Hi! I am

Jackie Mulay

Demand generation & GTM consulting

CASE STUDY

for B2B SaaS companies and AI startups

I help teams launch new products, build qualified pipeline, and improve the systems connecting marketing and sales.

Project-based consulting and fractional leadership, backed by experience at Zoom and TELUS Digital.

Event Success

I bring a decade of experience connecting compelling content with demand generation for technology companies. I help B2B SaaS and AI teams turn complex products into clear stories, focused campaigns, and stronger paths from initial interest to sales.

I’m especially good at untangling what gets in the way—unclear targeting, disconnected systems, or gaps between marketing and sales—and building the strategy and processes that help teams move forward.

CONTACT

From launching enterprise AI solutions to expanding demand for established technology, I connect strategy, campaigns, and marketing operations to business goals.

PROVEN RESULTS

SPECIALITIES

  • Multi-channel campaigns

  • Lead lifecycle management

  • Account-based marketing (ABM)

  • Go-to-market (GTM) strategy

Demand Generation

  • ICP development

  • Core messaging and positioning

  • Product-Led Growth (PLG)

Product Marketing

  • Salesforce, Pardot, Marketo

  • Data and analytics (reporting)

  • Lead scoring and attribution

  • Stakeholder management

Marketing Operations

  • Adobe Creative Suite, Canva

  • Scripting (short & long-form)

  • 25k+ followers (TikTok)

Creative Production

Marketing-sourced pipeline increase

10%-30%

At Zoom, I led integrated marketing for the contact center business as part of a dedicated GTM team. During that year, marketing-sourced pipeline contribution increased from 10% to 30%.

PIPELINE ACCELERATion

Expansion of the ideal customer profile database

73% growth

At Zoom, I spearheaded integrated marketing programs that expanded our ICP database by 73% in one year, growing the audience available for targeted marketing and sales outreach.

DATABASE GROWTH

Inaugural summit surpassed goal of 250 registrants

600+ registrations

At TELUS Digital, I led the multichannel campaign supporting the inaugural AI Safety & Security Summit. The event attracted more than 600 registrations and achieved a 40% attendance rate.

Building the foundations for enterprise AI growth

Zoom Contact Center

The opportunity

As part of a dedicated 15-person team focused on accelerating Zoom’s contact center go-to-market efforts, I led integrated marketing for the business. The opportunity was to expand our reach among target buyers and increase marketing’s contribution to pipeline.

My role

I managed an $8 million incremental marketing budget across North America, EMEA and JAPAC, working with internal teams and agency partners to develop and execute integrated programs.

My work connected campaign strategy with the operational foundations needed to identify, engage and qualify prospective customers.

What I did

Expanded our target audience.
I spearheaded integrated programs with internal teams and external agencies to grow our ideal customer profile database and support more targeted outreach.

Connected campaigns across the funnel.
I led multichannel programs designed to engage buyers at different stages of their decision-making process and support outbound efforts.

Established clearer lead qualification.
I developed standardized lead-scoring metrics and KPIs to formalize the MQL process, giving marketing and sales a more consistent basis for evaluating leads.

The results

Within one fiscal year, marketing-sourced pipeline contribution increased from 10% to 30%.

The programs I led also contributed to:

  • 73% growth in the ICP database in the first year.

  • Consistent 37%+ open rates in outbound engagement

These outcomes reflected coordinated work across marketing, sales and agency partners, with my role spanning integrated campaign leadership, budget management and lead qualification.

What this brings to my consulting work

Growing demand requires more than launching individual campaigns. It takes a clear audience strategy, coordinated execution and a consistent process for moving interest toward sales.

That’s the combination I bring to teams launching new products, expanding into new markets or strengthening their demand generation programs.