Head of Revenue Marketing · Dicronite®
I build the marketing function that isn't there yet.
Four times now, in industries nobody volunteers for — coatings, aerospace, electronic title, salvage auctions. No brand, no CRM, no pipeline on day one. Measurable pipeline by the end of year one.
The through-line
The same job, four times
Almost every marketing role I've taken started the same way: nothing was there. No CRM, no tracking, no brand system, no pipeline — and in two cases, no marketing department at all. This is what I actually do.
A newly acquired brand with no unified go-to-market across seven countries.
Salesforce and HubSpot attribution, a rebuilt search footprint, and 80+ qualified inbound leads in six months feeding six-figure pipeline.
No pipeline, no brand, no website, no contracts, no infrastructure.
A working marketing function end to end — CRM, automation, dashboards, testing practice — and +79% traffic, +104% users year over year.
No CRM, no analytics, no measurable digital presence.
A CRM database of 10,000+ contacts, conversion tracking across 17,000+ events, and +172% site users.
A tech brand in San Francisco with essentially no digital footprint.
Website, SEO, content program and analytics built from scratch, plus the social channels that fed them.
Selected work
Four builds in detail
A demand engine for a newly unified global brand
Recruited post-acquisition to build GTM from the ground up. Rebuilt the site and search footprint, stood up Salesforce and HubSpot attribution, and turned an inbound trickle into six-figure pipeline — including a $50K aerospace account.
A translator’s website that speaks both languages
Planned, designed and coded irisarnadottir.is for an Icelandic ⇄ English translator whose subtitles stream on HBO Max, Netflix and Viaplay. Every page switches between English and Icelandic, every service has its own quote form, and a marketing desk keeps it found after launch.
Read the website case study →Turning a product page into a demand channel
Owned the DDI relationship across two states and two teams. Built the email program to 7,000+ customers at a 22% open rate, grew DDI’s LinkedIn page to 2,000 followers, and drove 10x return on a single targeted campaign.
Read the LinkedIn case study →Building a design studio through the work
Founded BEMS in Chicago in 2023 and grew it from one designer I trusted into a bench of senior designers. I own every client relationship, write each brief, and review every file before delivery — across print, trade shows, brand systems and digital.
Read the BEMS case study →Writing
How the work actually gets done
Practitioner papers on the parts of the job nobody writes up honestly — building a function from nothing, migrating a live platform, and marketing to engineers.
Paper 01
Zero to Pipeline: Standing Up a Marketing Function From Nothing
What you build first when there is no brand, no CRM, no list, and no one has ever run marketing here.
Paper 02
When Sales Won't Touch the CRM
Your pipeline data is only as good as the adoption you don't have. What to do when the team won't use the system.
Paper 03
HubSpot to Salesforce Marketing Cloud: The Migration Nobody Budgets For
What actually breaks when you move a live marketing operation between platforms — and what it really costs.
Where I've done it
Capabilities
What I work with
Building a marketing function from scratch?
That's the job I've done five times. Happy to walk through how any of it was built — the systems, the numbers, and what I'd do differently.