Hi, I’m Charmaine Odums, a senior marketing leader specializing in demand generation and growth for SaaS, services, and e-commerce. Most of my experience is in B2B with B2C experience as well. I turn marketing into a predictable revenue engine by shaping global GTM strategy, messaging, and investment decisions, and by leveraging AI to accelerate velocity to revenue. I’ve led global teams across NA, EMEA, and LATAM with multi-million-dollar budgets, delivering measurable growth and ROI while collaborating with executives to drive business outcomes. My work blends strategy and leadership with hands-on execution, aligning Sales, Product, and RevOps to deliver results. Highlights include 27% YoY pipeline growth at Invicti, 182% of goal in qualified opportunities at Socure, and 200% revenue growth at Aurea while reducing CPL. I’m passionate about partnering with leaders to scale sustainable growth.…

Charmaine Odums

Hi, I’m Charmaine Odums, a senior marketing leader specializing in demand generation and growth for SaaS, services, and e-commerce. Most of my experience is in B2B with B2C experience as well. I turn marketing into a predictable revenue engine by shaping global GTM strategy, messaging, and investment decisions, and by leveraging AI to accelerate velocity to revenue. I’ve led global teams across NA, EMEA, and LATAM with multi-million-dollar budgets, delivering measurable growth and ROI while collaborating with executives to drive business outcomes. My work blends strategy and leadership with hands-on execution, aligning Sales, Product, and RevOps to deliver results. Highlights include 27% YoY pipeline growth at Invicti, 182% of goal in qualified opportunities at Socure, and 200% revenue growth at Aurea while reducing CPL. I’m passionate about partnering with leaders to scale sustainable growth.…

Available to hire

Hi, I’m Charmaine Odums, a senior marketing leader specializing in demand generation and growth for SaaS, services, and e-commerce. Most of my experience is in B2B with B2C experience as well. I turn marketing into a predictable revenue engine by shaping global GTM strategy, messaging, and investment decisions, and by leveraging AI to accelerate velocity to revenue. I’ve led global teams across NA, EMEA, and LATAM with multi-million-dollar budgets, delivering measurable growth and ROI while collaborating with executives to drive business outcomes.

My work blends strategy and leadership with hands-on execution, aligning Sales, Product, and RevOps to deliver results. Highlights include 27% YoY pipeline growth at Invicti, 182% of goal in qualified opportunities at Socure, and 200% revenue growth at Aurea while reducing CPL. I’m passionate about partnering with leaders to scale sustainable growth.

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Language

English
Fluent

Work Experience

Senior Director, Demand Generation at Invicti Security
July 1, 2024 - January 1, 2026
Delivered 27% YoY inbound pipeline growth globally with a full-funnel system tied directly to revenue. Owned $6M+ global paid ad budget, optimizing spend for ROI and pipeline velocity. Presented ROI and growth recommendations quarterly to the executive team. Scaled ABM from 1:Many to 1:1 globally for ICP penetration. Introduced AI-driven optimization for conversion rate improvement, personalization, and funnel velocity. Led global revenue marketing team across paid acquisition, web, SEO/AEO, Account Based Marketing, with heavy influence on content, events, product and customer marketing.
Vice President of Marketing at Terminus Capital Partners
March 1, 2023 - May 1, 2024
Directed global marketing across multiple SaaS portfolio companies. Exceeded pipeline goals by 110% while 20% under budget through disciplined spend management. Standardized frameworks for inbound/outbound and ABM execution enabling predictable pipeline creation. Partnered with portfolio CEOs, CROs, and investors to report on pipeline health and marketing contribution.
Director of Demand Generation at Socure
October 1, 2021 - March 1, 2023
Surpassed qualified opportunity targets by 182%, improving lead quality 400%. Built the company’s first end-to-end demand engine across inbound, outbound, ABM, SEO, and paid ads. Formalized budget frameworks, attribution models, and ROI dashboards for predictable forecasting. Partnered with Sales and Product Marketing on GTM execution, aligning pipeline creation with ICP strategy.
Director of Demand Generation at Visage.jobs
June 1, 2021 - October 1, 2021
Architected a demand system spanning paid ads, content, PR, analyst relations, and outbound SDR/BDR. Owned the full funnel to sales, implementing attribution that gave executives pipeline visibility. Established scalable demand processes for predictable marketing contribution to revenue. Aligned with sales leadership to improve opportunity conversion and reduce funnel friction.
Director of Marketing at Easy Pay Direct
December 1, 2020 - June 1, 2021
Delivered 118% increase in applications and 20% lift in traffic within six months. Built the marketing function from the ground up across SEO, paid ads, brand, ABM, and automation. Implemented KPI reporting frameworks and forecasting models for executive visibility. Partnered with leadership to design hiring and budget allocation plans tied to revenue targets.
Director of Demand Generation at Aurea Software
May 1, 2018 - December 1, 2020
Achieved 200% revenue growth while cutting CPL 50% through disciplined demand strategy. Built and refined the global paid ads demand playbook; scaled internal teams and agencies to drive predictable pipeline growth. Integrated attribution systems linking marketing investment to revenue outcomes. Collaborated with Product and RevOps to unify ICP targeting across GTM motions.
Marketing Lead & Director of PPC at Healthlabs.com
December 1, 2016 - May 1, 2018
Managed teams of 6 with annual budgets $20M+ across paid search, programmatic ads, SEO, and affiliates. Increased top-line revenue by over 30% annually through digital acquisition programs. Implemented testing frameworks that optimized spend efficiency and channel diversification. Built reporting infrastructure to connect spend and performance back to revenue contribution.
Online Marketing Manager at Wide Web Marketing
September 1, 2014 - November 1, 2016
Directed PPC and SEO programs across multiple industries (healthcare, services, SaaS, legal, e-commerce, manufacturing), managing a team of 6. Established scalable campaign frameworks that increased client acquisition and retention. Implemented training programs for junior marketers, improving performance and consistency. Delivered measurable YoY revenue increases through disciplined paid and organic strategy.

Education

Bachelor of Science in Business Administration, Marketing at University of Louisiana at Lafayette
August 10, 2010 - June 6, 2014

Qualifications

AmeriCorps National Service Program — Leadership and Community Development
September 1, 2010 - October 1, 2012

Industry Experience

Software & Internet, Professional Services, Healthcare, Retail, Education
    paper Invicti Security - Case Study and Results - Cybersecurity SaaS Demand Generation

    Invicti Security
    From Volume to Value with a $6M+ Global Budget
    STAGE Growth-Stage MARKET Application Security
    INDUSTRY Cybersecurity PERSONA CISOs, AppSec Directors, DevSecOps Leads
    THE CHALLENGE
    When I joined Invicti, enterprise pipeline was lagging and lead volume the previous years declined even with a $6M+ global paid media budget. The connection
    between spend and qualified pipeline was weak. Marketing and sales were not aligned on ICP or qualification, and channels were treated
    as separate tactics rather than parts of a coherent system. Top-of-funnel activity appeared healthy, while pipeline lagged behind.
    MY THINKING
    I framed the core problem as one of alignment and signal rather than lead volume. My working belief was that if marketing, sales, and
    RevOps agreed on definitions, patterns, and outcomes, performance would improve without needing more spend. As I dug into the data,
    I discovered we performed very well in a few specific segment slices, particularly by industry and employee size, while the majority of
    lead volume was noise from non-ICP demand that rarely converted to meaningful opportunities.
    MY APPROACH
    • Partnered with sales leadership and RevOps to analyze call transcripts from top ICP deals, identifying recurring pain points, buyer
    committee structure, and messaging patterns
    • Built an AI-driven process to systematically analyze sales calls at scale and surface insights that could be operationalized across
    marketing, sales, and product
    • Created a weekly disqualification review between marketing and sales, examining rejected leads together to surface repeatable issues
    that informed better targeting and channel decisions
    • Shifted budget toward ABM and channels that consistently delivered higher returns in targeted segments; tightened ICP targeting
    across all programs
    • Aligned SDR sequencing to intent signals and expanded high-quality entry points for enterprise buyers while pruning lower-quality paths
    that inflated volume without driving pipeline
    • Launched a fully redesigned website in 2 months, overhauling messaging, design, copy, and platform to align with the new
    enterprise-focused positioning
    THE RESULTS
    27% YoY pipeline growth after several years of prior decline
    $6M+ Paid media budget optimized around enterprise ICP entry points
    2 Mo Full website relaunch with updated messaging, design, copy, and platform
    3 Qtrs To enterprise pipeline recovery with higher meeting rates and faster deal velocity