Looks like you have JavaScript disabled. For the full Twine experience, you will need to re-enable it.

First marketing hire three times over, building the function from zero at a global strategy SaaS platform, an HR-tech scale-up and a commercial insurance brokerage. Grew one team from a single recruit to ten, with a track record across demand generation, paid media, brand narrative and HubSpot CRM architecture. Strongest where there is no playbook yet—building systems and messaging that produce pipeline. Delivered trial and ARR growth targets on bootstrapped budgets, and drove exceptional paid media returns (including a 46:1 ROAS in paid search) while architecting end-to-end marketing ops for acquisition through retention.…First marketing hire three times over, building the function from zero at a global strategy SaaS platform, an HR-tech scale-up and a commercial insurance brokerage. Grew one team from a single recruit to ten, with a track record across demand generation, paid media, brand narrative and HubSpot CRM architecture. Strongest where there is no playbook yet—building systems and messaging that produce pipeline. Delivered trial and ARR growth targets on bootstrapped budgets, and drove exceptional paid media returns (including a 46:1 ROAS in paid search) while architecting end-to-end marketing ops for acquisition through retention.

Pat Ordenes

Digital Marketer, Marketing Automation Specialist, Growth Marketer, +5





First marketing hire three times over, building the function from zero at a global strategy SaaS platform, an HR-tech scale-up and a commercial insurance brokerage. Grew one team from a single recruit to ten, with a track record across demand generation, paid media, brand narrative and HubSpot CRM architecture. Strongest where there is no playbook yet—building systems and messaging that produce pipeline. Delivered trial and ARR growth targets on bootstrapped budgets, and drove exceptional paid media returns (including a 46:1 ROAS in paid search) while architecting end-to-end marketing ops for acquisition through retention.…First marketing hire three times over, building the function from zero at a global strategy SaaS platform, an HR-tech scale-up and a commercial insurance brokerage. Grew one team from a single recruit to ten, with a track record across demand generation, paid media, brand narrative and HubSpot CRM architecture. Strongest where there is no playbook yet—building systems and messaging that produce pipeline. Delivered trial and ARR growth targets on bootstrapped budgets, and drove exceptional paid media returns (including a 46:1 ROAS in paid search) while architecting end-to-end marketing ops for acquisition through retention.

Available to hire

First marketing hire three times over, building the function from zero at a global strategy SaaS platform, an HR-tech scale-up and a commercial insurance brokerage. Grew one team from a single recruit to ten, with a track record across demand generation, paid media, brand narrative and HubSpot CRM architecture.

Strongest where there is no playbook yet—building systems and messaging that produce pipeline. Delivered trial and ARR growth targets on bootstrapped budgets, and drove exceptional paid media returns (including a 46:1 ROAS in paid search) while architecting end-to-end marketing ops for acquisition through retention.

Skills

Experience Level

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Intermediate

Intermediate

Beginner

Work Experience

Head of Marketing

May 1, 2025 - May 1, 2026

Marketing Manager at Knightcorp Insurance Brokers

May 1, 2025 - May 1, 2026

Brought into a newly formed marketing function and built growth infrastructure from scratch. Designed and built the full HubSpot CRM architecture, mapping the new business pipeline across commercial, enterprise, and business unit segments. Built an internal renewals pipeline within HubSpot to provide end-to-end visibility from new business through to retention. Applied AI tools inside HubSpot to accelerate workflows, automation, and dashboard builds as part of an AI-first approach to marketing operations. Recruited and expanded capability by hiring a stronger designer and a dedicated content specialist to form a small “team that could”. Ran targeted outreach campaigns across LinkedIn Ads and direct mail for hospitality and construction sector stakeholders, generating new pipeline and converting deals.

Senior Marketing Manager at Mumba

March 1, 2022 - May 1, 2025

Led marketing for an HR-tech platform connecting and engaging desk-less workforces (80% of the world’s workers). Rolled out HubSpot CRM across sales and marketing motion to give real-time pipeline visibility. Built and strengthened the sales pipeline using supporting collateral and content for HR, IT, and CFO stakeholders, consistently generating weekly meetings with ideal customers. Rebuilt the website and repositioned messaging to reflect a new GTM approach, improving conversion rates across key pages. Sourced 100+ market research calls with ICPs to validate messaging and shape the go-to-market strategy.

Creative & Campaign Director at Cascade Strategy

October 1, 2021 - March 1, 2022

Owned creative direction and demand generation across the global business. Built top-performing campaigns with millions in reach and attributable pipeline impact. Launched the 'Strategy Bootcamp' live event series. Developed narrative positioning of Cascade as a category leader for senior strategy and operations buyers.

Creative & Campaigns Director at Cascade Strategy

October 1, 2021 - March 1, 2022

Drove global strategy execution for a SaaS platform and progressed from Marketing Lead to lead creative and demand generation. Created some of the most successful campaigns in the business, generating millions in reach with direct pipeline impact (with 2022 as the strongest year). Spearheaded the “Strategy Bootcamp” events that continue today, connecting users and prospects while building community. Collaborated cross-functionally to develop narrative positioning and establish Cascade as category leader in strategy execution for senior strategy and operations executives.

Marketing Lead at Cascade Strategy

November 1, 2017 - October 1, 2021

First marketing hire (employee #14) and built the global marketing function from scratch. Grew organic traffic by at least 50% each year for four consecutive years, with corresponding pipeline and trial growth across international markets. Scaled trial generation from a trickle to 200–500 per week with minimal budget and a small team, supporting a demo-to-close rate of 35–40%. Created a strategy template library and ran targeted Google Ads against niche searches to drive prospects into the platform. Built targeted outbound messaging and one-off landing pages for priority target accounts, supporting sales-led outreach into named companies. Managed paid acquisition across Google Ads, LinkedIn Ads, and Meta across ANZ, US, and UK markets. Migrated the website twice and transitioned the entire sales and marketing operation to HubSpot. Recruited and developed a high-performing team across content, paid, and design. Led the company’s first major in-person event in Portland, attracting

Digital Fundraising Manager at The Heart Research Institute

June 1, 2016 - November 1, 2017

Reduced expenses by over $200k by bringing processes in-house and cutting reliance on external suppliers. Rebuilt donor engagement across email, post, and SMS, and established a systematic email automation program for a large donor/subscriber database. Implemented a new ticketing system for donor support, eliminating external support costs entirely. Hired and managed a new digital team.

Digital Marketing Manager at Kaplan Business School

May 1, 2014 - June 1, 2016

Developed digital marketing strategies across all target segments, optimizing student journeys and delivering healthy ROI. Established ROI measurement frameworks and tracked performance across paid and organic channels. Hired and managed the digital team (copywriting, email, PPC, and social).

Paid Search Consultant at Ponant Cruises

January 1, 2014 - December 31, 2025

Long-running paid search engagement across Australia and New Zealand for a luxury expedition cruise line. Owned Google Ads and Microsoft Ads campaigns, generating €20.7M gross booking value in 2025 on €447K media spend (46:1 return) and 41,000+ leads at an average $22 CPL while holding CPL flat as impressions grew. Increased gross booking value and total bookings year on year; managed budgets up to $80K/month across 86 campaigns over ~$5.2M+ total ad spend.

Paid Search Consultant (Contract) at Pont Cruise s

January 1, 2014 - January 1, 2026

Managed all Google Ads and Bing campaigns for a luxury expedition cruise line across Australia and New Zealand. Managed paid search budgets up to $80k per month across 86 campaigns targeting AU and NZ markets. Delivered leads at $20–23 each while maintaining a 6.6x return on ad spend across the full portfolio. Managed $5.2M+ in total ad spend over the engagement.

Digital Marketing & Online Manager at IM S (Education)

January 1, 2013 - January 1, 2014

Managed PPC, social, and web projects across education, coaching, and SME clients. Built websites, launched paid campaigns, and generated consistent leads for sales teams.

Online Consultant at Action COACH

January 1, 2012 - January 1, 2013

Managed PPC, social, and web projects across education, coaching, and SME clients. Built websites, launched paid campaigns, and generated consistent leads for sales teams.

Digital Marketing Consultant & Designer (Freelance)

January 1, 2009 - January 1, 2012

Managed PPC, social, and web projects across education, coaching, and SME clients. Built websites, launched paid campaigns, and generated consistent leads for sales teams.