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A GTM and growth leader with 15+ years of experience driving enterprise pipeline and revenue across B2B organizations, consistently delivering 2–3X growth. Experienced in building and scaling integrated marketing engines across ABM, demand generation, field, and lifecycle, aligning cross-functional teams to drive measurable business impact and long-term growth.…

Melissa Canavan

Growth Marketer, Marketing Strategist, Brand Strategist, +4

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A GTM and growth leader with 15+ years of experience driving enterprise pipeline and revenue across B2B organizations, consistently delivering 2–3X growth. Experienced in building and scaling integrated marketing engines across ABM, demand generation, field, and lifecycle, aligning cross-functional teams to drive measurable business impact and long-term growth.…

Available to hire

A GTM and growth leader with 15+ years of experience driving enterprise pipeline and revenue across B2B organizations, consistently delivering 2–3X growth. Experienced in building and scaling integrated marketing engines across ABM, demand generation, field, and lifecycle, aligning cross-functional teams to drive measurable business impact and long-term growth.

Skills

Experience Level

Expert

Expert

Expert

Expert

Expert

Expert

Language

English

Fluent

Work Experience

Head of Marketing at Melcan Marketing

February 1, 2024 - Present

Lead marketing initiatives, align with technology partners on GTM objectives, co-develop joint campaigns, and drive shared pipeline growth through ABM and demand generation strategies.

Sr Demand Generation Marketing Manager at ON24 Inc

September 1, 2020 - January 1, 2022

Conceptualized and delivered the most successful 2021 campaign, generating top SQLs, pipeline growth, and numerous closed-won opportunities, culminating in record success.

Sr Marketing Manager, Global Strategic Programs (Promotions) at ON24 Inc

January 1, 2022 - June 1, 2022

Designed and implemented top-performing global programs, driving 31% growth in SQL and pipeline creation through targeted strategies. Elevated ABX opportunities by crafting and implementing targeted regional ABX events. Orchestrated comprehensive field marketing strategies across multiple global event formats including trade shows, road shows, and ON24X annual conference. Spearheaded cutting-edge demand generation tactics, presenting results-oriented reports to executive leadership.

Marketing & Sales Specialist at Cardinal Path (Dentsu Aegis Network Agency)

March 1, 2015 - August 1, 2017

Developed and executed field marketing initiatives, driving lead quality and engagement; collaborated with cross-functional teams to optimize marketing performance and ROI.

Account Coordinator at Yale Town International Logistics Group (Advertising Agency)

June 1, 2009 - March 1, 2015

Managed client relationships across diverse industries, coordinating field marketing best practices and resulting in enhanced on-site engagement and lead generation.

Head of Account Based Marketing at Melcan Marketing

October 1, 2022 - February 1, 2024

Led ABM program across partner ecosystem, driving better account penetration and co-sell opportunities by integrating partner solutions into ABX campaigns and leveraging joint value propositions.

Sr Marketing Manager, Global Strategic Programs (Promotion) at ON24 Inc

January 1, 2022 - June 1, 2022

Designed and implemented global events and programs, driving 31% growth in SQLs and pipeline creation through targeted strategies and cross-functional collaboration.

Sr Demand Generation Marketing Manager at Citrix

June 1, 2022 - October 1, 2022

Orchestrated integrated demand generation programs across ABM, marketing and sales to accelerate pipeline and improve win rates.

Marketing Programs Manager at ON24 Inc

September 1, 2020 - January 1, 2022

Developed and executed multi-channel marketing programs including webinars, virtual events, and content marketing to drive attendance, engagement, and pipeline.

Account Coordinator at Yaletown International Logistics Group (Advertising Agency)

June 1, 2009 - March 1, 2015

Managed client relationships and contributed to campaign planning, enabling cross-functional collaboration and successful marketing initiatives.

Senior Demand Generation Marketing Manager at Citrix

June 1, 2022 - October 1, 2022

Achieved 35% growth in SQLs by engineering seamless marketing–sales integration and synchronization; developed 1:1 and 1:few demand generation programs and leveraged partnerships to deliver targeted ABX experiences.

Senior Marketing Manager, Global Strategic Programs (Promotion) at ON24 Inc

January 1, 2022 - June 1, 2022

Designed and implemented top-performing global programs, driving 31% growth in SQLs and pipeline creation through targeted strategies; led ABM initiatives and crafted playbooks for cross-functional alignment.

Account Manager at Yale Town International Logistics Group (Advertising Agency)

June 1, 2009 - March 1, 2015

Developed trade show and conference strategies, led field marketing best practices, improved on-site engagement and lead quality, and contributed to pipeline growth.