Pierre Messner

• $10 Millions — Incremental eCommerce Revenue
• Over 60% — YoY Growth in Email-attributed Revenue
• 8 — Markets Onboarded and Operating Autonomously on the Platform

The company invested heavily in Dynamics 365 for marketing automation. Following 12 months post-deployment, it witnessed low adoption among local teams. It lacked global journey frameworks, playbooks, and integration with revenue automation, and the leadership expressed ROI concerns, with the platform at risk of becoming “the most expensive email tool ever built.”

SOLUTION
• Embedded full-time as global marketing operations and demand generation lead.
• Built global customer journey frameworks from scratch: onboarding, nurture, re-engagement, and lifecycle automation.
• Designed segmentation strategies and lead scoring models using MQL/SQL lifecycle and attribution models.
• Trained and enabled 8+ local marketing teams through structured programs and a global community of practice.
• Created centralized playbooks for campaign operations across all markets.

It achieved $10+ million incremental eCommerce revenue in 2025 and an over 60% YoY growth in email-attributed revenue. We onboarded 8+ markets to operate autonomously on the platform, and the teams are transitioning toward full internal ownership.

• 70% — Paid Advertising Revenue Across the EU, UK, and US
• **Over 80% ** — Brand Visibility on Social Media

CHALLENGES
• Strong field sales organization, but digital marketing wasn’t connected to the pipeline.
• Lead generation running across multiple markets with no unified funnel or qualification process.
• Each market had its own informal lead criteria, with no shared scoring, no lifecycle stages, and no SLA with sales.
• Campaigns rebuilt from scratch in every country with no scalable framework.

SOLUTION
• Built integrated multi-channel demand gen programs using Google Ads, Meta, LinkedIn, email, and content with unified funnel architecture across the EU, UK, and US.
• Redesigned lead qualification and sales handoff using HubSpot and Salesforce and implemented scoring, lifecycle stages, and marketing-to-sales SLAs.
• Created reusable campaign frameworks for multi-market deployment.
• Drove customer acquisition and eCommerce growth through integrated programs.

I boosted paid ad revenue by 70%, increased social media brand visibility by over 80%, set up standardized demand generation across 5+ countries, and implemented lead scoring and lifecycle management in HubSpot and Salesforce.

• 3x — Lead Conversion Rate

CHALLENGES
• The company needed to acquire a specific hard-to-reach audience—young males for research panels.
• They were overreliant on Facebook/Meta as the primary acquisition channel, which increased costs and scalability.
• No alternative channels were tested or validated at scale.
• Sales funnels have not adapted to the target audience’s behavior and expectations.

SOLUTION
• Identified and tested new scalable acquisition channels outside of Meta: Reddit Ads, Outbrain, and email—each selected specifically for their ability to reach young male demographics.
• Designed dedicated sales funnels adapted to each channel and audience segment with different entry points, messaging, and conversion logic for each.
• Built A/B testing frameworks to rapidly validate what worked and what didn’t.
• Scaled winning channel/funnel combinations while maintaining cost efficiency.
• Implemented end-to-end tracking connecting acquisition spend to qualified panel signups.

We achieved a 3 times increase in lead conversion rate, identified, tested, and validated scalable alternatives to Facebook, created and optimized channel-specific sales funnels, and reduced our dependency on a single acquisition channel.