B2B Marketing Exchange 2023Event
Fractional Marketing Operations · B2B
Marketing opsthat paysfor itself.
I rebuild the machinery between your campaigns and your CRM, so leads stop leaking and reporting stops lying. 16+ years in-house, now fractional.
Taking new engagements — Currently booking audits and fractional retainers
16+ years in B2B marketing ops · $25M+ in attributed pipeline
$25M+
Attributed pipelineFY202216+
Years in marketing ops20+
B2B brands operated$1M+
Budgets managedSound familiar?
You don't have a campaign problem.
You have an operations problem. The creative is fine. The spend is fine. What's broken is everything in between — and it's quietly costing you pipeline every week.
- ✕Leads sit for days before sales ever sees them.
- ✕Nobody trusts the attribution report — so nobody opens it.
- ✕The CRM has quietly become a junk drawer.
- ✕Campaigns ship late because operations is the bottleneck.
- ✕You're paying six figures for a stack that's half wired up.
- ✕No one can answer what marketing actually contributed to pipeline.
I fix that — and I've done it in-house at scale before doing it for you.
Current engagement
Covering a MOps lead, end to end.
Honeycomb.io via Heinz Marketing
Fractional Marketing Ops · 2026 — present
A high-growth B2B SaaS team needed their internal marketing-operations lead covered — across every campaign type and channel, with no ramp time. I stepped in as the embedded operator rather than an advisor.
Coverage
Full MOps function
Channels run
Events, webinars, gated content
Lead handoff
48-hour SDR SLA
Ramp time
Immediate
What I run
- →Built and maintained HubSpot and Salesforce campaigns across field events, conferences, virtual events, webinars and gated content — with enforced naming conventions, UTM governance, campaign hierarchies and member-status configuration.
- →Ran end-to-end post-event lead processing: consolidating scanner and Typeform data, cross-referencing against Salesforce, enriching via Apollo, then facilitating hot-lead handoff under a 48-hour SDR SLA.
- →Executed virtual event operations in Goldcast — registration, attendance tracking, on-demand viewing, smart lists, campaign membership workflows and MEL/MQL routing.
- →Built executive KPI dashboards and SQL-based pipeline analysis to turn funnel data into decisions leadership could act on.
How I help
Four ways in.
Most engagements start with an audit. Some become a build. Some become a standing seat on the team. All of them start with a conversation.
01Fixed scope · 2–3 weeks
Marketing Ops Audit
Find the leaks before you spend another dollar.
A fixed-scope teardown of everything between a click and a closed-won deal. I trace real records through your stack — forms, routing, lifecycle stages, campaign attribution, handoff SLAs — and come back with a prioritized list of what's costing you pipeline, what it's worth to fix, and the order to fix it in.
Best for: Teams who suspect the funnel is broken but can't prove where.
02Monthly retainer · part-time
Fractional Marketing Ops
Senior ops leadership, without the headcount.
I embed with your team and run marketing operations day to day — campaign builds, lead flow, routing rules, reporting, and the unglamorous governance that keeps it all trustworthy. Enough seniority to set the strategy, enough hands-on to actually build it. This is exactly the work I do today for a high-growth B2B SaaS team.
Best for: Teams between MOps hires, on parental leave cover, or not ready for a full-time senior.
03Project · 4–8 weeks
Lifecycle & Campaign Ops
Build the machine that moves leads.
The build phase: lead lifecycle and scoring models, MQL definitions and routing, nurture and re-engagement programs, segmentation, campaign hierarchies, UTM governance and naming conventions. The plumbing that turns scattered campaigns into a system anyone on the team can run.
Best for: Teams whose campaigns ship late because operations is the bottleneck.
04Project · 3–6 weeks
Reporting & Attribution
Prove what marketing actually drove.
Reporting your executives will trust and your team can maintain. I define the metrics that matter, wire up attribution across the funnel, and build the dashboards that answer the only question that counts in a board meeting: what did marketing contribute to pipeline and revenue?
Best for: Leaders who can't get a straight answer on what's working.
The real decision
Hire, agency, or me.
All three are legitimate. Here's the honest trade-off on each.
3–6 months to hire and ramp
A full-time MOps hire
The right long-term answer — but you need the funnel fixed now, and a senior hire is a six-figure commitment before you know what's broken.
Retainer, layered team
An agency
You get a pod, an account manager, and a junior actually touching your instance. Strategy and execution sit with different people.
Weeks, scoped to the problem
Me, fractionally
One senior operator who sets the strategy and builds it. I've owned this function in-house at scale — so you get the judgment and the hands, and you keep the documentation when I leave.
Operated for
Brands I've run marketing for.
Brands led at Emerald & G3 · clients of Devenio Media & Devenio Plus
And one thing nobody else offers
Event & Content Production.
The part no other ops consultant offers.
I also shoot, direct and edit. Event films, product marketing video, podcasts and photography — produced with the funnel in mind and wired straight into the nurture programs, landing pages and campaigns they're meant to feed. One person owning both the content and the system it runs through.
Retail Innovation Conference 2023Event
B2BMX 2023 — Embracing Creativity & Elevating ResultsEvent
Who you'd be working with
I spent 16+ years as the in-house operator — the person accountable when the number missed. Now I do that job fractionally.
I built the martech function at G3 Communications from scratch, then ran marketing and operations across 20+ B2B brands as VP at Emerald — a $1M+ budget, a team of 15, and $25M+ in attributed pipeline.
Let's find the leaks.
A 30-minute call. I'll tell you what I'd look at first — free, whether you hire me or not.