Marketing Operations & Analytics

I build the systems, data flows, workflows, and measurement frameworks that make modern B2B and fintech marketing scalable. My work integrates CRM architecture, automation logic, attribution, and analytics to create clarity, consistency, and operational efficiency across global teams in North America, Europe, and Southeast Asia.For me, marketing operations is not a support function—it is the infrastructure that enables growth, lifecycle, sales, and product to work as one system.

projects

What I Do

  • Architect CRM and marketing systems across Salesforce, HubSpot, Pipedrive, and internal tools
  • Build automated workflows for routing, qualification, scoring, onboarding, and lifecycle progression
  • Design attribution frameworks, UTM strategy, tracking plans, and performance measurement
  • Improve data integrity, lead hygiene, and cross-system synchronization
  • Build dashboards for funnel health, velocity, conversion efficiency, and revenue contribution
  • Partner with product, engineering, data, compliance, and sales to align operational logic
  • Use AI-assisted analysis to surface signals, diagnose issues, and accelerate reporting
Framework

How I Approach Marketing Ops

  • Create Operational Clarity. Define lifecycle stages, qualification logic, routing rules, and handoff points across marketing, sales, and operations. Clarity reduces noise, improves SLA, and prevents funnel leakage
  • Build Reliable Data Foundations. Establish event tracking, source-of-truth definitions, CRM data structure, field governance, and system sync logic. Clean data drives better forecasting and more accurate decision-making.
  • Automate Predictable Processes. Replace manual touches with automated workflows for lead assignment, enrichment, follow-up, onboarding, and lifecycle triggers. Automation keeps teams aligned and reduces operational overhead.
  • Measure What Matters. Build dashboards for acquisition → activation → revenue, tracking CAC efficiency, funnel velocity, attribution, and multi-region performance. Translate data into actionable insights.
  • Enable Cross-Functional Teams. Improve communication and alignment with sales, product, engineering, data, and compliance. Ops becomes the connective tissue that makes the entire GTM engine scalable.
Tools
CRM & Lifecycle Systems Salesforce, Hubspot, Pipedrive, Mailchimp, Zoho
Automation & Workflow Zapier, Make, Dify, Salesforce Flow, Hubspot Workflow
Analytics & Reporting GA4, Looker Studio, Power BI, Tableau, Monday Workflow 
Tracking & Attribution UTM framework, GTM

Featured Experience

Building the Enterprise ABM & BD Infrastructure 

Creating a marketing system that supports long-cycle enterprise partnerships across banking, aggregators, and global channel partners 

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Account-Based Marketing

One to Many ABM Campaign Strategy for High-value B2B Accounts

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More Reading

Affiliate and Referral Growth, Marketing Ops

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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Email and CRM, Data Automation and AI, Marketing Ops

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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Product Lifecycle, Affiliate and Referral Growth

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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Daniel has been an exemplary employee since his very first day. He is driven, motivated, and very deadline driven. He understands the need for flexibility and thrives under pressure. He took over all of Marketing for PingPong for over 6 months and has ensured there was no interruption to the business with minimal support. Daniel is always there to lift company morale and make everyone laugh. His great attitude is only one of his many great attributes. His work is thorough and impactful. He has created amazing opportunities for sales with his marketing campaigns and is a huge asset to the whole company.
- ​​​Tijana Sijanic, ​​​Director of Human Resources @ PingPong  -

Want to see how I apply growth strategy in real-world projects?

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