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Michael Cusden

Michael Cusden

Marketing Director | B2B Growth & Demand Gen

Marketing / Advertising / Public Relations

Toronto, Ontario

Social

Services offered

I am a senior marketing leader with 15+ years of experience driving B2B SaaS and Professional Services growth. This includes implementing scalable marketing systems, optimizing demand generation, and leveraging AI-powered tools to drive measurable results. I am passionate about mentoring talent and fostering long-term success. I am currently obsessed with Generative AI.

Demand generation
Seo specialist
B2b marketing
Marketing consultant
Marketing director
Approximate rate: CAD$ 50 per hour

Experience

Freelance - Marketing Consultant
May 2023 – Present

● Developed data-driven marketing strategies, increasing lead acquisition by 20%+.
● Implemented scalable CRM and automation workflows, reducing manual effort and improving pipeline efficiency.
● Advised startups on market entry and product positioning, driving successful launches.
● Conducted SEO audits and content optimization, boosting organic traffic by 20%.
● Mentored junior marketers and startup founders, enhancing strategic marketing skills.

WatServ - Director of Marketing (IT Professional Services)
July 2021 – February 2023

● Built lead scoring and automation programs, increasing MQL conversions by 35% and pipeline growth by 30%.
● Partnered with sales and client teams to optimize the customer journey, achieving a 69% NPS and higher retention.
● Led a content marketing strategy that boosted brand authority by 35%.
● Managed a team of four marketers and three agencies, improving efficiency outputs.
● Established a marketing analytics framework to track and enhance campaign ROI.
● Developed team training programs on industry trends, fostering professional growth.

The Maru Group - Senior Demand Generation Manager (MR professional services/SaaS)
July 2016 – May 2021

● Launched 200+ ABM-driven content initiatives, increasing SaaS qualified leads by 25%.
● Created a standardized marketing playbook for improved global campaign execution.
● Optimized digital channels (SEO, SEM, webinars), driving a 45% boost in inbound conversions.
● Trained sales teams on LinkedIn/social selling, increasing engagement by 40%.
● Led mentorship initiatives and succession planning for junior marketers.

Ingram Micro - Senior Marketing Manager (IT products and services)
May 2015 – January 2016

● Managed digital campaigns, increasing SaaS marketplace upsells by 18%.
● Led an e-commerce platform redesign, improving UX and conversions.
● Streamlined marketing processes, enhancing campaign execution speed.

Additional Marketing Experience (2009 – 2014) (Agency, Marketing automation)

● Revamped B2B brand strategies, increasing client retention by 10%.
● Developed an SEO strategy that boosted lead conversions by 20% over two years.
● Grew MRR by 15% through SEO, SEM, and email campaigns.
● Enhanced web performance and social engagement via data-driven initiatives.

Education

Bachelor of Arts in Communication Studies University of Windsor

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