Ed Lane

About Ed Lane

I help B2B SaaS companies turn marketing data into growth. With 16+ years of experience across demand generation, ABM, and performance marketing, I specialize in building scalable marketing systems that connect strategy, execution, and measurement to real business outcomes.I’ve led integrated campaigns across key channels, using tools like HubSpot, 6sense, Marketo, Salesforce, Google Analytics, and Looker to optimize ROI, improve targeting, and tell clear, data-driven stories. My work blends hands-on execution with systems thinking, translating marketing problems into structured frameworks, workflows, and insights that teams can actually act on.Along the way, I’ve also served as a Marketing Subject Matter Expert (SME), helping teams and AI-driven tools better understand how marketing works in practice—how decisions are made, where logic breaks down, and how success should be evaluated. That perspective has shaped how I approach automation, experimentation, analytics, and performance optimization.Some results I’ve delivered:• Increased marketing-driven pipeline contribution by 35% YoY• Improved campaign ROI by 20% through data-driven optimization• Reduced CAC by 15% with smarter targeting and segmentation• Boosted social engagement by 45% and brand awareness by 20%I thrive in fast-paced environments where I can design systems from the ground up, align sales and marketing, and help teams focus on the KPIs that matter most—pipeline growth, engagement, CAC, CLTV, and retention. Always open to connecting with SaaS leaders, founders, and teams who want to scale smarter through data, experimentation, and well-built marketing systems.

Experience

1. Marketing Growth Leader & Sme

   Donor Three Sixty, Inc

   Jan 2024 — Present · US

   Lead the strategy, execution, optimization, and reporting of full-funnel marketing programs in a fast-paced environment, spanning digital, social, performance, and brand campaigns. Own end-to-end campaign performance across channels, translating marketing problems, data, and experimentation into structured insights, workflows, and processes that drive engagement, pipeline growth, and ROI. Partner cross-functionally to orchestrate integrated campaigns and deliver results during high-impact, always-on programs.Key Responsibilities and Impact:• Own and optimize full-funnel marketing campaigns across paid, social, and digital channels, driving awareness, demand, conversions, and ROI across the campaign lifecycle• Plan and manage media investment and budgets, using performance data, media planning, analytics, and modeling to optimize spend, unit economics, and business outcomes• Lead campaign strategy, execution, testing, and reporting, translating performance data, A/B testing, and experimentation into structured, reusable insights, documentation, and dashboards• Optimize marketing workflows across CRM and automation platforms, partnering cross-functionally to leverage segmentation, journeys, content, personalization, and lifecycle programs using HubSpot, Google Analytics, and Looker• Collaborate with analytics, content, and social teams to ensure consistent brand voice, effective storytelling, and data-driven optimization across channels and touchpointsSelected Results:• Increased marketing-driven pipeline contribution by 35% YoY• Improved paid campaign ROI by 20% through data-driven optimization• Boosted social engagement by 45% and follower growth by 30% in 12 months• Reduced CAC by 15% through smarter targeting and performance optimization

Education

• California State University, Chico

  Bachelors, English, Humanities, Technical Writing Certificate

Skills

• Ppc
• Email Marketing
• Strategy
• E-Commerce
• Direct Marketing
• Marketing Communications
• Marketing
• Lead Generation
• Crm
• Social Networking
• Multimedia
• Analytics
• Corporate Branding
• Social Media
• SEO
• Demand Generation
• Leadership
• Brand Management
• Cross-Functional Team Leadership
• Strategic Partnerships
• Sales Operations
• Marketing Strategy
• Start-Ups
• Online Marketing
• Google Adwords