Career

I owned the systems marketing runs on. Leads generated through them have since sourced over $10.5M in closed project revenue.

• Led the HubSpot launch inside an existing Dynamics 365 environment and owned the integration between them, including a hybrid data model that lets several inquiry types roll up into one sales cycle.
• Migrated more than 100,000 customer records, with merge logic so that a repeat inquiry updates the open record instead of quietly creating a second one.
• Rebuilt attribution across both CRMs, separating first-touch discovery from campaign, category and referral data so revenue traces back to the touch that started it.
• Concepted and shipped a gated savings calculator campaign, including the sizing and incentive logic and the twelve assets behind it. Its landing page converts at 15.72%.
• Stood up a repeatable CRO program with a PIE scoring model and an internal prioritization app. Trust-signal changes lifted conversion 151%, and two form simplification tests returned 298% and 214%.

I built the measurement layer on top of those systems, and the strategy work that runs off it.

• Designed and built a marketing data platform in Azure: ten daily pipelines drawing from five source systems into a warehouse, behind a Power BI suite about thirty people use across leadership.
• Put revenue per marketing activity in front of leadership, which moved budget allocation onto measured return and surfaced the sales-cycle analysis behind migrating the sales team onto HubSpot.
• Led a regional strategy sprint through audience research, positioning, channel evaluation and campaign prioritization, and left a planning model the next market can reuse.
• Built a production CRM deduplication tool in Python that scores records on completeness, merges the clear cases and flags close calls for a person to read. It found roughly 30,000 duplicates.

Bootstrapped. I find the bottleneck actually holding a small business back, then design and build the software that removes it.