Genesys

Lifecycle Marketing: From Disjointed to Integrated

To modernize how the business nurtured, accelerated, and converted pipeline, I led a full lifecycle marketing transformation, anchored in email strategy and automation.

• Transitioned the organization from legacy tooling to Eloqua, enabling true multi-stage, behavior-based campaigns across product and sales-led journeys
• Introduced intent-based segmentation, progressive profiling, and lead-stage specific messaging
• Created modular campaign templates that reduced email production time and enabled field teams to personalize at scale
• Designed global nurture architecture to support vertical-specific messaging and regional compliance

Outcome: Improved lead quality and velocity across lifecycle stages, supporting higher MQL-to-SQL conversion rates and accelerating opportunity creation.

Predictive Lead Scoring & Conversion Optimization

To improve funnel precision, I implemented a predictive lead scoring model leveraging behavioral, firmographic, and intent data inputs.

• Integrated data from web, CRM, MAP, and ABM platforms to build dynamic scoring logic
• Partnered with RevOps to tune thresholds based on historical opportunity and closed-won patterns
• Used scoring tiers to segment nurture tracks, sales follow-up SLAs, and offer routing

Result: A 27% increase in MQL-to-SQL conversion, alongside reduced lead lag and faster sales engagement.

Building the Demand Gen Center of Excellence (CoE)

To scale performance globally, we led the buildout of a Demand Generation Center of Excellence (CoE) that supported over 100 marketers across 10+ languages and regions.

• Developed playbooks, campaign frameworks, and QA standards for consistent demand execution
• Delivered enablement sessions on Eloqua, conversion strategy, A/B testing, and offer development
• Acted as internal consultancy for regional marketing teams, bridging HQ strategy with in-market execution
• Built shared KPI dashboards for pipeline pacing, opportunity sourcing, and ROAS tracking

The CoE unlocked speed, repeatability, and performance visibility across teams—making digital demand generation truly global.

Conversion Experience Revamp

Conversion was a major focus. I led a company-wide revamp of the conversion architecture—across web, landing pages, CTAs, and offer strategy.

• Redesigned core form experiences with lower friction and progressive data collection
• Created dynamic landing page frameworks matched to audience segments and traffic source
• Introduced lead magnet and webinar series to deepen intent and pre-qualify leads
• Ran iterative A/B tests to optimize copy, layout, and CTA types

These efforts resulted in meaningful improvements to both lead quality and velocity, while decreasing cost-per-opportunity across paid and owned channels.

Global Agency Strategy & Paid Media Optimization

In partnership with Brainlabs, I led a global realignment of paid media strategy to improve ROAS and scale bookings.

• Rolled out advanced bid management using customer value modeling
• Optimized keyword and audience segmentation to improve intent matching
• Centralized campaign operations to reduce waste and enable global testing at scale

Outcome: A 56% improvement in ROAS, and 2x increase in bookings, while maintaining cost discipline across markets.

Enterprise ABX Program

In parallel, the global demand gen team launched an Account-Based Experience (ABX) program for the enterprise segment—focusing on key accounts with multi-threaded engagement.

• Built out tiered targeting strategies tied to sales plays and vertical priority
• Developed personalized journeys including email, advertising, gifting, and executive roundtables
• Integrated ABM and Eloqua to create consistent handoff points between marketing and SDRs

Result: A 44% increase in enterprise pipeline within the first six months, with improved sales velocity and engagement quality.

Expansion Revenue & Customer Portal Strategy

I also partnered with product and customer success teams to launch a PLG expansion motion through a customer portal initiative.

• Embedded upgrade triggers, usage-based messaging, and onboarding flows into lifecycle comms
• Targeted product-qualified users with personalized upsell and cross-sell offers
• Built lifecycle marketing programs to support activation, expansion, and renewal

Outcome: A 164% increase in customer expansion pipeline, establishing lifecycle revenue as a core growth lever.

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