Jason Walsh
Verified Expert in Marketing
Marketing Expert
Mission Viejo, United States
Toptal member since July 30, 2026
Jason is the rare marketing leader who is also a builder. He has 15 years of experience across B2B SaaS and enterprise technology, media budgets from $5 million to $50+ million, and a global function built from the second marketing hire up. Jason now designs AI-native growth engines: funnel strategy, the site, the automation, and the agent workflows that run it, all measured against the pipeline.
Project Highlights
Expertise
- AEO
- AI-enabled Marketing
- Account-based Marketing (ABM)
- Artificial Intelligence (AI)
- Go-to-market (GTM) Strategy
- Marketing Attribution
- Social Media
- Website Redesign
Work Experience
Global Head of Digital Marketing
BTS
- Established joint sales-marketing pipeline accountability across NAM, IMEA, Europe, APAC, and LATAM, sharpening execution alignment and accelerating deal velocity at scale.
- Applied AI fluency and hands-on experimentation to build agentic workflows that cut low-value manual work by 75% and increased team throughput 3x, freeing capacity for strategic ABM programs, pipeline-focused content, and campaign experimentation.
- Grew organic pipeline contribution 5x through SEO / AEO investment, securing top-two search and LLM visibility among peer competitors in the enterprise learning and leadership space.
- Built measurement frameworks tracking MQL-to-SQL conversion, channel profitability, and pipeline contribution, lifting website efficiency by 15% and driving sustained growth in owned audience and MQL volume.
- Drove a 40% increase in SQL conversion rates and 65% growth in RFP volume through ABM program expansion and tighter sales-marketing alignment on pipeline strategy and deal acceleration.
Partner | VP of Marketing
KAI DATA
- Built the company's first end-to-end marketing engine, supporting pipeline generation and early enterprise traction across AI-powered analytics solutions.
- Grew ARR from $500,000 to $2+ million during tenure, directly linking marketing execution to the company's core growth metric.
- Defined market positioning and messaging to translate advanced analytics capabilities into clear business value for executive enterprise buyers.
- Established repeatable GTM processes across demand generation, content, and sales alignment in a lean, high-accountability startup environment.
Director of Demand Generation
Vivint Smart Home
- Unified acquisition and retention strategies across major digital channels to drive consistent revenue growth exceeding targets by 45%, outpacing goals set for the demand generation function.
- Optimized direct mail campaigns through programmatic geo-targeting, increasing ROI by 50% by precisely matching audience, geography, and timing to reduce waste and improve response rates at scale.
- Strengthened collaboration between marketing, analytics, and eCommerce teams to support sustained growth.
Director of Acquisition Marketing
Overstock
- Scaled new customer acquisition across display, CTV, digital TV, social, and programmatic channels, reducing CAC by 18% while improving attribution accuracy and channel-level profitability reporting.
- Pioneered multi-touch attribution and incrementality testing models as a Google Alpha test partner, advancing measurement sophistication and enabling more disciplined paid media investment decisions.
- Drove adoption of new marketing technologies to support audience growth and performance optimization.
Senior Global Marketing Manager – Display, Social, & SEM
Overstock
- Grew revenue by 100% over 3 years while maintaining positive ROAS.
- Established rigorous multivariate testing frameworks to evaluate new platforms, formats, and technologies.
- Partnered with Google, Meta, Pinterest, Twitter, Yahoo, and others to pilot and scale emerging ad solutions.
Sales & Implementation Consultant
Zions Bank
- Built strategies for banking product lead generation.
- Consulted with the Interest-Income Sales group to devise a strategy for cross-selling.
- Implemented Salesforce automations and communications.
GM – Northern California
Metro Roof Products
- Held full P&L ownership for a $50 million regional business.
- Built the industry's first digital marketing campaign and online ordering system.
- Led sales, operations, and marketing to 4x revenue growth while driving geographic expansion.
Project History
Gather, Rank, Optimize, Win (GROW)
- 40% — Increase in SQL conversion
- 65% — Increase in RFP volume
- 5 — Regions Unified Pipeline Accountability
BTS had scaled globally without a shared pipeline model. Marketing generated volume, Sales chased its own accounts, and neither side agreed on what qualified. Enterprise deals stalled in mid-funnel, RFP flow was inconsistent across five regions, and no one could prove which programs actually moved revenue.
I built an ABM engine on shared definitions. We ranked target accounts by fit and intent signals, then paired each tier with tailored nurture tracks and Sales enablement assets. Regional Sales leads co-owned account lists and cross-channel KPIs, with monthly reviews tying every program to pipeline and deal velocity.
SQL conversion rose 40%, and RFP volume grew 65%. Deal velocity improved as Sales entered conversations already warmed by account-level nurture. A one pipeline scorecard was implemented across NAM, IMEA, Europe, APAC, and LATAM.
From SEO to AEO: Owning the Answer
- 5x — Growth in Organic Pipeline Contribution
- Top 2 — Search & LLM Visibility vs. Peers
- 15% — Lift in Website Conversion Efficiency
BTS competed for enterprise leadership development mandates against far larger brands, and buyers were starting their research in AI assistants rather than search results. Organic accounted for a thin slice of the pipeline, the site converted poorly, and category content ranked lower than competitors on the terms that mattered.
I rebuilt organic as a pipeline channel, not a traffic channel. We mapped buyer jobs-to-be-done to a content architecture, restructured bts.com in Webflow for crawlability and conversion, and added answer engine optimization: structured data, citable formats, and entity coverage that LLMs could retrieve and quote.
Organic pipeline contribution grew 5x, and BTS reached top-2 visibility in both search and LLM answers among peer competitors. Website conversion efficiency improved by 15%, making organic the lowest CAC source in the mix.
Profitable Acquisition at Scale
- 18% — Reduction in Customer Acquisition Cost (CAC)
- $50+ Million — Annual Paid Media Budget Owned
Overstock was spending heavily across display, social, video, and TV on last-click attribution that flattered some channels and buried others. CAC was drifting up, brand and performance budgets were evaluated on different metrics, and no one could say which incremental dollar actually bought a new customer.
I took ownership of a $50+ million paid media budget and rebuilt the measurement layer underneath it. We ran incrementality and geo holdout tests, piloted multi-touch attribution as a Google Alpha partner, and expanded into CTV and digital TV once channel profitability could be measured against CAC/LTV targets.
CAC fell 18% while new customer volume scaled across display, CTV, digital TV, social, and programmatic. Attribution accuracy improved enough that brand and performance investments were finally judged on the same profitability standard.
Education
Master of Business Administration (MBA) in Finance
University of Colorado - Boulder, CO, USA
Bachelor's Degree in Business Administration
University of Southern California - Los Angeles, CA, USA
Skills
Core
Account-based Marketing (ABM), Marketing Automation, Marketing Technology (MarTech), Go-to-market (GTM) Strategy, Search Engine Marketing (SEM), Search Engine Optimization (SEO), Social Media, Inbound Marketing, Content Marketing, Content Strategy, Conversion Rate Optimization (CRO), Marketing Analytics, Performance Marketing, Marketing Strategy, Social Media Marketing (SMM), Content Creation, Email Marketing, Lead Generation, Branding, Brand Strategy, Digital Marketing Strategy, Landing Pages, Copywriting, A/B Testing, Marketing, Sales & Marketing, Paid Advertising, Google Tag Manager, Google Ads, Google Paid Ads, LinkedIn Ads, Pay-per-Click (PPC), Marketing Leadership, Funnel Marketing, Funnel Analysis, Ad Campaigns, Campaign Management, Digital Marketing, LinkedIn Marketing, Marketing Operations, TV Advertising, Chief Marketing Officer (CMO), Social Media Content, Sales, Media Buying, Public Relations (PR), TikTok Ads
Platforms & Tools
Claude, Google Analytics 4 (GA4), Search Ads 360
Business Models
B2B, Market Positioning, SaaS, Consumer to Consumer (C2C)
Other
Artificial Intelligence (AI), AEO, AI-enabled Marketing, Customer Acquisition Cost (CAC), Incrementality Testing, Programmatic Marketing, Operations, Management, Digital, Advertising, DMP, Paid Search, Paid Acquisition, Attribution Modeling, Marketing Attribution, Email, Website Redesign, Business, Demand Generation, Paid Media, Growth Marketing, AI Content Creation, Growth Strategy, Growth, Answer Engine Optimization (AEO), Generative Engine Optimization (GEO), Website Optimization, Lifecycle Marketing, Content Writing, Storytelling, Business Intelligence (BI), Marketing Metrics, Data Analysis, eCommerce, Organic Content Marketing, Customer Acquisition, Salesforce, Marketing Consulting, Professional Services, Performance Metrics, Keyword Analysis, Campaign Optimization, B2B Marketing, B2B Lead Generation, Positioning, Account Management, PPC Campaign Management, Customer Retention, Customer Journey, Revenue Operations (RevOps), CRM, Data Analytics, Salesforce Sales Cloud, Loyalty Marketing, Lead Nurturing, Website CMS, Finance, Entrepreneurship, Technical SEO, Startups, Marketplaces, ChatGPT, Thought Leadership, Microsoft Advertising, Direct to Consumer (D2C), Commercial Strategy, Enterprise SaaS, Fractional CMO, Lovable, Nurture & Retention Campaigns, Sales Enablement, Sales Funnel, Web Design
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