CRM and Marketing Automation: HubSpot (CRM and Marketing Hub)
Andy Grantham
Experienced Marketing Leader
Hadsten,DK
Summary
Dynamic B2B marketing leader with 15+ years of expertise in SaaS and digital strategies across international markets. I transform tech companies' growth trajectories by leveraging data-driven insights and fostering cross-functional collaboration. My proven track record in aligning sales and marketing efforts optimizes performance, delivering measurable results and long-term growth in competitive markets. Skilled in balancing strategic leadership with hands-on project ownership to drive brand visibility and customer loyalty.
Overview
15
15
years of professional experience
5
5
years of post-secondary education
6
6
Certificates
2
2
Languages
Work History
Head of Marketing
SynergyXR
Åbyhøj, Denmark
04.2023 - Current
- Leading the global marketing strategy for an enterprise SaaS platform, with full responsibility for team management and cross-departmental coordination
- Implemented data-driven decision-making processes to guide innovative marketing strategies
- Implemented a unified Account-Based Marketing (ABM) strategy, in close collaboration with sales, to attain a pipeline creation ROI of 11:1; generating €11 in open pipeline value for every €1 sales/marketing spend
- Reduced Customer Acquisition Costs (CAC) by 25%, and an 147% increase in marketing-sourced pipeline through optimized paid strategies and better lead targeting
- Contributed to 2x increase in Average Revenue Per Account (ARPA) through targeted marketing campaigns
UK Country Manager
Holdsport | SportMember
Aarhus, Denmark
08.2022 - 03.2023
- Directed market entry strategies for UK, driving new market inbound sales and brand visibility. 200% increase recurring revenue (MRR) for UK
- Developed localized go-to-market strategies in close collaboration with the sales team to align marketing with growth goals
- Successfully increased brand awareness and inbound leads through integrated digital campaigns. Positioning SportMember as a top-choice platform in the UK
- Managed budgets, financial planning, and forecasting to optimize profitability for the country operations
International MarCom Project Manager
Erhvervsakademi Aarhus
Viby, Central Jutland
03.2015 - 07.2022
- Managed international recruitment and marketing projects, generating yearly revenue of DKK 20M+ from international activities
- Developed inbound/outbound marketing campaigns that increased international student enrollment through lead generation strategies and digital communication
- Analyzed and optimized marketing strategies based on detailed KPI reporting, improving overall campaign performance
- Implemented new marketing strategies that increased international student inquiries by 30%
- Optimized cross-departmental collaboration to streamline international marketing efforts, improving efficiency and ROI
Alumni Relations Manager
Aarhus University (AU) – AU Alumni
Aarhus, Denmark
08.2012 - 02.2015
- Managed large-scale cross-departmental projects aimed at engaging alumni and other stakeholders. Doubled active alumni from 12K to 24K in two years.
- Developed and executed multimedia campaigns, integrating online and offline activities to enhance engagement and strengthen the alumni network
- Led the development of community management strategies across social media platforms to drive increased engagement
- Led digital transformation projects, including the implementation of new communication channels, improving alumni engagement metrics
Marketing Communications Coordinator
Arla Foods Ingredients
Viby, Central Jutland
07.2011 - 03.2012
- Led marketing communications projects from concept to execution, managing a DKK 3M+ budget
- Developed and managed digital marketing strategies, paid campaigns and social media optimization
- Coordinated relationships with external agencies and internal teams to ensure cohesive brand messaging across all channels
- Managed the rebranding of key products and sales enablement material, which led to a 17% increase in product inquiries and overall lead generation
Education
Master of Arts - International Business Communication
10.2006 - 09.2011
Advanced expertise in global business strategies, integrated marketing and cross-cultural communication.
Diploma Courses - Leadership
05.2020 - 06.2021
- Project Management (2021): Enhancing skills in complex project coordination
- Leadership of Employees and Professional Development (2020)
Skills
Data Analysis and Interpretation - Analyzing and interpreting data to inform marketing decisions and strategy optimization
Digital Marketing Expertise - Proficiency in SEO, PPC, email marketing, and social media management for B2B audiences
Content Marketing and Storytelling - Creating compelling, audience-centric narratives and diverse content to engage B2B clients
Marketing Automation - Utilizing and optimizing automation tools to streamline processes and improve marketing efficiency
Account-Based Marketing (ABM) - Implementing targeted strategies to identify ICP (Ideal customer profiles), engage and convert high-value accounts
Marketing Technology (MarTech) Stack Management - Selecting, integrating, and optimizing various marketing technologies for a cohesive ecosystem
Strategic Thinking and Planning - Developing comprehensive marketing strategies aligned with business goals and market dynamics
AI and Machine Learning Applications - Leveraging AI for predictive analytics, personalization, and automation in marketing processes
Sales and Marketing Alignment - Collaborating effectively with sales teams to ensure cohesive strategies and messaging
Analytics and ROI Measurement - Demonstrating marketing impact on business outcomes and accurately calculating ROI
Demand Generation Strategy - Developing and executing strategies to create awareness and drive qualified leads into the sales pipeline
Video Marketing and Production - Creating and leveraging video content for various B2B marketing purposes, from awareness to conversion
Certification
Project Management, Erhvervsakademi Aarhus
Software
Analytics and Data: Google Analytics Dreamdata (for account identification and attribution) NRich (for ABM & ICP campaigns and analytics)
Social Media, organic & paid: LinkedIn Ads Facebook Ads
Automation and Integration: Phantom Buster Zapier
Account-Based Marketing (ABM): Specialized ABM software, such as NRich
General Business Tools: Microsoft Office Suite
Additional Competencies: Adobe Creative package SEO Tools Content Management Systems (CMS) Email Marketing tools Project Management software Data Visualization tools
Interests
Technology and Digital Innovation: Passionate about emerging technologies, new media, and digital advancements Keen adopter of innovative gadgets and digital solutions in both professional and personal life
Sports and Fitness: Former Danish international rugby player, now actively promoting the sport in Denmark Dedicated to maintaining peak fitness through CrossFit, and participating in old-boys football and rugby
Community and Cultural Engagement: Prioritizes quality time with family and friends, valuing meaningful conversations and shared experiences Active member of Aarhus's international community, embracing opportunities to learn from diverse cultures and forge new connections
Languages
English
Bilingual or Proficient (C2)
Danish
Bilingual or Proficient (C2)
Work Preference
Work Type
Full TimeContract WorkLocation Preference
On-SiteHybridRemoteImportant To Me
Work-life balanceCompany CultureFlexible work hoursWork from home optionReferences
Available upon request
Timeline
Head of Marketing - SynergyXR
04.2023 - Current
UK Country Manager - Holdsport | SportMember
08.2022 - 03.2023
Project Management, Erhvervsakademi Aarhus
06-2021
Management of employees and professional development, Erhvervsakademi Aarhus
06-2020
Erhvervsakademi Aarhus - Diploma Courses, Leadership
05.2020 - 06.2021
Djøf Negotiation Education ++ for Union Representatives
03-2017
Effective Negotiation Technique, Erhvervsakademi Aarhus
02-2016
International MarCom Project Manager - Erhvervsakademi Aarhus
03.2015 - 07.2022
Project Manager Education, Implement Consulting
05-2014
Alumni Relations Manager - Aarhus University (AU) – AU Alumni
08.2012 - 02.2015
Marketing Communications Coordinator - Arla Foods Ingredients
07.2011 - 03.2012
Aarhus University - Master of Arts, International Business Communication
10.2006 - 09.2011
Almenprøve 2 - Danish as a 2nd language for adults
07-2002