1: From Unknown to Unstoppable
Repositioned a $450M Services Company for Explosive Growth

The Challenge

The company was facing one of the most difficult years in the industry’s recent history. Despite a strong operational foundation, it remained virtually unknown in the market—averaging fewer than 30 website visitors per week.

Growth was entirely organic, fueled by a small number of loyal, long-standing clients—many of whom had been with the company for over a decade.

Leadership set a bold objective: dramatically increase revenue through new logo acquisition. However, several obstacles stood in the way:

  • No go-to-market strategy or demand generation engine

  • Minimal brand visibility, with no presence in analyst rankings or comparison sites like G2 or Everest

  • Incongruent sales messaging and weak proof points (e.g., below-average Glassdoor rating despite claims of high agent engagement)

  • A generic website lacking a compelling digital experience to showcase differentiation or client dedication

  • Sales and marketing misalignment that slowed execution and limited effectiveness

The Solution

To address these issues, I conducted a full GAP analysis, revealing critical weaknesses in positioning, messaging, and marketing infrastructure. From there, I implemented a multi-phase transformation to build a scalable, data-driven revenue engine:

  • Go-to-Market Realignment: Rebuilt the GTM strategy from the ground up, aligning it with business goals, sales priorities, and market dynamics.

  • Demand Generation Blueprint: Created the company’s first enterprise-wide demand gen program, including multi-channel campaigns, account-based marketing, and targeted outreach.

  • AI-Enabled Sales Activation: Facilitated onboarding of a modern AI-powered sales platform to improve intent targeting, lead scoring, and engagement workflows.

  • Content Strategy & Sales Enablement: Developed a content roadmap to support both lead generation and sales—covering persona-specific messaging, case studies, and sales battlecards.

  • Ideal Customer Profile (ICP) Development: Built and operationalized a data-backed ICP to guide segmentation, targeting, and campaign design.

  • Data-Driven Decision Making: Introduced a marketing analytics framework to support optimization, performance tracking, and ROI analysis.

  • Momentum-Driven Messaging: Crafted a cadence of press releases and corporate comms to build credibility and market traction.

The Results

In just 17 months, I led a complete marketing overhaul that drove the company’s best growth year in history:

  • +3,500% increase in brand awareness

  • +440% increase in new business pipeline

  • $122M in new pipeline revenue

  • Highest new logo acquisition rate in company history

2: Reinventing Growth
Built the Engine That Delivered $1.6B in Incremental Revenue

The Challenge

When I joined Teleperformance, the global leader in outsourced customer experience, the company faced a massive internal gap:
there was no global marketing function in place.

Key obstacles included:

  • No go-to-market strategy

  • No demand generation engine

  • No marketing automation or MarTech

  • No sales collateral or consistent client presentation materials

  • No unified messaging across trade shows or campaigns

  • Only one person managing analyst relations globally

Teleperformance had grown primarily through M&A and by poaching top sales talent, but the market was shifting.
In our first year, industry growth was flat—we could no longer rely on expansion alone.
To grow, we needed to steal market share from entrenched competitors.

We were competing in a traditionally slow-to-evolve industry, where a “cheap labor” mindset dominated.
There was little investment in innovation, technology, or brand.
Our mission: modernize our GTM approach, build credibility, and become a true growth engine in a stagnant market.

The Solution

After conducting a comprehensive GAP analysis, I began modernizing global marketing and driving growth in a flat industry.
I built the company’s demand generation engine, go-to-market strategy, and a digital-first marketing function from the ground up:

  • Built a Scalable Global Marketing Org
    Recruited, mentored, and led a high-performance team across Europe, India, South America, and Hong Kong—
    including 32 direct and 65+ indirect reports spanning marketing, sales, and operations.

  • Defined & Operationalized GTM Strategy
    Conducted global gap analyses, buyer journey mapping, and MarTech evaluations to develop a
    full-funnel GTM strategy aligned across 83 countries and 32 industries.

  • Launched AI-Driven Demand Gen Engine
    Created an industry-first, automated engine that outperformed:

    • Google Search by 443%

    • LinkedIn Ads by 130%

  • Enabled Sales with Scalable Content & Tools
    Personally authored blogs, social posts, email nurture tracks, and pitch materials—
    while building the infrastructure for sales enablement and brand consistency.

  • Advanced Marketing Analytics & KPI Reporting
    Built a predictive analytics framework and KPI tracking system to support
    optimization and data-driven decision-making.

  • Elevated Global Brand Positioning
    Repositioned Teleperformance as an AI-enabled, forward-thinking CX leader, enabling aggressive market expansion
    and vertical differentiation.

  • Strengthened Analyst & Event Strategy
    Expanded and professionalized global analyst relations and event marketing,
    securing visibility across Forrester, Everest, and Gartner landscapes.

The Results

Over 11.5 years, I built and scaled the global marketing function at Teleperformance—transforming a reactive, sales-driven model into a modern, data-driven growth engine.

  • Demand gen program 443% more effective than Google Search

  • 130% more effective than LinkedIn Ads

  • 179% reduction in cost per lead

  • 31.6% higher conversion rates than industry benchmarks

  • $1.6B in incremental revenue delivered

  • Marketing drove 41% of all new business wins—2x the industry norm