6+ years of performance marketing, demand generation and full-funnel growth — turning ad budgets into qualified leads, SQLs and $500M+ in influenced pipeline for B2B SaaS companies.
Digital marketing is the full set of online channels — paid ads, SEO, email, social, content — used to reach, engage and convert a target audience. But growth marketing goes deeper. It's a data-driven discipline that treats every touchpoint as a measurable experiment, optimising the entire customer journey from first click to closed deal.
My approach combines paid media performance (squeezing the best CPL from every dollar of ad spend), conversion rate optimisation (turning more visitors into leads), marketing automation (nurturing prospects at scale) and full-funnel analytics (knowing exactly what's working and why).
In B2B SaaS this means building systems that consistently deliver enterprise-qualified MQLs to sales — not just vanity metrics.
Real metrics across 6+ years of B2B & education campaigns, funnels, and growth projects.
Real campaigns — strategy, execution, and results from inside the actual platforms I use every day.
Multi-channel demand generation targeting enterprise IT decision-makers (VP, Director, C-suite) across the US for Quadrant's flagship Microsoft Azure & Fabric events. Owned creative strategy, ad setup, landing pages, HubSpot automation, retargeting, and post-event SQL conversion.
| Campaign | Status | Clicks | CTR | Conv. | CPL |
|---|---|---|---|---|---|
| Azure FabCon – Search | ● Eligible | 3,841 | 4.6% | 312 | $6.80 |
| Azure Events – PMax | ● Eligible | 2,190 | 3.8% | 248 | $8.40 |
| Webinar Retargeting – Display | ● Eligible | 890 | 0.8% | 94 | $5.20 |
Inherited a bloated, high-CPL paid media account. Conducted a full audit, rebuilt audience architecture, redesigned landing pages to reduce friction, and deployed HubSpot behavioural automation — cutting CPL by 30% while growing organic traffic 40%+ in under 8 months.
Executed full-funnel digital marketing campaigns across paid search, social, and email at Sutherland Global. Grew paid CTR by 18%+, social engagement by 30%+, and improved lead quality scores by 20% through tighter audience-to-message alignment.
Additional results from campaigns, optimisation projects, and growth experiments across my career.
Automated HubSpot sequences and lead nurture flows — with real open rate, click, and conversion data.
Every major CVR improvement came from structured A/B tests — not guessing.
Real performance data from my B2B paid campaigns — benchmarks I've achieved in practice.
Every tool I use daily to plan, execute, measure, and scale campaigns.
When I joined Quadrant, the event marketing setup was fragmented — no unified funnel, low webinar attendance, and zero post-event follow-up automation. I rebuilt the entire demand generation engine from scratch, targeting enterprise IT decision-makers across the US for Microsoft Azure and Fabric events.
Quadrant was running isolated paid campaigns with no unified landing page strategy, no CRM integration, and a webinar show-up rate of only 18% — well below the 22% industry average. Leads were being captured but never nurtured, and the sales team had no visibility on lead quality.
I designed a multi-channel acquisition funnel feeding into a HubSpot-powered nurture system. LinkedIn Ads targeted VP/Director/C-suite by job title and company size. Google Search captured intent-based queries. Meta handled retargeting. Every channel fed the same landing page, same HubSpot workflow, same lead score model.
The rebuilt funnel delivered 4,200+ leads per campaign cycle, hit 45% webinar registration-to-attendee conversion, and contributed over $100M in influenced pipeline. Post-event sequences recovered 18% of no-shows and the retargeting layer cut drop-offs by 31%.
When I joined Quadrant, the brand had zero recognition in the US enterprise market. No consistent visual identity, no content voice, no social presence worth mentioning. I built the brand awareness strategy from scratch — positioning Quadrant as the go-to B2B partner for Microsoft Azure, Fabric, and Cloud Data solutions in the US market.
Quadrant was invisible in the US enterprise market. Competitors like Slalom, Avanade, and Hitachi Solutions had strong brand recognition. Quadrant had inconsistent messaging, no LinkedIn presence worth noting, and when enterprise buyers searched for Microsoft partners, Quadrant didn't appear.
I defined Quadrant's brand positioning around a single clear idea: "The B2B team that makes Microsoft Azure and Fabric work for enterprise businesses." Rather than competing on breadth, we went deep on Azure, Fabric, and data modernisation — topics where Quadrant had genuine expertise and where competitors were too broad.
Within 10 months, brand search volume grew 4.8×. Direct website traffic increased 68%. LinkedIn followers grew 320%. Event registrants began citing "I've been following Quadrant on LinkedIn" as their discovery channel — a signal that the brand was now top-of-mind for enterprise Azure buyers in the US.
Ran always-on brand awareness campaigns completely separate from lead gen — targeting enterprise IT decision-makers who had never heard of Quadrant. The goal was purely impression share and brand recall, not conversions. This upper-funnel investment made every lead gen campaign cheaper over time as brand recognition grew.
ISDC Global had a paid media account that was bleeding budget — high CPL, low-quality leads, no SEO strategy, and a team with no clear performance targets. In 10 months I rebuilt the entire marketing operation: new audience strategy, landing page overhaul, HubSpot automation, and a full SEO programme running in parallel.
When I joined, the average CPL was $52 — above industry benchmark. Over 10 months, I drove it down to an average of $7. Audiences were broadly targeted with no segmentation. Landing pages had 7-field forms with no message match from ads. There was no SEO strategy, no CRM workflow, and the team had no reporting structure. Budget was being spent but results were not tracked properly.
I ran a full paid media audit in week 1 — identified wasted spend on irrelevant keywords and broad audiences. Rebuilt campaign structure with tight audience segmentation by job title and intent. Simultaneously launched a technical SEO programme — fixing crawl errors, restructuring navigation, building topic clusters around high-intent keywords for workshops and certifications.
CPL fell from $52 to an average of $7 over 10 months — a 87% reduction. Organic traffic grew 40%+ with 6 keywords reaching Page 1. HubSpot automation reduced time from MQL to sales contact from 8 days to 2.1 days. The 3-person team I managed delivered campaigns 40% faster through structured sprint planning.
Alongside the B2B work, I ran high-volume lead generation campaigns for overseas education and 3 major universities — generating 38,000+ leads across Meta Ads and Google Ads.
Sutherland was my foundational role — where I went from executing individual campaigns to owning multi-channel strategy across paid search, social, SEO, and email. Over 3 years I built the systems, the reporting culture, and the cross-functional relationships that turned marketing from a cost centre into a measurable growth function.
When I joined Sutherland's digital marketing team, campaigns across paid search, social, email, and SEO were being run in isolation with no shared attribution model. CTR was declining on paid campaigns, social media had low engagement, and there was no system for measuring lead quality. Campaign launches took 2–3 weeks due to poor cross-team coordination.
My approach was to establish a shared measurement framework first — UTM tracking, GA4 events, and a common definition of "lead quality" across all channels. Once we had clean data, I systematically ran optimisation sprints channel by channel: ad copy testing on paid, content scheduling experiments on social, and keyword targeting on SEO, each measured consistently.
Paid campaign CTR grew 18%+ through continuous copy testing. Social engagement increased 30%+ through data-backed content scheduling. Organic sessions grew 25% YoY through keyword optimisation. Lead quality scores improved 20% through tighter audience-to-message alignment. Campaign launch time cut by 1 full week through process improvements.
Looking for Growth Marketing Lead, Demand Generation Manager, or Head of Performance Marketing roles at B2B SaaS companies targeting enterprise segments. $500M+ pipeline experience ready to deploy.