Hey, I’m Lawrence.
Marketing & RevOps Leader
Marketing strategy, creative direction & customer growth
My Approach
I connect marketing strategy, brand and creative direction, and revenue operations to build stronger customer experiences. With 20+ years across marketing, design, technology, and business operations, I bring both strategic judgment and hands-on depth. At SimplyTest, I lead marketing priorities while building lifecycle programs, commercial reporting, CRM architecture, and provider education. My role expanded into Marketing & Revenue Operations Manager, with participation in executive leadership discussions within eight months. I work across departments to turn complex problems into clear decisions and practical systems.
Outside of work, I’m an avid science and technology podcast listener, expressing my personal creativity through portrait drawing, abstract painting and poetry. When I’m not pursuing my artistic passions, you can find me weight lifting, cooking or spending quality time with my two little munchkins at home.
Marketing Strategy Revenue Operations Creative Direction Lifecycle Marketing Customer Experience Team Leadership Commercial Reporting HubSpot CRM Graphic Design Provider Education Automation Brand Strategy
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20+ Years of Marketing Experience
B2B strategy, brand direction, campaigns & product launches
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20+ Years of Design Experience
Visual identity, digital, print, video & motion graphics
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Marketing & Revenue Operations
CRM architecture, customer lifecycle & commercial intelligence
What I Bring To The Table
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Strategy & positioning
Marketing priorities, go-to-market planning, product messaging, integrated campaigns, advertising direction, brand consistency, and sales enablement.
Leadership in practice
Connect customer needs, commercial goals, creative decisions, and cross-functional execution. Lead marketing reviews, define priorities, coordinate agencies and vendors, and turn complex product changes into clear customer communications.
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CRM & automation
HubSpot Marketing, Sales, Service, Content, and Operations Hubs; data models, custom objects, properties, pipelines, permissions, workflow design, and CRM integrations in partnership with IT.
Commercial intelligence
Executive dashboards, cohort and baseline analysis, utilization, retention, campaign attribution, event ROI, testing velocity, forecasting, and account-risk reporting. Google Analytics 4, Excel, and Google Sheets.
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Customer lifecycle
Behavior-based segmentation, onboarding communications, Account Manager introductions, customer education, recognition, re-engagement, and retention programs.
Connected journeys
Build branded email templates, multi-touch sequences, engagement-based follow-up, and reporting that connects outreach with customer behavior. Align Marketing, Onboarding, Sales, Account Management, and Support around the customer’s next step.
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Brand expression
Visual identity, campaign concepts, product messaging, packaging, brochures, catalogs, presentations, booth graphics, digital advertising, and sales materials.
Hands-on creative depth
Adobe Photoshop, Illustrator, InDesign, and After Effects; scripting, screen recording, video production and editing; website and lesson-page design. WordPress, Squarespace, and HTML/CSS fundamentals.
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Product marketing
Go-to-market strategy, positioning, launch communications, sales enablement, and customer education across B2B technology and medical-testing products. Earlier experience includes hardware, software, and SaaS product development and testing.
End-to-end events
Corporate conferences, trade shows, and technical training: strategy, budgets, vendors, logistics, visual production, demonstrations, partner communications, lead capture, follow-up, and ROI measurement.
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Connected business systems
Order management, fulfillment communications, inventory and reorder workflows, provider education, customer-support structure, phone systems, and accountable escalation.
Cross-functional execution
Translate department needs into practical processes, clear ownership, SOPs, training, and measurable follow-up. Coordinate Marketing, Sales, Account Management, IT, Finance, Clinical, Lab, and Operations. Previously managed two direct reports across marketing and operations at Vital Communications.
Projects
Brand &
Marketing
Established SimplyTest’s visual identity and connected marketing strategy, product messaging, campaigns, and customer communications.
Lifecycle &
Retention
Built behavior-based outreach, onboarding communications, education, and cohort reporting to strengthen customer activation, retention, and re-engagement.
Revenue
Operations
Connected CRM architecture, automation, commercial dashboards, account signals, and ordering workflows across the customer lifecycle.
Provider
Education
Led platform strategy, learning architecture, content production, design, and implementation of SimplyTest’s provider education experience.
Creative
Work
Selected visual work across identity, print, digital, advertising, and B2B product communication. Explore additional projects through the main navigation.