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I am a data-driven marketing leader with 15+ years of experience in B2B SaaS, specializing in ABM, demand generation, and cross-functional, revenue-focused campaigns. I have built and led global marketing programs that align with sales, product, and ecosystem partners to accelerate pipeline and achieve 2-3x topline growth. I excel at turning complex data into actionable insights and crafting high-impact strategies that scale across regions and industries. I enjoy building collaborative teams, partnering with external agencies and tech partners, and delivering measurable ROI through precise segmentation and tailored messaging. My approach blends strategic vision with hands-on execution, using advanced analytics and AI-enabled tactics to optimize budgets and drive sustainable business growth.…I am a data-driven marketing leader with 15+ years of experience in B2B SaaS, specializing in ABM, demand generation, and cross-functional, revenue-focused campaigns. I have built and led global marketing programs that align with sales, product, and ecosystem partners to accelerate pipeline and achieve 2-3x topline growth. I excel at turning complex data into actionable insights and crafting high-impact strategies that scale across regions and industries. I enjoy building collaborative teams, partnering with external agencies and tech partners, and delivering measurable ROI through precise segmentation and tailored messaging. My approach blends strategic vision with hands-on execution, using advanced analytics and AI-enabled tactics to optimize budgets and drive sustainable business growth.

Melissa Canavan

Growth Marketer, Marketing Strategist, Brand Strategist, +3

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I am a data-driven marketing leader with 15+ years of experience in B2B SaaS, specializing in ABM, demand generation, and cross-functional, revenue-focused campaigns. I have built and led global marketing programs that align with sales, product, and ecosystem partners to accelerate pipeline and achieve 2-3x topline growth. I excel at turning complex data into actionable insights and crafting high-impact strategies that scale across regions and industries. I enjoy building collaborative teams, partnering with external agencies and tech partners, and delivering measurable ROI through precise segmentation and tailored messaging. My approach blends strategic vision with hands-on execution, using advanced analytics and AI-enabled tactics to optimize budgets and drive sustainable business growth.…I am a data-driven marketing leader with 15+ years of experience in B2B SaaS, specializing in ABM, demand generation, and cross-functional, revenue-focused campaigns. I have built and led global marketing programs that align with sales, product, and ecosystem partners to accelerate pipeline and achieve 2-3x topline growth. I excel at turning complex data into actionable insights and crafting high-impact strategies that scale across regions and industries. I enjoy building collaborative teams, partnering with external agencies and tech partners, and delivering measurable ROI through precise segmentation and tailored messaging. My approach blends strategic vision with hands-on execution, using advanced analytics and AI-enabled tactics to optimize budgets and drive sustainable business growth.

Available to hire

I am a data-driven marketing leader with 15+ years of experience in B2B SaaS, specializing in ABM, demand generation, and cross-functional, revenue-focused campaigns. I have built and led global marketing programs that align with sales, product, and ecosystem partners to accelerate pipeline and achieve 2-3x topline growth. I excel at turning complex data into actionable insights and crafting high-impact strategies that scale across regions and industries.

I enjoy building collaborative teams, partnering with external agencies and tech partners, and delivering measurable ROI through precise segmentation and tailored messaging. My approach blends strategic vision with hands-on execution, using advanced analytics and AI-enabled tactics to optimize budgets and drive sustainable business growth.

Skills

Adobe After Effects

Google Ads

Tableau

Experience Level

Adobe After Effects

Expert

Google Ads

Expert

Tableau

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.