Fifteen years of marketing operations work boils down to a handful of recurring stories: broken databases, untrustworthy lead scoring, manual processes that didn't scale, and the systems I built to fix all three.
Five projects that show how I think: find what's actually broken, rebuild the foundation, then prove it with numbers.
Revenue was leaking in three places: 520 patients hadn't returned in 90+ days, 30–40% of consultation leads never booked, and outreach was occasional blast texts pulling a 12% response rate.
Inherited a database where less than half of all contacts were reachable, full of bounces, duplicates, and long-cold contacts.
The Inbound Sales team was following up manually, one email at a time, with no consistency in timing or message.
The existing scoring model had drifted so far from reality that “MQL” had become a meaningless label.
Every campaign was being built from scratch, with no shared process, intake system, or way to track what was in flight.
Led Marketo architecture governance across multi-region programs and executed a full MarTech ecosystem audit.
Managed a team of five while re-architecting core Marketo infrastructure.
Led the Navicure/ZirMed merger migration, building the Marketo instance transition plan.
Where it all started: built the CRM infrastructure from the ground up and first logged into Marketo.
