Freelancers using LinkedIn Ads in San Francisco

Freelancers using LinkedIn Ads in San FranciscoFreelancers using LinkedIn Ads in San Francisco

Projects People

San Francisco, USA

Demand Gen & Performance Marketing Leader

New to Contra

Demand Gen & Performance Marketing Leader

Cover image for In 2020, COVID forced Odoo

In 2020, COVID forced Odoo to cancel its annual in-person conference in Belgium, which typically drew 2,000 to 3,000 attendees. The CEO set a goal of 10,000 global registrations for a virtual replacement. I built and ran the paid acquisition strategy to get there. The campaign led with teaser video content on Meta and LinkedIn, then retargeted 50% video viewers with registration-focused ads. Early in the campaign I spotted that LinkedIn CPLs in Latin America were running significantly higher than other regions. I split retargeting by geography and launched localized Spanish and French creative for LATAM and European audiences, which brought costs down and unlocked a new registration volume. The event ended with 50,000 registrations — five times the original goal. It remains one of the clearest examples of what happens when you watch the data mid-flight and actually do something about it.

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Cover image for Odoo's go-to-market relied heavily on

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.

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Cover image for Odoo is an open-source ERP

Odoo is an open-source ERP platform competing in one of the most crowded and expensive paid search categories. When I took ownership of the Google Search program, monthly spend was $40K and cost per lead was $120 — both signs of an account that hadn't been built for scale. I restructured the account from the ground up: segmenting campaigns by use case rather than product, building out competitor and comparison query coverage, and implementing tighter bidding logic tied to trial-to-paid conversion rates rather than raw CPL. As confidence in the data grew, I scaled spend incrementally while protecting efficiency. Over time, monthly spend reached $1.2M while CPL dropped from $120 to $40 — a 67% reduction. The program drove 30,000 leads per month at peak and accounted for approximately 60% of all free trial starts globally.

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Cover image for Cresta is an AI-powered contact

Cresta is an AI-powered contact center platform selling into enterprise accounts in highly competitive verticals including insurance, financial services, and retail. When I joined, demand generation was largely inbound and undifferentiated. I built a 1,200-account ABM motion from scratch, using 6Sense to layer intent signals on top of our ICP account list and prioritize outreach by buying stage. The program ran across LinkedIn, programmatic display, direct mail, and executive-targeted content. I worked closely with SDRs to design follow-up sequences tied to specific intent signals rather than generic outreach cadences, which significantly improved SDR trust in marketing-sourced leads and conversion to pipeline. Over two years, the program consistently delivered $12M+ in marketing-sourced pipeline per quarter and generated 300+ opportunities at 15x ROAS.

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LinkedIn Ads(2)

San Francisco, USA

All-In-One Performance Marketer for B2B and Consumer Brands

1x: Hired

3: Followers

All-In-One Performance Marketer for B2B and Consumer Brands

Cover image for Performance Marketing for B2B Enterprise Startup

Performance Marketing for B2B Enterprise Startup

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Cover image for New Subscriptions Acquisition for The Athletic

New Subscriptions Acquisition for The Athletic

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Cover image for Sales Improvement for PeopleSmart.com

Sales Improvement for PeopleSmart.com

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LinkedIn Ads(1)

San Francisco, USA

Digital Marketing & Demand Generation | ex-Tesla, Handshake

$50k+: Earned

4x: Hired

5.0: Rating

176: Followers

Digital Marketing & Demand Generation | ex-Tesla, Handshake

Cover image for Handshake commercial - "Start Somewhere"

Handshake commercial - "Start Somewhere"

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354

Cover image for Contra: Discovered high-intent hiring audiences via Google Ads

$17K+ earned

Contra: Discovered high-intent hiring audiences via Google Ads

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287

Cover image for Tesla solar commercial

Tesla solar commercial

6

101

Cover image for Fortune Magazine x Elementum

Fortune Magazine x Elementum

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LinkedIn Ads(1)

San Francisco, USA

Marketer & journalist creating results-driven content.

New to Contra

Marketer & journalist creating results-driven content.

Cover image for Growth of Ransomware-as-a-Service

Growth of Ransomware-as-a-Service

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Cover image for How Supplier Intelligence Improves Sourcing & Monitoring

How Supplier Intelligence Improves Sourcing & Monitoring

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Cover image for Setting up for Success: Your Practice Launchpad

Setting up for Success: Your Practice Launchpad

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Cover image for AI in Procurement: How to Overcome Barriers to Adoption

AI in Procurement: How to Overcome Barriers to Adoption

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LinkedIn Ads(2)

San Francisco, USA

Passionate About Growing Brands Online

Passionate About Growing Brands Online

Cover image for Social Media Marketing

Social Media Marketing

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Cover image for Work Experience

Work Experience

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Cover image for Professional Projects

Professional Projects

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LinkedIn Ads(1)