Brian McFarlane

Marketing operations leader with 6+ years of experience building and managing the full revenue signal-to-campaign loop without relying on handoffs. I create Clay tables for waterfall enrichment and track intent and compliance signals to identify high-priority pain segments before sales does. I then turn those signals into action through Make.com and Claude AI agents that score and enrich Salesforce records across four regions, supported by real-time reporting that helps leadership act quickly.

I specialize in turning fragmented marketing technology stacks into self-running revenue systems.

Revenue Growth Engineer (Global Digital Marketing Operations Manager) at Centric Software (2024-01 – 2026-05)

• Signal-Based Pain Segmentation: Built and ran Clay tables for waterfall enrichment on inbound leads and integrated Bombora Intent Signals into lead scoring across a 250-person global sales team, increasing profits by 12% in 12 weeks by surfacing high-intent accounts for regional teams across the Americas, EMEA, APAC, and China.
• AI-Native Automation: Built a Bombora-to-LinkedIn automation pipeline using Make.com, syncing weekly intent-scored TAM segments directly into LinkedIn Targeted Audiences - increasing profits 8% across Q1–Q2 2026. Also deployed AI agents in Make.com and OpenAI workflows that automated Salesforce record enrichment across four global regions.
• Multichannel Targeting: Connected Calendly and UTM tracking through Pardot and Salesforce, closing the loop from signal to campaign to attribution.
• Stack Ownership & Cost Reduction: Audited and restructured end-to-end marketing technology stack operations - data integrity, integrations, permissions, bug resolution - cutting $175K in annual operating costs while eliminating regional compliance gaps.
• Real-Time Reporting: Built executive-facing Salesforce dashboards and cross-functional process documentation, improving visibility across four regional Marketing Operations leads and driving a 26% YoY increase in operational output.

Senior Consultant at CloudKettle (2022-03 – 2024-02)

• Data-Driven Campaign Optimization: Diagnosed underperforming client campaigns using Marketing Cloud Account Engagement (Pardot) and analytics data, then designed and executed corrective strategies myself, delivering an 11% improvement in campaign performance within 3 months.
• Workflow Automation: Built and implemented automated workflows across client marketing technology stacks to eliminate manual campaign execution steps, achieving a 21% increase in operational efficiency within 6 months.

Contract - Senior Consultant at Slalom (2021-06 – 2022-02)

• Platform Adoption: Brought in to improve Salesforce and Marketing Cloud Account Engagement (Pardot) utilization for sales and marketing teams, redesigned onboarding and enablement approaches that drove a 48% increase in platform adoption over prior vendor relationships.
• Process Optimization & Time Savings: Identified inefficiencies across cross-functional workflows, designed and implemented process improvements that delivered 49 hours of cumulative time savings and improved on-time project delivery.

Contract - Marketing Automation Specialist at Cheshire Impact (2021-03 – 2021-05)

• Funnel & Lifecycle Configuration: Configured end-to-end marketing funnels, prospect segmentation, lead scoring/grading, and nurture paths per client specifications, supporting faster lead qualification and consistent pipeline health.
• Automation & Enablement: Implemented test strategies to drive and convert qualified traffic, expanded Pardot utilization by automating core business practices, and delivered hands-on training across Pardot, Marketing Cloud, and Salesforce Sales Cloud.

Marketing Automation Specialist at Incloud Business Solutions (2018-01 – 2019-12)

• Platform Configuration: Set up, integrated, and customized Pardot, Marketing Cloud, Social Studio, and Advertising Studio to client specifications, including marketing funnels, prospect segmentation, lead scoring/grading, and nurture paths.
• Automation & Enablement: Enhanced Pardot utilization through lead qualification and automation of core business practices, and delivered training on Pardot, Marketing Cloud, and Salesforce Sales Cloud for new and existing users.

Diploma in Graphic Design & Printing (Graphic Design & Prepress) – Rosemont Technology Centre

DEC – College Diploma in Commercial Photography – Dawson College