I independently architected and built an interactive, AI-powered marketing intelligence hub using ChatGPT, integrating live Salesforce data with HubSpot reporting through Google Sheets.

I transformed fragmented reporting into a centralized decision-support system, connecting more than 370 incoming records across marketing sources, HubSpot, and Salesforce. The environment brought together acquisition performance, campaign analytics, lead qualification, and sales pipeline context to create a more complete view of marketing's contribution to growth.

Established Full-Funnel Marketing Intelligence

• Connected acquisition sources to Lead, MQL, SQL, Opportunity, Code Sent, and Closed Won stages, creating visibility into conversion and prospect progression throughout the funnel.

• Developed company-level reporting and historical comparisons to evaluate performance, qualification, and downstream outcomes.

• Distinguished overall pipeline performance from marketing-influenced results to provide more meaningful attribution and reporting.

Unified Performance & Investment Reporting

• Consolidated reporting previously spread across three platforms into one centralized environment.

• Developed interactive views to evaluate performance by source, campaign, channel, date, and funnel stage.

• Integrated paid media, Shopify advertising, sponsorship, and trade show reporting to assess channel effectiveness and investment performance.

• Incorporated budget, annual goals, and year-over-year comparisons to support resource allocation and strategic prioritization.

Introduced AI-Powered Analysis & Decision Support

• Built conversational data exploration and AI-assisted performance summaries to make complex marketing data more accessible.

• Incorporated automated flags and contextual analysis to identify performance trends, outliers, and records requiring further review.

• Created a flexible intelligence environment that supported both recurring performance reviews and deeper strategic analysis.

From Reporting to Strategic Decision-Making

• The intelligence hub revealed organic search and the Shopify App Store as key acquisition drivers, supporting continued investment in both channels.

• By connecting acquisition sources to qualification and opportunity progression, I established a clearer understanding of which channels were contributing to business growth and where marketing resources could have the greatest impact.

• The result was a more measurable, accountable marketing operation—equipped with the data infrastructure, analytical capabilities, and AI-powered tools to make faster decisions, prioritize investment, and connect marketing activity to business performance.