From the only marketing hire to running the department

The challenge

Nola, a B2B SaaS for restaurant management, had no marketing department. I was the first and only marketing hire, brought in to build one. No attribution, no CRM architecture, no automation, and ten SDRs working by hand, reaching fewer than four in ten leads.

My role

Marketing Analyst, then Marketing Operations & Growth Manager six months later. I led a team of four, social media, paid media, design and development, with daily standups and 1:1s, and owned acquisition end to end: the strategy, the experiments, and the number at the end of them.

What I built

• Built the acquisition engine from zero across inbound, SEO, paid media and event marketing: leads up 255%, MQLs up 220%, SQLs up 182%, and CPL down 44% even as media investment rose 135%.
• Ran a weekly experimentation cadence measured by tests shipped, reaching ten ad creatives tested per week.
• Designed an in-house AI video pipeline, script to image prompt to video prompt to edit, taking output from roughly six videos a month to forty, with no added headcount and no external production.
• Engineered a lead-connection automation on HubSpot and n8n that raised sales connection from 39% with ten SDRs to 95% with three.
• Architected the HubSpot ecosystem alongside the Head of Sales, with predictive lead scoring, MQL and SQL definitions, routing and data hygiene, and unified paid media and inbound into one attribution model through RD Station and Zapier.
• Became the internal reference for AI across the business functions, the point of consultation for teams adopting it for the first time.