Real Projects. Real Outcomes.

Advancing Lead Generation in the PropTech Sector

The Challenge
The startup needed to accelerate lead generation in a slow-moving market with long sales cycles (3+ years). Previous campaigns were too broad. Analysis revealed K–12 institutions had predictable budgets and renovation cycles, offering a clear opportunity to build momentum.

The Strategy
Redefined the approach from broad awareness to a focused Account-Based Marketing (ABM) strategy. The goal: engage decision-makers at schools actively contemplating infrastructure projects.

Execution

• • Designed multi-channel ABM (digital, social, field).
• • Developed messaging emphasizing energy savings and efficiency.
• • Partnered with sales for micro-events in key US cities.

Using AI and Full-Funnel ABM to Drive Market Expansion

The Challenge
The fintech SaaS provider, well-established across APAC, was preparing to enter the U.S. market. With no opted-in lists and limited brand recognition, we needed to build an engine from scratch to reach high-value financial decision-makers.

The Strategy
To build credibility, I created a data-driven ABM program using Propensity. We used industry association lists as a seed to model the ideal customer profile, expanded via lookalike modeling, and verified data in Apollo for accuracy.

Reinventing Global HPC Engagement During the Pandemic

The Challenge
When the pandemic halted in-person conferences, the AI and High-Performance Computing (HPC) division of a Global 500 technology company lost its cornerstone events. The brand risked losing visibility and pipeline momentum.

The Strategy
I developed a five-day virtual summit inspired by exascale computing. The summit mirrored the value of top-tier HPC events, delivering concise, high-value sessions on AI acceleration, data-driven research, cloud innovation, and sustainability.

Rebuilding a B2B SaaS Demand Generation Engine

The Challenge
A B2B SaaS company (~150 employees) rebuilt its website, but lead quality remained low. I was brought in to diagnose funnel gaps, build lead scoring frameworks, and align marketing with sales.

The Strategy
I conducted a comprehensive audit to identify breakdowns, then designed a full lead management framework—capture, qualification, nurture, and handoff—aligned to the buyer's journey.

Accelerating Cloud Adoption for State & Local Government

The Challenge
Before widespread cloud adoption, state and local government agencies often struggled with unreliable websites and strict compliance needs. However, leaders were hesitant to modernize due to security and data-sovereignty concerns, fearing loss of control.

The Strategy
The approach focused on education expressed in clear, straightforward terms. We positioned the cloud not as a risky shift, but as a "trusted evolution"—emphasizing security, compliance, and cost-effectiveness to demystify the technology.

Execution

• • Developed a benefits-driven messaging framework tailored to the sector's priorities.
• • Wrote eBook copy blending storytelling with technical knowledge and real-world examples.
• • Collaborated with design to ensure visual consistency across all materials.