Stuart
McLachlan
Growth Marketing & Demand Generation for B2B SaaS Companies
Email: stuart.c.mc@gmail.com
Phone: +1 (778) 886-4881
LinkedIn: linkedin.com/in/stuartcmclachlan
Hello and welcome to my portfolio website! 👋
My name is Stuart and I made this website to give you (whoever you are) a better idea of my expertise through examples of my work and achievements. Take a look around and get in touch if you want to chat.
PROFILE
I have over 11 years’ experience in digital marketing and have spent the last five focused on growth and demand gen at B2B SaaS companies in Vancouver and Toronto.
I’m a full-stack marketer, but my strongest suits are email marketing and marketing automation, and I have a particular passion for product and content marketing.
SKILLS & SOFTWARE
Full details of my work experience is below, but if you’re pressed for time, here’s a quick checklist of my key skills and software I’m familiar with.
Key skills
Demand Generation, Email Marketing, Content Marketing, Copywriting, Product Marketing, Marketing Ops & Automation, Analytics & Reporting, Conversion Rate Optimization, SEM/Paid Search, Paid Social, SEO, HTML/CSS
Digital Strategy, Project Management
Software
Ads: Google Ads, LinkedIn, Twitter, Facebook
Analytics/Optimization: Google Analytics, Google Optimize, Google Tag Manager, Google Search Console, Hotjar, Woopra, Amplitude
CMS/Content: HubSpot, Uberflip, Wordpress, Drupal, Unbounce
Communication: Slack, Microsoft Office (Teams, Excel, Word, PowerPoint, Sharepoint), Notion, Zoom
Creative: Canva, Photoshop, Dreamweaver, InVision
CRM: HubSpot, Salesforce
Email Marketing: HubSpot, MailChimp, Dotmailer, Adobe Campaign
Pricing: Recurly, Chargebee
Productivity: Asana, Zapier, Trello, Basecamp, ClickUp
SEO: SEMrush, Google Search Console
Other: Drift, Sigstr, Typeform, Hootsuite, Wistia, Pollfish, Dovetail
WORK Experience
Headstart, Growth Marketer
Remote (Company based in London, UK)
June 2021 - Dec 2021
Part of leadership team and responsible for growth strategy and executing brand-building, marketing campaigns on a tight budget
Managed freelancers to execute content marketing strategy that drove 379% YoY growth in organic traffic
Restructured sales-marketing processes to focus on quality, not quantity – updated lead scoring and automations helped increase Lead > MQL conversion by 14%
Hands-on with every aspect of marketing, including landing pages, ads, emails, social media, SEO, design, and marketing ops (HubSpot, Google Analytics, GTM)
——
Bluelight Analytics, Director of Demand Generation
Remote (Company based in Halifax, Canada)
June 2020 - June 2021
Leveraged content, email, ads, partners, and influencers to increase monthly lead volume by 5x and contribute to a 4x increase in active customers
Developed product positioning and messaging, created sales enablement content, and worked with Product Managers to plan and execute product releases
Wrote all content for Bluelight marketing channels, increasing overall website traffic by 90% and email traffic by 15x
Set up workflows and dashboards to track marketing performance in HubSpot and Google Analytics
See achievements in this role >>
——
CrowdRiff, Demand Generation Manager
Toronto, Canada
November 2018 - April 2020
Grew quarterly sales pipeline by 90% by generating qualified leads from digital campaigns and inbound strategies
Marketing lead for ads, analytics, and conversion rate optimization, and managed the marketing tech stack (including HubSpot, Salesforce, Drift, and Google Analytics)
Increased email traffic by 2.8x and created automated email sequences to segment and nurture leads with personalized content
Wrote and optimized copy for emails, landing pages, ads, and chatbots, and ran experiments to improve performance metrics
Worked closely with sales teams to increase inbound efficiency by implementing lead scoring and aligning on lead follow-up, messaging, and ABM strategies
See achievements in this role >>
——
Bananatag, Demand Generation Manager
Vancouver, Canada
November 2016 - November 2018
Generated and converted B2B leads through email marketing, paid social, paid search, and website optimization
Planned and executed digital campaigns, increasing average lead volume by 120% and reducing CPA by 29% by iterating ad and email copy, refining audiences, A/B testing landing pages, and analyzing campaign performance
Implemented automated email workflows with behavioural triggers and dynamic content, to nurture and convert leads in effective and timely ways
Played a key role in developing content marketing, SEO, and inbound strategies
Wrote and edited product marketing blogs and co-hosted webinars
See achievements in this role >>
——
Marie Curie, Email Marketing Manager (Contract)
London, UK
February 2016 - September 2016
Managed the planning and delivery of the charity’s email strategy, with supervision of one Email Marketing Executive
Responsible for developing email strategies and content for multi-channel fundraising campaigns
Designed, built and tested HTML emails, writing code and copy, producing creative, and using data to implement personalization, automation and geo-targeting effectively
Set up new reporting and testing framework to analyze and optimize email performance across the organization
See achievements in this role >>
——
Save the Children, Digital Marketing Executive (Contract)
London, UK
October 2015 - January 2016
Planned, produced, and analyzed email marketing campaigns, and developed PPC campaigns that deliver ROI.
——
Barnardo’s, Digital Media Officer (Contract)
Barkingside, UK
August 2015 - October 2015
Responsible for reputation management on social media, editing/optimizing web content, developing Twitter strategy, and training team members on website CMS
——
Marie Stopes International, Digital Communications Advisor
London, UK
July 2013 - July 2015
Responsible for corporate digital channels (websites, social media, email) and acted as digital lead for communications and marketing projects across the organization
Led optimization of corporate website, launched charity’s first product marketing websites and worked with overseas teams to build localized websites
Provided digital communications training and created guidelines for digital copywriting, SEO, and social media marketing
Researched and wrote content for use across internal and external communications channels
Sourced, managed, and briefed external suppliers (web developers, design agencies, photographers) and managed the delivery of key corporate communications projects
See achievements in this role >>
——
KHWS, Digital Account Manager
London, UK
December 2011 - July 2013
Built strong relationships with clients, providing strategic guidance and delivering digital projects and content for ExxonMobil websites
Managed digital projects from brief to launch 一 scoping requirements and objectives, managing budgets and timelines, and working with creative teams through production and delivery
Developed assets for websites, display advertising, and email marketing, wrote extensive technical content and was project lead for various web builds / localizations
Analyzed website performance to present insights and identify opportunities for clients
See achievements in this role >>
——
FutureSense, Web Content Editor
Newbury, UK
March 2010 - December 2011
Managed and developed websites, blogs, social media, email marketing, PPC, and online PR for a gap year travel company, with focus on content and copywriting
Education
University of Cambridge, Cambridge, UK
B.A. (Hons) in History (Grade 2:I)
2005-2008
The Henry Box School, Witney, UK
4 A-Levels and 12 GCSEs
1998-2005
Personal interests
When I’m not generating demand, I like to stay active by playing football (“soccer”), running, cycling, hiking, and snowboarding (though less of that since I left Vancouver).
I love music and travel too, and I try to visit at least one new country every year. Obviously that’s not likely to happen in 2020, but the next destinations on my bucket list are Japan and South Africa.
I should also mention that I really like food and beer (who doesn’t?). Some of my favourite places in Toronto are Le Swan, Godspeed, and Bellwoods.