Context
TryHackMe supports cybersecurity training and workforce development. The B2B growth remit spans commercial organizations, education and government audiences.
My responsibility
I own global demand generation, enterprise acquisition and lifecycle growth. The role includes leading five marketers and managing 19 external partners and vendors.
The growth system
Programs connect LinkedIn advertising and outreach, Google Ads, Meta, webinars, product-led initiatives and enterprise ABM. HubSpot workflows support scoring, segmentation, nurture, lifecycle transitions, routing, suppression and sales alerts.
HubSpot, Amplitude and Customer.io connect marketing, product behavior and lifecycle measurement. Standardized campaign names, UTMs, conversion events and data synchronization support clearer funnel reporting. Dashboards help identify leakage and prioritize experiments across acquisition, activation and retention.
Outcomes
The work generated $187,000 in qualified pipeline from approximately $80,000 of paid marketing investment.
What this work demonstrates
Hands-on ownership of enterprise growth alongside the data and lifecycle systems needed to operate it.