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I'm Kathryn Hetherington, a results-driven marketing leader with a track record of building scalable B2B and SaaS marketing functions. I specialize in HubSpot-driven demand generation, analytics, and content strategy that align with business goals. I excel at turning data into actionable insights, optimizing campaigns across channels, and driving cross-functional collaboration to deliver measurable outcomes. Most recently, I led the marketing function at FMI Works, where I built and scaled marketing programs, delivered inbound growth, and created reporting that informed strategic decisions. I spearheaded HubSpot automation, CRM data management, and analytics initiatives that improved conversion rates and ROI, and I played a key role in driving growth that contributed to FMI’s broader business outcomes and acquisition journey.…I'm Kathryn Hetherington, a results-driven marketing leader with a track record of building scalable B2B and SaaS marketing functions. I specialize in HubSpot-driven demand generation, analytics, and content strategy that align with business goals. I excel at turning data into actionable insights, optimizing campaigns across channels, and driving cross-functional collaboration to deliver measurable outcomes. Most recently, I led the marketing function at FMI Works, where I built and scaled marketing programs, delivered inbound growth, and created reporting that informed strategic decisions. I spearheaded HubSpot automation, CRM data management, and analytics initiatives that improved conversion rates and ROI, and I played a key role in driving growth that contributed to FMI’s broader business outcomes and acquisition journey.

Kathryn Hetherington

Marketing Strategist, Growth Marketer, Content Creator, +4

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I'm Kathryn Hetherington, a results-driven marketing leader with a track record of building scalable B2B and SaaS marketing functions. I specialize in HubSpot-driven demand generation, analytics, and content strategy that align with business goals. I excel at turning data into actionable insights, optimizing campaigns across channels, and driving cross-functional collaboration to deliver measurable outcomes. Most recently, I led the marketing function at FMI Works, where I built and scaled marketing programs, delivered inbound growth, and created reporting that informed strategic decisions. I spearheaded HubSpot automation, CRM data management, and analytics initiatives that improved conversion rates and ROI, and I played a key role in driving growth that contributed to FMI’s broader business outcomes and acquisition journey.…I'm Kathryn Hetherington, a results-driven marketing leader with a track record of building scalable B2B and SaaS marketing functions. I specialize in HubSpot-driven demand generation, analytics, and content strategy that align with business goals. I excel at turning data into actionable insights, optimizing campaigns across channels, and driving cross-functional collaboration to deliver measurable outcomes. Most recently, I led the marketing function at FMI Works, where I built and scaled marketing programs, delivered inbound growth, and created reporting that informed strategic decisions. I spearheaded HubSpot automation, CRM data management, and analytics initiatives that improved conversion rates and ROI, and I played a key role in driving growth that contributed to FMI’s broader business outcomes and acquisition journey.

Available to hire

I’m Kathryn Hetherington, a results-driven marketing leader with a track record of building scalable B2B and SaaS marketing functions. I specialize in HubSpot-driven demand generation, analytics, and content strategy that align with business goals. I excel at turning data into actionable insights, optimizing campaigns across channels, and driving cross-functional collaboration to deliver measurable outcomes.

Most recently, I led the marketing function at FMI Works, where I built and scaled marketing programs, delivered inbound growth, and created reporting that informed strategic decisions. I spearheaded HubSpot automation, CRM data management, and analytics initiatives that improved conversion rates and ROI, and I played a key role in driving growth that contributed to FMI’s broader business outcomes and acquisition journey.

Skills

Experience Level

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Language

English

Fluent

French

Beginner

Work Experience

Head of Marketing at FMI Works

February 1, 2021 - Present

Lead marketing for the FMI Works brand, including brand guidelines and brand consistency across services and sales, management and execution of content marketing campaigns (keyword planning, content creation and distribution), and all FMI Works advertising (search, display, remarketing, editorial and social). Oversaw FMI Works website SEO and content uploads, plus frequent user experience reviews. Managed email campaigns and service-oriented emails with automation, and analyzed campaigns to refine brand messaging and audience understanding. Liaised with internal stakeholders across multiple teams to ensure brand consistency, collaborated with industry bodies for engagement and media buys, and advised global marketing teams across products and regions.

Digital Marketing Specialist at Data #3

February 28, 2021 - September 16, 2025

Managed the digital presence of Data #3 (ASX: DTL), owning the Data #3 website and social channels, and heavy involvement with EDM campaigns. Developed multi-channel search, display and remarketing campaigns; created and analyzed campaigns and reports to inform strategy; integrated with CRM data and mail campaigns for targeted outreach.

Marketing Development Analyst at Bio Concepts

May 31, 2019 - September 16, 2025

Developed and implemented digital marketing strategies across web, social and email channels; managed digital advertising (Google Ads, Facebook Ads) and analytics to drive targeted campaigns; supported brand messaging and content direction; collaborated with cross-functional teams to optimize marketing outcomes.

Account Manager (Contract) at P4G Group

November 30, 2016 - September 16, 2025

Developed a business plan to grow the digital arm of the business; created analytic reports and trained team members on analytics and project management; implemented CRM processes to support business development.

Communications Strategist at Gotomio Innovations Group

August 31, 2016 - September 16, 2025

Developed and implemented social media and content marketing strategies across multiple brands and industries, with Entamio Education Group as the primary client. Created content suitable for digital with a focus on SEO; developed internal and external communications strategies (EDMs and newsletters); performed data analysis to inform campaign strategy; collaborated with copywriters, designers and developers for website and digital content across a variety of clients.

Digital Marketing Specialist at Data #3

May 1, 2019 - February 1, 2021

Owned the digital marketing function, managing external agencies and marketing analytics to improve operations. Achievements include 50% savings on agency spend through optimization; implemented integrated marketing analytics and a conversion tracking framework via Google Tag Manager and Pardot. Created automated reports in Looker Studio for stakeholders at all levels, dramatically improving reporting and internal communications. Led multiple internal workshops for marketing professionals and collaboration sessions with sales teams. Spearheaded the development of a new investor relations site working with finance and compliance to meet ASX requirements.

Marketing Development Analyst at Bio Concepts

November 1, 2016 - May 1, 2019

Owned content marketing strategy and conducted in-depth marketing analyses on omni‑channel campaigns to fuel marketing development. Created audience personas resulting in significant uplift in engagement with direct marketing collateral. Developed new content that later became an additional revenue stream and generated a notable uplift in positive brand engagement, including user-generated content and responsive surveys.

Account Manager (Contract) at P4 Group

August 1, 2016 - November 1, 2016

Managed client communications and campaigns on a contracted basis, coordinating cross-functional deliverables and ensuring client satisfaction.

Communications Strategist at Gotam io Innovations Group

January 1, 2015 - August 1, 2016

Led communications strategy and campaigns, shaping messaging, media outreach, and integrated marketing efforts to strengthen brand narrative and stakeholder engagement.