- Machu Picchu, Peru

Campaigns & Demand Generation Systems

Designing and executing B2B marketing campaigns that connect targeting, messaging, and sales execution into measurable pipeline growth.

DEMAND GENERATION SYSTEM.

My focus is building structured demand generation systems that align marketing and sales across multiple channels, turning engagement into qualified opportunities and revenue impact.

Target Accounts & Segmentation

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Insight & Messaging

01.
Account & Audience Targeting

High-value segments and accounts identified using intent signals, hiring activity, and market fit data.

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Multi-Channel Activation

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02.
Insight-Led Messaging

Campaign narratives built on real commercial and operational challenges within each target sector.

Engagement & Intent Tracking

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Multi-Channel Activation

03.
Multi-Channel Execution

Email, SDR outreach, content, LinkedIn, and events coordinated into unified campaign systems.

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Pipeline & Revenue

04.
Sales Alignment

Marketing activity directly supports outbound activity, pipeline progression, and conversion.

Salary Survey Campaigns

(Oscar Recruitment, U.S. Market)

This campaign started with a simple goal: to give people clear, trustworthy data about salaries in their industry. We used that insight to build a system that combined valuable content with automated lead capture, creating one of the most effective demand generation tools across the U.S. market.

  • We noticed a clear pattern. Every time we shared salary insights, engagement spiked. People weren’t just curious; they were looking for transparency. Post-pandemic hiring was messy, and both clients and candidates wanted clarity on what “competitive” really meant.

  • I designed a quarterly salary report campaign that turned those insights into a lead generation system. Each release was timed around key shifts in the tech, renewables, and life sciences markets. Using Force24, I built a complete workflow that sent personalized emails, tracked interactions, and routed leads automatically. If someone filled out a form saying they were looking to hire, the data went straight to the right consultant. If they were job hunting, they entered a tailored follow-up sequence.

    To keep conversations active, I layered in re-engagement emails for past contacts and introduced lead scoring to highlight warm prospects for consultants.

  • What started as a downloadable report became a full customer journey. Consultants began treating each campaign as a reliable source of qualified leads. The collaboration between marketing and sales became faster, smoother, and more measurable.

  • The reports became one of Oscar’s most consistent lead sources and helped position the brand as a data-driven authority in its markets. The campaigns also created a predictable quarterly rhythm for lead generation that supported every U.S. office and team.

download full report

  • In Manchester, I noticed that many tech professionals wanted genuine connection, not transactional networking. Partnering with one of our consultants, we launched a MeetUp community where people could share insights, find opportunities, and talk about real challenges in their fields.

  • The community quickly grew to more than 4,000 members. As restrictions lifted after COVID, we saw that people wanted in-person connection again. We started hosting twelve events a year across the UK, each built around open discussion and collaboration. Every event was supported by marketing campaigns to grow the group, drive attendance, and re-engage past clients and candidates.

    When I moved to the United States, I launched new SocialCode events in Austin and Tampa to connect local tech communities. To expand the concept further, I created The SocialCode × Podcast, a free in-person podcast series where consultants invited thought leaders from their sectors. I handled the filming, editing, teasers, and distribution on YouTube.

  • The project evolved from an online group into a full ecosystem of community, events, and content. It became one of Oscar Tech’s most effective ways to generate leads, strengthen brand awareness, and help consultants build credibility within their networks.

  • The SocialCode positioned Oscar Tech as an active member of the tech community rather than just a recruiter in it. It gave the brand a human voice, created lasting connections, and showed how genuine storytelling and collaboration can drive growth more effectively than traditional outreach.

The SocialCode

Tech Community and Podcast Series

(Oscar Recruitment, U.K. & U.S. Markets)

The SocialCode began as a simple idea: help people in tech connect on a human level. What started as a small online group grew into a thriving community, a nationwide events series, and eventually a podcast platform that reshaped how Oscar engaged with its audience.

  • When I joined Oscar, there was no clear structure for social impact. Individual offices supported causes ad hoc, but there was no unified brand or measurable direction. I saw an opportunity to create something that tied together our culture, our people, and our wider mission.

  • I developed and launched the Oscar Foundation as a company-wide initiative aligned with the UN Sustainable Development Goals. The goal was to make social responsibility part of the brand’s DNA, not a side project.

    We organised three to four charitable and community-led events each year, involving everything from fundraising challenges to local volunteering. I built the visual identity, messaging, and internal rollout materials to help every office get involved.

  • The Foundation created a clear framework for how the business engaged with social impact. It gave staff a sense of ownership and created more internal collaboration between departments. It also became a key part of our employer brand story, helping Oscar win a “Highly Commended” recognition in the Best Employer Brand category at The Global Recruiter Awards.

  • The initiative strengthened our brand reputation and made our culture visible to both clients and candidates. It helped recruitment feel more human and purpose-driven, and it showed how marketing can drive culture as much as revenue.

The Oscar Foundation

Social Impact and Brand Alignment

(Oscar Recruitment, U.K. & U.S. Markets)

The Oscar Foundation was built to connect our company’s growth with a genuine sense of purpose. It gave consultants a way to give back, strengthened our employer brand, and turned internal values into real-world action.