I designed and implemented a set of marketing automation workflows for a B2B SaaS company in the hospitality industry.

The project focused on organizing and scaling the company’s lead management process across different stages of the funnel, from content downloads and webinar registrations to lead qualification, commercial routing and follow-up communications.

Instead of treating each campaign as an isolated action, I helped structure an automation system capable of connecting marketing, sales and relationship workflows in a more consistent way.

The automations included email and WhatsApp communications, lead qualification flows, follow-ups after form submissions, routing of marketing opportunities to the sales team, re-engagement flows for leads who showed interest but did not close, and operational rules for contact ownership and communication permissions.

My role involved designing the automation logic, structuring the workflow triggers, defining the communication paths, supporting lead segmentation and helping connect marketing actions with sales follow-up.

The result was a more organized and scalable automation layer for the company’s growth operation, reducing manual work and helping ensure that leads were captured, qualified, nurtured and routed with greater consistency.