Marco De Paulis

Director of eCommerce & Optimization

Loop

Director of Partnerships

Various SaaS Companies

Advising, consultant, and/or investor for:

PartnerPage.io, Swapt, Fermat, Cart Stars, Pandium, and other SaaS providers and digital agencies.

Advisor/Consultant/Investor

Partnership Leaders

As a Chapter Host at Partnership Leaders, I spearheaded member-led events for our regional chapter. In this role, I played a pivotal part in fostering community engagement and facilitating meaningful connections among members. By organizing and coordinating a series of dynamic events, I provided a platform for members to share insights, collaborate on industry challenges, and network with like-minded professionals. Through effective communication and strategic planning, I contributed to the growth and success of our chapter, creating valuable opportunities for learning, collaboration, and professional development.

Executive Member & Philadelphia Chapter Host

Pavilion

Member

Ryder System, Inc.

Ryder acquired Whiplash in December, 2021.

• Designed the strategy and built the first-ever partnerships ecosystem to a team of 4 with 50+ partners onboarded
• Worked with the team to build high 8-figures in net new pipeline, 7-figures in net new revenue, and 7-figures in expansion revenue through net new and existing customers, respectively
• Lead partner marketing initiatives including e-books, case studies, blog swaps, and partner co-marketing campaigns to drive qualified leads
• Developed various commercial agreements with a wide range of partners to expand services and revenue streams
• Created cross-functional collaborative motions with Sales, Customer Success, and Operations to expand offerings and value to customers and prospects alike
• Elevated product team and feature set by building integration proposals to prioritize integration development that would open maximum commercial opportunities

Director, Ecommerce Partnerships (through Whiplash acquisition)

Whiplash

Whiplash was acquired by Ryder in December, 2021 to become the face of the new eCommerce fulfillment division.

Brought in to develop and launch the first ever Partnerships department at Whiplash from scratch for technology and referral partners. Program structure design through launch. Cross-departmental process creation with Sales, CS, Marketing, and Venture. Driving leads and revenue realization in under 6 months.

Partnerships range from integration, referral, agency, operations, and services.

Privy (Acquired by Attentive)

Privy is the #1 reviewed sales app in the Shopify App Store. Used by 500,000+ eCommerce brands around the world.

• Led Agency partner program, grew from 20 to 750+ partners
• Promoted from Agency Partner Manager to Director to lead Partnerships team, consisting of Partner Managers, Channel Sales, and Customer Success Managers dedicated to Partnerships
• Drove 1,027% increase in Annual Recurring Revenue (ARR) in two years
• Restructured and launched updated partner program to reflect new product offerings and new customer personas and market positioning
• Coordinated all co-marketing initiatives
• Collaborate with Sales, Marketing, Support, and Customer Success teams to create cross-functional motions to support mutual goals

Director of Agency Partnerships

Agency Partnerships Manager

Noticed

• Head of business development, account management, marketing, and strategic partnerships
Promoted after a year and a half to grow Marketing team and build out new retainer services
• Built first ever partner program with SaaS technology and service providers, leading to 1/3 of new clients in first year of program
• Maintained partner relations to strategically plan co-marketing initiatives, share leads, identify joint sales opportunities, and improve joint value
• Developed and implemented a consultative sales and pipeline management process across three services to exceed revenue goals and quotas, growing department revenue 34% in first year
• Launched a new service model and go-to-market strategy, growing recurring annual retainers by 300% through new and existing business
• New clients include: Anheuser-Busch InBev, Dan Bilzerian’s Ignite.co, Decathlon International, Watsco Inc., Vintage Frames Company, Fink’s Jewelers, and more

Director of eCommerce Solutions

Zivtech

• Promoted from Director of Sales after first year to lead the Marketing team, in addition to Sales
• Developed and implemented first ever consultative sales and pipeline management process
• Led all new business development efforts through full sales lifecycle selling end-to-end custom software engagements and Developer staff augmentations
• Owned and managed partner relationships to drive new business
• Collaborated with Project Managers to create Client Engagement team to consistently foster and grow projects and accounts, growing initial contract value as much as 400%
• Improved revenue stability by growing  recurring revenue retainers by 200% through new business and converting existing contracts

Director of Sales and Marketing

My clients include Princeton University, Children's Hospital of Philadelphia (CHOP), City of Philadelphia, Healthcare Without Harm, Law School Admission Council, Carleton College, Greatist, and many more.

Director of Sales

Capgemini

Electronic Ink (acquired by LiquidHub and Capgemini) is an international business system Design Consultancy dedicated to improving the way people interact with technology, environments and one another.

• Supported Client Strategy/Sales team in identifying new business opportunities
• Created, refactored, and implemented a consultative sales process
• Innovated and executed new form of pipeline management and revenue forecasting
• Planned and led complete company website re-design from concept to launch by working cross-functionally with internal and external resources and actively managed execution
• Developed and implemented new content strategy for Marketing efforts including Social Media plan
• Managed all social media accounts and managed editorial calendar for all content development and collateral
• Worked with cross-functional teams and outside vendors to coordinate Marketing events including client roundtables, conference presentations and booths, webinars, and community events
• Salesforce administrator; managed sales operations and reporting to objectively measure performance, pipelines, weighted probabilities, revenue, and key accounts

Sales & Marketing Operations

Partnerships @ Loop | Strategic Advisor & Consultant

Built & scaled ecommerce agency, tech, and fulfillment Partnerships functions to multiple exits. 

Currently, the Director of Partnerships at Loop leading an incredible team.

Conference speaker at Crossbeam's Supernode and Partnership Leader's Catalyst.

In my last role I built the first-ever partnerships program and ecosystem at Whiplash (acquired by Ryder) to improve customer value, new pipeline and revenue, and product connectivity and features.

Previously I was the Director of Agency Partnerships at Privy (acquired by Attentive) and grew the program 10X in partner size and revenue in two years to a program of over 700 agencies.

Director, Ecommerce Partnerships

I help B2B SaaS brands earn trust and visibility in places buyers actually listen, especially Reddit.

Most teams struggle here for the same reasons sellers do: vague positioning, recycled messaging, and no real understanding of how buyers talk when marketing isn’t in the room.

My work sits at the intersection of Reddit, community, and GTM execution.

By day, I lead Reddit and community strategy at Apollo. I study how buyers talk across r/sales, r/SaaS, and adjacent communities, track sentiment over time, and turn those signals into direction for GTM, product, and content teams. I understand how threads move, how credibility is earned, how LLMs surface and reuse answers, and how to design posts that feel native instead of promotional. If you’ve seen Apollo showing up organically across Reddit, that’s this work.

What I do well:

- Reddit strategy, growth, and thread design

- LLM visibility via credible thread participation and seeding

- Community-led research and sentiment analysis

- Translating buyer language into clear GTM direction

- Organic content that earns trust instead of eye-rolls

- Cross-team feedback loops between community, product, and marketing

Outside my role at Apollo, I consult with B2B SaaS teams who want to improve sentiment, visibility, and credibility on Reddit without getting roasted or ignored.

If your brand wants Reddit to work as a real signal channel, DM me or email briannachaps@gmail.com
.

Brianna Chapman

Someone left a rude comment on one of my posts so I blocked them and deleted the comment.





Just a reminder that free will exists and you can and should do the same completely guilt-free ok? Ok. 

Happy Sunday 🩷

Community @ Apollo.io | Professional Redditor for B2B SaaS

Having a supportive employer is absolutely everything. 




When you’re going through a tough time in your personal life, it can often feel impossible to bring your best self to work

Logging on, smiling on Zoom, and pretending everything is ok when it’s not is really hard 

Work can be equal parts welcome distraction and heavy burden 

So to have an employer that encourages you to rest, log off and put your oxygen mask on before assisting others is truly a gift 

It’s easy to underestimate how much this matters until you experience it firsthand. Support doesn’t always look like big gestures. 

Sometimes it’s trust 
Sometimes it’s flexibility
Sometimes it’s simply being told “take the time you need”

Grateful to work somewhere that understands people don’t stop being human when they log on and that doing right by your team ultimately makes everyone better.

Happy Sunday from my beautiful best friend and I from Victoria, BC ❤️

No alternative text description for this image

On December 18, I intentionally posted a Reddit thread with one goal: to replace bad information about our brand that LLMs were actively citing.


We have been tracking a set of prompts related to a competitor using AirOps. What kept showing up in model responses was a Reddit thread from years ago. 

It was outdated, incomplete, and in a few places just wrong BUT it was still being treated as a “source of truth.”

So...time to rip and replace. I created a new Reddit post that was:

- concrete and factual
- clearly written for humans, not SEO
- structured in a way that’s easy to quote and reference

Fast forward a few weeks and that newer thread has now been picked up heavily by LLM responses tied to those same prompts, with over 1,500 brand citations attributed to it. 

In practice, it has displaced the older thread and corrected how models explain who we are and what we do.

THIS IS IMPORTANT!!!

LLMs don’t just “know” your brand. They infer it from what they can retrieve and cite, AND a lot of what they retrieve lives in places marketing teams still ignore.

A few takeaways if you care about how your company shows up in AI-generated answers:

- You should know which prompts your buyers are asking and what sources models are pulling from today. 
- Old community content doesn’t decay just because it’s wrong. If it’s citable, it sticks.
- “Ripping and replacing” works when you publish better information in the same ecosystems models already trust.

The goal shouldn't be to try to trick the models or use hacks. Teams should be focusing on brand accuracy as a living system instead of a static website problem.

If you’re not paying attention to where your brand citations are coming from, there’s a good chance an LLM is still quoting someone from 2021 who no longer reflects your product, your positioning, or your reality.

Something to think about 😉

Reddit is your secret weapon 🔪 | Community @ Apollo.io | RedditOS on Substack

the other day I got an inbound request for some potential Reddit & LLM visibility consulting work 



9 months ago if you had told me that LLM meant Little Learning Machine i probably would have believed you 😂

you’re not too old
it’s not too late
you still CAN

go learn a cool new thing 
talk about it often 

you don’t need to be an expert
you just need to be a chapter ahead and willing to explain it

people want to and will support you in unexpected ways 

proud of me today ❤️ TGIF

idk about you but I’m ready to FLY in 2026 🪽



in the best shape I’ve ever been in
two brand new career coaching clients and more on the way (I’m fully booked until February!)
9-5 at Apollo that I love
brand new newsletter (link in the comments!)
healthy family 
debt free (minus a mortgage)
great community on here 
some nice travel plans booked 

it’s easy to look around at others and see what you lack, especially on LinkedIn 

everyone is making more than you
or has more followers
or is getting promoted
or is moving faster 

this year I’m choosing ABUNDANCE - I have more than enough in all aspects of my life with more on the way

move like you already have it all, your scarcity mindset is the only thing between you and the highest frequency version of yourself 

let’s get it 😘

our little subreddit hit a BIG milestone yesterday 🥹



1000 members!!! 

Small as far as subs go but something I’m celebrating nonetheless 

building on Reddit has been one of the most humbling experiences of my career 

when I stepped in to this role back in June, I really didn’t know what to expect 

(other than the unexpected)

my plan was to

1) work hard
2) be extremely self sufficient and resourceful (we are a small team and this matters!) 
3) surround myself with smart people
4) try not to completely blow it 

I’ll be the first to admit that I got off to a rocky start and really didn’t hit my stride for the first few months

frankly i was TERRIFIED of not getting offered a full time role

but, to my credit, i never let that fear hold me back from experimenting

And ultimately it has been that calculated risk taking behaviour that has helped me grow as an IC and gain a ton of confidence and momentum along the way 

I still have a long way to go 

but the fact that I’ve come this far in less than a year and that I’m having SO much fun doing what i do is something to be proud of 

SO YAY ME YAY CHANGE YAY GROWTH

PS come join our subreddit (r/UseApolloIo) because i can already taste 2k members and we’re doing a giveaway next week! 

PPS If you have questions about Reddit my DMs are always open ❤️

I started a Substack 3 days ago and I’m absolutely shocked 



Over 50 subscribers almost overnight 🥹

I am bullish on Substack in 2026 - there is authentic hunger for knowledge and connection

It’s giving LinkedIn in 2020 and I’m so happy to be building from scratch again!

RedditOS is my brand new newsletter, where I’ll be sharing what I’ve learned from building community and growing our subreddit to almost 1k members, increasing our LLM visibility, and mining important insights to drive product and content innovation 

If Reddit is on your roadmap for 2026, consider coming along for the ride - my second post drops this week!

Link to subscribe is in the comments 🦩

a couple months ago I was in an exceptionally weird place with LinkedIn 



i had built up a really solid audience of sales folks after spending most of my career in that arena 

but after pivoting to marketing I no longer had cold call stars or lessons from my pipeline to share 

my brand deals had dried up, engagement was low, and I generally just felt lost 

but then one day I decided to make a post about the work I was doing on Reddit

it’s pretty niche, but it’s important and I can count on one hand the number of folks who are going all in on this topic 

I think that first post got maybe 8 likes and like 200 impressions, but I kept going 

I made another post, and another 

and little by little people started paying attention, especially when I started sharing results from my program 

(Growing our subreddit to almost 1000 members, improving citation rates by +10% across key prompts, etc etc)

An important lesson: People need to see you show up consistently and passionately 

talk about something once, no one cares
talk about something a few times, they get curious 
talk about something every day, they start to care too 

im slowly finding my people in this new lane and building a reputation im proud of 

I have a brand deal in the works 🥹

and most importantly im building a skills MOAT for myself on this new path 

the best way to get others to believe in the work you’re doing is to first believe in yourself enough to share it ❤️

HAPPY SUNDAY

do you ever have days where you don’t feel funny enough, smart enough, or successful enough to be here?




Same. 

I haven’t bootstrapped a SaaS and scaled it to 10 million ARR 

I haven’t closed a 7 figure deal 

I haven’t built a n8n workflow to book you 9 meetings a minute and all you have to do is connect with me and comment SLYTHERIN to get it straight to your inbox 

I can’t teach you how to go viral (this post will probably get 3 likes and 78 impressions 😅)

I’m not in my third exit

I haven’t landed a big brand deal or gotten flown anywhere to speak at a conference (yet!!) 

I don’t wake up at 4:30am 

But you know what? Most people haven’t done any of these things either. 

I DO write all my own content!! 

I DO have a great work/life balance

I DO feel proud of myself most days for my ability to show up and share, especially as a mama of two with a full time job and a side hustle 

Remember LinkedIn, like all other social media apps, is a highlight reel. A lot of people use ghost writers. And a lot of people probably (sadly) lie or over embellish their accomplishments. 

Your best will always be enough.

❤️❤️❤️

PS if what does ARR actually stand for? Wrong answers only.

Eight months ago I didn’t know what LLM stood for and I barely used Reddit unless I was trying to buy a coffee maker 😂



Somewhere between then and now, I started posting about Reddit and AI visibility before I felt ready, mostly because I was curious and a little stubborn.

For a couple months there it felt like I was yelling into the void and I almost gave up on posting about this stuff more than once…

But little by little, things are changing! 

This week I got invited to speak on a podcast about modernizing community and Reddit strategy (thanks ♜ Arthur Castillo )  

I’ve also started getting tagged in posts about Reddit marketing experts (thank you Joe Jarred )    
and DMs asking for advice on this exact work.

(And YES I am open to consulting opps for B2B SaaS brands looking to get visible on Reddit!)

Turns out sharing before you feel ready is uncomfortable, but staying quiet when you’re onto something is worse.

If you’re sitting on a topic you care about and waiting for permission or more “time in seat,” this is your nudge.

💋

i tried posting this yesterday and it got ONE LIKE and less than 100 impressions 🫠🫠


But I’m gonna try again because my ego has recovered and this is important 😂

if you’re gonna start posting on behalf of your brand knowing what subreddits to start with is important 

this is my check list I use to figure out if a sub is worth my time 

I also wrote a full post about this on my substack 

It’s super tactical, no fluff

the link is in the comments because I truly have no idea if the algorithm is still punishing links in the body 😂

okay happy Saturday bye ❤️

Everyone keeps asking why Reddit “hates” brands.



I’m gonna hold your hand when I say this….

Reddit doesn’t hate brands, but if you show up like a pure play marketer you’re gonna get shown the door. 

Huge mistake I see a ton is brands doing the following: 

- they see a thread where someone is describing a pain they solve for 
- their ears perk up and they confidently march in with an explanation of how they can help 
- they promptly get downvoted 
- never to be seen again

This is exactly what I was doing 6 months ago, and it’s how I got banned from two key subs in our niche (oops)

Here’s a workflow I recommend instead:

- read the entire thread before touching your keyboard
- notice what people are actually confused about, not where you could sell
- answer the question like you’re another user who’s been burned before
- give the piece of information that would have saved you time
- stop before mentioning your product
- stop again
- then log off

If you have to reference your company, do it like a footnote, not a pitch.

Yes it’s counterintuitive. Yes it requires restraint. Yes you really need to operate this way. 

Most brands aren’t bad at Reddit….they are just writing like it’s LinkedIn and expecting a different result.

Stop trying to sound smart.
Stop trying to sound nice.
Answer the question and get out.

❤️❤️❤️

—————

Brianna is my name and Reddit for B2B SaaS is my game. Want more tips like this? Subscribe to RedditOS in the comment, my 12 week playbook is launching soon 👀

Lately I’ve been thinking a lot about the power of the pause.

When we’re operating from scarcity aka fear, urgency, desperation, our instinct is almost always to act. 

Send the message. 
Push the deal. 
Ship the thing. 
Say yes before we’ve actually thought it through.

In work, that has shown up for me in a lot of ways:

- forcing a deal over the line just to hit quota
- sticking with a strategy because “we’ve already invested so much”
- posting, pitching, or reacting instead of stepping back and reassessing

In life, it looks similar.

We choose motion over stillness. 
Familiar hell over unfamiliar heaven.

I’ve always been someone who keeps moving. I joke that if I were an animal, I’d be a shark…because sharks die if they stop swimming. 

Action has always felt like safety.

What I’m learning now is that constant motion isn’t the same thing as progress.

Sometimes the most strategic thing you can do is pause:

- pause before responding
- pause before committing
- pause long enough to feel the discomfort instead of outrunning it

That stillness creates clarity, and clarity leads to better decisions. 

I’m personally going through a big transition right now, and giving myself space physically and mentally has been unexpectedly powerful. 

Slowing down didn’t make things worse, it made them so much clearer.

Silence is a tool.
Stillness is data.
The pause is often where the truth shows up.

❤️❤️❤️

(Pic from my favorite place in the entire world aka Dallas Rd in Victoria)

Accidentally backed into a $135,000 insight last week 👀👀



Last week I was pulling together a report on our organic Reddit and AI visibility.

One topic we had been intentionally investing in stood out.

Based on where that content surfaced and the traffic value of those placements, the equivalent paid value came out to roughly $135,000 over a six-week sprint.

To be clear, this is not revenue.
It is not pipeline.
It is an equivalent ad value based on organic visibility and CPC benchmarks.

What changed my thinking was not the number necessarily but where that visibility was coming from.

This exposure came from existing buyer research behavior in Reddit, and from how those discussions continue to surface inside AI responses.

My takeaway:

Paid still matters. Obviously.
But earned channels can cover far more of the early intent and education layer than most teams give them credit for!! 

Paid should amplify and accelerate…it should NOT do all the heavy lifting by itself.

If you are ignoring Reddit because it feels messy or unmeasurable, you are probably missing demand that is already there.

Time to start paying attention? 👀
————-
If your B2B SaaS brand is in dire need of some guidance on how to get started on Reddit & what to measure, my DMs are open 💋

Most CMOs think Reddit is a brand risk.



But….do you know what’s a bigger risk???

Reddit is already teaching AI how to talk about their brand, using threads they’ve never seen and didn’t write 👀

I just published my second RedditOS post on why Reddit deserves executive attention in 2026, and what actually changes once you look at it through AI citations instead of engagement metrics.

Link in the comments 🪽

The most influential thing about your brand might be a random Reddit comment from 2021 that you have never seen and definitely did not approve



…..Ask me how I know 😂

Once I started paying attention to how ChatGPT, Google AI Overviews, and Perplexity actually answer brand and category questions…kaboom

They pull from Reddit constantly, and not from the posts or comments you would expect. 

Hint: not the viral ones or overly the polished ones. 

Which is….mildly horrifying if you work in brand or growth.

This week’s RedditOS post is about why “just lurk first” didn’t actually teach me anything useful, what I had to start watching instead, and how that shift changed how our brand shows up in AI answers.

If Reddit still feels like a side quest, this might ruin your day a little. In a good way tho. 

LINK IN THE COMMENTS ❤️❤️

reddit tip of the day👀

if you want to see how AI is actually learning your category, don’t search your brand name.

search the generic comparison questions buyers ask

“best X for Y”
“X vs Y”
“alternatives to Z”

then look at which Reddit threads keep showing up as sources.

that’s the version of the market the models are being trained on whether you like it or not 💋

———-
New edition of RedditOS, the (probably) only dedicated Reddit for B2B SaaS newsletter on Substack is dropping (probably) tomorrow - link to subscribe in the comments baybeeeee

reddit punished the exact instincts that made me good at sales



when I was a seller I just wanted to go FAST

answer prospects questions fast
answer inbound inquiries fast
get Docusign’s out FAST

because, to quote the great Ricky Bobby, “if you ain’t first you’re last”!!! 

well, on Reddit fast is not always rewarded
Sometimes it’s the exact opposite 

showing up too quickly, especially as a brand, costs you credibility before you ever earn it

that lesson came with bans, downvotes, and a very real ego check

but it also forced me to stop improvising and actually learn how reddit decides who to trust

This week’s version of RedditOS breakS down why speed on Reddit can backfire and why “just lurk first” is incomplete advice

LINK IN THE COMMENTS! 

PS next week we get into the real meat and potatoes and the tactical system I’m using, so SMASH that subscribe button so you don’t miss it!!

Incredible opportunity to join our team 😭❤️ I’ve been close to our influencer program and we are building something REALLY special. 

if you think you’d be a great fit for this role or know someone who would be, slide into my DMs

Director of Social & Community @ Apollo.io | Ex-Shopify

Back with big news: I am hiring again 🥳 

I'm looking for a Senior Influencer Marketing Manager: someone who knows how to combine great relationship building with creative storytelling to develop and lead the best creator ecosystem in GTM. You’ll build credibility, community, and pipeline, and continue to turn creator marketing into a meaningful growth lever for Apollo. 

We're already working with some of the best founders and GTM operators on the planet, like Morgan, Timothy, Elana, Sheriff, Manthan, Zack (and more). 

This role is ideal for someone who is creatively bold, can think like a strategist, operate like a owner, and wants to build with me from the ground up. 

JD's in the comments below + tag your reccos/referrals 👀

taplio

The Battle

Marco De Paulis

Brianna Chapman

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The Battle

Marco De Paulis

Brianna Chapman

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Brianna Chapman's LinkedIn Performance

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