Digital Marketing Institute

Technological University Dublin

Institute of Technology, Carlow

St. Aidan's C.B.S.

Leading Digital Marketing in EMEA at DocuSign  -  Previously @ Slack, HubSpot

» Leader of a high-performing digital marketing team focussed on driving revenue via PLG and SLG 
» Accountable for an 8-figure marketing budget, ensuring optimal allocation for maximum ROI
» Helped grow GNMRR 28% with 23% less investment in the most recent fiscal year (FY23 -FY24)
» Spearheaded the development of marketing ROI measurement framework and supporting dashboards
» Enabled the marketing team to optimise their investments resulting in ROAS efficiency gain of 70% YoY
» Utilised data-driven insights to optimise channels output, achieving reducing CAC by 34%
» Led team wide initiatives including ABM playbooks, retargeting programs and API driven data sharing
» Sat on the EMEA leadership team and the global performance marketing leadership team
» Mentored and coached team members, fostering a culture of growth and development
» Helped drive 20% improvement in individual performance metrics and a 30% in team productivity
» Promoted from Director to Senior Director in 2023
» Collaborate within a highly matrix structure including Field, Ops, Tech, Product, Creative, and Analytics
» Define core marketing strategies, align the team to execute, and motivate them to push forward
» Organised multiple charity events to support local communities and under privileged members of society

Docusign

Senior Director, Performance Marketing

Consulting with early stage start ups on their marketing strategies with a focus on -

    » Content Marketing - Building a marketing machine that's fuelled by content
    » Performance Marketing - Effective strategies that include SEM, social advertising, display etc.
    » Marketing automation - Data capture, nurturing, lifecycle management, customer journeys etc
    » Marketing operations - Building lead scoring and pipeline forecasting models
    » Reporting frameworks - The KPIs to measure, how to measure them and how to report on them
    » Building teams - Existing team SWOT, who to hire and when, attributes to look for in founding team
    » MarTech Stack - Identifying gaps in technology, areas of opportunity and inhibitors to scale

Startup Advisor

» First international hire for Slack and the founding member of the EMEA leadership team
» Promoted from Manager of User Acquisition to Senior Enterprise Manager during reorg after 1 year
» Responsible for all digital demand generation for Slack in EMEA
» Focussed on generating inbound sourced pipeline
» Owner of the digital marketing funnel for the EMEA business
» Accountable for an 8 figure enterprise marketing budget
» Responsible for full-funnel analytics, data, and optimisation
» Responsible for building out the demand generation localisation process with partner teams
» Measured on Leads, MQLs, Sales Opps, Pipeline value, and Pipe influenced.
» Tasked with effectively measuring and forecasting the impact of marketing on revenue in EMEA
» Partner with BDR, SDR and sales leadership to ensure effective follow-up processes
» Partner with leadership to ensure cross functional resources are appropriately allocated for the region
» Tightly aligned with teams in AMER, APAC and Japan and local teams in the U.K, France, and Germany

Slack

Senior Enterprise Marketing Manager (EMEA) - Digital Demand Generation

» Was the second international marketing hire and part of the launch team for HubSpot in Europe
» Responsible for building the foundations of HubSpot's strategy in EMEA from conception to execution
» Promoted from Manager to Director in 2016 and earned responsible for the GTM strategy in EMEA
» Led a team of 12 that cover all disciplines of marketing across multiple regions and languages 
» Oversee the execution of digital campaign across earned and owned channels
» Led the team responsible for email marketing, marketing automation and lead scoring and nurturing
» Provided sales with air cover via sales enablement, pipeline programs and sales focussed events
» Responsible for ensuring marketing generate high quality leads at scale for a sales team of 140+
» Responsible for a 7 figure budget that covers demand generation and a multi-region event strategy
» Run a robust marketing technology stack with HubSpot at it's heart and supported by additional tools

HubSpot

Marketing Director, EMEA

Hired and led a team of 7 marketing specialist from the ground up to build a best in class inbound marketing funnel to drive revenue through our inside sales team.

» Oversee the execution of content based campaigns
» Execute on organic and paid social media campaigns, PPC and display advertising
» Managed Marketo as our marketing automation platform and Salesforce as our CRM
» Responsible for all top of the funnel and middle of the funnel metrics on eSpatial.com
» Work with the team to execute on email marketing campaigns, lead nurturing programs
» Support sales through sales enablement

eSpatial

Head Of Marketing

Boutique marketing agency - Led the design and development of websites for brands large and small in both B2B and B2C.

Enhance.ie

Design, Development and Demand Generation

thenet.ie

Started out as an individual contributor and was quickly promoted to leading a small team of simulation developers where I assumed responsibility of team output, quality and resource management.

Ian Stanley