The Impact

Revenue Operations Specialist

United States | Remote | Leadership Role

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Challenge:

WurkNow was generating demand, but revenue growth was inconsistent due to fragmented systems across marketing, sales, and operations.

Key issues included low lead-to-opportunity conversion rates, inefficient manual handoffs, poor visibility into funnel performance, and underutilized HubSpot and CRM workflows.

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Solution:

I redesigned WurkNow's revenue infrastructure by aligning the go-to-market (GTM) strategy and revenue operations (RevOps) systems. 

 

• Key initiatives included:

• Rebuilding the RevOps architecture in HubSpot

• Implementing lead scoring, lifecycle stages, and automated routing

• Optimizing conversion paths on landing pages and forms

• Introducing closed-loop reporting for pipeline and ROI tracking

• Aligning marketing and sales around shared revenue KPIs

• The emphasis was on efficient, compounding revenue systems rather than growth at any cost.

Senior Marketing & Sales

United States | Dubai | APAC | Leadership Role

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Challenge:

CodeBrew sought to unlock new demand channels and improve visibility while consistently generating high-quality demos. 

 

Key challenges included:

• Limited inbound demos from organic and local channels.

• Underutilised Google My Business presence

• Low engagement from marketing emails and partner campaigns.

• Revenue growth is reliant on outbound efforts and referrals.

The goal was to generate over 20 qualified demos per month and boost revenue growth. 

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Solution:

I developed and executed a growth strategy focused on local search dominance and sales enablement. 

 

Key initiatives included:

• Optimising Google My Business for local discovery and conversions.

• Creating SEO and landing pages tailored to specific locations.

• Revamping the email marketing strategy to boost engagement and demo bookings.

• Establishing partnerships to drive enterprise deals.

• Aligning marketing efforts with sales pipelines for faster revenue closure.

The emphasis was on generating conversion-ready demand rather than vanity traffic metrics.

Chief Revenue and Marketing Officer

United States | LATAM | Dubai | Remote | Leadership Role

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Challenge:

REDA.ONE aimed to scale its go-to-market strategy in the competitive property and construction technology market. 

 

Key challenges included inconsistent visibility between marketing and sales, a focus on quantity over quality in lead generation, and challenges in linking marketing activities to revenue. Additionally, there was a need to launch a new monetisation layer (REDA Pay) and expand through partnerships. Marketing, sales, and partnerships lacked clear revenue attribution, and Salesforce AppExchange traffic was underutilised, requiring enhanced credibility to support payment adoption. 

Leadership aimed to create a predictable, scalable revenue engine that directly connects marketing to revenue.

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Solution:

I led revenue and marketing operations, aligning our go-to-market strategy with execution across web, Salesforce, and partner channels. I created a pipeline engine that provided visibility into lead quality, making marketing accountable for revenue outcomes.

I designed the go-to-market strategy for REDA Pay and partnered with JPMorgan to strengthen our payments infrastructure. Additionally, I optimised REDA.ONE’s presence in the Salesforce ecosystem is driving high-intent traffic and increasing REDA Pay app downloads. This approach combined product-led demand, ecosystem leverage, and partner-driven expansion into a scalable revenue system.