Demand Generation & Performance Marketing Leader

Drive Change.
Ignite Demand,
Accelerate Growth.

I combine strategic marketing leadership with hands-on execution to help companies generate demand, improve marketing performance and achieve sustainable growth. By bringing together strategy, technology, data and storytelling, I create marketing systems that deliver measurable business results.

Start a conversation What I offer

My focus is on driving predictable pipeline growth through:

  • performance marketing strategy
  • demand generation systems
  • leadership of internal teams and external agencies

While I stay close to execution when needed, my core strength lies in direction, prioritisation and performance leadership rather than day-to-day campaign execution.

Trusted by

Digital Realty/ Business Insider/ LeasePlan/ AkzoNobel/ Staples/ Pon/ Amsterdam Fashion Academy/ BPD

The Problem I Help Solve

The gap between marketing effort and business results.

Marketing is often fragmented across channels, teams and agencies. Activity increases, but predictable pipeline does not.

When marketing, sales and agencies operate with different metrics and incentives, the result is inconsistent lead quality, inefficient spend, weak funnel conversion and unclear contribution to revenue.

I build and lead demand generation systems that connect marketing activity directly to revenue outcomes, shifting the measurement from activity to pipeline contribution.

The symptoms that signal this gap

Inconsistent lead quality

High volume of MQLs that don't convert, because targeting, scoring and handoff between marketing and sales are misaligned.

Inefficient or misallocated spend

Budget distributed across channels without clear attribution or evidence of pipeline contribution.

Weak funnel conversion rates

Leads entering the funnel but stalling before becoming qualified opportunities or closed revenue.

Unclear contribution to revenue

Marketing measured on activity metrics rather than pipeline impact, making it hard to justify investment or scale what works.

The Solution I Bring

I build and lead performance-driven demand generation systems that connect marketing activity directly to revenue outcomes.

This includes:

  • aligning paid media, CRM and funnel strategy
  • structuring agency and team execution around clear KPIs
  • improving conversion across the full customer journey
  • ensuring marketing performance is measured in pipeline, not activity

That's the difference between running campaigns and running a growth engine.

Core Areas of Expertise

Three areas of focused leadership.

Demand Generation & Revenue Marketing

Building systems that convert marketing investment into qualified pipeline.

  • Full-funnel demand generation strategy
  • ABM and customer journey design
  • MQL / SQL optimisation and lead quality improvement
  • Marketing automation and CRM alignment (e.g. Marketo, Salesforce, HubSpot)
  • Conversion rate optimisation across funnel stages
  • Revenue-focused marketing measurement

Performance Marketing Leadership

Leading paid media strategy and optimisation across teams and agencies.

  • Google Ads, LinkedIn Ads, Meta (hands-on but also via teams/agencies)
  • SEO | AI/LLM optimisation | Generative Engine Optimisation (hands-on but also via teams/agencies)
  • Budget allocation and performance governance
  • Campaign strategy and optimisation frameworks
  • Performance reporting (CPL, CAC, pipeline contribution)
  • Agency management and accountability structures

Growth & Marketing Leadership

Leading cross-functional marketing execution across teams, agencies and stakeholders.

  • Managing performance marketing teams and specialists
  • Leading external agencies and vendor ecosystems
  • Translating business goals into execution priorities
  • Aligning marketing and sales on pipeline objectives
  • Driving performance culture within marketing organisations

How I Work

A system built to turn marketing into predictable pipeline.

Performance-led leadership that connects strategy to execution through systems and teams — not just campaigns.

Business
Objective

Revenue
Growth

From business objective to measurable revenue growth

01

Define business and pipeline goals

Translate commercial objectives into clear marketing and funnel strategy, connecting what the business needs to what marketing must deliver.

02

Translate into demand generation strategy

Design the full-funnel approach: channels, budgets, targeting, messaging and conversion frameworks, built around pipeline, not activity.

03

Align teams and agencies on execution priorities

Structure internal teams and external partners around shared KPIs, clear ownership and accountability for results.

04

Monitor performance and optimise continuously

Track CPL, CAC, MQL-to-SQL conversion and pipeline contribution, and act on the data to improve what is working and fix what is not.

05

Improve efficiency, conversion and scalability

Build the systems and reporting cadence that make marketing predictable and scalable as the business grows.

My focus is not campaign activity, but business impact through marketing performance systems.

Proven Impact

Award-winning demand generation leadership across Europe.

+500% YoY growth in B2B leads through structured demand generation.
Demand Generation Growth
+50% YoY increase in MQLs, with improved lead quality and conversion.
Marketing Qualified Leads
Aligned marketing and sales on shared attribution, supporting +20% YoY growth in new logos and +40% in upsell expansion.
Revenue & Pipeline Growth
25% reduction in agency costs, with improved output quality.
Agency Efficiency

About

The story behind the strategy.

I am a senior marketing leader with 10+ years of experience driving growth across Fortune 500 companies, leading IT and media organisations and high-growth scale-ups, spanning demand generation, customer journey design and performance marketing.

My work brings together demand generation strategy, performance marketing execution, marketing operations and funnel optimisation into a single system for growth.

"Technology is social before it is technical."

— Gilles Deleuze, Foucault, 1986
Alejandro Ortega

Alejandro Ortega

Get in Touch

Looking for a demand generation partner with a track record?

I help organisations own demand generation and performance marketing outcomes, with a clear, measurable contribution to pipeline and revenue impact. Whether as a consultant, an interim leader or in a permanent role, my goal stays the same: strengthening marketing capabilities, improving performance, and turning fragmented marketing activities into scalable growth systems.

Let's get started