Aline Dian

Growth and Demand Generation Lead with 15+ years of experience driving acquisition and revenue across B2B SaaS and global organisations. Currently responsible for performance marketing and pipeline generation at Sopro, managing multi-channel campaigns across UK and US markets. Strong track record in improving conversion rates, reducing cost per lead and scaling campaigns through continuous testing and optimisation.

Hands-on across paid media, funnel optimisation, CRM and lifecycle marketing. Comfortable working at both strategic and execution level, with a strong focus on performance, experimentation and measurable impact.

Demand Generation Lead at Sopro (2024-01 – Present)

Own performance marketing and demand generation across Google Ads, LinkedIn and Meta, with full responsibility for pipeline contribution and campaign performance.

• Built and continuously optimised full funnel acquisition strategy across TOF, MOF and BOF
• Reduced cost per lead to approximately £230 while maintaining lead quality across UK and US markets
• Increased landing page conversion rates from below 3 percent to over 5 percent through structured testing
• Delivered pipeline and revenue contribution through paid channels, including closed won deals
• Ran continuous A/B testing across landing pages, ad creatives and messaging to improve conversion rates
• Tested audiences, bidding strategies and campaign structures to optimise performance and scale efficiently
• Analysed keyword and campaign level data to identify high intent segments and reallocate budget accordingly
• Managed and optimised paid media spend across multiple channels based on performance signals
• Introduced structured reporting linking campaigns to SQLs and revenue outcomes
• Worked closely with Sales to improve lead quality and conversion rates
• Contributed to lead scoring model combining ICP fit and behavioural signals
• Supported improvements in tracking, attribution and data accuracy

Marketing Director (Outbase) at Sopro (2022-04 – 2023-12)

Led marketing and go to market strategy for a B2B SaaS platform, with strong focus on acquisition, positioning and growth.

• Defined and executed go to market strategy, including positioning, messaging and launch campaigns
• Launched the platform and reached over 1,000 users within 8 months
• Achieved website conversion rates up to 7 percent through targeted campaigns and optimisation
• Built and scaled acquisition channels including paid media, partnerships and affiliate programme
• Defined ICP, buyer personas and segmentation strategy to improve targeting and performance

Marketing Manager at Marie Curie UK (2019-01 – 2022-04)

Led performance-driven campaigns across digital and offline channels, targeting both B2C and B2B audiences.

• Delivered a multimillion pound campaign increasing service awareness by 15 percent within 6 months
• Increased demand for services by 80 percent through targeted marketing initiatives
• Drove 235 percent growth in website traffic through digital transformation and optimisation
• Improved campaign performance through audience targeting and channel optimisation

Senior Marketing Manager at Consider This (2018-07 – 2018-12)

• Delivered acquisition and performance strategies for global clients
• Managed and mentored a team of 14 across digital and content

Digital Marketing Manager at Central and Cecil Housing Trust (2016-04 – 2018-06)

• Led digital strategy including website redesign and performance improvements
• Managed paid media and digital budgets, including Google Grant
• Increased engagement through multi-channel campaigns

Digital Marketing Specialist at Various Global Brands (2012 – 2015)

Experience across digital marketing, paid media and CRM, working with global brands including Microsoft and Nestlé.

• Delivered up to 60 percent sales growth through performance marketing initiatives
• Executed PPC, SEO and social media campaigns

MBA in Marketing Management – Fundação Armando Álvares Penteado

Marketing Degree in Marketing – Centro Universitário Barão de Mauá