Building Demand, Automation, and CRM Foundations in an Early‑Stage Startup

Context
eSUB Construction Software was an early‑stage, Series A/B construction tech startup with roughly 40–60 employees. The company needed foundational marketing programs, clearer targeting, and better systems to support growth. Marketing operations, demand generation, content, and CRM management all needed to be built from the ground up.

My Role
I managed the marketing function and partnered closely with Sales, Product, and executives to build scalable programs in a fast‑moving environment. I owned demand generation, content, digital, and CRM operations — often shifting from strategy to execution in the same day.

What I Built
I implemented the company’s first marketing automation platform (Marketo), integrated it with Salesforce, and established data standards, lead routing rules, and reporting frameworks. I built outbound and lifecycle programs, developed content and sales enablement materials, and launched digital campaigns that improved targeting and engagement. I also created foundational workflows that Sales used for prioritization, follow‑up, and reporting.

Impact
These efforts strengthened the company’s ability to generate and convert demand, improved data integrity and visibility across teams, and contributed to a 30% increase in revenue. The new MAP + Salesforce infrastructure reduced manual work, improved lead quality, and gave leadership clearer insight into performance. The programs I built also helped the team move faster, test more effectively, and operate with greater consistency as the company scaled.