Resume At A Glance
Work Experience – Uvaro
Senior Marketing Generalist – Uvaro
June 2023 – August 2025
Promoted as the sole marketer supporting business-to-government (B2G) content initiatives and reporting directly to the VP of Global Impact. My mandate was to design and execute marketing strategies that secured large-scale provincial and federal contracts focused on workforce upskilling across Canada.
My Role
- Owned end-to-end marketing strategy for the B2G content funnel, from creative direction to execution.
- Managed and updated the dedicated government-facing website, ensuring clarity and history of success for procurement stakeholders.
- Produced a wide range of content formats such as long-form thought leadership, ROI-driven case studies, webinars and executive-level messaging frameworks.
- Served as the creative lead for all messaging and campaign assets supporting contract bids and contract delivery if successful.
Results
- Generated $40M+ in pipeline across Canadian provinces and federal opportunities.
- Secured $3.5M in ‘won’ contracts, enabling the training of 800+ learners nationwide in 2024.
- Additional $1.4M ‘won’ contract returned following bankruptcy notice (not included in $3.5M total above).
Relevant Projects
Manager, Content and Design – Uvaro
November 2021 – June 2023
Promoted and tasked with scaling in-house creative agency, I built and managed a hybrid team of 6 full-time employees, multiple co-ops, and 5-10+ freelancers. Reporting to both the Director of Growth Marketing and then our VP of Marketing where I supported three core business lines:
- B2C student recruitment
- B2B business development
- B2G awareness + enablement
My Role
- Served as a player/coach, balancing people management with direct creative contribution.
- Recruited, hired, and onboarded a diverse creative team including graphic designers, front-end web developers, writers, and social media specialists.
- Oversaw a $25K–$50K monthly content budget, optimizing allocation across digital ads, video production, and outsourced projects.
- Acted as the bridge between marketing and other departments (sales, product, engineering, customer support/success) to align creative output with business needs.
- Delivered a full-service internal agency capable of producing the organization’s entire suite of creative assets, from campaign visuals and marketing collateral to broadcast-quality classroom streaming for the instruction team.
Results
- B2C Marketing:
- Achieved 80–100% of student lead generation targets consistently.
- Exceeded +100% lead gen targets for annual flagship campaigns (e.g., New Year New Me, Back to School, Summer School).
- B2B Marketing:
- Expanded organizational awareness into every Canadian province.
- Supported securing and delivery of first 3 major B2B contracts across Western, Central, and Eastern Canada.
- B2G Enablement:
- Produced creative and messaging that strengthened government stakeholder awareness and prepared them for an accelerated proposal cadence starting in 2024.
Relevant Projects
Marketing And Campaigns Manager – Uvaro
May 2021 – November 2021
Promoted from my initial role as the company’s first marketing hire, I took on full responsibility for strategy, leadership, and execution of all B2C lead generation and brand campaigns. This work supported the company’s transition into its next phase of scale-up growth following Series A financing.
My Role
- Owned end-to-end campaign strategy and reporting across student recruitment and brand awareness initiatives.
- Developed ideal customer profiles (ICPs) and buyer personas to improve targeting and messaging.
- Produced sales and product storytelling assets to strengthen campaigns.
- Established evergreen, targeted annual flagship campaigns (e.g., seasonal recruitment drives) that remain part of the company’s marketing calendar.
- Launched marketing for scholarships supporting women and BIPOC learners in tech.
Results
- Continually delivered +100% leads targeted on annual flagship campaigns.
- Achieved 100% fulfillment of scholarship applications, driving consistent awareness and participation for BIPOC learners.
- Supported scaling admissions growth targets post-Series A, ensuring consistent lead flow amid rapid team expansion.
Marketing Specialist – Uvaro
January 2020 – May 2021
Retained into a broader marketing role following Kiite’s rebrand to Uvaro. Oversaw campaign strategy and pipeline development, now in a B2C context focused on student enrollments rather than product sign-ups. Operated as the company’s sole marketing professional, reporting directly to the CEO and leading the creation of Uvaro’s foundational marketing systems, content, and digital presence.
My Role
- Built the company’s first marketing infrastructure from the ground up, including website, blog, email automation, and lead funnels.
- Established Uvaro’s brand voice, content cadence, and digital presence while managing end-to-end email communications, from acquisition nurture through to enrollment confirmation.
- Pivoted all marketing operations to fully remote workflows during the onset of the COVID-19 pandemic, maintaining continuity and performance.
Results
- Scaled student class sizes from 8 to 30+ within the first year.
- Delivered demand generation and enrollment growth that contributed directly to securing $12M in Series A funding.
- Helped establish the company’s early culture and communications, contributing to multiple “Great Place to Work” awards that supported post–Series A hiring and retention.
Marketing Specialist – Kiite
January 2020 – April 2020
Context
Promoted to lead marketing campaigns and take deeper ownership of pipeline development following early success in the inbound and communications role. Tasked with stabilizing ad performance, scaling lead generation, and managing the full customer journey from first touch to onboarding.
My Role
- Took over and optimized Google Ads and paid campaign strategy, rebuilding keyword groups, ad copy, and targeting.
- Designed and led all email marketing initiatives, including nurturing sequences and post-signup communications.
- Partnered with sales and product teams to align campaign messaging with product capabilities and onboarding flow.
Results
- Reduced Google Ads cost-per-click (CPC) from $17 to $3 through improved targeting, ad relevance, and negative keyword management.
- Delivered onboarding sessions that helped 4 out of 5 participants reach the end of the “first five steps” and activate successfully.
- Increased organic site traffic by 100% in six months by targeting high-volume keywords with low competition.
Note:
- Kiite would pivot and rebrand as Uvaro, where I was retained and went on to hold several additional roles.
Inbound Marketing And Customer Communications Specialist – Kiite
July 2019 – January 2020
Context
Rehired as the first marketing hire, reporting directly to the VP of Marketing. My role was to build demand generation programs and execute on leadership’s strategy to help the business grow from MVP concept to a funded start-up company in the B2B ‘Sales Enablement’ space.
My Role
- Built and maintained the service-level agreement (SLA) for customer support, ensuring reliable response times and high satisfaction.
- Established and managed all communication channels with both prospective leads and users.
- Executed broad campaign ownership, taking on work passed from senior leadership and quickly growing into leading campaign management and execution independently.
Results
- Team achieved a 95%+ SLA compliance rate for customer response times, improving user satisfaction and retention during early growth stages.
- Supported acquisition of Kiite’s first mid-market and enterprise users, building credibility and proof points for future sales growth.
- Led the company’s first holiday campaign, surpassing sign-up targets by 165% and establishing an annual campaign framework for future launches.
Sales Development Representative – Kiite
September 2018 – January 2019
Context
Entry-level sales roles focused on prospecting, qualifying, and starting conversations to build pipeline. Reporting directly to the CEO and VP of Marketing, I targeted the SMB segment within the North American tech industry. This role was instrumental in developing my business acumen, customer empathy, and go-to-market foundations that continue to shape my marketing approach today.
My Role
- Prospected and qualified leads through outbound and inbound channels.
- Initiated discovery conversations to connect qualified prospects with our account executive.
- Learned the fundamentals of sales operations, CRM usage, and pipeline management.
Results
- Consistently achieved 80-100%+ of activity quotas for meetings booked and pipeline generated.
- Accelerated early-stage customer acquisition and feedback during Kiite’s MVP phase seeking product market fit.
- Built transferable skills in messaging, positioning, and customer engagement that directly informed my later marketing roles.
Note:
- This was the first of several roles I held at Kiite, but it ended in a layoff when the MVP didn’t achieve product market fit. I was the first person hired back after the company returned from building mode a few months later.
By Ian Gordon 