Paid media
Paid channels
Google, Meta, LinkedIn, Microsoft, and Amazon Ads. Targeting, creative testing, and budget allocation across six-figure spend.
Experience · demand generation · 6+ years
I turn marketing spend into clearer sales opportunities.
Six-plus years planning media, improving measurement, and giving Sales better context on lead quality.
I plan where six-figure media budgets go, tie that spend to multi-million-dollar pipeline targets, and support lead scoring so Sales can make a better-informed call. Sales owns final qualification and the direct handoff; my job is to make the information reaching that boundary more useful.
Professional evidence from my résumé and work history; these figures are separate from the project receipts.
The boundary
The day job is the professional version of the same trust question.
Attribution, campaign reporting, and whether a number means what it looks like it means. That's the day job. The study is the same question, built out as something a stranger can check.
6+ yrs
in demand-generation marketing
Multi-million
pipeline targets supported
$65k+/mo
in budgets managed directly
6-figure
media investments planned
Before the résumé
Demand generation, in plain terms.
It's the part of marketing that decides where advertising money goes and whether it's actually working. I plan the campaigns, watch the numbers as they come in, and support lead scoring with the context Sales needs. Sales owns final qualification and handoff. The hard part isn't running an ad. It's trusting the report that says the ad worked.
Why that's relevant to everything else here
Almost every project on this site is a version of that same question: whether a number can be trusted, and what to do once you're not sure.
The day job
One thread across six-plus years.
Reverse chronological, same as the résumé linked in the nav. That document is the checkable source behind everything on this page.
Now
Houghton Mifflin Harcourt, Associate Demand Generation Manager, Boston, MA · Oct. 2022–present. Promoted here from Digital Marketing Analyst and, before that, Digital Marketing Specialist. I own full-funnel demand generation across six-figure media investments in domestic and international markets, tied to multi-million-dollar pipeline targets.
2021–22
PalmPons, Paid Media Team Lead, Houston, TX. Ran paid media strategy across a portfolio of client accounts, managed $65k+ in monthly budgets, and led a team of four marketers.
2020–21
EZLeads, Digital Marketing Specialist, Houston, TX. Managed paid social for automotive dealership clients. The acquisition strategy I optimized generated a seven-figure pipeline in the first year.
What I touch, day to day
Paid media, lifecycle, attribution, and lead-quality support.
Four areas, and they only work if they agree with each other. A campaign that looks good in isolation and bad once Sales gets the lead isn't actually good.
Lifecycle
Lifecycle & automation
Marketo, HubSpot, and Eloqua for the campaigns that run after the click: nurture, scoring, and the path to sales-ready.
Attribution
Analytics & attribution
GA4, Google Tag Manager, Power BI, and Tableau power the reporting that decides which channel gets credit for what.
Lead quality
CRM & pipeline support
Salesforce and the handoff where a marketing lead becomes a sales lead: I make the definition and context of a good lead clear; Sales owns final qualification.
01 · ReachPaid campaignI plan audience, creative, channel, and budget.
02 · RespondLead actionThe click and follow-up journey are measured.
03 · PrepareLead contextScoring and attribution make the response easier to judge.
04 · HandoffSales decidesSales owns final qualification and the direct conversation.
Selected professional evidence
Results I can point to.
HMH
Six-figure budgets, multi-million-dollar targets.
I own full-funnel demand generation across domestic and international markets, with media allocation tied directly to pipeline and revenue objectives.
PalmPons
$65k+ a month, a team of four.
Ran paid media strategy across a portfolio of client accounts and was accountable for both the spend and the people running it.
EZLeads
Seven-figure pipeline, first year.
The paid social acquisition strategy I optimized, through better targeting, segmentation, and creative testing, generated a seven-figure pipeline within a year.
Why it's on this site
The projects extend the day job: the same questions, off the clock.
Attribution, campaign reporting, and whether a number means what it looks like it means. That's a normal Tuesday at work. The marketing-measurement study on this site is the same question, run on public data instead of an internal dashboard, with the method written down instead of kept in a slide deck.
I'm not claiming the study fixed a specific problem at a specific job. I'm saying the overlap isn't a coincidence. It's the question I already ask, built out somewhere a stranger can check my work.
If you want the professional context
Here’s what I’ve run.
Six-plus years of demand generation and one question underneath all of it: is this number telling us the truth, and what do we do next if it isn't.