Marketing Measurement
675 campaign reports, rebuilt to show only what was known on the day each budget was set.
Read the case: Marketing Measurement →Hi, I’m Juan · Demand generation marketer in Houston
I turn messy marketing questions into budget decisions a team can trust.
I plan digital ad budgets, check the reports that judge them, and help Sales find the leads worth a call.
Today I’m an Associate Demand Generation Manager at HMH. On the side I build things, and I show what didn’t work too.
6+ yrs
in marketing
$65K+
in monthly ad budgets managed
2
promotions at HMH since 2022
7-figure
pipeline in my first year at EZLeads
At a glance
Marketing by day. Building on the side.
Six-plus years across agency and in-house teams: planning where the budget goes, checking whether the report is telling the truth, and handing Sales the leads worth a call.
What I do
Full-funnel demand generation at HMH: paid media, email, and nurture programs for U.S. and international markets.
Results I’m proud of
MQL-to-SQL conversion from 14% to 22% at HMH, and two promotions. A seven-figure pipeline in my first year at EZLeads. $65K+ a month and a team of four at PalmPons.
Tools I work in
Google, Meta, LinkedIn, and Microsoft ads; GA4, Salesforce, Marketo, and Power BI.
What I build for fun
A gaming clips channel, a blackjack card game, and research labs that test ideas with simulated money.
- 2020–21EZLeadsDigital Marketing Specialist
- 2021–22PalmPonsPaid Media Team Lead
- Oct 2022–nowHMHAssociate Demand Generation Manager
What I build
Two marketing projects, three built for fun.
Some answer marketing questions; some are things I wanted to exist. Each one makes sense on its own.
See all five projects →Marketing
Market Scan
What demand gen roles are called, read from the job posts themselves.
See the scan: Market Scan →Built for fun
YouTube Channel
A system finds the best moments in gaming streams; I approve every video.
See the video system: YouTube Channel →Research Lab
Two labs that write the rule down before each test and keep every no.
See the research: Research Lab →
Boulevard 21
A blackjack card game where every rule change is played thousands of times first.
See the game: Boulevard 21 →From the day job
Better leads, not just more of them.
At HMH I own demand generation across paid media, email, and owned channels. Sharper targeting, nurture programs built around the customer journey, and steady testing across channels all aimed at lead quality.
Before
14%
14%
of marketing-qualified leads became sales-qualified
After
22%
22%
of marketing-qualified leads became sales-qualified
Who I am
The work matters. So does the person doing it.
I’m from Houston, the oldest in my family and the first to go to college, and I learned early to figure things out without a perfect playbook. That habit stuck: when something doesn’t make sense, I take it apart until it does.
What I bring
A strong sense of audience, and the patience to make complicated work understandable.
What I’m like to work with
Quiet at first, direct once I understand the problem, and more interested in a useful answer than a flattering one.
Where I do my best work
Demand generation, paid media, and marketing analytics teams that care how results are measured.
What I care about
Clear thinking, good handoffs, honest limits, and leaving the next person with something they can use.
Say hello
Start with a real question.
I like talking shop about measurement, paid media, and the things I build on the side. LinkedIn messages reach me fastest.