Marketing Director LinkedIn Profile Optimisation (B2B Growth & Demand Gen)

I design demand generation programmes that are measurable end-to-end, from campaign launch through MQL creation and onward to influenced pipeline. In HubSpot, I configure lead scoring, routing rules, and lifecycle stages so Sales and Marketing share a single version of pipeline reality. For measurement, I use GA4 events and disciplined UTM conventions to attribute traffic accurately, then I review cohort conversion trends rather than one-off campaign spikes. The result is a repeatable KPI cadence—5,000 MQLs/month in a typical steady state, with pipeline influence reported against clear targets.

Strong marketing leadership depends on attribution quality and decision-making discipline. I implement reporting structures that connect channel metrics to commercial outcomes, using HubSpot dashboards, pipeline source fields, and defined attribution logic to avoid “dashboard theatre”. I also run testing roadmaps—landing pages, ad creatives, and email sequences—using A/B testing to isolate what moves conversion rates and CAC. When performance declines, I don’t just iterate creative; I audit tracking, campaign assumptions, and sales velocity drivers to identify where the funnel is breaking.

I treat brand as a conversion asset, not a separate function. While acquisition teams optimise for cost efficiency, I ensure messaging consistency across paid, content, and lifecycle touchpoints so prospects understand value quickly. My approach blends SEO/SEM topic clusters with LinkedIn content strategy and lifecycle email nurturing, then ties outcomes back to lead quality and pipeline impact. This is how we maintain both performance and credibility—strengthening positioning while still driving measurable improvements to ROI and CAC.

I scale marketing teams through an operating rhythm that balances experimentation with clear accountability. I set weekly KPI reviews, monthly pipeline forecasting check-ins, and quarterly strategy sprints aligned to revenue goals and capacity planning. My leadership style is coaching-led—building skills in demand gen analytics, content performance analysis, and CRM excellence so the team can execute independently. In practice, I’ve led teams of around 10, partnering closely with RevOps and Sales leaders to refine process, reduce lead leakage, and improve conversion from MQL to SQL.