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)

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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 >>

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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 >>

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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 >>

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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 >>

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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.

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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

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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 >>

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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 >>

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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.