Marketing Technology & Operations Leader

Website & CRM Ownership | Systems Integration | Data Reporting & Analysis | Automation

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Hands-On Systems Builder and Strategic Leader

I build and lead the systems that connect marketing activity to measurable business outcomes. By integrating traditional platforms such as websites, CRM, automation, and analytics with AI enabled systems, I deliver infrastructures that enable clear attribution, scalable operations, and future focused growth. As both a hands on builder and senior leader, I bridge execution with strategy to ensure marketing systems are reliable, measurable, and built to evolve.

The sample below demonstrates how I build automated workflows with API integrations that connect websites, CRM platforms, email, and AI outreach into a single measurable pipeline.

View Sample Workflow
View Sample Workflow

Featured Projects

Analytics & Attribution Systems

GA4, GTM, and CRM tracking connected to UX insights and executive-ready reporting for data-driven strategy.

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Optimized Campaign Automation

Maximizing small budgets into large results through on-page content, UX, CRM, and automated outreach.

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Lifecycle & Loyalty Integration

Multi-channel loyalty journey with CRM automation and referral tracking.

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Cross Functional Workflow Alignment

Leadership in building scalable systems that align marketing, sales, design, and vendor teams for faster execution and process clarity.

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Tech Stack Snapshot

AI & Emerging Tech
AI Chatbots, Predictive Lead Scoring, API Integrations, AI-Driven Outreach

Analytics & Reporting
GA4, Google Tag Manager, Looker Studio, Meta Ads Manager, UTM Frameworks

CRM & Automation
Salesforce, HubSpot, HighLevel, Mailchimp, Klaviyo, Constant Contact, Zapier

Web & CMS
WordPress, Shopify, Elementor, Custom Builds, SEO/SGE Optimization, Ecommerce & Payment Integrations 

Project Management & Collaboration
Monday.com, Airtable, Slack, Workflow Documentation Systems

Compliance & Deliverability
SPF, DKIM, DMARC, GDPR, CCPA, CAN-SPAM, ADA Accessibility Standards

Operations, Analytics & Systems Leadership

AI and Automation

I lead the strategy and adoption of AI in marketing operations, integrating intelligent systems into websites, CRM, and outreach platforms. My approach combines hands-on implementation with cross-functional leadership, driving organizational adoption of AI workflows that reduce manual work and accelerate measurable outcomes.

  • Direct AI-powered chatbot integration on websites to create scalable, real-time engagement and lead capture

  • Build and oversee AI API integrations that connect CRM, analytics, and automation platforms

  • Lead lifecycle journey design that uses AI for dynamic segmentation and adaptive campaign flows

  • Deploy AI-driven outreach (chat, SMS, calls) to accelerate lead qualification and appointment setting

  • Establish predictive lead scoring models tied to CRM workflows for smarter sales prioritization

  • Guide teams in adopting AI platforms by teaching database access, lead management, and platform best practices

CRM and Lifecycle Systems

I design and manage CRM ecosystems that connect marketing and sales, ensuring every lead is captured, qualified, and nurtured through automated workflows. I’ve led full-scale CRM rollouts, aligning sales and marketing processes while teaching teams to adopt CRM-driven systems that deliver clarity, speed, and measurable outcomes.

  • Configure Salesforce, HubSpot, and HighLevel integrations to align sales and marketing teams

  • Build automated intake flows with segmentation, lead scoring, and owner assignment for faster response

  • Connect website forms and email platforms via API to ensure seamless sync and trigger nurture sequences

  • Create lifecycle pipelines with real-time stage updates based on user actions and campaign activity

  • Develop dashboards and views that provide marketing and sales with shared visibility into lead activity

  • Establish governance processes to prevent duplicates, automate tasks, and streamline handoffs

  • Lead cross-team adoption of CRM workflows by building documentation and coaching staff on usage

Analytics and Attribution

I build analytics infrastructures that transform marketing activity into measurable business outcomes. Beyond implementation, I lead attribution strategy, interpret data for executives and owners, and enable teams to adopt best practices in analytics. My work ensures reporting delivers both clarity at the leadership level and consistency at the technical level.

  • Design custom GA4 reports to track user interactions, behavior flows, and audience insights

  • Deploy GTM tagging frameworks to capture engagement, attribution, and conversion events

  • Build Looker Studio dashboards combining GA4, CRM, and campaign data for executive reporting

  • Present reporting and attribution insights to C-Suite and business owners to guide strategy and investment decisions

  • Create CRM reports that segment leads, track lifecycle progression, and measure pipeline health

  • Develop custom reporting in ad platforms to monitor efficiency, audience performance, and ROI

  • Establish UTM frameworks to ensure accurate cross-channel tracking

  • Teach teams how to set up GTM tags and analytics tracking, supported with process documentation for consistent adoption

Website Management and Optimization

I own website management and optimization, ensuring sites perform as both marketing engines and reliable system hubs. I handle CMS ownership, UX, compliance, and SEO myself, while collaborating with sales on content alignment and managing external vendors when advanced development is required.

  • Manage CMS platforms including WordPress, Shopify, and custom builds for site updates and optimization

  • Design and optimize site architecture, navigation, and UX flows to improve engagement and conversion paths

  • Implement accessibility standards, compliance requirements, and regular site health audits

  • Apply technical SEO best practices and prepare content for evolving search experiences (including SGE)

  • Align website content and messaging with sales input to ensure accuracy and consistency

  • Oversee external development vendors for advanced custom coding and integrations

Compliance and Data Governance

I safeguard marketing operations by ensuring platforms are compliant, secure, and seamlessly connected. I own governance standards across systems, maintaining data accuracy and deliverability while managing external vendors to ensure ADA compliance.

  • Implement GDPR, CAN-SPAM, and CCPA compliant consent capture and audience segmentation logic

  • Configure DNS authentication (SPF, DKIM, DMARC) to strengthen deliverability and sender reputation

  • Integrate APIs to securely sync website forms, CRMs, and automation platforms without data loss

  • Audit platform connections to identify gaps, prevent errors, and maintain reliable system performance

  • Establish governance standards for duplicate prevention, data normalization, and audit trails across CRMs

  • Manage external vendors to ensure websites and digital experiences meet ADA compliance standards

Project Management Systems

I build and manage project management platforms that align teams, track progress, and ensure accountability across initiatives. From system setup to reporting, I design workflows that improve visibility, streamline execution, and scale collaboration across departments.

  • Configure and manage Monday.com and similar platforms for team-wide adoption

  • Create user accounts, roles, and permissions to support visibility and accountability

  • Build workflows and scheduling systems that align cross-functional deliverables with deadlines

  • Develop process documentation to standardize project management practices

  • Generate reports and dashboards that provide leadership with real-time visibility into project status and resource allocation

Leadership and Enablement

I lead teams, vendors, and stakeholders in building marketing systems that scale across the organization. My leadership emphasizes clarity, collaboration, and efficiency, ensuring projects move from concept to execution while aligning with long-term business goals.

  • Lead project management across martech, web, and analytics initiatives, ensuring timelines, resources, and deliverables are met

  • Align sales, product, and marketing stakeholders to ensure CRM workflows and campaigns achieve shared objectives

  • Oversee cross-functional implementations of platforms and integrations that drive measurable growth

  • Manage external vendors for specialized needs such as ADA compliance and advanced development projects

  • Build playbooks, documentation, and onboarding programs to institutionalize knowledge and consistency

  • Mentor team members to strengthen expertise in automation, analytics, and lifecycle operations

Certifications

  • Google Ads
  • Google Analytics (GA4)
  • Google Tag Manager
  • Artificial Intelligence in Marketing
  • AI Prompt Engineering
  • HubSpot
  • Project Management
  • Advanced Social Tactics
  • Advanced SEO Strategies
  • Search Engine Optimization Specialization
  • Engagement and Nurture Marketing Strategies

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Data-backed decisions that drive results

I develop and manage a complete analytics ecosystem that connects user behavior, ad campaign performance, and lead funnel progression—ensuring business decisions are rooted in real-time insights.

Overview:

  • GA4 Audience + Behavior Reporting
    Custom dashboards track user demographics, regional performance, conversion behavior, and top-performing pages—segmenting by source and campaign when needed.

  • Looker Studio Dashboards
    I build executive-friendly reports highlighting campaign ROI, funnel progress, and growth opportunities—pulling from GA4, CRM lead stages, and custom tagged events.

  • Conversion + Journey Tracking
    From the first ad click to lead form submission and beyond, I track and tag each key user action using GA4 and Google Tag Manager, allowing for accurate attribution across platforms.

  • Campaign + Page Optimization
    My insights help refine website paths, improve landing page CTAs, and align marketing efforts with high-engagement content.

Tools Used: GA4, Looker Studio, Google Tag Manager, Meta Ads Manager, CRM event tracking, UTM tagging

Campaign Management: Paid Social Lead Generation

This project showcases a high-performing Meta (Facebook) lead generation campaign developed and managed entirely in-house. From creative development to backend automation, every element was built to maximize return on ad spend and streamline lead response.

Overview:

  • Campaign objective: Local lead generation for a high-ticket spa product line

  • Platform: Meta Ads (Facebook)

  • Targeting: local 50 mile geofencing, interest-based audience segments

  • Asset creation: Static visuals, copywriting, and lead form structure

Execution Highlights:

  • Custom Facebook Ads reporting dashboard monitored delivery, engagement, and cost metrics in real time

  • Integrated conversion tracking using the Meta Pixel, GA4 events, and CRM triggers

  • Built and connected backend workflows via Zapier to:

    • Instantly notify sales of each new lead

    • Automatically create a lead record in Salesforce

    • Segment and trigger follow-up communications

Performance Metrics:

  • 132 qualified leads generated in 48 hours

  • Ad Spend: $3,372.60

  • Cost per lead: $25.55

  • Return on Ad Spend (ROAS): 1,394%

  • Return on Investment (ROI): 1,294%

This campaign served as a powerful example of how technical integration, paid media strategy, and cross-platform automation can work together to generate meaningful business outcomes—fast.

A multi-channel loyalty journey built to welcome, engage, and retain customers.

I conceptualized, designed, and executed a custom loyalty and referral program that connects new customers to branded touchpoints and drives ongoing engagement. Built entirely in-house, this initiative pairs physical outreach with digital automation to create a seamless post-purchase experience.

Project Highlights
  • Welcome Postcard Design with QR codes linking to:
    • A custom Owners Hub landing page (CMS)
    • A private Facebook community for product owners
  • Product Registration Form CTA funneling into a WordPress-based Loyalty Program Sign-Up Page
  • Ecommerce Gift Page where customers select their reward (connected to Salesforce lead updates)

  • CRM Integration (Salesforce) for automatic segmentation and tagging

  • Email Automations triggered at key stages: welcome, referrer recognition, gift selection, and follow-up reminders

From creative concept and print to landing page UX and CRM automation, this project laid the foundation for a scalable lifecycle marketing asset now ready for departmental rollout.

Cross functional alignment from planning to execution.

I build scalable coordination systems that align internal teams, external vendors, and sales workflows—streamlining execution across campaigns and lifecycle touchpoints.

Overview:

  • Teamwide Airtable Calendars
    I maintain collaborative calendars that track campaign launches, asset deadlines, team tasks, and channel schedules. These help ensure alignment across marketing, sales, design, and vendor teams.
  • External Collaboration via Slack Channels
    For external vendors and freelancers, I’ve established Slack channels that facilitate real-time updates, asset review, and faster turnaround—minimizing miscommunication and delays.
  • Custom Documentation for Process Clarity
    To streamline handoffs and maintain consistency, I’ve developed tools like a Lead Management Checklist that guides sales and support teams through CRM updates, owner assignments, and lead status transitions.
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