Marketing Ops · CRM & Automation
Open to B2B Marketing opportunities
Open to B2B Marketing opportunities
Marketing Ops · CRM & Automation
What I Do
I'm a B2B marketing ops specialist with five years of experience in industrial sectors: rail, energy, mining, aerospace. I led a branch-wide move to Pipedrive, trained the sales team and kept the data clean. I built trade show landing pages that fed leads straight into segmented CRM lists, and set up automated email follow-ups by ICP. I track results in GA4 and Excel dashboards and adjust from there. I also write the case studies, white papers and social posts those campaigns run on.
What I Bring
I care about doing more with less (finding the more efficient way to get something done, whether that's a smarter workflow or a sharper piece of content), and I'm currently building on that instinct by developing deeper skills in CRM systems, marketing engineering, and GEO / AI search optimization.
Background
My expertise is backed by a Master's in Marketing Management from POLIMI Graduate School of Management, a Bachelor's in European & Russian Studies (minor in Business) from Carleton University, and working fluency in French, English, and Russian.
Over five years at J.Lanfranco Fastener Systems, I marketed locknuts and fastening solutions to clients across:
CRM & Automation
Visualisation & Reporting
Data & Analytics
Marketing & Content
Strategy & Leadership
Design
Languages
Identified the need for a new CRM, researched options, and proposed Pipedrive, then led the migration, trained the sales team, and kept managing it afterward: clean data entry, integrations, and the filters and tags the team actually needed. Result: faster follow-ups, fewer lost quotes, full daily adoption.
Tools: Pipedrive
Designed Zoho-based landing pages accessed via QR code for trade show visitors, paired with automated email cadences that tracked open rates and adapted content to ICP profiles, freeing the team to focus on customers while follow-ups ran in the background.
Tools: Zoho, Marketing Automation
Designed an AI-assisted automation system that analyzes a recurring marketing workflow from first principles (mapping dependencies, decision points, and failure modes), then automates it end-to-end. Human input is only needed for judgment calls or output verification. Built while completing Profound University's marketing engineering program, as a hands-on example of evaluating and building no-code/AI marketing tooling, not just using it.
Tools: Claude, n8n, Google, Slack
Managed targeted LinkedIn Ads campaigns on a $2,000 CAD budget to build brand awareness and generate new prospect lists for the sales team, tracking CPC, reach, and conversions to guide where the budget went.
Tools: LinkedIn Ads
Built a LinkedIn content strategy from the ground up: dashboards, analytics tracking, and short-form content translating technical product info into infographics. When the focus shifted to organic reach, tracked engagement by topic and format to see what resonated, running informal A/B tests within what LinkedIn's platform allows. Followers grew 85% in 5 months, organic only.
Tools: LinkedIn, Analytics Dashboards
Took full ownership of the resource hub's content through backend access: planned it, wrote and published everything, ran the SEO, and handled the French translation. The hub now hosts case studies, white papers, company news, and product catalogues in English and French. Result: almost 800 views since launch, and sales reporting more informed customers.
Tools: SEO, Content Management, Competitor Research
Traveled to and staffed the booth at industry trade shows across the US and Canada, talking directly with customers. Also booked the booth space, built the events calendar, covered each show on social media, and sorted out shipping or transport issues when they came up.
Tools: Event Logistics, Social Media
Produced marketing content across formats (social posts, videos, paid ads, website banners, trade show displays and backdrops, catalogues, and magazine ads), plus team and event photography, keeping branding consistent across every channel.
Tools: Adobe InDesign, Adobe Illustrator, Video Production
A selection of marketing content in different formats and types: real LinkedIn posts created for J.Lanfranco Fastener Systems, plus original examples demonstrating specific skills.
Example: B2B SaaS Buyer Persona
As an illustrative example, here's how I'd apply the same ICP and buyer-persona methodology to a B2B SaaS category:
Example: Renewable Energy SaaS Buyer Persona
Another illustrative example, applying the same ICP and buyer-persona methodology to a renewable energy asset management SaaS category:
POLIMI Graduate School of Management, Milan, Italy · 2024
Key courses: Artificial Intelligence (built and interpreted Python regression models to support data-driven marketing recommendations), Strategic Brand Management, Consumer Neuroscience and Bioscience Lab, Managing Omnichannel Marketing, CRM Lab.
Carleton University, Ottawa, Canada · 2022
Certifications: HubSpot Academy
Marc Dubois
Rolling Stock Maintenance Engineer
Marc has spent over a decade keeping rolling stock compliant and running. He trusts suppliers who show up with documentation ready, not promises, and he remembers the vendor who got it wrong on a safety-critical order.
Sarah Whitfield
Reliability & Maintenance Manager
Sarah manages reliability across multiple mine sites and has little patience for suppliers who don't understand what "remote" really means. She values a rep who picks up the phone and a product that survives conditions most fasteners weren't built for.
Camille Bernard
Sales Operations Manager
Camille inherited a CRM nobody used and a sales team that had quietly gone back to spreadsheets. She evaluates tools less on feature checklists now and more on one question: will reps actually open the thing? She's been burned before by software that looked great in the demo and was abandoned within a month of rollout.
Freya Lindberg
Renewable Energy Asset Manager
Freya manages a growing portfolio of wind and solar assets for a mid-size independent power producer. She's spent the past two years stitching together spreadsheets and exports from half a dozen monitoring tools just to answer basic questions about portfolio performance. She's less interested in another dashboard and more interested in one she can hand straight to investors without re-checking the numbers first.
