My Work

Marketing Technology Projects & Implementations

A showcase of strategic marketing technology implementations, system integrations, and automation projects that drove measurable growth and operational excellence across diverse industries.

Sentric ADAS
Salesforce-Pardot System Implementation and Buyer Journey Automation
Marketing Communications Program Manager

Overview

Led the design and execution of a marketing automation platform using Salesforce and Pardot. Developed segmentation logic, automated workflows, and lifecycle-based buyer journeys to align sales and marketing, reduce manual processes, and deliver data-driven campaign performance visibility.

Situation

Sentric had no centralized automation or lifecycle mapping. Lead management was manual, segmentation was static, and campaign workflows were disconnected from sales follow-up or reporting.

Solution

  • Built Pardot Engagement Studio programs tied to Salesforce lead and contact lifecycle stages
  • Developed segmentation logic using behavioral triggers and firmographic criteria
  • Implemented lead scoring, routing, and auto-MQL triggers using Salesforce field logic
  • Created campaign dashboards tracking source performance and lifecycle attribution
  • Authored SOPs and frameworks for campaign creation, reporting, and buyer journey development

Results

Qualified Lead Conversion
Increased qualified lead conversion
Reduced Processing Delays
Via automation
Closed-Loop Attribution
Across lifecycle stages
Scalable Infrastructure
Aligned to commercial targets

Tools Used

Salesforce Pardot GA4 LinkedIn Campaign Manager Roadmunk Zapier Monday Teamwork Python SQL

Visual Notes

Engagement Studio Journey Map
Conditional logic branches and workflow automation
Lifecycle Funnel Diagram
Lead, contact, and opportunity stages in Salesforce
Segmentation Matrix
Persona, firmographic criteria, and triggers
Performance Dashboard
Campaign attribution by source and lifecycle stage
SOP Framework
Naming conventions, scoring thresholds, routing logic
Automotive Titling Company (ATC)
HubSpot-to-Pardot Migration, Google Ads Optimization, and Sales Enablement
Marketing Director

Overview

Oversaw migration from HubSpot to Salesforce and Pardot, rearchitected marketing operations, improved campaign performance, and led cross-functional adoption through stakeholder training and sales enablement. Integrated lead source tracking, webinar programming, and paid media to drive ARR growth.

Situation

Marketing systems were disjointed, attribution was inconsistent, and lead handoff processes were undefined. Sales lacked visibility into source, behavior, or lifecycle stage, and campaign performance was siloed.

Solution

  • Migrated HubSpot to Pardot with custom field mapping and lifecycle scoring in Salesforce
  • Integrated API-based lead source tracking with UTM parameter persistence
  • Launched multi-channel Google Ads program with new segmentation, targeting, and budget controls
  • Built and automated a webinar program to support mid-funnel education and conversion
  • Delivered sales training sessions, SOPs, and documentation on MQL qualification and routing

Results

$17.4M ARR
Marketing-originated pipeline
30x ROAS
Optimized Google Ads campaigns
10.8 LTV:CAC
Across paid and inbound channels
56% Faster Response
Lead-to-response time reduction

Tools Used

Salesforce Pardot HubSpot Google Ads GTM Zoom Webinars Zapier Roadmunk Monday Teamwork Python SQL

Visual Notes

CRM Migration Mapping
HubSpot to Salesforce/Pardot field mapping diagram
Lead Attribution Flow
UTM parameter capture and API integration flowchart
Webinar Conversion Funnel
Promotion to MQL conversion flow
Google Ads Performance
Before/after segmentation and ROAS improvement
Sales Enablement Resources
Lifecycle stage training and internal SOPs
Aspen Auto Clinic
Retention Automation, SOP Development, and CRM-Shop Management Integration
Assistant Marketing Director

Overview

Designed and deployed multi-location customer retention campaigns using SMS and email automation. Integrated CRM with operational data from shop management software, standardized execution through SOPs, and coordinated vendor output to ensure campaign consistency and effectiveness.

Situation

Retention communication was handled inconsistently across locations. Campaigns lacked structure, and vendors delivered disconnected messaging with no CRM integration. The marketing team had limited visibility into customer lifecycle activity.

Solution

  • Implemented SMS and email campaigns triggered by customer service intervals and visit history
  • Integrated CRM with TekMetric to automate service-based marketing workflows
  • Authored SOPs for location-based marketing execution, vendor management, and campaign consistency
  • Centralized brand messaging and campaign cadence across shops to improve retention and upsell performance
  • Built performance tracking infrastructure across all locations

Results

$2.4M Growth
YoY sales growth via retention
23% Increase
Return customer activity
40% Reduction
Vendor management time
Enhanced Visibility
Across all shop locations

Tools Used

GoHighLevel TekMetric Mailchimp Steer Roadmunk Excel Canva Zapier Teamwork Monday

Visual Notes

Customer Journey Mapping
SMS and email triggers mapped to lifecycle stages
CRM Integration Diagram
GoHighLevel to TekMetric trigger-based workflows
Shop Execution SOPs
Campaign execution checklist and ownership grid
Multi-Location Dashboard
Retention rate by shop and campaign frequency
Communication Templates
SMS and email reminder templates for post-service

My Work Impact Summary

$19.8M+
Total ARR Generated
30x
Peak ROAS Achieved
3
Major Platform Migrations
56%
Process Efficiency Gained

Ready to discuss how these strategies can drive growth for your organization?

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Ready to discuss marketing technology, strategy, or your next growth initiative?

Minneapolis, MN • Open to remote & local opportunities
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