Full-funnel demand generation tied to pipeline and revenue goals
The starting point. Several brands ran paid media, email, and owned channels across markets, and each team and agency reported its own way, so it was hard to tell which programs moved pipeline.
What I built. Paid media plans from goals and budget to creative, nurture programs mapped to the customer journey, and one monthly report in GA4, Salesforce, Marketo, and Power BI that Product Marketing, Field Marketing, Sales, Marketing Operations, and our agencies all worked from.
Result. MQL-to-SQL conversion rose from 14% to 22%, spend shifted toward the programs that drove pipeline, and the work led to two promotions.
Experience · 6+ years in marketing
Ad spend in, sales conversations out.
Six-plus years planning digital ads, fixing the reports that judge them, and helping Sales find the leads worth a call.
I plan where six-figure ad budgets go, and make sure what reaches Sales is worth trusting.
6+ yrs
in marketing
$65K+/mo
in ad budgets managed directly
4
marketers led at PalmPons
7-figure
pipeline in my first year at EZLeads
In plain terms
Demand generation, in plain terms.
It’s the part of marketing that decides where advertising money goes and whether it’s working. I plan the campaigns, watch the numbers as they come in, and give Sales the context behind each lead. The hard part is trusting the report that says the ad worked.
The day job
One thread across six-plus years.
Most recent first. The stories behind each result are below.
-
October 2022 – now
Associate Demand Generation Manager
HMH · Boston, MA (remote)
Promoted twice- Associate Demand Generation ManagerOct 2025
- Digital Marketing AnalystJan 2024
- Digital Marketing SpecialistOct 2022
Full-funnel demand generation across paid media, email, and owned channels, in the U.S. and abroad.
-
2021 – 2022
Paid Media Team Lead
PalmPons · Houston, TX (remote)
Paid ads for a portfolio of client accounts, with $65K+ a month and a team of four.
-
2020 – 2021
Digital Marketing Specialist
EZLeads · Houston, TX
Paid social for car dealerships, and a seven-figure pipeline in the first year.
Education
B.B.A. in Marketing, then a Digital Marketing certificate
Texas Tech University, 2020 · University of Texas at Austin, 2021
The first in my family to go to college.
Selected work
Three things from the day job I’m proud of.
Company details stay private, so some results are shown as a change rather than a raw figure.
Running $65K+ a month across client accounts with a team of four
The starting point. Each of our 12 client accounts had its own naming, bidding, and reporting setup, so results were hard to compare and quality depended on who owned the account.
What I built. Shared campaign standards that each of the four marketers worked to on their own accounts, and performance audits that turned into recommendations clients could act on.
Result. 11 of 12 clients stayed through the year, and the portfolio’s average cost per lead fell 23%.
Paid social for car dealerships
The starting point. Most dealership campaigns ran one ad to everyone, and few leads became showroom visits.
What I built. Targeting rebuilt around audience segments, and new creative tested on a regular schedule instead of a single version.
Result. A seven-figure pipeline in my first year. Cost per lead fell from $38 to $21, and 18% of leads booked an appointment.
What I touch, day to day
Paid ads, what happens after the click, reporting, and lead quality.
Four areas, and they only work if they agree. A campaign that looks good on its own but sends Sales bad leads has failed.
Outlined tools are the ones I use every day.
Paid media
Ad channels
Who sees the ads, which versions work, and where the six-figure budget goes.
- Meta
- Microsoft
- Amazon Ads
After the click
Follow-up & automation
Follow-up emails, lead ranking, and the path to a real conversation.
- Marketo
- HubSpot
- Eloqua
Measurement
Reporting & credit
The reports that decide which channel gets credit for a result.
- GA4
- Google Tag Manager
- Power BI
- Tableau
Sales context
Lead quality & CRM
A clear definition of a good lead, and the context Sales needs behind it.
- Salesforce
Why the projects exist
The projects extend the day job: the same questions, off the clock.
Each project takes a question I ask at work and answers it somewhere a stranger can check. None of them claims to have fixed something at a specific job.
| The question at work | The project that asks it |
|---|---|
| Which marketing effort really earned the credit? | Marketing Measurement asks the same question on public ad data. |
| Is a promising result real, or just luck? | The Research Lab tests trading and sports ideas against fair comparisons. |
| Which of hundreds of items deserve a person’s time? | The Market Scan and the YouTube Channel narrow a pile so a person decides. |
| Will a change help or hurt before we commit to it? | Boulevard 21 plays every rule change thousands of times before anyone sees it. |
The short version
Six-plus years, one question.
Underneath all of it: is this number telling us the truth, and what do we do next if it isn’t? Happy to talk shop about any of it.