Notes from building and fixing real B2B marketing work.

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From B2C Affiliate Experience to Launching a B2B Fintech Affiliate Program

Before joining the team, I had spent several years running affiliate programs in B2C verticals, primarily in the home improvement and clean energy space. That work involved packaging offers, working with affiliate networks, managing traffic quality, and d...
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Scaling a New Product Launch with Marketing Ops Infrastructure

When we started expanding this referral-driven initiative, the biggest risk wasn’t performance.It was data.The project touched multiple teams and systems at the same time. New users were coming in through existing customers, not through standard inbound o...
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Designing a Referral-Driven Lifecycle Without Breaking Trust

I joined a project focused on acquiring new customers through an existing payment flow. Our import and export customers were already using the platform to pay their suppliers. From the supplier’s perspective, the experience was simple. A payment was sent,...
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Building a Referral-Led Growth System for a New B2B Payment Feature

There was new B2B payment feature designed to grow through existing customers by helping them adopt the product themselves and, over time, refer their upstream or downstream partners into the same ecosystem. (We called it FUSION project) From a marketing ...
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How I Built a Marketing Operations Processes That Reduced Chaos, Protected Focus, and Made Scaling Possible

When I first joined the team, marketing work didn’t feel broken in an obvious way. Campaigns were launching, emails were being sent, the website was being updated, and data requests were getting answered. On the surface, things were moving. But underneath...
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How I Turned Email Chaos into a Calm, Scalable Marketing Operation

When I joined the team, email wasn’t broken, but it was quietly draining a lot of energy.Requests came from everywhere. Product updates, compliance notifications, internal announcements, one-off customer communications. None of them were wrong, and all of...
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Use Data + AI to Help My Content Team Write Articles That Rank

I’ve always felt that content writing is not one of my natural strengths. (English isn’t my first language)  Writing long-form SEO articles from scratch has never been my idea of fun. But something changed when I realized I didn’t need to “write like a wr...
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Email Marketing — Notes From the Field

Email is one of those channels that everyone assumes is simple until they actually try to scale it. On paper it looks straightforward: write a good message, send it at the right time, measure the opens and clicks. But once you start dealing with onboardin...
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Keyword Research for Fintech Company

Keyword research in fintech is one of those things that looks straightforward on the surface, but never behaves the way the textbooks say it should. Every time I sit down to map a new product line or landing page, I’m reminded that fintech keywords live i...
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How I Used Simple Automation + AI to Help Our Support Team

When I think back on the support-efficiency project, what actually stands out isn’t the “AI” part at all; it’s the realization that many operational problems look technical on the surface but are, at their core, questions about workflow, attention, and em...
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Fixing a Cross-Domain Tracking Problem That Shouldn’t Have Taken Two Months

Every once in a while, a problem shows up that reminds me why marketing ops isn’t really about tools — it’s about knowing what to look at, asking the right questions, and understanding just enough about the technical plumbing to keep the whole system from...
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How I Automated a Messy Monthly Report Using LLM

One of the first things I realized after joining the team was that we were drowning in repetitive reporting work. Every month (and later every week), we’d receive a raw Excel export from HQ. It arrived as a giant attachment, full of inconsistent column na...
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Rebuilding Our Onboarding Email System

When I joined the team, the overseas groups were all sharing one MailChimp account, North America, Southeast Asia, and a few legacy teams in between. On paper, it sounded “efficient.” In reality, it was chaos wearing a friendly UI.No one owned the account...
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How I Approach Landing Page Testing (Without Overthinking It)

Landing page testing gets way too much theory thrown onto it. People love frameworks, heatmap philosophy, color psychology, and those diagrams that look like someone spilled Figma components on the floor. But in real teams, especially when budgets aren’t ...
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Running Social Campaign With Limited Resources

Whenever people ask how I approach social campaigns, they usually expect some kind of neat framework or “secret growth formula.” But the truth is, most of what works comes from a mix of boring operational discipline and a few habits I repeat every single ...
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AI Search Optimization, More Thought

After watching too much youtube and reddit on GEO. I’ve been thinking a lot about how AI search is reshaping the way people discover brands. Not in a dramatic “SEO is dead” way but more like watching the rules quietly shift under everyone’s feet while mos...
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Running Notes on GEO, AI Search, and What Seems to Actually Matter

I’ve been trying to make sense of how AI search engines decide what content to show. Google’s AI Overview, ChatGPT Answers, Perplexity, all of it. Not from a “formal SEO research” perspective, but more like: okay… what do I actually need to do differently...
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AI Search Optimization (GEO): What Actually Matters Now

Lately I’ve been reading a lot about how AI search engines (Google AI Overview, ChatGPT Answers, Perplexity) actually decide whose content to show. Ahrefs published a big study on this topic, I wanted to write down what stood out to me in a way that feels...
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How I Use ChatGPT to Optimize Content for Real SEO Gains

Most conversations about “AI in SEO” start with the same idea: use AI to write more content. But anyone who has actually managed a multi-region site knows the real bottleneck isn’t writing volume—it’s clarity, structure, and consistency. That’s where AI b...
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How I Built an AI Lead Scoring Assistant That Actually Works in B2B & Fintech

Lead scoring is one of those ideas everyone claims to have, but very few companies ever turn into something real. In fintech, the gap is even wider. When I joined the organization, qualification was almost entirely manual. BD and sales were reviewing webs...
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What My Colleagues Say

Let's talk and I’ll find the best way to work together

"I’m always game for collaborating on new marketing projects and growing my professional network. With years of experience as a marketing leader, I’ve mastered digital strategy, MarTech integration, automation, and campaign execution. If it’s digital, I’ve got it covered. If you're ready to take your marketing to the next level, let’s chat! Hit me up on LinkedIn or drop me an email if you've got an idea that’s too good to keep to yourself."


Daniel
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