Kintsugi Marketing

For revenue and marketing leaders at B2B SaaS with HubSpot seeking calm amidst the chaos and sustainable revenue growth, I offer both GTM strategy and execution.

We are your right-hand in decision making, advising, designing, and executing Go-To-Market strategies. We have a unique set of skills to maximize the value of your existing HubSpot investments.

Founder, Go-To-Market Solutions Architect

MarketingOps.com

Help the community members of MarketingOps.com to connect with other professionals, support each other, and celebrate their wins.

Ambassador, Salt Lake City Chapter Leader

Profoundly

Profoundly is an exclusive platform for vetted experts that help HubSpot users with everything from simple tasks to complex integrations. No unnecessary sales pitches. No complex contracts. Just expert help, fast.

Profoundly Certified Professional

Refine Labs

Led and fostered an internal operations team of two. Guided the systems and technology used by sales, marketing, customer success, and service delivery teams. 
• Operations: Create simple, scalable, and robust processes for teams, designing for optimal customer experiences and outcomes.
• Enablement: Build and maintain top-tier talent through onboarding, coaching, and professional development programs. Develop and deploy new strategies and initiatives.
• Insights: Strategy, and infrastructure to measure the business. Provide insights that enable data-driven decisions.

Senior Director, Customer Success Operation

Extend

• Led the systems strategy and infrastructure architecture
• Collaborated with sales, marketing, and customer success teams to document, map, and create efficient processes
• Partnered with product and growth team to drive net retention of 45% and constantly improve customer adoption.

Head of Marketing Operations

Artemis Health

Develop and execute a robust and multi-faceted plan to dramatically increase brand awareness and the generation of quality leads and opportunities.

• Drove coordinated and integrated campaigns
• Partnered with sales and finance to ensure an accurate and real-time view of marketing influence and contribution to bookings and pipeline
• Built and implemented an in-house marketing attribution model across integrated channels to optimize ROI.
• Collected data and develop real-time dashboards to communicate the effectiveness of marketing and sales initiatives.

Senior Marketing Operations Manager

Marketing Operations Manager

HireVue

Co-created multi-channel marketing campaigns and demand generation programs with the goal to delight prospects and achieve business objectives. Brings new, fresh and creative ideas for targeting ideal customers and building the sales pipeline.

• Streamlined performance across multiple platforms and processes resulting in a 30% increase of marketing qualified leads
• Owned email nurturing: experiment, design, implement and optimize automated lead segmentation, email series, and lead scoring
• Managed 3rd party emails to increase the volume of targeted leads and nurture with drip campaigns
• Established a 5% benchmark conversion rate to meetings booked for lead nurture campaigns 
• Partnered with the corporate marketing team to develop and recommend innovative approaches to solve business and technical problems
• Generated 25% subscriber reengagements rate with an experimental email campaign

Digital Marketing Manager

Venafi

Responsible for all digital marketing and branding efforts. Implemented strategies, designed properties online and offline, and managed marketing automation systems company-wide to maximize return on investment.
• Influenced and developed integrated marketing campaigns and report on key performance indicators
• 108% average increase in website traffic YoY
• Researched, implemented, and analyzed: SEO, SEM, website optimization, and A/B testing
• Influenced and developed integrated marketing campaigns and report on key performance indicators
• Managed content syndication vendors to increase B2B leads and report ROI
• Designed and delivered a full range of high-impact digital collateral and graphics (e.g. PDFs, HTML emails, presentations, event banners, event graphics, infographics, and display ads)

Marketing Manager

Connected business requirements, data and automation to drive marketing campaigns.
• Created and managed email marketing campaigns
• Contributed and implemented lead scoring matrix
• Developed documentation and roadmaps for marketing campaign processes
• Collaborated with marketing teammates, sales teammates, and other key stakeholders to implement targeted, automated email campaigns
• Generated Key Performance Indicators to report on marketing and sales activities and effectiveness and business impact.
• Monitored and maintained data quality within the marketing database
• Evaluated new technologies and add-on applications to improve and optimize marketing team performance
• Supported corporate and field events: logistics, graphic creation, and booth duty

Marketing Specialist

GTM Solutions Architect for B2B SaaS

Defined by adaptability, integrity, and curiosity, I approach problems with a strategic mindset that drives meaningful results.As a seasoned marketing leader, I transform go-to-market strategies by fostering collaboration, leveraging AI-powered solutions, and equipping teams with actionable data insights. My ability to simplify complex processes and technology has consistently enabled double-digit revenue growth and competitive advantages at private equity and VC-backed B2B SaaS organizations.

Ian Shields

As Senior Director of GTM Operations Strategy at CS2, I work directly with VPs, MOps Leaders, and CMOs at industry-leading growth-stage B2B companies to advance their GTM and Marketing Operations and achieve real business outcomes. 

-Manage 6-7 clients (client lead), provide strategic and tactical consulting, and build a relationship with excellent and regular client communications, spending the time to truly learn about them and their business and create an optimal customer experience to drive retention
-Expert-level advising/consulting across the GTM Ops framework, leading high-complexity work, gathering requirements, and project management
-Develop and refine roadmap to identify the client’s future needs to both help them mature their MOps and to develop a pipeline of impactful project work that align to company goals
-Leading workshops, client requirement gathering calls, and sandbox reviews
-Build and optimize a robust tech stack for clients across all of their tools
-Coordinate work with different members of the CS2 team (Solution Architects, Analytics, Campaign Operations, GTM/Marketing Ops, and CS2 Principal Consultants) to bring in specialized expertise for different projects
-Create and maintain client documentation, as well as create documentation templates
-Develop reporting infrastructure based on quality data for advanced reporting requirements in a client’s SFDC environment
-Mentorship, training, and sharing my expertise with the CS2 team so everyone improves together
-Help the CS2 team with internal initiatives, such as frameworks, methodologies, templates and business ops, project/task coaching, etc.

Senior Director of GTM Operations Strategy (Client Lead)

As Senior Director of Marketing Operations at CS2, I work directly with VPs, MOps Leaders, and CMOs at industry-leading growth-stage B2B companies to advance their marketing operations and achieve real business outcomes. 

-Manage 6-8 clients (client lead), provide strategic and tactical consulting, and build a relationship with excellent and regular client communications, spending the time to truly learn about them and their business
-Sample of projects: Funnel architecture (lifecycle), lead and account scoring, lead source & attribution, nurture, training & enablement, Marketo implementation, opt-in, analytics
-Develop and refine roadmap to identify the client’s future needs to both help them mature their MOps and to develop a pipeline of impactful project work that align to company goals
-Build and optimize a robust tech stack for clients across all of their tools (primarily: Marketo, SFDC but also tools like LeanData, HubSpot, Pardot, Drift, Zoominfo, 6sense, Bizible, Ringlead, Sendoso, Demandbase, Terminus, Outreach.io, SalesLoft, Zoom, GoToWebinar, On24, and more)
-Coordinate work with different members of the CS2 team (Solution Architects, Analytics, Campaign Operations, Marketing Ops, and CS2 Principal Consultants) to bring in specialized expertise for different projects
-Troubleshooting system issues within a client’s marketing automation system or CRM
-Create and maintain client documentation
-Develop reporting infrastructure based on quality data for advanced reporting requirements in a client’s SFDC environment
-Mentorship, training, and sharing my expertise with the CS2 team so everyone improves together
-Coach a team of Marketing Operations Managers on client projects, methodologies, career path, and strengths development
-Contribute to the CS2 team with The Revenue Growth Architects podcast, written content, videos, and events
-Help the CS2 team with internal initiatives, such as frameworks, methodologies, templates and business ops

Senior Director of Marketing Operations (Client Lead)

MarketingOps(dot)com

Ambassador and Founding Member of MarketingOps.com, run by Mike Rizzo. www.marketingops.com

Ambassador & Founding Member

Waystar

As the Head of Marketing Operations, I played a strategic leadership role within the Commercial Operations team to drive business growth across all segments as the expert in marketing technology, smart automation & rigorous performance management. I led a team to monitor, measure and analyze the effectiveness of marketing initiatives and programs, delivered key insights and recommendations that optimize marketing performance, and managed a growing set of technology platforms to drive scale. In addition, I was responsible for developing fact-based, decision-making and higher ROI on all marketing programs and driving process improvements. I combined my analytical thinking, data analysis, and cross-functional collaboration to optimize Waystar's digital programs to drive awareness, generate new prospects and advance existing opportunities.

-Partnered with leadership to define KPIs, create reporting and analyze campaign performance
-Led the improvement of data quality, hygiene practices and processes to enhance segmentation and automation
-Managed a team of marketing operations managers; articulating a vision, setting goals, and helping them achieve results through strong performance management and recognition
-Identified areas to scale Waystar's MarTech stack, including but not limited to Marketo, Drift, Bizible, Demandbase, Chili Piper, GoToWebinar + more
-Analyzed and optimized the Account-based Marketing (ABM) approach
-Led efforts to enhance the customer's digital journey to drive conversion while delivering best-in-class experiences
-Built out and optimized lead & account lifecycle and scoring models
-Collaborated with Sales Intelligence and CRM teams to create efficient reporting, data transparency and to build out data governance
-Managed program and data migration to Waystar's MarTech stack
-Delivered robust, automated, multi-touch marketing reporting that is accurate and tells a visual story

Director, Marketing Operations

Spirion

As Marketing Program Director, I worked closely with the CMO and Director of Communications to strategize and execute new logo integrated marketing programs that drove lead generation and brand awareness. I was responsible for go-to-market programs tracked in Marketo. I defined market themes for GTM lead gen efforts needed to maximize lead gen efforts to hit MQL goals and new business opportunities/pipeline, from strategy to execution to reporting/analytics to optimization. I created targeted ABM campaigns to accelerate leads & accounts through the funnel (improve funnel velocity), in order to increase average deal size and win rates to drive pipeline and revenue growth for the org.

I also was head of Marketing Operations strategy and all MarTech stack (selection, integrations & optimization), and managed Marketing Operations Manager. Oversaw attribution, lead nurturing, lead lifecycle, lead scoring, ABM, forms strategy, PathFactory content experience platform, Drift conversational marketing, webinars, cost allocation, revenue modeling, lead source methodology, funnel & revenue reporting analysis & optimization. 

Created PathFactory for Sales training for sales, customer success, and channel teams and conducted live and recorded training paths. Tech stack includes: Marketo, BrightTALK, PathFactory, Salesforce (SFDC), Drift, Consensus, and more.

I am a 6X Marketo Certified Expert (MCE) at the advanced level (Marketo Certified Master) and a Marketo Certified Solutions Architect (MCSA).

Spirion is the critical first step toward data privacy and security. We build and deliver the most accurate data discovery and classification solutions on the planet to position our customers for unparalleled data privacy, security, and regulatory compliance. https://www.spirion.com/

Marketing Program Director / Marketing Operations Director

Snagajob

As head of Marketing Operations, I led Snagajob's marketing operations strategy. I optimized Snagajob's Marketo marketing automation and was responsible for process building and refinement, marketing technology selection, implementation, governance and roadmap development, data management, prospect and customer segmentation, and best practices syndication. In addition, I was responsible for getting the most out of the MAP and CRM platforms to fuel innovative and effective marketing campaigns, and for building a rock solid operating infrastructure for our customer and prospect database. I maintained/enhanced attribution tracking and provide reporting on the effectiveness of campaigns and suggestions for campaign enhancements. 

I continually defined, developed, enhanced and delivered marketing operations strategies, processes, and analytics to drive quality lead identification, higher lead conversion, customer acquisition and retention and automation for growth at scale. In collaboration with Sales Operations, I owned the prospect and customer database, maintained/enhanced database quality, provided segmentation for marketing campaigns in compliance with applicable anti-spam laws. I also trained internal users on our B2B marketing technology stack and provided suggestions to better leverage Snagajob's marketing technology stack. I am a 6-time Marketo Certified Expert (MCE) and Marketo Certified Solutions Architect (MCSA).

Snagajob is America’s #1 hourly work marketplace; the country’s largest platform for hourly work. https://www.snagajob.com/

Marketing Operations Manager (Head of B2B Marketing Ops)

LeadMD

As Engagement Manager at LeadMD (Now ShiftParadigm), I lead a team of consultants and oversaw that project outcomes were met for the client, with an emphasis on maintaining efficient processes, resource needs and allocation, time management, and profit margin. I helped clients create profitable marketing strategies that drive new business revenue and growth as well as increase overall customer lifetime value (LTV) through retention and upsell/cross-sell. I worked to refine services/solutions that helped the client achieve their outcomes desired, as well as articulate best practices and delivery methodology. 

I also coached and provided professional development to consultants so that they could effectively support the client and broaden their strengths and skill sets in areas of marketing strategy, marketing operations, demand gen and campaign strategy, and business process. Partnered with Revenue Operations, Technology, Sales, and Marketing teams on account strategy and solutions to maintain, develop and expand client relationships.

I am a 6-time Marketo Certified Expert (MCE) and Marketo Certified Solutions Architect (MCSA). In addition, I specialize in content marketing, marketing campaigning, web personalization, social media marketing, and nurture/email marketing strategy. I also contributed to creating and instructing marketing-based curriculum for the modern marketer for our learning division, Six Bricks.

Engagement Manager (Director of Delivery for Go-to-Market practice)

As Senior Marketing Consultant (SMC), I worked with a team of marketing automation experts focused on delivering end-to-end demand generation programs for clients. I identified client needs, designed profitable marketing strategies and a plan for action, and managed their team to produce uncommon results. I provided guidance, mentoring, and thought leadership while overseeing the many moving parts to ensure success of LeadMD’s client organizations. 

In addition, I specialized in go-to-market campaigns, content marketing, web personalization, and nurture/email marketing strategy. 

Co-created and instructed marketing curriculum for LeadMD's career path training, Marketo Certified Expert, taking newbie marketers or experienced veterans through a series of insights from the basics through more complex concepts, testing their learnings in a simulated Marketo environment. 

Specifically, I helped:
*Strategize, create and build demand generation campaigns within Marketo
*Create strategy and implement all facets of the various platforms such as lead scoring, lead nurturing, automation, progressive profiling, cost allocation, revenue modeling & lead lifecycle programs, lead source methodology, all based on the LeadMD methodology
*Manage timelines and expectations to ensure client programs are completed on-time and within budget
*Communicate with clients to manage expectations, deliverables and modifications to their existing CRM and Marketo
*Develop a clear understanding of the LeadMD methodology and effectively communicate the methodology to clients & document requirements and projects
*Analyze, strategize, provide recommendations and implementation in areas of business process improvements, lead scoring, emails, nurture strategy, forms, buyer personas, campaign design (including lead sourcing, cost allocation, basic and advanced attribution, program ROI, reporting), and more

Senior Marketing Consultant

StrengthsDNA

I am a Personal Strengths Empowerment Coach, Owner of StrengthsDNA and The Strong Business Planner, and Host of The Strengths Empowered Entrepreneur Podcast (now retired podcast). I empower online service-based entrepreneurs to discover, appreciate, leverage, and support your strengths so that you can unapologetically be your authentic self, lead with purpose, and create more success, joy, and impact in your business and in the lives of those around you.

I wanted to create a business that could spread the strengths message…a strengths revolution. I want you to build a business that leverages your strengths and that you absolutely love. I want you to wake up every day so freaking excited to work and share your purpose...to use your strengths to serve and change the world.

Personal Strengths Empowerment Coach / Strengths-Based Business Coach / Owner

Independent Marketo Marketing Automation Consultant

Independent Marketo Marketing Automation Consultant and 6-time Marketo Certified Expert (MCE) and Marketo Certified Solutions Architect (MCSA). 

As an Independent Marketo Marketing Automation Consultant, I helped organizations set-up, implement and manage their Marketo instance in order to reach their marketing goals and streamline their marketing automation. From strategy, planning, executing, and coaching, I helped organizations on a project-basis, hourly, and recurring retainer. My specialties: Lead nurturing/engagement, program and campaign set-up and management, subscription center set-up and management, new Marketo instance admin and set-up, email and landing page creation (some HTML experience), program template creation, reporting, revenue cycle models, lead scoring, and overall management. I have experience using the Revenue Cycle Explorer analytics tool, as well as Real-Time Web Personalization module. Depending on the project, I did the work myself, was an extension of the client's marketing team, or trained teams on how to do the work themselves.

I worked virtually but also traveled locally to the Greater Grand Rapids, Michigan area for in-person training and coaching sessions as well. I have done consulting work for small businesses as well as large, global multi-billon dollar companies.

+ Marketo Certified Solutions Architect (MCSA)
+ 6x Marketo Certified Expert (2013-present)
+ 8 years of Marketo experience
+ 12 years of marketing automation and email marketing experience
+ 16 years overall B2B marketing experience
+ Have consulted part-time since April 2015, but full-time self-employed under my StrengthsDNA LLC company since May 2016.

Marketing Automation Consultant (Concentration: Marketo)

NTT Security (US) Inc. (Formerly Solutionary)

As Marketing Automation Manager, I managed all marketing campaigns through Marketo marketing automation platform to drive lead generation. I developed and delivered effective marketing campaigns to support sales initiatives as well as evaluated program effectiveness through analytics and reporting dashboards (including Marketo Revenue Explorer). In addition, I designed and executed an effective lead nurturing strategy to generate qualified leads that drive business growth. I worked with the Salesforce.com Administrator to build dashboards and reports that track campaign metrics, as well as work with other marketing team members, product management, and sales management to enhance lead generation activities. In addition, I managed live chat campaigns for our website in LiveEngage (Liveperson). Other duties: Created, designed and layout of forms, landing pages and emails; wrote and edited emails and marketing materials. 

Solutionary, an NTT Group Security Company (NYSE: NTT), is the next generation managed security service provider (MSSP). Focused on global threat intelligence, Solutionary protects traditional and virtual IT infrastructures, cloud environments and mobile data. Clients are able to optimize security programs, make informed decisions, achieve compliance and reduce costs.  For more information, visit www.solutionary.com. Solutionary is a wholly owned subsidiary of NTT (Nippon Telegraph and Telephone), a $130 billon company operating across 69 countries – the world's largest global IT and telecommunications services company and is ranked 29th on Fortune's Global 500 list. For more information, visit www.ntt.co.jp.

Marketing Automation Manager

BluJay Solutions (Formerly LeanLogistics)

As Marketing Programs Manager, I developed and executed a comprehensive B2B marketing programs strategy that aligned with corporate initiatives, including tradeshows, conferences, webinars, and email marketing & nurturing programs. I managed programs strategy globally for North America and Europe/EMEA. I increased the number of leads generated from webinars and events all while decreasing the average cost/lead (acquisition cost). I developed targeted digital marketing campaigns to nurture prospective customers to support the lead generation and sales teams - including copywriting, design, and execution. Other duties included managing the marketing programs budget, evaluating program effectiveness through metrics, and creating an overall marketing programs strategy. I also assisted in creating targeting online & print advertising campaigns that have been featured in Food Shippers, Logistics Management, Inbound Logistics, and CSCMP. Specific experience in managing SaaS-based cloud technologies and admin-experience with marketing automation platforms Pardot and Marketo.

LeanLogistics provided transportation management software and services. Through mergers/acquisitions, LeanLogistics is now known as BluJay Solutions: http://www.blujaysolutions.com/

Marketing Programs Manager

Experienced marketing strategist with 20 years in marketing operations, GTM strategy, and automation. As a 2022 Adobe Marketo Engage Champion, Adobe Certified Master Marketo Engage Architect and 8-time Adobe Certified Expert Marketo Engage Business Practitioner (Marketo Certified Expert) with 13+ years leading marketing operations teams and administering Marketo (the last 8 of which were at senior consultant and/or Director/Sr. Director level), I have extensive experience helping organizations drive business growth, operational excellence and insightful analytics. 

As an MBA graduate, I bring the business and marketing acumen required to lead others and contribute to company KPI’s. With four years of consulting experience, in addition to in-house positions, I have worked with global, multi-billion dollar organizations, start-ups, and everything in between, allowing me to adapt quickly to a new industry, thrive in a fast-paced environment and be agile in both strategy and tactics to fit the use-case. Excellence, achievement, relationships, vision of the future, strategy, curiosity and coaching are what energize me the most. 

I naturally seek to make things better (excellence & optimization are my middle names) and love learning + teaching/coaching. I strive to do meaningful work that makes a big impact and love thinking & strategizing about the future and using data/analytics mixed with experience to drive that path forward.

Key areas of focus: GTM operations, marketing operations, MarTech strategy & optimization, reporting & analytics (funnel, revenue/ROI, campaigns), program execution & optimization, business process improvement, people management, instructional design/curriculum development + course creation, training + coaching + teaching and mentoring.

MY STRENGTHS PROFILE
Gallup CliftonStrengths® Assessment - Top 10 Strengths Themes:
Maximizer, Responsibility, Relator, Learner, Achiever, Futuristic, Significance, Strategic, Input, Focus
Read descriptions: https://www.gallup.com/cliftonstrengths/en/253715/34-cliftonstrengths-themes.aspx

I earned a Master in Business Administration (MBA) degree from Western Michigan University’s Haworth College of Business. 4-time Featured MBA Alumni in University publications, including being awarded in the 2021 edition of The 30 (see featured section). I am also a graduate of the 2011 Class of Emerging Leaders at the Center for Community Leadership (GR Area Chamber of Commerce) in Grand Rapids.

taplio

The Battle

Ian Shields

Joy Martinez, MBA

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