Jovana Nikolic

Owned and scaled digital demand generation engine across paid, organic, CRM, and website channels, aligning marketing efforts with pipeline and revenue goals. Drove full-funnel acquisition and lifecycle campaigns and positioned marketing as a primary source of inbound qualified opportunities. Led digital marketing strategy and execution across paid media, SEO, website, and lifecycle marketing. Implemented CRM data architecture improvements (HubSpot ↔ Salesforce), resolved tracking gaps, and enabled reliable funnel and attribution reporting. Built executive-level marketing and revenue performance dashboards to improve visibility into marketing contribution and campaign effectiveness. Managed and developed a team of 3 specialists (CRM, Content, SEO), overseeing planning, performance, and execution. Partnered cross-functionally with Branding, Product Marketing, RevOps, Sales, and Field to align messaging, campaign priorities, and lead management processes. Expanded scope to include st

Directed strategic growth across product, paid acquisition, and lifecycle channels across MENA by blending data and automation with cross-functional collaboration. Orchestrated product-led growth, paid acquisition (LinkedIn Ads, SEM), and lifecycle nurture programs to accelerate qualified pipeline and increase marketing-sourced opportunities. Designed and executed account-based marketing (ABM) and content amplification strategies to increase deal velocity and shorten sales cycles. Owned HubSpot CRM architecture, managed workflows, scoring models, lead routing, and advanced lifecycle automations for scalable growth. Tracked KPIs using GA4, Mixpanel, and Looker to drive data-driven campaign optimization and measurable ROI. Fostered tight collaboration with Sales, Product, Business Intelligence, and MarComms to align GTM execution with commercial priorities.

Evolved the MarTech stack and connected marketing and sales workflows to scale demand generation and revenue tracking. Owned and optimized HubSpot as the core marketing automation platform, building workflows, lead scoring models, routing rules, and campaign assets. Developed website infrastructure, landing pages, and behavioral tracking integrations (GA4, Microsoft Clarity) to support full-funnel visibility. Led technical enablement for webinars integrating Zoom with HubSpot for automated registration, nurturing, and reporting. Partnered with Commercial Operations to design regional sales pipelines with automated deal stages, properties, and CRM hygiene processes. Established standardized processes and reporting framework to strengthen marketing-sales alignment and enable data-driven lifecycle management.