Zestron is a global leader in high-precision cleaning solutions for the electronics industry. A mature business with an international footprint, Zestron needed marketing to contribute directly to an aggressive revenue growth plan while operating under tightened budget constraints after legacy marketing efforts showed unclear ROI.
Zestron
Demand generation, Pipeline conversion, Sales enablement, Product marketing, Martech implementation, Financial management
Demand generation, Pipeline conversion, Sales enablement, Product marketing, Martech implementation, Financial management
I led a complete transformation of the marketing function. First, I shifted the model from an outsourced, traditional approach to an in-house, data-driven one. This enabled tighter control, faster execution, and a digital-first mindset.
We implemented marketing automation tools, introduced lead scoring, and overhauled messaging to focus on high-value prospects. Campaigns were redesigned with ROI in mind, and reporting frameworks were built to track not just activity, but contribution to pipeline and EBITDA.
By prioritizing channels with the highest measurable returns, we eliminated waste and reinvested in initiatives with proven conversion efficiency. This approach positioned marketing as a performance-driven business unit rather than a cost center.
Despite reducing spend by 25%, Zestron achieved 2.5x lead growth in less than a year. Conversion rates rose 18%, digital impressions grew 3.5x, and the company achieved record sales performance.
Marketing became a model of financial discipline, proving that strategic optimization and smarter allocation can deliver both cost savings and accelerated growth.