Building the Lifecycle Engine Behind Growth
The starting point
I joined Pearl in January 2025 as its Marketing Operations Manager.
The original mandate focused on email marketing, marketing automation, and webinar operations. But Pearl was growing quickly, and the business needed more than someone to execute individual emails or maintain its HubSpot instance.
It needed a connected lifecycle system capable of supporting acquisition, lead qualification, campaign follow-up, customer education, reporting, and continued growth across multiple verticals.
My role expanded from marketing operations execution into broader ownership of Pearl’s lifecycle, growth, and demand-generation infrastructure.
Building the lifecycle foundation
I built Pearl’s lifecycle marketing program from the ground up.
That work included creating segmented nurture programs across the company’s primary audiences and verticals, connecting campaigns to appropriate follow-up journeys, and establishing clearer movement from initial engagement through demo conversion.
The foundation included:
Full-funnel nurture programs
Lead-scoring models
Audience segmentation
HubSpot workflows and automation
Pre- and post-webinar journeys
Event follow-up programs
Email strategy and template development
Landing-page and form experiences
Bottom-of-funnel conversion programs
Marketing dashboards and reporting
The goal was not simply to send more emails. It was to ensure that leads received relevant follow-up based on who they were, what they had engaged with, and where they were in the buying process.
Webinar and event operations
Webinars and industry events were important sources of engagement for Pearl, but their value depended on what happened before and after someone attended.
I developed the marketing systems surrounding those programs, including registration promotion, reminders, attendance-based follow-up, on-demand content delivery, and post-event nurture.
Different contacts received different follow-up depending on whether they registered, attended, missed the event, requested additional information, or demonstrated stronger buying intent.
I also managed team members responsible for webinar execution while maintaining ownership of the strategy and the systems connecting those programs to the broader customer journey.
Lead scoring and qualification
As Pearl’s campaign volume increased, Sales needed a more reliable way to identify meaningful engagement.
I built Pearl’s lead-scoring program to distinguish stronger buying signals from routine marketing activity. The model incorporated behavioral and qualification data so that Sales could better understand which contacts and accounts warranted attention.
I connected that scoring framework to HubSpot workflows, forms, lifecycle stages, routing processes, and reporting.
This helped turn disconnected marketing activities into a more coherent qualification system.
Rebuilding the conversion experience
Pearl’s landing-page environment also required a significant overhaul.
I transitioned and redesigned more than 300 landing pages in Unbounce, creating a more consistent and manageable foundation for campaigns, webinars, resources, product experiences, and demo conversion.
The work extended beyond migration. It included restructuring pages, improving calls to action, supporting conversion-rate optimization, and ensuring that forms and follow-up processes connected correctly to the surrounding campaign.
This gave the marketing team a scalable landing-page system while reducing its reliance on disconnected or outdated experiences.
Extending lifecycle beyond acquisition
The customer journey did not end when a deal closed.
I developed Pearl’s email onboarding, education, and product-adoption program in partnership with Customer Success. These communications helped customers understand the product, access relevant resources, and continue progressing after the initial purchase.
I also launched three ongoing customer-referral programs, creating new systems for turning customer satisfaction into measurable advocacy and acquisition.
This extended lifecycle marketing across both prospect and customer experiences rather than limiting it to pre-sale nurture.
Building partner and advocacy programs
I created and led Pearl’s affiliate-marketing program for more than 100 industry evangelists and key opinion leaders.
The program required more than recruiting recognizable industry voices. It needed a repeatable structure for communication, campaign participation, referral activity, and relationship management.
I worked directly with industry advocates while building the operational systems required to support the program at scale.
Together with the customer-referral programs, this created additional acquisition paths beyond Pearl’s traditional paid and inbound channels.
Expanding into omnichannel growth
As my role expanded, I took ownership of growth strategy and campaign execution across a wider mix of channels.
That work included:
Email marketing
Paid Meta and LinkedIn campaigns
Connected television
Direct mail
SMS
Organic social
Landing-page optimization
Referral and affiliate marketing
I led campaign development across these channels, coordinating the message, audience, creative assets, landing-page experience, automation, and downstream reporting.
I also developed Pearl’s direct-mail program, working closely with the CEO and external production partners on strategy, sourcing, printing, fulfillment, and integration with the broader campaign experience.
These programs connected physical and digital touchpoints instead of treating each channel as a separate marketing effort.
Reporting and attribution
The underlying reporting system was essential to understanding whether this work produced meaningful business outcomes.
I built HubSpot dashboards and reporting frameworks that connected marketing-owned inbound form submissions to associated accounts and downstream closed-won deals.
Marketing-sourced reporting excluded sales-sourced demo requests. Annual recurring revenue was tied to the resulting closed-won business at the account level.
The dashboards were reviewed and validated by Revenue Operations and Pearl’s executive leadership, giving Marketing, Sales, and the C-suite a shared view of performance.
The result
By 2025, Pearl’s domestic SMB marketing programs were generating more than $1.6 million in marketing-sourced annual recurring revenue per quarter.
Marketing-owned channels also increased their share of total domestic SMB inbound demo requests from 29% in Q3 2024 to 43% in Q3 2025.
This was not the result of one email, landing page, or isolated campaign. It reflected a broader operating system connecting:
Campaign strategy
Lifecycle nurture
Lead qualification
Webinar and event follow-up
Conversion experiences
Customer education
Referral and affiliate programs
Omnichannel execution
Revenue reporting
Cross-functional leadership
The work required close coordination across Marketing, Sales, Revenue Operations, Customer Success, Creative, Engineering, and Pearl’s executive team.
I reported directly to the Chief Operating Officer, worked closely with the CEO on strategic programs, collaborated regularly with executive revenue leadership, and presented performance and campaign strategy to Pearl’s sales organization.
I also led a small execution team responsible for supporting email, landing-page, and webinar programs.
That cross-functional involvement allowed me to connect marketing execution with the people responsible for qualification, follow-up, customer experience, and revenue.
Why it mattered
Pearl did not need another collection of disconnected marketing tactics.
It needed the infrastructure connecting campaigns to qualification, follow-up, conversion, customer experience, and measurable revenue.
By building those systems together, Pearl gained a lifecycle engine capable of supporting both daily execution and broader growth across the business.