Odoo's go-to-market relied heavily on in-person events to drive regional pipeline and partner engagement. I built the paid acquisition engine behind a program that scaled to 100+ roadshows per year across the US and internationally.

LinkedIn and Meta were the primary acquisition channels. I used LinkedIn for persona-targeted outreach to decision-makers and IT buyers, and Meta for broader awareness and lookalike audiences built from past registrant lists. Roughly 90% of registrations came through paid, with organic and direct playing a minor supporting role.

The program reached $1M+ in annual paid media budget and delivered approximately 3x ROI tied to downstream revenue, making it one of the most consistent pipeline drivers in the business.