Hi! I am
Jackie Mulay
Demand generation & GTM consulting
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.
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.
PROVEN RESULTS
From launching enterprise AI solutions to expanding demand for established technology, I connect strategy, campaigns, and marketing operations to business goals.
PIPELINE ACCELERATion
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%.
DATABASE GROWTH
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.
Event Success
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.
Work with me
DEMAND GENERATION Audit & roadmap
what to fix and where to focus
what’s included
For teams running campaigns but struggling to connect activity with qualified pipeline.
I review your audience targeting, campaign performance, lead lifecycle and sales handoff to identify what’s getting in the way of growth.
Kickoff and interviews with key stakeholders
Review of your funnel and up to five recent campaigns
Assessment of lead qualification, nurture and sales handoff
Prioritized 90-day roadmap
Working session to review findings and next steps
Timeline: Three weeks
Your takeaway: A clear set of priorities, with recommended actions, owners and success measures.
lead lifecycle or nurture buildout
a clear path from initial interest to sales
what’s included
For teams whose leads need more consistent nurturing, qualification and follow-up.
I help design and implement a focused lead lifecycle for one priority audience or product, connecting marketing activity with a practical sales handoff.
Current-state review and lifecycle map
Lead-stage definitions and qualification criteria
Lead-scoring and routing plan
One email nurture sequence, including copy and setup
Implementation and testing in your existing platform
Documentation and team handoff
Timeline: Typically six to eight weeks (depending on systems and scope)
Your takeaway: A working lifecycle your team can manage, measure and improve.
have something else in mind?
I also take on projects in go-to-market planning, integrated campaigns, ABM, webinars and virtual events, and marketing operations. Fractional demand generation leadership is available for teams that need ongoing senior support.
Tell me what you’re working toward, and we’ll define the right scope.
CASE STUDY
increasing marketing’s contributions to pipeline
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
THE PROJECT
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.
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.
SPECIALITIES
ICP development
Core messaging and positioning
Product-Led Growth (PLG)
Product Marketing
Adobe Creative Suite, Canva
Scripting (short & long-form)
25k+ followers (TikTok)
Creative Production
Multi-channel campaigns
Lead lifecycle management
Account-based marketing (ABM)
Go-to-market (GTM) strategy
Demand Generation
Salesforce, Pardot, Marketo
Data and analytics (reporting)
Lead scoring and attribution
Stakeholder management