Ihor Diachenko
Verified Expert in Marketing
Marketing Expert
Rochester Hills, United States
Toptal member since August 12, 2026
Ihor has spent over 20 years developing marketing strategies and demand generation programs for a variety of startup and mid-growth companies across B2B SaaS, healthcare, and technology. His toolkit centers on Adobe Creative Suite, HubSpot, WordPress, and various AI tools to expedite content creation and business development. While at New World Systems, Ihor increased ARR from $18 million to $300 million through multichannel demand-generation campaigns and events during his tenure.
Project Highlights
Expertise
- Brand Development
- Creative Management
- Demand Generation
- Digital Marketing
- HubSpot
- Lead Generation
- SaaS
- WordPress
Work Experience
Strategic Marketing Consultant
Independent
- Partnered with leadership to define go-to-market strategy, positioning, and revenue-focused marketing roadmaps aligned to business objectives.
- Built and scaled demand generation engines across digital, content, and outbound channels to drive pipeline growth and accelerate sales cycles.
- Developed and executed multi-channel campaigns leveraging email, paid media, SEO, social, account-based marketing strategies, and virtual and field events.
- Led brand strategy and creative direction, including messaging frameworks, visual identity, and content strategy to strengthen market differentiation.
- Created high-impact content programs (thought leadership, presentations, case studies, sales enablement assets) that supported full-funnel engagement.
- Optimized marketing performance through data analysis, KPI tracking, and continuous testing across channels and campaigns.
- Delivered measurable outcomes, including increased lead volume, improved conversion rates, stronger brand visibility, and accelerated pipeline contribution.
Director of Marketing
Specialty Medical Center
- Led go-to-market strategy across patient and PCP channels for each ideal customer profile.
- Owned positioning, messaging, and ideal customer profile differentiation and segmentation.
- Prioritized email campaigns and content by funnel stage and expected ROI.
- Defined and tracked quarterly marketing OKRs in alignment with revenue goals.
- Oversaw the content calendar (email, social, and events) and managed campaign roadmap.
Director of Marketing & Brand
Aztec Software
- Created and implemented demand generation and account-based marketing campaigns, increasing MQL acquisitions by 42% and converting 78% to SQLs via multichannel attribution utilizing email, social, and paid search (geo-targeting high-value accounts).
- Led the implementation of the marketing CRM (HubSpot) used for all campaigns and demand generation efficacy reporting. Developed targeted ICPs and product vertical segmentation, increasing conversions by 48% and lowering bounce rates by 23%.
- Led the redesign (UX and UI) of the corporate website (aztecsoftware.com), including architecture, implementation, and content development, resulting in increased pipeline and leads with a 62% MQL conversion rate.
- Managed and developed strategy and content for social channels, increasing engagement and followers by over 425%.
- Led the implementation of a marketing project management system to monitor, manage, and report on the status of marketing initiatives, increasing efficiency and output by 41%.
- Managed and created sales tools: collateral (over 40 product and promotional brochures), PowerPoint product and pitch decks (created over 60), explainer videos, infographics, conference displays, and digital ads (social and events).
Director of Marketing
Grid4 Communications
- Developed short-term tactical demand generation plans, as well as long-term marketing communications programs (leveraging social channels, webinars, virtual meeting touch points) to increase brand awareness and MQLs.
- Built out a campaign workflow in the CRM to increase lead generation, incorporating digital media, paid search, and other multi-channel methods to drive MQLs and nurture campaigns that converted into SQLs.
- Created new sales tools: collateral (over 25 products and promotional brochures), PowerPoint product and pitch decks, explainer videos, infographics, and promotional ads.
Director of Demand Generation
Afin Technologies
- Developed and continuously refined lead generation strategies across all regions and GTM segments.
- Designed and developed messaging and executed direct-response marketing campaigns, both digital and traditional.
- Created sales support materials (collateral and presentations) that increased post-delivery conversion rates by 40%.
Director of Marketing Communications
123.NET, Inc.
- Developed tactical demand generation campaigns, as well as long-term marketing communications programs that increased brand awareness and MQLs by 40% in the first quarter of the starting position.
- Increased lead generation by 45% through online content strategies utilizing Google Intent and Retargeting campaigns, Facebook, and LinkedIn, and paid to advertise targeting specific locations through geo-fencing.
- Redesigned website and created multiple product and corporate brochures, PowerPoint product and pitch decks, infographics, and promotional materials to enhance brand alignment and awareness.
- Implemented HubSpot CRM and was the company-wide administrator, focusing on data hygiene and developing campaign workflows that increased engagement and conversion rates for new and existing accounts by 58% post-implementation.
Creative Marketing & Brand Manager
VikingCloud
- Rebranded NuArx, Inc., reflecting a repositioning of the company’s focus and target market, specifically focusing on all digital enhancements, new collateral, social media, and events to enhance brand alignment and awareness.
- Developed digital sales templates for inbound campaigns that were integrated with the company's CRM, focused on lead generation and scoring activities.
- Managed outsourced resources, agency, and promotional vendors.
VP of Growth Marketing & Sales
Nextep Systems
- Utilized Google Analytics to manage search rankings and Google Ads to increase online sales conversions by 40%.
- Increased MQLs by 48% through content strategies and multichannel marketing campaigns, resulting in 77% SQLs.
- Led cross-functional teams in the development of products to meet market opportunities and multichannel integrated lead-generation strategies that supported sales goals.
- Implemented a new Microsoft Dynamics CRM platform to more effectively manage the sales and marketing lifecycle.
Director of Marketing Communications | Brand & Events
New World Systems Corporation
- Directed marketing initiatives for 3 B2B enterprise (SaaS) software divisions with strategic and creative oversight of media channels, press releases, advertising, product updates, content strategy and messaging, multimedia planning, and collateral.
- Led an 8-person business development team focused on campaign follow-up and customer up-sell opportunities, increasing leads by 68% with over 80% converting to closed sales consistently for several years.
- Planned, directed, and executed 2-yearly Executive Customer Conferences (over 1,000 decision makers) focused on education, retention, and upsell opportunities, increasing leadership attendance by 10-15% annually for multiple ERP software divisions.
- Developed a new corporate brand. Created and designed content, developed and executed integrated demand generation campaigns and strategies across multiple business units that included webinars, blogs, spotlights, events, and social channels.
- Surpassed the $100 million ARR projection through strategic digital marketing campaigns and business development, taking the company from and 18 million ARR to over $300 million ARR before acquisition.
Project History
GTM Campaign for Pharmacy Technician Certification Exams
- 55% — Increase in Leads Generated by an Awareness Campaign’s First 6 Months
- 72% — Conversions – Licenses in 3 Quarters
- $500,000 — ARR First Year of Activation
CHALLENGE
• Rebrand a software product and reintroduce it into the marketplace via multichannel campaigns to build awareness and demand
• Define users by B2B (like independent and larger chain pharmacies) and B2C (general public, students)
• Research and define the marketplace
• Define USP and KPIs
• Create compelling messaging, content, and marketing channels
• Launch a pilot program
SOLUTION
• Identified the target audiences, analyzed competitors, and validated demand
• Defined USPs: Highlighted features and emphasized outcomes
• Created audience segmentation and messaging tailored to students, educators, workforce agencies, and employers
• Developed marketing channels: Organic/paid search, social media, partnerships, email campaigns, content marketing (host webinars, events, blogs, pharmacy tech career benefits)
• Launched a pilot program to test in schools for feedback
• Launch in full: Event, PR, and referral programs
• Tracked KPIs like enrollments
Enrollment increased by 15-18% quarterly. Web traffic increased by 12-15% monthly, indirectly due to campaigns on social media and webinars. Webinar traffic consistently had 300-450 registrants with a 45-55% attendance rate.
Full-funnel Managed IT Services ABM Campaign
- 40% — Increase in Qualified Leads Over 2 Quarters
- 32% — Contributed Lift in ARR Services
- 58% — Customer Upsell Opportunities
CHALLENGE
• Introduce Managed IT to the current customer base that licenses internet and phone services
• Generate awareness of the new offering
• Drive consideration
• Accelerate the decision-making process
• Perform competitive research carefully within the customer base while maintaining core relationships
• Determine the right fit and build momentum on successful conversions and reiterate
SOLUTION
• Planned and executed a full-funnel campaign targeting current customers—small- to mid-sized businesses struggling with in-house IT support
• Built ToFu awareness with an educational content series: blog posts, downloads, events, paid search, paid social, and events
• Built MoFu consideration—segmenting leads and nurturing them through segmented email campaigns, providing value content (case studies, ROI, explainer videos)
• Built BoFu decision by equipping sales with targeted decks, battlecards, and a readiness assessment tool to use in consultations
• Launch a success 1-pager
I increased customer loyalty by offering critical IT services to ensure their success. I successfully built messaging and content around customer pain points and aligned tightly with sales at every funnel stage to ensure consistency and conversions.
Implementation & Optimization of HubSpot Marketing Hub CRM
- 30-40% — Increase in Qualified Website Traffic
- 30-35% — Increase in MQLs
- 15-20% — Improvement in Landing-page Conversion Rates
- 20-30% — Improvement in Email Engagement
- 15-18% — Improvement in Lead-to-opportunity Conversion
- 30% — Reduced Manual Campaign Execution Time
CHALLENGE
• No existing CRM; we needed scalable marketing that could attract, segment, nurture, and convert learners and educators while providing leadership with clear visibility into campaign performance and pipeline contribution
• Fragmented audiences
• Difficulty identifying high-intent prospects
• Limited visibility across the funnel
• One-size-fits-all marketing wasn’t sufficient
SOLUTION
• Identified a marketing CRM to scale marketing and sales initiatives
• Built segmented campaigns
• Implemented lead scoring combined with demographic and behavioral scoring
• Developed automated nurturing workflows
• Created dynamic segmentation
• Connected marketing activity to sales readiness
• Integrated shop page, webinars, social channels, and other third-party APIs for full visibility and tracking
• Built performance dashboards to track KPIs (traffic, lead volume, conversion rates, CPL, email/social engagement, lead source, product-level performance, and pipeline contribution)
I created a scalable demand-generation engine, boosted lead quality by attracting the right audience, and grew marketing and sales alignment. I improved marketing efficiency and measurement, and created data-driven decision-making and a channel view.
Education
Master's Degree in Advertising
Northwestern University - Evanston, IL, USA
Bachelor's Degree in Communications Design
University of Illinois – Chicago - Chicago, IL, USA
Skills
Core
Lead Generation, Content Creation, Digital Marketing, Email Campaigns, Campaign Strategy, Digital Campaigns, Account-based Marketing (ABM), Go-to-market (GTM) Strategy, Branding, WordPress SEO, Social Media Marketing (SMM), Social Media Management, Customer Segmentation, Content Marketing, Email Marketing, Email Marketing Automation, LinkedIn Marketing, Marketing Automation, Marketing Technology (MarTech), Content Marketing Strategy, Marketing Strategy, Brand Strategy, Campaign Management, Paid Advertising, Landing Pages, Marketing Analytics, Marketing Leadership, Content Strategy, Social Media Content, Marketing Campaigns, Ad Campaigns, Facebook Ads, Conversion Rate Optimization (CRO), Media Buying, Marketing, Marketing Operations, Brand Marketing, Search Engine Optimization (SEO), Marketing Communications (MarCom), Search Engine Marketing (SEM), Copywriting, Google Ads, LinkedIn Ads, SEO Content, B2C Marketing, Digital Marketing Strategy, Public Relations (PR), Google Paid Ads, Blogging
Platforms & Tools
Adobe Creative Suite, HubSpot, HubSpot Marketing Hub, Canva, Google Analytics 4 (GA4), Claude, Monday.com, CRM Systems, Instagram Ads, Google Ad Manager, Marketo, Asana, Demandbase
Business Models
Business to Government (B2G), SaaS, B2B, B2C
Technical
HTML, CSS
Other
Demand Generation, Brand Development, Business Development, Event Management, Web Development, Team Leadership, Key Performance Indicators (KPIs), WordPress, Microsoft Office Suite, Creative Management, Creative Concept Development, Graphic Design, Information Design, Graphic Applications, Creative Production, Design Software, Print Production, Digital Marketing Design, Graphic Communications, Presentation Development, Creative Direction, Art Direction, B2B Marketing, Advertising, Campaign Design, Campaign Planning, Campaign Analysis, Campaign Execution, Event Marketing, Event Strategy, Conference & Event Production, Large-scale Events, Virtual Events, Event Logistics, Webinars, Event Planning, WordPress Design, Creative Design, Web Content, Photography, Vendor Management, Vendor Selection, B2B Lead Generation, Public Sector, Brand Logos, Brand Voice, Brand Design, Landing Page Design, Landing Page Optimization, WooCommerce API, Press Releases, Sales & Channel Enablement, Reporting & Dashboards, Growth Strategy, LinkedIn, Outbound Marketing, Growth Marketing, CRM, Customer Journey, Cross-functional Collaboration, Campaign Optimization, Creative Strategy, Direct Mail, Brand Awareness, Startup Marketing, Startups, Advertising Design, Paid Acquisition, Early-stage Startups, CRM Implementation, Journey Mapping, Stakeholder Management, Content Production, Events, Marketing Management, Zoom, Slack, Cvent, Event Tracking, Creative Briefs, Brand Building, Agency Relationship Management (ARM), Project Management, Budget Management, Competitive Analysis, Color Theory, Direct Marketing, Microsoft Dynamics CRM, Account Management, User Research, Advertising Copy, Meta Ads, LinkedIn Sales Navigator, CapCut, ChatGPT, Microsoft Copilot, Semrush, Microsoft Dynamics, SaaS Sales, Enterprise Resource Planning (ERP), Enterprise SaaS, Hootsuite, SEO Copywriting, Market Segmentation, AI Agents, Zoho CRM, Lifecycle Marketing, Sales Pipelines, X (formerly Twitter), Writing, Artificial Intelligence (AI), Cross-channel Marketing, Hospitality, Restaurants & Dining, eCommerce, Customer Acquisition, Generative Engine Optimization (GEO), Video Editing, Figma, Digital Project Management, Fractional CMO, Optimization, Salesforce, Jira, ClickUp, Answer Engine Optimization (AEO)
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