Oleksiy Kuryliak
Verified Expert in Marketing
Marketing Expert
Charlotte, NC, United States
Toptal member since August 6, 2025
Oleksiy is a marketing transformation and MarTech consultant specializing in B2B marketing, lifecycle architecture, and AI-enabled marketing operations. He is an expert in Adobe Marketo Engage, Adobe Journey Optimizer, AEM, Salesforce, and Snowflake. Certified in Marketo, Workfront, and WRITER Agentic AI, Oleksiy advises private equity firms, global enterprises, and high-growth companies on GTM modernization, platform governance, and operating model design.
Certification Highlights
Expertise
- B2B Marketing
- Go-to-market (GTM) Strategy
- Growth Marketing
- Management Consulting
- Marketing Automation
- Marketing Technology (MarTech)
- Marketo
- Program Management
Work Experience
Marketing Activation Lead
MetLife
- Uncovered a hidden structural cause of low product adoption that had been misdiagnosed for years, redirecting the company's entire growth strategy toward a more effective audience.
- Ran competing retention pilots side by side and separated the one that worked (meaningful lift in customer retention) from the ones that looked promising but delivered nothing.
- Created the company's first structured plan for organic and AI-driven search visibility, after finding legal restrictions blocked most of their other marketing channels.
- Caught data errors in reports headed to senior leadership before they went out, preventing decisions from being based on wrong numbers.
Salesforce Marketing Cloud Consultant
Brightstar Capital Partners, L.P.
- Automated event management lifecycle and campaign reporting in Salesforce Marketing Cloud Account Engagement, replacing manual processes with governed, repeatable automation workflows.
- Audited and remediated the existing SFMC Account Engagement setup, identifying and resolving configuration errors and data issues inherited from previous implementations to stabilize the platform.
- Led internal team onboarding onto the optimized environment by developing knowledge transfer materials, process documentation, and handoff resources to enable independent operation post-engagement.
Lead Consultant, Enterprise Marketing Transformation
Alpha FMC
- Led solution architecture and change management across two distinct private-market transformations, advising CMO- and VP-level leaders and translating business requirements into target-state architecture, operating models, and adoption plans.
- Architected an integrated Marketo, Salesforce CRM, Data Cloud, and Snowflake ecosystem; designed evergreen lifecycle journeys, standardized program architecture and cross-platform workflows, led team onboarding and adoption—$ 100B+ private equity firm.
- Led Marketo ecosystem modernization, defining architecture, governance, and migration standards across Salesforce CRM, data, AEM, event, and webinar platforms—$160B+ global private-markets investment firm.
Senior Consultant, Customer Transformation – Marketing & Commerce
PwC
- Led a 6-person cross-functional team defining 15+ agentic AI customer experience use cases on the WRITER enterprise AI platform for a global financial institution, aligning use-case design, governance, adoption, and change requirements.
- Defined MarTech, customer engagement, and data strategy for a $10B+ global broadband launch spanning 190+ markets, covering audience architecture, GTM readiness, content platforms, and analytics planning.
- Coordinated marketing and sales integration across eight workstreams for a $4.4B telecom transaction affecting 8M+ subscribers, aligning senior business and technology stakeholders.
- Defined an AI-driven personalization and migration strategy across Contentful Personalization and Salesforce Account Engagement, prioritizing 100+ web and product use cases for CMO-level transition from a legacy Adobe environment.
- Shaped customer strategy for a $1.8M private-banking platform redesign, translating personas and journeys into segmentation, access model, and omnichannel requirements.
- Developed Marketo, Workfront, and GenAI use cases for PwC’s Adobe Alliance team to transform campaign and marketing operations.
Program Manager, Digital Marketing & Marketing Platforms
University of North Carolina at Charlotte
- Led consolidation of fragmented alumni marketing operations onto Salesforce Marketing Cloud, aligning Advancement, IT, and leadership.
- Designed segmented lifecycle journeys that increased email open rates by 18%.
- Applied Einstein AI, Automation Studio, dynamic segmentation, A/B testing, and analytics to improve campaign operations, and advised on Copilot use cases, SEO, UX, and website redesign planning.
Director, Digital Marketing & GTM Strategy
Alaric Securities
- Led a 12-FTE B2B marketing organization across demand generation, lifecycle, product marketing, digital acquisition, and MarTech operations, reporting to the CEO and establishing governance, performance management, and technology priorities.
- Directed portfolio-wide GTM and transformation across seven financial-services brands, three fintech products, and four B2B service lines in EMEA, the Americas, and APAC, aligning Product, Sales, Compliance, and executive leadership.
- Tripled marketing-sourced revenue through integrated ABM, demand-generation, and lifecycle programs.
- Directed MarTech and analytics modernization, using HubSpot and Salesforce for lead and lifecycle management and GA4 and Looker for funnel measurement and executive reporting.
Founder, Principal Consultant – B2B Marketing, Startups Advisory
Rioks
- Founded and scaled a B2B marketing consultancy to 17 across full-time and contract across NAM, EMEA, and APAC.
- Advised C-level stakeholders on MarTech architecture, lifecycle automation, and CX personalization across 10+ product launches.
- Delivered GTM strategy and marketing transformation across SaaS, fintech, and enterprise clients internationally.
Marketing & GTM Strategy Lead
Alaric Securities
- Built the B2B marketing function from a one-person role and established its operating model, demand-generation engine, lifecycle capability, and sales-marketing processes across seven financial-services brands.
- Designed the company’s initial MarTech and analytics infrastructure across Salesforce and HubSpot, enabling lead scoring, lifecycle tracking, funnel reporting, and sales-marketing alignment.
- Led product positioning, market activation, and partner-led growth across capital markets, fintech, and B2B financial services offerings.
Marketing Lead
Rainmaker Labs (KPMG)
- Positioned the firm as Singapore’s #1 app developer through B2B marketing programs across APAC using digital, inbound, and paid media channels, contributing to its acquisition by KPMG.
- Built and led pre-launch GTM strategy for Holler, a mobile marketing automation platform, including ABM campaigns, partner marketing, and product positioning.
- Supported partnership programs with IBM, including online and events, on enterprise mobility initiatives.
Account Supervisor
Leo Burnett
- Managed $2.5 million integrated campaigns for Samsung and Heineken, coordinating ATL/BTL production, timelines, and cross-functional teams across creative, media, and digital.
- Served as primary client liaison, overseeing communications, approvals, and delivery to ensure alignment with brand objectives, performance targets, and agency SLAs.
- Led client relationship with a Tiger Beer account, overseeing prompt communication and on-time project delivery.
Project History
MarTech and Data Strategy for Fortune 5 Company
• Fortune 50 client preparing GTM launch for a $10 billion satellite broadband platform (3,200+ satellites).
• Marketing operations and campaign readiness were fragmented across 190+ markets.
• Lack of unified data infrastructure, segmentation logic, and automation workflows.
• Accelerated delivery timeline with cross-functional misalignment across B2B and gov segments.
• Designed a global MarTech and data readiness strategy to support launch velocity and scale.
• Co-developed enablement assets to align product, marketing, and data stakeholders.
• Created segmentation frameworks and activation logic for GTM teams.
• Provided technical and strategic guidance on automation, personalization, and data use cases.
• Enabled campaign execution readiness in 190+ global markets.
• Standardized architecture and workflows.
• Established a foundation for lifecycle personalization, analytics, and campaign attribution.
• Supported multi-million dollar GTM launch.
B2B Personalization and ABM Strategy
• Lacked a consistent ABM strategy across enterprise B2B product lines.
• CDP and personalization capabilities are underutilized due to limited journey design.
• CX activation was fragmented across regional marketing teams.
• Led strategic workshops with CMO and regional teams to align ABM use cases, segmentation strategy, and lifecycle activation goals.
• Developed audience segmentation logic and mapped omnichannel customer journeys across funnel stages.
• Defined personalization strategy framework for activation across digital campaigns and lifecycle stages.
• Delivered a scalable ABM architecture to support global product GTM teams.
• Enabled an omnichannel personalization strategy aligned to CDP capabilities.
• Equipped the marketing team with frameworks to drive data-driven personalization.
Private Banking Platform Redesign – Top 20 U.S. Bank
• Fragmented access permissions and user roles led to inconsistent digital experiences for private banking clients.
• Lack of journey alignment across business units hindered lifecycle engagement and personalization.
• Needed structured persona development to guide redesign and improve customer segmentation logic.
• Led workshops with product and CX teams to define high-impact user personas and access needs across segments.
• Designed journey maps aligned to onboarding, service, and retention stages for private banking users.
• Provided strategic recommendations to align platform architecture with persona-based access models and CX design.
• Delivered customer segmentation logic to inform platform UX decisions.
• Improved cross-team visibility into user journeys, unlocking better lifecycle alignment.
• Enabled platform redesign to support role-based access and tailored experiences.
Education
Master's Degree in Political Science
Ivan Franko National University of Lviv - Lviv, Ukraine
Certifications
AI Agents - No-code App Certification
Writer
Adobe Workfront Project Manager
Adobe
Adobe Certified Professional - Marketo Engage
Adobe
Salesforce Certified Platform Foundations
Salesforce
Skills
Core
Marketing Automation, Search Engine Optimization (SEO), Search Engine Marketing (SEM), Inbound Marketing, Marketing Operations, Marketing Technology (MarTech), Go-to-market (GTM) Strategy, Account-based Marketing (ABM), Marketing Analytics, Digital Marketing, LinkedIn Ads, Paid Advertising, Marketing Strategy, Lead Generation, Growth Hacking, Marketing, Brand Marketing, Product Marketing, Google Ads, Email Marketing, Performance Marketing, Facebook Ads, Campaign Management, Public Relations (PR), Marketing Communications (MarCom), Salesforce B2B Commerce, Generative Artificial Intelligence (GenAI), LinkedIn Marketing, Content Marketing
Platforms & Tools
HubSpot, Salesforce Marketing Cloud, Marketo, Salesforce Pardot, Ahrefs, Google Analytics 4 (GA4), Adobe Experience Manager (AEM), Adobe Marketing Cloud, Mixpanel, Google Analytics, HubSpot Marketing Hub, Pardot
Business Models
SaaS Product Marketing, Business to Business (B2B)
Other
Cross-functional Collaboration, Program Management, Adobe Workfront, Agency Relationship Management (ARM), Project Management, Digital Transformation, Consulting, Cross-functional Team Leadership, B2B Marketing, Personalization, Remote Team Leadership, Growth Marketing, Management Consulting, MarTech Solutions, Customer Acquisition, Technical SEO, B2B Lead Generation, Growth Strategy, Fractional CMO, Marketo Engage, Change Management, Business Transformation Program Management, Organizational Transformation, Technology Solutions, Writer AI, Demand Generation, Landing Page Optimization, Account Management, Client Management, Product Launch, Product Management, Advisory, Adobe Analytics, Large Language Models (LLMs), AI Agents, Agentic AI, Enterprise Resource Planning (ERP), Generative Engine Optimization (GEO), Answer Engine Optimization (AEO), 6sense, Zapier, Advertising, Analytics, Lifecycle Marketing, Solution Design, ChatGPT, Mergers & Acquisitions (M&A), Customer Data Platform (CDP), HubSpot Sales Hub, Salesforce, Jira, Firebase, CX Strategy, Salesforce Sales Cloud, Salesforce Service Cloud, AI Tools, Data Strategy, Content Personalization, Customer Journey, User Journeys, User Personas, Startups, High-tech Startups, Startup Marketing, Snowflake, Zoom, Cvent, Writer.ai, Adobe Journey Optimizer, Customer Retention, Audience Retention
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