Jul 2023 – Oct 2025 · 2 yrs 3 mos

• Oversee the entire martech stack, including 40 integrated tools, to ensure efficient data flow and optimal performance.
• Lead and mentor a team of technical, systems-focused MOPS professionals.
• Optimize B2B/B2C/PLG funnels with cross-functional collaborative processes and by leveraging new technologies, including AI workflows and ML models.
• Deploy, test, and measure growth opportunities by developing and analyzing attribution models and dashboards.
• Collaborate with Data Science, Product, and Engineering on growth experiments requiring ML and martech systems.

Mar 2022 – Jun 2023 · 1 yr 3 mos

Mar 2020 – Feb 2022 · 1 yr 11 mos · Vancouver, British Columbia, Canada

• Own and drive the marketing technology and automation roadmap, including key infrastructure initiatives with Data, Growth, and Sales Operations teams
• Build, manage & retain a high-performance marketing automation team that maximizes our ability to generate high-quality leads, and grows our sales pipeline over time
• Drive the design and implementation of new processes and marketing technology to support lead generation/capture, pipeline acceleration and deal velocity, supporting our enterprise business
• Own the marketing technology stack, continually evaluate current technology, and work proactively to identify opportunities for optimization and expansion. Direct negotiations with vendors as needed to ensure costs are managed and business interests are protected
• Identify, implement, and measure A/B tests across Hootsuite's Self-Serve and Enterprise businesses.
• Optimize global lead scoring and routing to the sales team, and innovate to devise techniques that maximise lead yield and pipeline productivity

May 2018 – Aug 2019 · 1 yr 3 mos · Greater Vancouver Metropolitan Area

• Strategize highly personalized automated demand/lead generation programs
• Led two phases of lead scoring model optimizations, which provides quality leads to a growing sales team
• Analyze program performance and pipeline production using Tableau
• Support and train junior Marketing Automation Coordinators
• Work cross-functionally to integrate new marketing technologies into Marketo
• Manage the global lead flow to each region, and lead initiatives to improve pipeline production from lead engine

Aug 2017 – May 2018 · 9 mos · Greater Vancouver Metropolitan Area

• Delivered data-driven insights, including deliverability, open rates, click through rates, lead stage conversion and ultimately email-influenced revenue
• Built and optimized automated email programs and GTM product campaigns
• Manage Marketo-Salesforce integration to ensure smooth lead routing and processing

Aug 2019 – Feb 2020 · 6 mos · Greater Vancouver Metropolitan Area

• Consulted campaign teams on technical requirements required for campaign functionality
• Analyzed nurture program effectiveness and optimized for high quality lead output
• Managed brief delivery and technical build process to regional automation teams
• Standardized automation templates for build efficiency

Jan 2018 – Dec 2018 · 11 mos · Greater Vancouver Metropolitan Area

• I teach and support a class of digital marketing students. The topics cover include: analytics, strategy, paid ads, content creation, segmenting and targeting, and marketing automation.

Oct 2017 – Dec 2017 · 2 mos · Greater Vancouver Metropolitan Area

• Mentored a student with disabilities connect with inclusive employers in tech. Shared job search strategies: branding, cold email strategies, social networking.

Aug 2016 – Aug 2017 · 1 yr · Greater Montreal Metropolitan Area

• Montreal NewTech is the city’s largest startup community dedicated to success of local entrepreneurs. Our group host monthly DemoNights with 4-6 innovative startups. We bring together technological enthusiasts and connect entrepreneurs, engineers, and students together.
• I manage our growing marketing team who owns our organization’s event marketing campaigns. Our scope includes email marketing, paid social, social storytelling, employee advocacy, content production, media outreach, and web content. Our team is also responsible for working with community and corporate partners to highlight their initiatives.

Jan 2016 – Aug 2017 · 1 yr 7 mos · Greater Montreal Metropolitan Area

• STRATEGY & STRUCTURE
• Developed, proposed, implemented HubSpot automation marketing strategy and marketing infrastructure; resulting in an ROI of 1733% in 1 year
• Oversaw website redevelopment project; wrote and edited copy for web (~4000 words)
• Led company rebranding project for business cards, social images, presentation slides, email signatures
• CONTENT MARKETING
• Started company-wide content creation initiative; generated 7 webinars, 34 blog posts, 3 press releases; developed blog/webinar production and publishing guidelines
• Increased website traffic by 1000% through strategic social sharing and SEO efforts
• Social follower growth: Twitter - 136%, LinkedIn - 78%, Youtube - 124%
• DEMAND GENERATION
• Mapped and built three content customer journeys; qualified and nurtured contacts in the database along a marketing funnel
• Implemented HubSpot marketing automation processes, created lead nurturing email, and sales optimized lead scoring to generate 90 active SQLs

Oct 2015 – Nov 2015 · 1 mo · Greater Vancouver Metropolitan Area

• Developed and executed 200-volunteer recruitment strategy
• Coordinated scheduling for volunteers for all pre-events and the day of
• Enhanced volunteer experience by facilitating enriching orientation and training

Sep 2014 – Apr 2015 · 7 mos

• Created, edited, and proofread content for web, social, and other channels
• Developed and executed strategies to increase @UBCfyi Instagram followers by 100%
• Advanced the sustainability of high quality communications within an integrated plan