I like being close to the data — and close to the customer.
I've worked in marketing for 14 years. I started on the customer side — running CRM and customer strategy across eight regional markets at Paktor — then led marketing for an ERP implementer, ran paid and organic programs for US SMB SaaS clients, and spent 3.5+ years in demand generation at Katalon, a B2B SaaS company selling developer and QA tooling.
Katalon ran a freemium, self-serve and sales-assisted motion side by side. That taught me to treat a sign-up and a sales conversation as parts of the same pipeline — planned from the same revenue target and measured with the same rules. Today I lead marketing operations at a high-growth, regulated consumer platform, building the KPI framework and reporting leadership uses to see what works by channel.
Start from revenue, work backward
Targets for leads and MQLs come from the ARR goal, not the other way around.
Measure pipeline, not activity
Sourced and influenced pipeline tell you more than clicks and downloads.
Fewer, better conversions
High-intent signals beat lead volume — for Sales and for the budget.
Build it with Sales
Shared definitions, shared handoffs, one view of the funnel.
Data-led iteration on the acquisition channel mix; a cross-functional KPI framework and reporting templates adopted company-wide.
FY25 demand plan and reverse-funnel revenue model; lifecycle nurture in HubSpot with PathFactory data; sourced vs. influenced pipeline reporting; integrated campaigns with Sales.
Co-initiated The State of Quality Report; demand programs with Sales; competitive analysis for positioning and messaging.
Paid and organic campaigns for US SMB SaaS clients; automated lead-nurturing workflows.
Led marketing in a small team for an ERP implementer.
CRM and customer strategy across 8 regional markets.
Want the full story?
Hiring for demand generation, lifecycle or marketing operations? I'd like to hear about it.