The Lead Trap

Pavilion B2B GTM Group

A workshop for B2B go-to-market leaders on why the cheapest cost per lead often hides the most expensive pipeline. Using real paid-media data, it shows how to judge channels on cost per qualified lead, MQL → SQL conversion and revenue instead of lead volume, and how to rebuild paid ad and email funnels so growth marketing budgets scale toward the leads that close.

Conversion Rate Optimization Specialist

MVF Global · Aug 2026 – Present

• Built AI agents and automated workflows that generate, build and launch landing-page experiments across multiple lead-gen funnels, scaling test velocity to 15 experiments per month with a 35% win rate and lifting revenue per visitor 40–60%.
• Ran an A/B testing and experimentation program in Optimizely, measuring wins on revenue per visitor (RPV) rather than conversion rate alone to tie CRO directly to revenue.
• Partnered cross-functionally with sales, account management, and paid search and paid social teams to develop revenue-maximization strategies for B2B enterprise clients, driving $10,000+ in incremental revenue and aligning funnel experiments with pipeline and revenue goals.

Paid Media Manager – Growth Marketing

Blushark Digital · Mar 2025 – Aug 2026

• Owned paid acquisition budgets of $250K+/month for legal and healthcare clients across Google Ads and paid channels, including budget pacing, allocation and forecasting.
• Oversaw a team of 2–3 analysts, assigning account work and reviewing campaign analysis and client reporting.
• Built an AI-native lead-qualification workflow (Make.com + Anthropic API) that summarizes CallRail call transcripts and logs qualification notes to Google Sheets, giving sales and account teams a lead-quality view by source to prioritize follow-up.
• Reduced cost per lead ~20% and cost per qualified lead 35% for a legal services account by reallocating budget from Performance Max to Demand Gen (YouTube) and running negative-keyword and geo-targeting audits, lifting MQL → SQL conversion 24%.
• Recovered ~$45K in wasted spend through systematic search-query and negative-keyword audits across six categories, reallocating budget to high-intent demand and improving CAC 20%.
• Diagnosed attribution gaps between Smart Bidding and CRM/intake data for a multi-location healthcare network, laying the groundwork for closed-loop revenue attribution and a 42% ROAS improvement.
• Built an automated competitive and market-intelligence workflow that delivers a daily digest of ad-industry news across verticals, keeping GTM strategy ahead of platform and competitor shifts.
• Delivered full-funnel KPI reporting and optimization recommendations to client stakeholders.

Performance Media Manager

Amadeus Hospitality · Apr 2023 – Mar 2025

• Owned paid acquisition programs with $100K+/month budgets across paid search, display and remarketing.
• Oversaw a team of 2–3 analysts, assigning account work and reviewing campaign analysis and reporting.
• Built full-funnel channel strategies tied to lead-generation and customer-acquisition targets, optimizing toward CPA and lead-quality signals rather than raw volume.
• Managed budget pacing and reallocation using CTR, CVR, CPA and lead-quality KPIs.

PPC Analyst

SmartSites · Aug 2022 – Apr 2023

• Executed multi-channel paid acquisition campaigns supporting lead-generation and customer-acquisition goals.
• Developed messaging and creative A/B test plans and CRO recommendations.
• Partnered cross-functionally with design, strategy and account management to launch go-to-market campaigns against client objectives.

Strategic Communications Specialist

GNA Creative · Apr 2021 – Mar 2022

• Ran integrated B2B demand-generation programs (webinars, email nurture, paid media and social) for utility and technology clients.
• Orchestrated multi-channel go-to-market launches, including audience targeting and segmentation, webinar promotion, email campaigns and content calendars.
• Built weekly KPI reporting and used engagement and conversion data to refine segmentation, messaging and funnel performance.
• Coordinated clients, creative teams and stakeholders to deliver GTM campaigns on schedule.