into a microphone on stage during a church service with a wooden cross on the wall behind him and an audience watching.