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 a treatment, and the clinic's only outreach was occasional blast texts pulling a 12% response rate and generating complaints.
Approach: Caught a Stripe-vs-Aesthetic-Record data gap before it could send a recently-seen patient a "we miss you" text, built a weekly reconciliation process and a data policy to close it, then launched a 3-touch AI-personalized SMS and email sequence through LeadAR. Patients auto-enroll off last-visit data and auto-unenroll the moment they book, with a human QA layer reviewing every AI-generated message before it sends.
Inherited a database where less than half of all contacts were actually reachable. Years of unmanaged growth had left the list full of bounces, duplicates, and contacts who'd long since gone cold.
Approach: Rebuilt the foundation from the ground up: suppression logic, re-engagement programs, data hygiene workflows, and targeting accuracy improvements that changed what the entire marketing team could actually do with the list.
The Inbound Sales team was following up manually, one email at a time, with no consistency in timing or message. Good leads were going cold simply because nobody got to them fast enough.
Approach: Designed and launched personalized automated outreach sequences that met buyers where they were, at the right time, with the right message, turning a manual bottleneck into a scalable system.
The existing scoring model had drifted so far from reality that "MQL" had become a meaningless label. Sales had stopped trusting the handoff, and marketing had no real read on what was working.
Approach: Re-architected programs, lifecycle stages, and scoring models so MQLs meant something again, building a system that worked for the team day to day, not just on a slide.
Every campaign was being built from scratch, with no shared process, no intake system, and no consistent way to track what was in flight or how long it should take.
Approach: Launched a Marketing Center of Excellence from scratch: campaign playbooks, structured intake processes, and Jira-based delivery tracking that gave the whole team a shared way of working.
Led Marketo architecture governance across multi-region programs and executed a comprehensive MarTech ecosystem audit, aligning Marketing, Sales, and IT systems to support global revenue growth and regulatory compliance. Shaped forward-looking AI strategy through structured vendor evaluation.
Managed and mentored a team of five marketing operations professionals while re-architecting the core Marketo infrastructure. Reduced Salesforce-to-Marketo sync time from hours to minutes and increased team capacity through structured coaching programs.
Led the Navicure/ZirMed merger migration project, building a detailed Marketo instance transition plan and ensuring continuity across systems during a complex integration. Developed automated Marketo processes and workflows, and optimized lead scoring, multi-touch nurture programs, and lead lifecycle management.
Where it all started. Built the organization's CRM infrastructure from the ground up and first learned Marketo in 2011, the beginning of 15+ years with the platform. Matched the organization's technological capabilities to its data and information needs, and led the transition from a limited CRM to a Salesforce-driven system.