Sal Avelar

Klick

Senior Marketing Strategist

Lightster

Head of Growth

Bringing product teams and customers together with customer interviews on-demand. 

Sign-up for early access at https://www.lightster.co

Fractional CMO

UofT Hatchery

Mentor

Voxqube

Strategic Growth Advisor

1000ml

NexJ Systems

Sr. Director, Growth Marketing & Demand Generation

Sun Life Financial

Director, Growth Marketing & Loyalty

Canon Canada

Growth Marketing & Demand Generation Manager

TritonWear

Marketing Manager

Compuware

Digital Marketing Manager

I am a marketer and entrepreneur with years of experience in building businesses. I love helping others achieve their goals and I believe that innovation and disruption are key to success in modern marketing.

My motivation comes from empowering others. It brings me great satisfaction to see businesses grow and thrive under my guidance. I truly believe that everyone has the potential to achieve greatness and I always strive to bring out the best in them.

My mantra is simple: passion, drive, and a hunger for success are essential for excellence. With these values at my core, I approach every project and challenge with enthusiasm and dedication.

Centric Software

Demand Generation & Growth Marketing Consultant

Monday Girl

Social Club Member

ThinkData Works

✦ Developed GTM plan with Sales and Marketing leadership, including multi-channel marketing campaigns
✦ Drove 167% QoQ increase in sales opportunities
✦ Launched a virtual event program resulting in a 96% YoY increase in event leads
✦ Launched a free-trial program in 3 weeks, collaborating across Product, Engineering, Sales, and Marketing teams
✦ Enabled BD and Sales teams to book over 180 discovery calls, a 717% increase YoY 
✦ Implemented new lead and account scoring structure, resulting in 300% increase in MQL quality YoY
✦ Owned and managed 80% of the Marketing budget, including vendor sourcing, contract negotiation, financial reporting

Senior Manager, Demand Generation

✦ Successfully launched new solutions into 3 new verticals globally (Americas, APAC and EMEA), in 4 languages.
✦ Led a team with 4 global marketers, focused on campaigns, content, enterprise accounts, and sales enablement.
✦ Directly influenced $4M+ in new sales opportunities through global GTM campaigns and corporate demand generation activities (email nurturing, PPC, social, media advertising, and events).
✦ Liaise with the Sales team to deliver enablement activities (outreach emails, targeted campaigns, content support).
✦ Managed a team of 5 marketing researchers to deliver market trends and maintain database health.
✦ Launched new digital processes globally, including new scoring and grading models customized by vertical.

Senior Global Demand Generation Manager

Global Digital Marketing Acquisition Manager

Rangle.io

✦ Developed a multi-channel demand gen strategy in partnership with Sales and Marketing leadership
✦ Partnered with SMEs and Sales leadership to develop personas and drive integrated campaigns
✦ Increased newsletter open rates by 5% through A/B test and re-engagement campaigns
✦ Increased web traffic by 30% as well as pages per session by 55% (1.71 to 2.64) in 6 months
✦ Supported production and managed the launch campaign of the What’s Your (R)angle podcast
✦ Implemented a new lead qualification process to increase efficiency and streamline reporting

Demand Generation Manager

Aptean

✦ Managed all marketing programs, with a goal of creating 60% of a $2M sales pipeline quarterly goal
✦ Supported sales in creating 15 new opportunities per quarter with an average of $125k per opportunity
✦ Beat conversion target by 27%, with a monthly average of 42% conversion from marketing qualified leads to sales accepted leads
✦ Reduced manual processing time by 50% by implementing a new automated lead qualification process
✦ Drove 15% increase in web traffic by producing five video customer testimonials and two customer case studies
✦ Established Account-Based Marketing strategies in partnership with the sales team
✦ Generated over 500 net new leads from content syndication projects
✦ Developed content plan to support marketing programs aligned with team goals
✦ Created nurture campaigns aligned to buyer personas

Marketing Programs Manager

RLDatix

✦ Managed all global demand generation activities, including multi-channel campaigns
✦ Drove a 500% YoY increase in sales demos, with 150% ROI from marketing spend
✦ Delivered a 60% increase in web engagement with the distribution of persona-segmented communications
✦ Increased 90%+ engagement and content downloads by implementing a new resource center
✦ Influenced $1M+ in opportunities from webinar series featuring clients, industry leaders, and product specialists
✦ Managed all martech platforms, focusing on system integration and process improvement
✦ Managed global trade show presence with up to 70 events a year

Marketing Programs Specialist

Marketing and Events Specialist

Toastmasters International

Responsible for leading the planning and execution of the Toastmasters International Area 64 Speech Contest, featuring the International Speech Contest and Evaluation Contest. 

The event was organized following the Toastmasters International Organization standards and rules.

Event Coordinator

PadWorx Digital Media Inc

A project in partnership with Humber College to launch mobile apps. 

Planned marketing activities, working closely with the team for strategy development. 

Coordinated on campus marketing experience to promote the app in a setting where the target market could fully experience its features.

Marketing Specialist Intern

Ceará State Government, Brazil

Contributed to two Ceara State Government organizations, promoting entrepreneurship and public education.

State Government department responsible for promoting entrepreneurship among citizens. Led ad campaigns and design projects. Mediated communications with graphic and PR professionals. Developed Advertising campaigns for Community Entrepreneurship Seminars. Managed and designed and 2012 Annual Report.

Ceara State Government organization to mobilize education leaders to build and advocate for a better public education. Planned and executed two bi-annual seminars, with over 300 attendees each. Supported the planning and execution of monthly events with education leaders. Managed and developed institutional communication (website, social media, emails, ads, PR). Represented the organization in government meetings that involved the community and media representatives.

Marketing and Communications Coordinator

Hi there! 👋 I'm Fernanda, a growth marketing leader based in Toronto. I love finding creative strategies to drive revenue for businesses.

Over the years, I've had the chance to lead demand gen teams and launch global go-to-market campaigns for new products and markets. From dreaming up integrated campaigns that educate and nurture leads, to optimizing martech stacks and enabling sales teams – I've done it all.

✨ Go-to-market strategies, demand generation campaigns, email marketing, sales enablement, and marketing automation & operations are some of the marketing areas I'm strongest. ✨

In my free time, you'll find me out for a walk with my dog, planning my next trip, or geeking out about dance, animation, podcasts, and stationery.

Looking forward to connecting! ☕

taplio

The Battle

Sal Avelar

Fernanda Sobreira

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