Driving conversion of leads to sales through targeted Marketing campaigns, leading agile teams of digital marketing experts and working in tight collaboration with our virtual banking leaders and field forces.Researched and modelled the Buyer's Journey for financing, based on consultation and qualitative research with entrepreneurs. Led a matrix team across marketing communications and marketing automation to flesh out the campaign into a proof of concept measuring end-to-end impact on… Show more Driving conversion of leads to sales through targeted Marketing campaigns, leading agile teams of digital marketing experts and working in tight collaboration with our virtual banking leaders and field forces.Researched and modelled the Buyer's Journey for financing, based on consultation and qualitative research with entrepreneurs. Led a matrix team across marketing communications and marketing automation to flesh out the campaign into a proof of concept measuring end-to-end impact on sales conversions.Revised lead nurturing journey led to 31% lift in conversions and in 4 months generated new loans from entrepreneurs on the journey.Optimization of our lead nurturing program, which seeks to propose timely and valuable content to business owners wherever they may be on their journey. Development of the strategic vision and performance evaluation and continuous monitoring criteria. Consultation with stakeholders, Analytics and Marketing automation specialists to modernize the program to take full advantage of the latest technological and automation capabilities. Leveraging BtoB best practices, insights from primary research among business owners, advanced analytics and continuous testing. Show less