Challenge: Oversized tech stack with overlapping tools and budget pressure.
Action: Audited and consolidated the entire marketing tech stack, reducing spend by 30% while actually increasing operational capability through better integrations.
Challenge: Sales team overwhelmed with unqualified leads from high PLG volume.
Action: Collaborated with sales to deploy an AI agent solution, defining qualification logic, sync protocols, and system integrations to automate the full qualification flow end-to-end.
Challenge: Fragile, undocumented API connections causing sync failures and data loss.
Action: Led the full redesign of the marketing data architecture: scoped, planned and supervised new Billing system (Zuora) – HubSpot API pipelines, eliminating errors and enabling reliable data flows to reporting.
Challenge: Marketing data siloed in data warehouse, invisible to HubSpot users.
Action: Scoped, planned and supervised full DWH-to-HubSpot integration with the dev team, enabling real-time segmentation and attribution on warehouse-level data.
Challenge: Regional marketing teams operating in silos, inconsistent lead nurturing across geographies.
Action: Architected and executed global nurture programs in Marketo, working with Americas, EMEA, APAC, and SAMENA teams, standardizing lifecycle stages while enabling regional flexibility.
Challenge: No agreed-upon lead stages, causing attribution confusion and pipeline misalignment.
Action: Co-designed the full lifecycle model with the Sales Director, defining stages, qualification criteria, and conversion triggers that became the source of truth across both teams.
