Tayyaba Anwar
Growth-focused marketing professional with a psychology background and 4+ years of experience driving demand generation, channel growth, and data-led campaign optimization for cybe
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About
Growth-focused marketing professional with a psychology background and 4+ years of experience driving demand generation, channel growth, and data-led campaign optimization for cybersecurity and SaaS brands. Skilled in funnel tracking and iterative campaign decisions using HubSpot, GA4, and Microsoft Clarity, with bullets informed by CTR, CVR, and engagement data. Scaled social channels from 6000 to over 25,000 followers (LinkedIn) and launched new channels (YouTube, X) through audience-behavior analysis and community-led growth.
Experienced in cross-functional collaboration with product, sales, and technical teams to align messaging with pipeline and growth outcomes. AI-native workflow user (ChatGPT, Claude, Gemini) with a fast, iterative approach to execution.
Experience
Demand Generation Manager (B2B | SaaS | Cybersecurity) - Rewterz - On-Site
(2025-01)
- Managed $400K+ marketing budgets across demand gen, events, and digital channels, generating $500K+ ROI by aligning spend to pipeline-qualified outcomes.
- Drove 500+ qualified leads by designing multi-channel campaigns spanning LinkedIn, webinars, annual reports, and 4 international exhibitions (GISEC 2024/25, Black Hat 2024/25).
- Scaled social presence from zero: grew LinkedIn from 6,000 to +25,000 followers and launched YouTube and X channels through authentic, audience-led content.
- Secured Gold Sponsorship at Black Hat 2025 and led & executed end-to-end event marketing, pre-event content, operations, on-site activation, and post-event lead nurture sequences.
- Co-created demand gen campaigns with IBM, Trellix, RSA and more OEM partners to reach new enterprise ICP segments and accelerate pipeline velocity.
- Leveraged HubSpot, GA4, and Microsoft Clarity to own funnel tracking and iterate campaign messaging based on CTR, CVR, and engagement data.
Marketing Executive (B2B | SaaS | Cybersecurity) - Rewterz - On-Site
(2023-02 - 2025-01)
- Executed B2B content campaigns for cybersecurity and SOC offerings, contributing to 3 annual threat intelligence reports used as top-of-funnel gated assets.
- Supported regional brand expansion by coordinating cross-functional outreach between sales, product, and technical teams to maintain messaging consistency.
- Led webinar program generating 100+ high-intent leads per session by targeting developer and security-practitioner personas with technical, value-first content.
Office & Social Media Executive - Meraki Digital Marketing - Fully Remote
(2021-09 - 2023-02)
Managed 4 B2C social media pages (Instagram & Facebook) spanning cricket, food, and lifestyle verticals — building audience and engagement through content calendars and community management.
Freelance Content Writer - Fiverr
(2021-06)
Produced SEO-optimised and creative content for B2B and B2C clients; developed sharp, channel-tailored copywriting skills now applied to AI-assisted content repurposing.
Education
MS - Clinical Psychology - Institute of Professional Psychology, BUKC (2023 - 2025)
BS - Psychology - Institute of Professional Psychology, BUKC (2018 - 2022)
