Work

The Linux Foundation operates 50+ sub-foundations under a single martech stack — one HubSpot instance managing 4.7M contacts, 900+ audience segments, 800+ forms, and campaign execution across 13 brands.

Fragmented systems and inconsistent processes across teams created data quality issues, duplicate workflows, and an inability to scale campaign execution without manual intervention at every step.

Designed and implemented a unified HubSpot + Salesforce architecture with standardized workflows, lifecycle stages, and data governance. Audited 800+ forms for compliance. Built segmentation and attribution systems that could operate across all brands without customization.

• →Scalable campaign execution across 1,000+ projects
• →Data consistency restored across 4.7M contacts and 13 brands
• →Governance system live post-tenure — built to survive team transitions
• →500+ forms audited and classified

CNCF had no formal membership acquisition motion. No pipeline, no nurture system, and no defined ICP. Revenue from membership was $0.

Without a structured acquisition system, the foundation relied on inbound interest and manual outreach — impossible to scale and impossible to forecast.

Designed a full acquisition system from scratch: ICP and persona segmentation, pipeline forecasting model, nurture architecture with 100 email sequences, and reporting dashboards for leadership visibility. Coordinated across sales, marketing, and product teams.

• →$71K revenue generated from $0 baseline
• →62.5% pipeline win rate
• →Org-wide adoption of the acquisition framework
• →Repeatable playbook still in use post-launch

SOCi operated across multiple product lines with disconnected customer data, inconsistent lifecycle definitions, and no unified segmentation strategy — making it impossible to personalize at scale.

Marketing and sales were working from different data models. Lifecycle stages were undefined or inconsistently applied, creating signal noise and preventing accurate forecasting or targeted engagement.

Rebuilt the segmentation architecture and defined unified lifecycle stages across all product lines. Created audience models based on product usage, firmographic data, and behavioral signals. Built reporting infrastructure that aligned marketing and sales on a single source of truth.

• →Unified lifecycle model adopted across marketing and sales
• →Segmentation accuracy improved — reduced audience overlap and duplicate sends
• →Enabled personalized campaign execution at scale across 500+ enterprise accounts
• →Attribution clarity improved quarter-over-quarter