Marketing Leadership in Action

Industry: Employer of Record (EOR) | Global HR Solutions

Company: Atlas

Challenge: Atlas needed to rapidly scale its global brand presence and generate qualified pipeline growth to support its international expansion plan. The company faced the challenge of demand generation in new markets while simultaneously driving marketing-sourced revenue across diverse regions.

Approach

• Developed integrated global marketing campaigns aligned with brand, demand generation, and regional sales objectives.  
• Built full-funnel marketing programs across digital, events, content, and paid media channels to capture and nurture global demand.  
• Collaborated with regional teams to localize messaging and execution while maintaining global brand consistency.
• Implemented performance measurement frameworks to optimize campaign ROI and pipeline contribution.  

Results

• Contributed 45% to the sales pipelines through various marketing channels.
• Achieved a Customer Acquisition Cost (CAC) ratio of 18% for Marketing, showcasing an efficient allocation of marketing expenses, and net new recurring revenue generated.
• Supported the company's global expansion into EMEA and APAC regions.
• Enhanced Atlas' positioning as a leading Employer of Record provider through excellence in cross-channel marketing.

Industry: SaaS | Real-time analytics

Company: Imply

Challenge: Imply, a US-based SaaS company built on Apache Druid, aimed to establish a presence in the APAC region and convert developer interest into a qualified sales pipeline. The goal was to increase awareness, promote product adoption, and drive enterprise conversions in key Asian markets with low brand recognition.

Approach

• Developed and executed the go-to-market strategy for APAC, including local messaging and regional content strategy.
• Created a comprehensive marketing program integrating community development, product education, and lead generation through events, digital channels, and content syndication.
• Partnered with sales to align account targeting and territory strategy for key verticals.
• Leveraged Apache Druid’s open-source footprint to build community engagement and nurture paths into the commercial funnel.

Results

• Achieved a 30% year-over-year growth in the marketing-sourced pipeline in the Asia-Pacific region.
• Establish Imply as a credible enterprise analytics solution in a new region.
• Laid the foundation for a scalable regional marketing model across Asia-Pacific.

Industry: Financial Services | Asset Management

Company: J.P. Morgan Asset Management

Challenge: J.P. Morgan Asset Management aimed to enhance the effectiveness of its regional marketing campaigns across key Asia-Pacific (APAC) markets. There was a need to implement performance KPIs, improve reporting standards, and empower local marketers with better data-driven insights to optimize media buying and digital marketing strategies.

Approach

• Developed and rolled out standardized marketing performance KPIs across APAC markets.
• Built a centralized reporting framework to track campaign effectiveness across channels and regions.
• Enabled local marketers through training and support, providing real-time analytics for media optimization decisions.
• Worked closely with internal stakeholders to embed performance insights into the broader marketing planning cycle.

Results

• Achieved a 300% increase in the conversion of prospects across major APAC markets.
• Improved marketing efficiency and transparency across regional teams.
• Empowered local markets to make data-driven media buying decisions, optimizing budgets and channel strategies for greater. 

Industry: Satellite Communications | Maritime and Remote Connectivity

Company: Speedcast

Challenge: Following several major mergerss and acquisitions, Speedcast needed to unify its global brand, reposition itself in the market, and modernize its marketing infrastructure. The company faced challenges consolidating multiple legacy brands, driving brand awareness under the new entity, and building a scalable marketing engine to support global growth.

Approach

• Led the development and launch of Speedcast's global rebrand initiative, consolidating legacy brands under a unified identity.
• Built and implemented a global marketing automation system, streamlining lead generation, nurturing workflows, and aligning sales efforts.
• Developed global brand guidelines, messaging frameworks, and go-to-market launch strategies to ensure consistency across all regions.
• Established a centralized demand generation function, aligning digital, field, and partner marketing programs to support regional sales efforts.
• Embedded performance tracking mechanisms to measure brand visibility, engagement, and lead conversion efficiency after the rebrand.

Results

• Achieved a 1120% lead increase and drove 30 %+ revenue growth through integrated marketing campaigns.
• Successfully launched and positioned the new Speedcast brand across global markets, ensuring brand consistency and enhancing market presence.
• Delivered a fully operational global marketing automation platform, improving lead management efficiency and supporting scalable growth following mergers and acquisitions.

Industry: Enterprise Software | Big Data and Security Analytics

Company: Splunk

Challenge: Splunk was expanding its presence in the APJ region and needed to create a dedicated marketing strategy to support regional sales and partner growth. As the first marketing hire for APAC, the challenge was to develop field marketing, brand awareness, and channel marketing initiatives from the ground up while aligning with global brand standards and aggressive regional business growth targets.

Approach

• Established and led the first APAC marketing function, creating go-to-market strategies tailored to key Asian markets.
• Developed and executed field marketing programs to drive the growth of brand awareness, generate demand, and build the direct sales pipeline.
• Built and managed regional PR initiatives, securing media coverage to elevate Splunk's brand positioning and awareness across APJ.
• Launched and expanded channel marketing initiatives by collaborating with channel and strategic partners to amplify regional reach and sales impact.
• Managed a $3.2 million annual marketing program budget for the APJ region, optimizing investments across field, PR, and channel activities.

Results

• Successfully launched Splunk's APJ marketing operations, establishing a strong foundational regional presence.
• During my tenure, I supported consistent revenue growth, which doubled year-over-year, scaling APAC revenue from $10 million to $ 50 million.
• Strengthened Splunk's brand leadership and channel engagement, accelerating partner-sourced pipeline and regional market share.

Industry: Employer of Record (EOR) | Global HR Solutions

Company: Atlas

Challenge: Atlas needed to scale its marketing operations to meet ambitious global growth targets and improve marketing's contribution to pipeline and revenue. The organization required a dedicated performance marketing function to drive demand generation, optimize digital channels, align with sales, and enhance marketing ROI across regions.

Approach

• Built and led the global Performance Marketing function, encompassing digital channels, integrated campaign strategy, lifecycle marketing, and marketing operations.
• Developed a full-funnel marketing framework aligned with sales stages, optimizing the buyer journey from awareness to closed-won deals.
• Implemented centralized governance across paid digital, content syndication, and organic channels to maximize efficiency and pipeline contribution.
• Embedded marketing attribution, KPI tracking, and campaign ROI measurement to drive data-led decision-making.
• Partnered with Field Marketing and Sales to ensure tight lead management, lifecycle progression, and opportunity acceleration.

Results

• Drove marketing efficiency improvements, achieving a 18% Marketing CAC ratio globally.
• Scaled a globally aligned, regionally responsive marketing engine that supported Atlas' expansion into EMEA and APAC regions.

Industry: Employer of Record (EOR) | Global HR Solutions

Company: Atlas

Challenge: As Atlas scaled globally, there was a need to evolve its CRM and lifecycle marketing strategy to improve lead management, optimize nurture journeys, and accelerate pipeline velocity. The challenge was to integrate buyer intent signals, lifecycle stages, and marketing automation into a unified framework that drives better engagement, qualification, and opportunity creation.

Approach

• Designed and implemented a global CRM strategy encompassing lead scoring, lifecycle stage management, and nurturing workflows.
• Developed multi-touch integrated campaigns aligned with buyer intent signals from G2 and website behaviors, personalizing outreach based on lifecycle stage and buying journey.
• Built scalable workflows in HubSpot for lead routing, return-to-marketing handling, and regional sales alignment.
• Incorporated firmographic, behavioral, and intent-based segmentation to enhance engagement and execute more targeted campaigns.
• Led the HubSpot CRM refactoring project, redesigning the lifecycle structure, lead routing workflows, and campaign performance dashboards.
• Collaborated with Field Marketing and Sales to refine MQL definitions, improve MQL to Opportunity conversion rates, and accelerate deal progression.

Results

• Increased MQL-to-Opportunity conversion rates through improved lead quality and lifecycle engagement.
• Shortened sales cycle times by aligning CRM nurturing with buyer readiness signals.
• Improved marketing attribution accuracy and accelerated time-to-pipeline for marketing-sourced leads.

Industry: Employer of Record (EOR) | Global HR Solutions

Company: Atlas

Challenge: As Atlas expanded into competitive markets, it became critical to move beyond traditional firmographic-driven ICP and activate buyers who were showing real purchase intent. The challenge was to leverage third-party intent data and website engagement signals to prioritize in-market accounts, personalize nurturing and retargeting efforts, and accelerate the creation of opportunities.

Approach

• Designed and launched intent-driven campaigns utilizing buyer intent data from platforms like G2 and Demandbase. Target Accounts were segmented by buying stage (awareness, consideration, decision) and competitor interest.
• Built automated nurture and retargeting workflows that adapted messaging based on the intent signal, buyer behavior, and topic interest (e.g., EOR vs. competitor alternatives, Global Expansion, Compliance).
• Integrated website behavior tracking to trigger personalized outbound sequences for anonymous visitors showing high-value page views.
• Developed MQL scoring models combining ICP fit and behavioral data to optimize sales handoff and outbound efforts.
• Incorporate performance tracking to measure Marketing Qualified Leads (MQLs) triggered by intent, their conversion to Opportunities, and their overall contribution to the sales pipeline.

Results

• Doubled conversion rates by targeting high-intent accounts with personalized messaging and campaigns.
• Improved MQL-to-Opportunity velocity from 90+ days to >60 days.
• Enhanced marketing and sales alignment through clear prioritization of in-market opportunities, leading to faster pipeline generation.