Growth Marketing & Demand Generation Leader

Sergiy Solonenko

I scale paid acquisition and pipeline from five-figure tests to enterprise budgets — 12+ years turning media spend into revenue across B2B SaaS, e-commerce, fintech, and hospitality.

Growth Marketing Demand Generation ABM Strategy Performance Marketing Google Marketing Platform AI-Native GTM Full-Funnel Team Leadership
Let's Connect See My Work
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Incremental Revenue at 50X ROAS — Yankee Candle

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ABM Program Revenue — Brainlabs

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MQL Growth — Edelman Financial

TRACK RECORD

Results That Speak for Themselves

Every engagement has produced measurable, outsized results. Here's a snapshot of the impact I've delivered across my career.

50X

ROAS on Black Friday

At Yankee Candle, deploying $200K in incremental budget across Meta and search — $10M in additional revenue

20X

ROAS on ~$30K Spend

At Couples Resort, across Meta, YouTube, Google, and Bing — plus $400K in incremental revenue YoY

29%

MQL-to-SQL Conversion

At Edelman Financial, up from 20% — with 2.5X more MQLs from Performance Max

$400–500K

Monthly ABM Revenue

At Brainlabs, from a full-funnel ABM program spanning LinkedIn, Meta, and SA360

+$300K

Monthly Incremental Revenue

At Rocky Mountaineer, migrating branded campaigns from tCPA to tROAS with uncapped budgets

10%

QoQ MQL Growth

At Satmetrix (NICE), through shared-budget portfolio bidding and improved target CPAs

Interested in what I can bring to your team?

Let's Connect

ABOUT ME

Hi, I'm Sergiy

I'm a data-informed, growth-marketing-focused digital marketing leader.

Data is at the heart of every marketing decision today, and brands can no longer rely on gut decisions to sustain and fuel growth. In today's highly competitive digital landscape, growth-focused tech brands aiming to thrive in a digital economy can no longer rely on strategic or customer-centric thinking alone.

Today's highly volatile markets, quickly shifting brand priorities, and a lack of digitally savvy marketing teams make it ever so difficult to sustain brand ethos and continuously fuel growth in almost any industry.

This is why agile, visionary leadership — paired with a focus on innovative, data-backed customer experience — has to become a new focus for brands that want lasting growth for years to come. I believe most brands have yet to pivot their thinking in this direction and embrace the AI-powered tech that's already disrupting markets on a global scale.

It's for these reasons that I built my personal brand around these crucial marketing conversations. That shift has let me chart a precise, strategically tactical path consulting thriving brands in a challenging, digital-first economy.

INDUSTRY EXPERTISE

Verticals & Buyer Personas

I've scaled paid acquisition and demand programs for complex B2B and DTC buyers across industries, aligning bidding strategy and channel mix to how each vertical actually converts.

Industry Verticals

01
B2B SaaS & Enterprise Tech

SurveyMonkey, Masterclass, Satmetrix (NICE)

02
Financial Services

Edelman Financial, Capital One

03
Insurance

Intact Insurance

04
Hospitality & Travel

Rocky Mountaineer, Couples Resort

05
E-Commerce & DTC

Yankee Candle, SkipHop, Kalamazoo

06
Industrial / B2B Manufacturing

Vicor Power

Target Buyer Personas

01
CMOs & VPs of Marketing

Budget strategy and channel mix decisions

02
Revenue & RevOps Leaders

Attribution, forecasting, and pipeline health

03
CFOs & Finance Leaders

Budget-to-revenue and ROI accountability

04
Sales Leadership

SDR/BDR alignment and MQL/MQA handoff

05
C-Suite & Executive Stakeholders

Board-level and quarterly performance reporting

06
Portfolio CEOs & Investors

PE-backed growth and multi-brand consolidation

CAREER EXPERIENCE

Over a Decade of Escalating Impact

From managing SMB accounts to leading global ABM programs, each role has expanded my scope and deepened my expertise in turning media spend into pipeline and revenue.

Google

Platforms Sales Engineer

Google Marketing Platform | Big Tech

Feb 2025 – Present Canada
  • Lead discovery sessions with C-level stakeholders at SMB and Fortune 500 advertisers, mapping business and measurement challenges to Google Marketing Platform solutions (SA360, DV360, CM360, GA4)
  • Design full-funnel solution architectures connecting media activity to pipeline and revenue outcomes: data integration, audience activation, and conversion tracking
  • Translate complex advertiser use cases into actionable media strategies with gTech, product specialists, and engineering teams
  • Enable internal sales teams with GMP maturity frameworks and technical pitch support to accelerate multi-product adoption
Full-Funnel Architecture GMP Expertise C-Level Discovery

Brainlabs

SA360 – ABM Growth & Demand Gen Team Lead

B2B SaaS, Enterprise Tech | Agency

Dec 2022 – Feb 2025 Remote, Canada
  • Led consultative onboarding onto 6sense, then designed and launched a full-funnel ABM program across LinkedIn, Meta, and SA360 (search, display, PMax, YouTube), driving $400–500K/month in program-attributed revenue
  • Designed 1:1 go-to-market motions for top strategic accounts — deep account research, personalized content, executive briefings — in direct partnership with sales
  • Built niche academic ABM targeting via ResearchGate, reaching professors and departments within target universities
  • Integrated HubSpot with 6sense to unify MQL/MQA reporting; shifted sales' focus from lead volume to buying-committee engagement
  • Edelman Financial: lifted MQL-to-SQL conversion from 20% to 29% through LTV bidding, tROAS adoption, and a full campaign restructure; layered in Performance Max to drive 2.5X more MQLs
  • Masterclass: migrated campaigns from BMM to phrase match with portfolio bidding, improving conversion rates by 35%
$400–500K/mo ABM Revenue 29% MQL→SQL 2.5X MQL Growth 35% CVR Lift

Cardinal Path (Merkle | Dentsu)

Senior Growth Marketing Consultant

Multi-Industry | Agency

Dec 2020 – Dec 2022 Remote, Canada
  • Rocky Mountaineer: migrated branded campaigns from tCPA to tROAS with uncapped budgets, adding $300K/month in incremental revenue while exceeding ROAS targets
  • Couples Resort: drove 20X ROAS on ~$30K spend across Meta, YouTube, Google, and Bing; cross-channel budget reallocation added $400K in incremental revenue YoY
  • Intimate apparel brand ($100M+ revenue): managed the SA360 program; optimization and bid strategies unlocked $450K/month in incremental revenue
  • Satmetrix (NICE): grew MQLs 10% quarter over quarter through shared-budget portfolio bidding and improved target CPAs
  • Ran GMP tech-maturity audits and designed end-to-end measurement for enterprise brands; managed $50K–$200K/month performance budgets
+$300K/mo Revenue 20X ROAS 10% QoQ MQL Growth

Cardinal Path (Merkle | Dentsu)

Growth Marketing Consultant

Multi-Industry | Agency

Apr 2017 – Dec 2020 Remote, Canada
  • Yankee Candle: deployed $200K in incremental Black Friday budget across Meta and search at 50X ROAS, generating $10M in additional revenue
  • Kalamazoo: hit a $5 CPA on Meta catalogue downloads at $5K/month, then scaled to $25K/month driving $1.5M+/year in digitally attributed revenue
  • Vicor Power: cut search CPA by 40% through campaign restructuring and bid strategy optimization
  • Consulted for Google's CMO Academy on the Google Marketing Platform
  • Managed $50K–$200K/month media budgets for SMB, enterprise, and Fortune 1000 clients across tech, e-commerce, education, hospitality, and B2B SaaS
$10M Revenue at 50X ROAS 40% CPA Reduction Fortune 1000 Clients

DFO Global Performance Commerce

Demand Generation Manager

E-Commerce, B2B SaaS

Jun 2016 – Mar 2017 Canada
  • SkipHop (acquired for $100M): managed paid media across Google, Bing, and Meta; delivered 15X ROAS on Meta shopping, 5X on Google Shopping, 4X on search — digital drove 15% of total revenue
  • Designed and executed user acquisition campaigns for B2B SaaS clients to grow MRR and reduce churn
  • Delivered executive and board-level reporting aligning media performance to business KPIs
15X ROAS Board-Level Reporting

Pedestal Search

Digital Account Manager

Agency

May 2015 – Jun 2016 Canada
  • Managed 10+ SEO/SEM accounts and mentored a team of two
  • Ran $10K+/month budgets across Google Ads, Microsoft Ads, Facebook, and LinkedIn with landing page A/B testing and geo-targeted optimization
Team of 2 10+ Accounts

Earlier Roles

Outreach Media — Digital Account Manager (2014–2015)  •  Technavio — Inbound Marketing Specialist (2013–2014)

2013 – 2015

CORE SKILLS

Areas of Expertise

Deep, hands-on fluency across the modern performance and demand generation stack — from platform mechanics to AI-native workflows.

Performance Marketing Bidding Strategy Google Marketing Platform ABM & Intent Data AI-Native GTM SEO / GEO / AEO Measurement & Attribution Landing Page CRO HubSpot

Performance Marketing

Search, Shopping, Paid Social, and Video across Google, Meta, LinkedIn, and Microsoft Ads

Bidding Strategy

tROAS, tCPA, LTV, and portfolio & budget bid strategies tuned to business economics

Google Marketing Platform

SA360, DV360, CM360, and GA4 — from campaign build to enterprise measurement architecture

ABM & Pipeline

6sense, RollWorks, intent data, and MQL/SQL funnel optimization tied to buying-committee engagement

AI-Native GTM

Clay enrichment and workflow automation, plus Claude Code-built apps and dashboards that automate reporting

SEO / GEO / AEO

Organic and answer-engine optimization, with AI brand-mention tracking for the generative search era

Measurement & Attribution

Multi-touch attribution, GA4 revenue tracking, and Adobe Floodlight measurement integration

Landing Page CRO

A/B testing and geo-targeted optimization that consistently lifts conversion rate

HubSpot & MarTech

MQL/MQA reporting integration and lifecycle alignment between marketing and sales

Certifications

T2D3 B2B SaaS Marketing Certification

HubSpot Certifications

Education

BSc (Honours), Biological Science, Psychology Minor — University of Guelph

Graduated with Distinction

Languages

English, Ukrainian, Russian (native)

Spanish (beginner)

KPI FRAMEWORK

The Metrics I Live By

I don't just report metrics — I build the dashboards, bidding structures, and attribution models that give executives confidence in what marketing spend is actually producing.

Efficiency & ROI

  • ROAS / tROAS
  • CPA / tCPA
  • Cost Per Lead (CPL)
  • Budget Utilization

Pipeline & Revenue

  • MQL-to-SQL Conversion
  • Program-Attributed Revenue
  • Incremental Revenue
  • Customer LTV

Channel Performance

  • Conversion Rate by Channel
  • Quality Score
  • Impression / Search Lost IS
  • Landing Page CVR

Growth & Scale

  • YoY Revenue / Traffic Growth
  • QoQ MQL Growth
  • ABM Account Penetration
  • Account Consolidation Efficiency

GET TO KNOW ME

A Quick Intro, In My Own Words

People tend to ask for this — so here's a short video introduction alongside the resume.

Video intro — coming soon

WORKING STYLE

How I Show Up on a Team

Sample data below — swap in your real assessment results (DISC, Predictive Index, CliftonStrengths, etc.) once you have them.

Drive & Initiative90%
Analytical Thinking95%
Collaboration85%
Adaptability88%
Communication92%

THOUGHT LEADERSHIP

My Frameworks

Draft frameworks based on patterns from my campaign work — review and rewrite these in your own words before this goes live; they should reflect how you actually think, not a first guess.

Most accounts try to jump straight to ABM or LTV bidding before they've earned the signal to make it work. I sequence budget from broad intent capture (search, shopping) to layered retargeting, then to 1:1 ABM and LTV-based bidding — each stage funding the data the next stage needs.

When ROAS plateaus, the instinct is to cut budget. Instead I restructure — segment by intent and value, rebuild bid strategy around a tighter ICP, and reallocate rather than shrink. That's what took Vicor Power's CPA down 40% and unlocked $450K/month for the apparel portfolio client.

You can't run LTV bidding across 14 disconnected ad accounts — the algorithm never sees enough signal in any one place. Consolidating SurveyMonkey's accounts from 14 to 1 is what made dynamic value bidding possible at all; the tech only works once the data is unified.

Clay handles enrichment and workflow automation I'd otherwise pay a full-time analyst to do manually; Claude Code builds the dashboards that used to take a week of spreadsheet work. The teams that win with AI treat it as headcount, with real ownership over a task — not a demo.

Before I trust a dashboard, I trace one conversion by hand through the full stack — GA4, Floodlight, CRM — end to end. If I can't reconstruct the credit assignment manually, executives shouldn't be making budget calls off it either.

MY PLAYBOOK

The First 90 Days

Draft structure below — edit to match how you actually ramp at a new organization before publishing. When I join a new team, I aim to deliver value fast while building for long-term, predictable growth.

DAYS 1–30

Listen, Learn & Audit

  • ✓Audit account structure, bidding strategies, and budget allocation across all channels
  • ✓Meet with sales, RevOps, and leadership to map current attribution and pipeline definitions
  • ✓Review historical performance data to identify quick, high-confidence wins
  • ✓Map the tech stack (GMP, HubSpot, ABM/intent tools) and flag measurement gaps
DAYS 31–60

Build the System

  • ✓Consolidate fragmented ad accounts and implement portfolio/LTV bidding where missing
  • ✓Stand up or refine attribution and reporting dashboards
  • ✓Launch quick-win campaigns targeting the highest-intent segments
  • ✓Align marketing and sales on lead scoring, SLAs, and handoff process
DAYS 61–90

Scale & Optimize

  • ✓Roll out full-funnel programs across paid, ABM, and organic
  • ✓Present first executive readout tying spend to pipeline and revenue
  • ✓Double down on top-performing channels; restructure underperformers
  • ✓Set 6- and 12-month pipeline/ROAS targets with clear accountability

WHAT I'M LOOKING FOR

The Right Environment

Draft criteria below — replace with what's actually true for you before publishing.

Growth-Stage / Scaling Budgets

I thrive where budgets are growing and the systems to manage them — attribution, bidding strategy, reporting — still need to be built or sharpened.

Data-Backed Decision Making

I want a team that trusts measurement over gut calls, and is willing to invest in the tracking it takes to get there.

Cross-Functional Partnership

Real partnership between marketing, sales, and RevOps — not marketing operating in a silo, disconnected from pipeline outcomes.

AI-Forward Culture

Teams open to adopting AI-native workflows — Clay, Claude Code, automation — as core infrastructure, not a side experiment.

Ownership Over Budget

Real accountability for how six- and seven-figure budgets get allocated, not just execution of someone else's media plan.

Long-Term Systems Thinking

Leadership that measures success over quarters of compounding results, not a single campaign's numbers.

Where I'm Not the Right Fit

  • Organizations expecting overnight results without investing in measurement infrastructure
  • Teams that treat marketing as a pure lead-volume factory, disconnected from pipeline quality
  • Cultures where sales and marketing don't share a common definition of a qualified lead
  • Environments relying on manual, one-off reporting instead of building repeatable systems

Let's Build Your Next Growth Engine

I'm open to my next leadership opportunity where I can turn media spend into predictable pipeline and revenue. If you're building something ambitious, let's talk.

sergiy.solonenko@me.com Connect on LinkedIn Download Resume
Canada — Remote Open to New Opportunities