Maryam Mahjoub, Marketing Expert in Toronto, ON, Canada
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Maryam Mahjoub

Verified Expert  in Marketing

Marketing Expert

Location
Toronto, ON, Canada
Toptal Member Since
July 17, 2023

Maryam is an expert digital marketer focusing on B2B enterprise marketing and strategy. As SIMBA Chain's CMO, she executed a successful go-to-market strategy, securing major industry partnerships. Her SaaS, A/B testing, ABM, and lead generation skills have invariably boosted conversions and shortened sales cycles. At ConsenSys, Maryam ensured opportunities with Swift, Hitachi, and Ford. As a hands-on, analytical, creative consultant, she has improved marketing strategies for various companies.

Project Highlights

SIMBA Blocks: Demand Generation
Launched a new website specifically designed for demand generation through high-value content, boosting MQL to SQL lead conversions from 12% to over 20%.

Expertise

Work Experience

Chief Marketing Officer

2021 - 2023
SIMBA Chain
  • Launched the go-to-market strategy for Blocks, leading product marketing and driving communications, positioning, and lead generation activities that resulted in partnerships with Fujitsu, Deloitte, Mondelez Foods, and Volvo.
  • Developed the digital strategy that included a new website, improved SEO and SEM, content management, and digital ads with AdWords, LinkedIn, and AdWork Media. This helped increase MQL to SQL lead conversions from 12% to over 20%.
  • Collaborated with sales and product teams to develop midstream funnel content and sales enablement materials to help reduce the sales cycle.
  • Worked with partners including Capgemini, Atomic32, Deloitte, and Hyperledger Foundation to create co-marketing materials and combined go-to-market strategies.
  • Developed account-based marketing campaigns that led to over 30% engagement and four opportunities—each worth around $80,000—with a $2,000 budget.
  • Created ongoing investor materials and decks for Series B funding and monthly board reports and updates.

Management Consultant (Owner)

2017 - 2023
Mahjoub Consulting
  • Helped 8+ companies across healthcare (HL7, Komodo Health), fintech (Soramitsu), martech (Verasity), and other industries with their marketing needs, from branding to demand generation, product launch, press releases, and marketing.
  • Increased B2C app downloads for Verasity from 130,000 to over 300,000 in six months with organic and paid social media management (via Hootsuite), public relations, and UX improvements.
  • Reduced cost per lead for Komodo Health by 10%, improving their go-to-market strategy, streamlining lead management processes from marketing to sales, and increasing conversion rates with targeted sales enablement materials.
  • Boosted Soramitsu's social media visibility by more than 200% before the product launch, aiming to increase the consumer app's Day 1 conversion rates.
  • Rebranded HL7 and launched their new website, helping to increase memberships and event attendance and sponsorships.

Head of Marketing

2019 - 2020
ConsenSys
  • Led brand development, product positioning, and product marketing for three development enterprise products.
  • Created a lead generation and growth strategy that brought in opportunities with Swift, Hitachi, and Ford, amongst others.
  • Reduced acquisition costs by improving event participation with data on event performance. Enhanced account-based marketing strategies and launched a new website for demand generation and funnel optimization.

Senior Manager, Partner Program

2011 - 2014
Canada Post
  • Launched the organization's partner program, responsible for $900 million of flow-through revenue with a $200,000 operational budget. Developed partner tiers, incentives, training, and a support plan.
  • Exceeded annual goals for net new revenue by at least 130% every year.
  • Led a partner acquisition strategy to grow partners from 350 in 2011 to over 650 in 2013.
  • Launched a new website for partners and implemented a demand generation strategy, increasing lead generation from 850 per month to over 3,000.

SIMBA Blocks: Demand Generation

https://simbachain.com/resources/

Launched a new website specifically designed for demand generation through high-value content, boosting MQL to SQL lead conversions from 12% to over 20%.

SIMBA wanted to update its website and focus heavily on demand generation. The strategy was to create high-value content like webinars, case studies, and e-guides for download, allowing SIMBA to collect contact information.

We personalized the user experience by asking visitors about their blockchain journey and industry, guiding them down a tailored demand generation path via automated and personalized emails.
We also led an acquisition strategy using Google Ads and LinkedIn, aligning with the website's new messaging to ensure a seamless user experience.

The project's success was marked by a 300% increase in website visits and an improvement in marketing qualified leads (MQL) to sales qualified leads (SQL) conversions from 12% to over 20%. Esteemed partners like Deloitte recognized our success, further validating our effective demand generation and advertising strategies.

Verasity: Branding and Product Launch

https://veraviews.com/

Led the launch of VeraViews, a martech solution designed for fraud management, garnering heavy organic traffic and partnership opportunities from organizations like Tencent and Brightcove.

As the lead for Verasity's marketing and public relations, I focused on promoting VeraViews, a martech platform designed for fraud detection of video ad views. My responsibilities spanned branding, product positioning, content strategy, and product launch. I highlighted the widespread fraud issue across all channels, simplifying the narrative around VeraViews' implementation compared to competitors.

Leveraging my product marketing expertise, I crafted a compelling narrative that resonated with our audience. My understanding of web UX guided the design of a user-centric website, facilitating organic social media engagement and demand generation. I utilized a mix of organic and paid social media strategies for advertising, ensuring a consistent and impactful message across all platforms.

SIMBA Chain: Account-based Marketing

Led an account-based marketing (ABM) campaign with $2,000, garnering 30% engagement and four opportunities, each worth $80,000+.

Leading an ABM campaign for SIMBA Chain's blockchain product, "Blocks," I targeted a specific audience, bypassing costly traditional media.

In November, we launched a mixed-media campaign, reaching 80 individuals with a customized gift set, including a personalized Lego box mirroring our product's name. Each box featured unique packaging, messaging, and a QR code.

The QR code led each recipient to a personalized landing page with content tailored to their industry, blockchain journey, and potential opportunities identified through market segmentation. Each recipient also received a LinkedIn message, call, and email from our business development representative (BDR), confirming receipt of the gift set and initiating a conversation, demonstrating our commitment to lead generation and sales support.

The campaign yielded encouraging results, with over 30% of recipients visiting their personalized landing pages and our BDR initiating conversations with four companies.
2016 - 2017

Master of Science Degree in Healthcare Leadership

University of Denver - Online

1998 - 2002

Bachelor's Degree in Psychology

University of British Columbia - Vancouver, BC, Canada

DECEMBER 2023 - PRESENT

Project Management

University of British Columbia

Core

Content Strategy, Product Marketing, Market Research & Analysis, Strategic Marketing, Lead Generation, Digital Marketing Strategy, Social Media Strategy, Brand Marketing, Go-to-market Strategy, Marketing Mix, Content Marketing, Marketing Analytics, Marketing Leadership, Conversion Rate Optimization (CRO), Google Ads, Search Engine Optimization (SEO), Search Engine Marketing (SEM), Sales, Copywriting, Account-based Marketing (ABM), SEO Tools, Product Positioning, Branding, Content, Social Media, SEO Content, Marketing Technology (MarTech), Marketing, Digital Marketing, Public Relations (PR), Organic Social Media, Software Sales

Platforms & Tools

Google Analytics, Mailchimp, HubSpot

Business Models

SaaS Product Marketing, B2B, Business to Business (B2B), B2C

Other

Data Management, Healthcare, User Journeys, Research Methods, Websites, B2B Lead Generation, Demand Generation, Brand Development, Sales Strategy, B2B Partnerships, Startups, Client Presentations, Events, Growth Marketing, Hotjar, Semrush, Hootsuite, Project Management, Analytics, UX Analysis, Statistical Analysis, Statistics, Paid Search, VWO, Strategy, People Management, Investor Relations, Competitive Analysis, Mobile UX, Team Leadership, Community Growth, Hiring, Business Processes, Operations Management, Advertising, Salesforce, Budgeting, Customer Acquisition, Competitor Analysis & Profiling, Web UX, Press Releases, Channel Management, Sales Support, Direct Marketing, Team Management, Product Launch, Market Segmentation, Cross-functional Team Leadership, Project Scoping, Project Design, Project Budget Management

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