Harmonie Poirier
Verified Expert in Marketing
Marketing Expert
Newmarket, ON, Canada
Toptal member since June 20, 2024
Harmonie is a B2B SaaS marketing leader specializing in product marketing, go-to-market strategy, and revenue growth. She helps companies translate complex products into clear market positioning that drives demand and adoption. Her experience spans full-funnel marketing, SEO, paid acquisition, and AI-driven search strategies, with a focus on building scalable growth engines for high-impact startups.
Project Highlights
Expertise
- B2B Marketing
- Competitive Strategy
- Content Marketing Strategy
- Demand Generation
- Digital Marketing
- Growth Marketing
- Paid Advertising
- Product Marketing
Work Experience
Head of Marketing
OrderEase
- Generated $2.2+ million in marketing-sourced pipeline in 2025, (+300% YoY) while achieving a 6:1 pipeline-to-investment ratio and a 34% opportunity-to-win rate.
- Scaled inbound MQL volume +2,900% while improving lead quality and conversion efficiency with a strong full-funnel performance of 48% MQL to SQL conversion.
- Increased AI search visibility from 45,000 to 950,000+ reachable audience by optimizing content architecture for AI search and semantic discovery.
- Developed joint GTM initiatives with major retail and ERP ecosystem partners, including Walmart, Home Hardware, and consultants, expanding reach and partner-driven growth.
- Built a full-funnel marketing infrastructure, including HubSpot reporting dashboards and attribution models, lifecycle automation and nurture programs, and cross-channel campaign orchestration.
- Led strategic repositioning of the company's core product from wholesale software to B2B Order Management System (OMS), redefining ICP, overhauling positioning and messaging, contributing to a 166% increase in inbound ACV YoY.
- Built an AI-powered post-discovery-call sales enablement tool using Claude that auto-generated customized follow-up assets, reducing manual prep time by around 70% and helping top-performing reps increase SQL-to-SAL conversion by 15%.
Product Marketing Manager
Agility
- Increased mid-enterprise-level client acquisitions by 10% in six months after spearheading the go-to-market (GTM) strategy and execution of the layout management feature, a groundbreaking differentiation in the market.
- Grew the average deal size by 53% over 16 months after transitioning the GTM strategy from targeting SMEs to mid-enterprise.
- Created comprehensive sales tools and resources to empower the sales team, including value propositions, sales scripts, training sessions, and battle cards—increasing the win rate against our top competitor by 9%.
- Achieved a 12% increase in closed deals by implementing an in-app marketing strategy using Pendo and a targeted email campaign to nurture free trial users.
- Augmented marketing qualified leads (MQLs) by 25% in nine months by crafting targeted messaging, designing a product-led nurture journey with self-created tutorials, and leveraging user engagement data for lead qualification.
- Led the global execution of conferences, trade shows, webinars, and seminars—driving brand visibility, lead generation, and continuous improvement through cross-functional collaboration and data-driven analysis.
- Boosted organic traffic by 120% in three months through an integrated pay-per-click and SEO strategy, optimizing keyword targeting and ad spending to drive significant growth.
Head of Marketing
Strategic Event Management
- Managed social media and media relations for annual events successfully, reaching 20,000 attendees (5,000 in-person, 15,000 virtual).
- Led a diverse marketing team with contractors and agencies, ensuring clear communication, goal alignment, and efficient project delivery.
- Expanded Planning Companion's network and service offerings by orchestrating partnerships with wedding planners, venues, and vendors.
Consultant
Digital & Product Marketing Consultant
- Developed and implemented multichannel content marketing strategies tailored to the unique needs of each client, driving a 25% average increase in online engagement and lead generation.
- Leveraged conversion rate optimization (CRO) principles to craft compelling website copy for my clients, including landing pages and blogs.
- Partnered strategically with influencers whose audiences aligned with my clients' target demographics. By collaborating on engaging content, I effectively amplified social media reach, boosted follower growth, and sparked audience interaction.
Digital Marketing Manager
Agility
- Led the development of SEO-optimized and SEM-targeted content, resulting in a 20% increase in organic website traffic and driving more qualified leads into the sales funnel.
- Crafted targeted case studies that addressed specific pain points and business challenges.
- Increased organic traffic by 120% in three months through an integrated PPC and SEO strategy, optimizing keyword targeting and ad spending to drive significant growth.
Project History
Website Rebrand and Repositioning
- 2,900%+ — Inbound MQLs
- ** 950,000+** — AI Visibility in Six Months
The website was not optimized for positioning or branded for modern web standards, which resulted in low traffic and poor conversions. There was no SEO strategy, and the mobile experience was poor. The positioning spoke to only 1/4 of what the company had evolved into in terms of products and the problems it solves.
• Conducted a market assessment, looking at competitors and what the market as a whole needed.
• Positioned us as a B2B OMS.
• Revamped our entire website and content architecture, plus SEO optimizations.
• Lowered inbound CPL by around 30% via improved targeting, lifecycle optimization, and in-house campaign execution.
• Scaled inbound MQL volume by 2,900%+ while improving lead quality and conversion efficiency with a strong full-funnel performance.
AI-powered Post-discovery Sales Enablement Tool
- ** 15%** — Increase in SQL-to-SAL Conversion Rate
- 70% — Time Savings
Sales reps were spending significant time manually writing emails with their proposed solution after the post-discovery call. The email was sent to the POC, but it didn’t always include the entire decision-making committee. Our SQL-to-SAL ratio was lagging around 20% behind our GTM goal.
Built an AI-powered automation using Claude that ingested discovery call recordings and instantly generated customized, rep-ready sales enablement assets. This eliminated manual prep and standardized output quality across the team. The asset also included ROI figures and used the exact tone/verbiage from the prospect to generate a PDF that could be easily sent to their own stakeholders.
Top-performing reps saw a around 15% lift in SQL-to-SAL conversion, with post-call follow-up time reduced by around 70%. The tool scaled personalized outreach without adding headcount, directly accelerating pipeline progression.
Paid Search & Social Campaign Management — Google Ads & LinkedIn
- ** 77%** — Increase in ROAS (2.2 to 3.9) Year-over-year
- ** 88%** — Increase in PPC-sourced Deal ACV ($16,000 to $30,000 YoY)
Orderease’s paid media program was underperforming, with a ROAS of 2.2, inefficient spend allocation across Google Ads and LinkedIn, and a $450 CPL, leaving limited room for scalable pipeline growth on a sub-$50,000 budget.
Overhauled the end-to-end paid media strategy across Google Ads and LinkedIn by restructuring campaign architecture, refining audience targeting, tightening keyword strategy, and realigning budget allocation to the highest-converting segments. Operated both as a strategic lead and a hands-on executor throughout.
Drove ROAS from 2.2 to 3.9 (a 77% improvement YoY) while maintaining a $300 CPL, maximizing pipeline output from a lean budget, and establishing a repeatable, data-driven paid acquisition framework for the business.
Education
Postgraduate Certificate in Marketing
Fanshawe College - London, ON, Canada
Bachelor's Degree in Anthropology
University of Guelph - Guelph, ON, Canada
Certifications
Create a Go-to-Market Plan
LinkedIn Learning
Skills
Core
Content Marketing Strategy, Digital Marketing Strategy, Digital Marketing Best Practices, Marketing, Content, Paid Advertising, Marketing Collateral Development, Product Marketing, Marketing Strategy, Public Relations (PR), Influencer Marketing, Social Media Marketing (SMM), Digital Marketing, Content Marketing, Competitive Intelligence, Google Ads, Go-to-market (GTM) Strategy, Brand Strategy, Social Media, Copywriting, Audience Targeting, Market Research & Analysis, Performance Marketing, SEO Marketing, Organic Social Media, LinkedIn Marketing, Local SEO, Branding, LinkedIn Ads
Business Models
SaaS Product Marketing
Platforms & Tools
HubSpot Marketing Hub, Mailchimp, CRM Systems, Content Management Systems (CMS), HubSpot, Canva, Google Analytics
Technical
Google Search Console
Other
Communication, B2B Marketing, Stakeholder Management, Demand Generation, Growth Marketing, Competitive Strategy, Press Releases, Culture Management, Event Marketing, Partnership Marketing, Sales Enablement, Competition Research, Competitive Analysis, Competitive Pricing, Competitor Analysis & Profiling, Go-to-market Plans, Go-to-market Optimization, Brand Identity, Digital PR, Digital Branding, Brand Building, Market Fit, Customer Acquisition, Stakeholder Interviews, B2B Partnerships, Web Content, WordPress, Thought Leadership, Semrush, Digital
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