Strategy, acquisition
& automation - working as one.

B2B demand generation and B2C acquisition - from strategy to measurable growth.

Building digital lead generation from the ground up

B2BB2CStrategyChannel planningAudience planningContent strategyLead generation

Challenge: Build digital lead generation from scratch to extend field marketing and sales activities into digital channels.
My contribution: Development of the digital lead generation strategy, including market priorities, channel selection, audience segmentation and targeting, content planning, campaign setup and measurement.
Approach: A market-by-market approach connected channel planning, content, paid marketing, lead generation, nurturing and retention into one operating model.
Outcome: A repeatable digital lead generation foundation with clear campaign roles, stronger market relevance and a more consistent path from first interaction to long-term value.

B2BB2CDemand generationUser acquisitionLinkedInFacebookASAUACCreative testingLiftoffSnapchat

Challenge: Identify which channels, markets and acquisition journeys create quality users and leads - and when web or app is the right route.
My contribution: Performance was assessed by market, channel and platform, with targeting, creative tests and measurement designed around user quality, progression and business value.
Approach: Web and app journeys were differentiated, channel and creative choices were tested by market, and evaluation extended beyond the first conversion to registration, purchase, lead quality and longer-term value signals.
Outcome: More informed decisions on where to invest, how to adapt the channel mix by market, and how to optimise acquisition for valuable outcomes rather than volume alone.

B2BSalesforceSegmentSnowflakePower BITableau

Challenge: Move beyond isolated platform reports and understand how prospects engaged with campaigns, content, email and the website.
My contribution: Requirements, lead-scoring and grading logic, activity thresholds, reporting needs and testing scenarios were defined across marketing, sales and development teams.
Approach: Campaign, website, email and CRM signals were brought together through Salesforce, Segment and Snowflake. Power BI and Tableau supported reporting for different stakeholders.
Outcome: Teams gained a more useful view of engagement and intent, enabling more relevant follow-up and more informed marketing decisions.