Growth Marketing · Demand Generation · ABM

I turn media spend into predictable pipeline and revenue

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.

Sergiy Solonenko · Platforms Sales Engineer at Google · Canada — Remote

Let's connect See my work
$10M incremental revenue at 50X ROAS
20% → 29% MQL-to-SQL at Edelman Financial
$10M

incremental revenue at 50X ROAS

Yankee Candle

$200K in incremental Black Friday budget across Meta and search, returning 50X.

$500K/mo

ABM program-attributed revenue

Brainlabs

$400–500K/month from a full-funnel ABM program across LinkedIn, Meta, and SA360.

2.5X

more MQLs with Performance Max

Edelman Financial

LTV bidding, tROAS, and a full restructure lifted MQL-to-SQL from 20% to 29%.

20X

ROAS on ~$30K spend

Couples Resort

Meta, YouTube, Google, and Bing — plus $400K in incremental revenue YoY.

Hover or tap a card to flip it. ROAS means return on ad spend.

Brands & teams I've driven growth for

GoogleBrainlabsMerkle | DentsuYankee CandleSurveyMonkeyMasterclassEdelman FinancialCapital OneRocky MountaineerIntact InsuranceSkipHopCouples Resort

01 · 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

Yankee Candle

How

Deployed $200K in incremental budget across Meta and search — $10M in additional revenue.

20X

ROAS on ~$30K spend

Couples Resort

How

Across Meta, YouTube, Google, and Bing — plus $400K in incremental revenue YoY.

29%

MQL-to-SQL conversion

Edelman Financial

How

Up from 20% — with 2.5X more MQLs from Performance Max.

$400–500K

Monthly ABM revenue

Brainlabs

How

A full-funnel ABM program spanning LinkedIn, Meta, and SA360.

+$300K

Monthly incremental revenue

Rocky Mountaineer

How

Migrated branded campaigns from tCPA to tROAS with uncapped budgets.

10%

QoQ MQL growth

Satmetrix (NICE)

How

Shared-budget portfolio bidding and improved target CPAs.

50X

Peak ROAS — roughly $50 back for every $1 of Black Friday budget at Yankee Candle.

12+ yrs

Turning media spend into revenue. Interested in what I can bring to your team?

02 · About me

Hi, I'm Sergiy

I'm an AI-enabled growth marketing leader who builds the systems that turn media spend into pipeline. 12+ years, the full Google Marketing Platform stack, and every major platform shift in between.

I've run paid media on the agency side at Cardinal Path (Merkle | Dentsu) and Brainlabs, and today I work on the platform side at Google. So I know SA360, DV360, CM360, and GA4 as one measurement architecture, not a list of tools in a media plan — and I know exactly where it breaks when the data isn't connected.

I've also been through the changes that reshaped performance marketing: Universal Analytics giving way to GA4, broad match modifier disappearing, the move from tCPA to value-based and LTV bidding, Performance Max, and privacy changes that cut into platform signal. Each one rewarded the teams that rebuilt their structure and tracking early, and punished the ones that waited.

The next shift is already here, and I work inside it. Clay handles enrichment and workflow automation, and I build reporting apps and dashboards with Claude Code that used to take a week of spreadsheet work. The point isn't more tools — it's fewer manual steps between a dollar spent and a revenue decision.

What hasn't changed is the discipline underneath: clean data, honest attribution, and bidding tied to real business value. That's what lifted Edelman Financial's MQL-to-SQL rate from 20% to 29%, and turned $200K of Yankee Candle's Black Friday budget into $10M.

03 · 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

04 · Career experience

Over a decade of predictable B2B growth

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.

Feb 2025 – Present · Canada

Google

Platforms Sales Engineer

Google Marketing Platform | Big Tech

  • 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 ArchitectureGMP ExpertiseC-Level Discovery
Dec 2022 – Aug 2024 · Remote, Canada

Brainlabs

SA360 – ABM Growth & Demand Gen Team Lead

B2B SaaS, Enterprise Tech | Agency

  • 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 Revenue29% MQL→SQL2.5X MQL Growth35% CVR Lift
Dec 2020 – Dec 2022 · Remote, Canada

Cardinal Path (Merkle | Dentsu)

Senior Growth Marketing Consultant

Multi-Industry | Agency

  • 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 Revenue20X ROAS10% QoQ MQL Growth
Apr 2017 – Dec 2020 · Remote, Canada

Cardinal Path (Merkle | Dentsu)

Growth Marketing Consultant

Multi-Industry | Agency

  • 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 ROAS40% CPA ReductionFortune 1000 Clients
Jun 2016 – Mar 2017 · Canada

DFO Global Performance Commerce

Demand Generation Manager

E-Commerce, B2B SaaS

  • 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 ROASBoard-Level Reporting
May 2015 – Jun 2016 · Canada

Pedestal Search

Digital Account Manager

Agency

  • 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 210+ Accounts
2013 – 2015

Earlier roles

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

05 · 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

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)

06 · 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

Working style

How I show up on a team

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

07 · Thought leadership

My frameworks

“Budget doesn't buy pipeline — it buys signal.”

The spend-to-signal ladder

SearchShopping
Intent captureBroad, high-intent demand
Layered retargetingSignal compounds
1:1 ABM & LTV biddingEarned, not jumped to

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.

08 · My playbook

The first 90 days

Listen first, build the system, then scale what works.

1 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
2 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
3 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

09 · What I'm looking for

The right environment

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 unblock your growth potential and build a predictable pipeline.

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
Open to new opportunities Canada — Remote