Context
Optimizely’s enterprise and product-led growth motions reached audiences across North America, EMEA and APAC. The remit covered global demand generation across 12 international markets.
My responsibility
I owned global demand generation initiatives, managed more than $5 million in annual marketing investment and coordinated five global agencies. I worked with Revenue Operations, Product Marketing and regional stakeholders to connect execution with shared performance visibility.
The growth system
Acquisition programs were supported by attribution, experimentation, retargeting, onboarding and lifecycle frameworks. The scope included enterprise engagement as well as cross-sell and expansion programs for installed-base segments.
Consistent reporting helped connect marketing, product and revenue operations. Regional collaboration supported campaign scalability across markets while keeping the focus on pipeline and acquisition outcomes.
Outcomes
Approximately $35 million in annual pipeline was generated. Paid campaign and demand generation initiatives contributed to 47% growth in new customer acquisition.
What this work demonstrates
Experience connecting global program leadership with the operating detail of attribution, lifecycle and experimentation.