I build systems
that turn leads
into revenue.
Marketo. Salesforce. Full-funnel execution.
With 10+ years across finance, healthcare and professional services, I design automated marketing systems that generate qualified pipelines — and actually close.
Three things I do
better than most.
I don't just run campaigns. I build the infrastructure underneath them — the automation, the data flows, the funnel logic — so marketing actually does what it's supposed to do: generate revenue.
Marketing Automation & CRM
I architect Marketo and Salesforce systems that work together seamlessly. Lead scoring, routing, data integrity, automated sequences — built to scale without breaking.
- Adobe Marketo Engage
- Salesforce CRM integration
- Custom HTML/CSS email builds
- Lead scoring & automated routing
Performance Funnels & Paid Media
I design funnels that filter, qualify and convert. From LinkedIn Ads to Meta — every touchpoint is mapped to funnel stage, A/B tested, and optimised toward a number that matters.
- Multi-tier lead filtering logic
- Social media lead integration
- A/B testing at every stage
- Real-time performance monitoring
Creative Execution & Brand
From financial whitepapers to event collateral, I've shipped 200+ high-quality assets across regulated industries. I manage agencies, lead teams, and keep brand consistent at every touchpoint.
- Hand-coded email templates
- Thought leadership content
- 360° integrated campaigns
- Agency & team leadership
Complex sectors require
a different marketer.
Regulated, demanding B2B environments need precision in messaging, data and execution. That's where I work best.
At Peninsula Australia — Australia's largest HR advisory firm — I built lead funnels, onboarding sequences and referral programs that scaled across a national sales organisation. Full Marketo-Salesforce integration, clean data, zero manual entry.
At Lazard Asset Management, I navigated strict compliance requirements while driving a 35% engagement increase and 1,200+ qualified leads annually. Delivered 50+ whitepapers, outlooks and client materials — all built to institutional standard.
200+ promotional assets per year at Becton Dickinson. Product launches, scientific conferences, 10+ major tradeshows. Used Salesforce and marketing automation to improve lead generation in a technically demanding, regulated environment.
The work.
The results.
Three projects that illustrate how I approach complex marketing challenges — from strategy through to measurable outcome.
Lead Funnel Optimisation: From Noise to Pipeline
High-volume paid and social leads were landing in CRM unqualified — overwhelming the sales team with dead-end prospects and burying the real buyers.
Multi-tier filtering logic in Marketo. Custom Salesforce fields. Automated scoring and routing based on engagement signals and firmographic data. The system qualified leads before a rep ever saw them.
- 20K new leads generated via social media funnel
- 20% improvement in sales conversion rates
- 15% increase in qualified lead flow
- Manual data entry eliminated across systems
Client Onboarding Automation: 850 Sequences, Zero Manual Sends
New clients got inconsistent welcome communications — some received everything, some got nothing. Engagement with upsell services was flat. The team was handling sends manually.
Multi-touch email automation with dynamic content based on service tier and client industry. Custom HTML templates built from scratch. Behavioural triggers for personalised journeys — all integrated with Salesforce data.
- 850 clients through automated onboarding programs
- 15% lift in engagement across onboarding sequence
- Standardised client experience at scale
- Foundation for retargeting and upsell campaigns
Award-Winning B2B Campaign: 35% Engagement Lift in a Regulated Market
Launch a new investment strategy to institutional clients in a heavily regulated, competitive environment — where generic messaging fails and every claim must be compliance-approved.
360° integrated campaign: content strategy, digital advertising, social media, thought leadership. Coordinated across external agencies, compliance and legal. Delivered cohesive multi-channel execution without sacrificing brand precision.
- 35% increase in campaign engagement
- 1,200+ qualified leads generated annually
- 2 industry awards for brand innovation
- Thought leadership positioning established
10 years of work,
across three industries.
The stack
I work in.
Technical enough to build it. Strategic enough to know why.
Marketing Automation
CRM & Data
Creative & Development
AI & Emerging Tech
10 years.
Three industries.
One through-line.
Every role has been about the same thing: making marketing systems that actually work — then improving them until the numbers prove it.
Leading marketing automation strategy for Australia's largest HR advisory firm. Managing a team of coordinators and specialists across all campaign execution.
- Built social media funnel generating 20K new leads annually
- Engineered lead scoring system — 20% sales conversion improvement
- Integrated Marketo and Salesforce with custom workflows, eliminating manual data entry
- Automated email programs increased campaign engagement by 15%
- Hand-coded HTML/CSS email templates and landing pages — no agency required
Built new marketing channels and automation programs from scratch to expand reach and improve lead quality.
- Launched LinkedIn Ads and Business Referral Program as net-new lead sources
- Built onboarding and retargeting workflows — 15% qualified lead conversion lift
- Maintained data integrity across Marketo-Salesforce pipeline
Managed end-to-end B2B marketing for institutional investment products within a strictly regulated environment.
- 360° campaigns driving 35% engagement increase and 1,200+ qualified leads annually
- 2 industry awards for brand innovation
- 50+ financial whitepapers, outlooks and institutional client materials
- Managed annual marketing budget with data-driven ROI allocation
Marketing specialist in a leading global MedTech company, supporting product launches, scientific events and major tradeshows.
- 200+ assets per year — EDMs, brochures, tradeshow materials
- 10% lead generation increase within 18 months
- HTML/CSS email campaigns built from code — not templates
- Salesforce and marketing automation to improve open and click-through rates
Let's talk about
what you're building.
If you're scaling marketing operations, entering a regulated market, or need someone who can own both strategy and execution — I'd like to hear about it.