Scaling Global Demand & Marketing Operations

Context
AgroFresh is a global AgTech company focused on post‑harvest and near‑harvest freshness solutions, serving growers, packers, and retailers across highly technical, long buying cycles. The marketing engine needed clearer segmentation, stronger regional alignment, and more consistent digital performance across global markets.

My Role
I led global marketing operations and demand programs, partnering with regional leaders across APAC, EMEA, LATAM, and North America to build scalable systems, improve targeting, and elevate campaign execution.

What I Built
I rebuilt our segmentation and ICP framework to improve targeting across email, paid, and content channels. I strengthened alignment with Sales and regional teams, established more consistent campaign planning, and modernized our digital programs with better testing, automation, and reporting. I also created dashboards that surfaced engagement signals and performance insights leadership could act on.

Impact
These changes created a more predictable and scalable global marketing engine. Regional teams gained clearer segmentation and campaign frameworks, which improved consistency and increased adoption across APAC, EMEA, LATAM, and North America. Our improved targeting and operational workflows strengthened lead quality, supported higher‑value opportunities, and gave leadership better visibility into performance drivers. The new reporting structure also enabled faster decision‑making and more confident planning across global teams.