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Performance marketing and growth leader with 10+ years scaling B2B SaaS pipeline and demand generation programs. Owned $3M+ monthly paid media investment, scaled spend 3X while improving pipeline return per dollar, and built structured experimentation across SEM, paid social, and display to support ARR growth. Works closely with founders and marketing leadership on budget allocation and demand generation planning, with hands-on experience in marketing analytics, attribution, and AI-enabled reporting workflows. Currently runs a fractional performance marketing consultancy for B2B SaaS and AI companies.…Performance marketing and growth leader with 10+ years scaling B2B SaaS pipeline and demand generation programs. Owned $3M+ monthly paid media investment, scaled spend 3X while improving pipeline return per dollar, and built structured experimentation across SEM, paid social, and display to support ARR growth. Works closely with founders and marketing leadership on budget allocation and demand generation planning, with hands-on experience in marketing analytics, attribution, and AI-enabled reporting workflows. Currently runs a fractional performance marketing consultancy for B2B SaaS and AI companies.

Shraddha Pradhan

Performance Marketer, Growth Marketer, Digital Marketer, +2

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Performance marketing and growth leader with 10+ years scaling B2B SaaS pipeline and demand generation programs. Owned $3M+ monthly paid media investment, scaled spend 3X while improving pipeline return per dollar, and built structured experimentation across SEM, paid social, and display to support ARR growth. Works closely with founders and marketing leadership on budget allocation and demand generation planning, with hands-on experience in marketing analytics, attribution, and AI-enabled reporting workflows. Currently runs a fractional performance marketing consultancy for B2B SaaS and AI companies.…Performance marketing and growth leader with 10+ years scaling B2B SaaS pipeline and demand generation programs. Owned $3M+ monthly paid media investment, scaled spend 3X while improving pipeline return per dollar, and built structured experimentation across SEM, paid social, and display to support ARR growth. Works closely with founders and marketing leadership on budget allocation and demand generation planning, with hands-on experience in marketing analytics, attribution, and AI-enabled reporting workflows. Currently runs a fractional performance marketing consultancy for B2B SaaS and AI companies.

Available to hire

Performance marketing and growth leader with 10+ years scaling B2B SaaS pipeline and demand generation programs. Owned $3M+ monthly paid media investment, scaled spend 3X while improving pipeline return per dollar, and built structured experimentation across SEM, paid social, and display to support ARR growth.

Works closely with founders and marketing leadership on budget allocation and demand generation planning, with hands-on experience in marketing analytics, attribution, and AI-enabled reporting workflows. Currently runs a fractional performance marketing consultancy for B2B SaaS and AI companies.

Skills

Experience Level

Expert

Expert

Expert

Expert

Expert

Intermediate

Work Experience

Founder & Head of Performance Marketing at Scale Haus Inc.

April 1, 2026 - Present

Founded a performance marketing consultancy helping B2B SaaS and AI companies accelerate pipeline growth via paid acquisition, demand generation, conversion optimization, and marketing analytics. Improved pipeline efficiency by consolidating paid campaigns, reducing spend 13% while growing sales pipeline 56% and increasing pipeline ROI from $1.55 to $2.77 per invested dollar. Shifted strategy toward higher-intent demand and grew qualified demo requests from 2 to 43 per quarter. Identified and launched new growth channels by expanding keyword coverage and creating supporting creative and landing pages, increasing paid acquisition performance 40% quarter over quarter. Built AI-enabled reporting workflows including an up-to-date pipeline dashboard and automated paid search pacing for faster performance analysis.

Senior Performance Marketing Manager at MaintainX

February 1, 2022 - March 1, 2026

Owned enterprise-scale media budgets and drove end-to-end performance across search, directories, and app install channels. Managed $3M+ monthly paid media spend, scaling investment 3X in year one and 2X in subsequent years while consistently hitting monthly targets for leads, sales, and pipeline/ARR. Built a cross-channel experimentation program (A/B testing) across SEM, paid social, and display to drive incremental ARR and improve channel efficiency. Planned and optimized LinkedIn campaigns using advanced targeting (job title, seniority, company size, industry) and improved lead quality through audience refinement and creative testing. Partnered cross-functionally with product marketing, lifecycle, sales, and design to translate business objectives into paid media strategy and run regular performance reviews with internal stakeholders. Built multi-channel app acquisition strategy to grow app-qualified leads 2X year over year without degrading performance.

Performance Marketing at FreshBooks

November 1, 2020 - March 1, 2022

Introduced LinkedIn as a new acquisition channel, achieving a 4X improvement in conversion rate and reducing CAC 50% for the self-starter segment. Led multi-channel demand generation strategy across Facebook, YouTube, LinkedIn, and programmatic across multiple countries, focusing on pipeline contribution and revenue impact. Restructured Facebook account and targeting strategy, reducing CPA 40% while scaling budget and increasing lead volume. Reduced video acquisition costs by launching feature-focused ad groups on YouTube, lowering CAC 38%. Designed structured testing frameworks across audiences, creatives, offers, and landing pages to enable systematic experimentation.

Performance Media Analyst at DentsuX (clients include Dairy Queen, CDIC, CPA Canada, Midas, LVMH, Sephora)

July 1, 2018 - November 1, 2020

Led client media planning and budget management across 10+ clients, collaborating with internal and external partners for media planning, buying, and reporting. Managed media budgets from $500K to $5M including overseeing billing and invoice reconciliation. Built integrated cross-channel campaign strategy aligned to client goals by conducting competitive and market analysis and delivering work-back schedules and channel forecasts. Delivered app growth for a QSR client via a multi-channel app acquisition strategy that reached 500K installs at a lower-than-predicted cost per install. Reduced client acquisition costs using a combination of targeting strategies to cut CPA by half. Set up, managed, and optimized Google and Bing search campaigns with budgets from $50K to $150K per month per account, improving efficiency and scaling.

Marketing Manager at Genesis Kinder Care (India)

July 1, 2013 - August 1, 2015

Built go-to-market and digital marketing strategy for early childhood education services, including paid search and social programs.