LUIS ESQUIVEL

Marketing / GTM Strategy & Operations

003luis@gmail.com in/003luis ↓ PDF

Coursera · Marketing Strategy & Operations Manager, Growth

Mar 2023 – Present
  • Redesigned the ABM operating model; relaunched Demandbase as system of record. 3× platform usage, intent signals correlated to opportunity creation.
  • Led SDR territory & coverage redesign for split inbound/outbound motions; ~60% faster speed-to-lead.
  • Lifecycle conversion optimization (short forms, real-time enrichment, multilingual, automated follow-up): +12% priority-lead conversion, 35% faster response.
  • Standardized marketing team workflows in Airtable: a governed UTM/link builder with enforced taxonomy, creative-asset tracking, and request intake; third work-management rollout after Wrike and Monday.com.
  • Built a standardized GTM knowledge base with an AI agent enforcing schema on every new contribution. Adopted by Marketing, requested by Sales Enablement, and load-bearing for Udemy merger documentation.
  • Operate an agentic operations repo (OpenAI Codex) for day-to-day MOps execution: versioned automation skills with documented, auditable outputs; first deliverable consolidated a 118-page Confluence space into a governed, stakeholder-reviewed process inventory.

Appspace · Sr. Manager, Marketing Operations

Nov 2020 – Jan 2023
  • Built and led the marketing operations function from inception under the company’s first CMO; defined GTM systems architecture across Salesforce, Pardot, and BI.
  • Scaled automation & campaign ops: 4× monthly email/webinar output, +72% marketing-sourced pipeline, +83% bookings growth.
  • Redesigned Sales/Marketing process flows: opportunity stages, lead management, handoff logic.
  • Established the revenue analytics foundation, evolving reporting from Google Sheets into Tableau dashboards that framed pipeline decisions for Marketing & Sales leadership.
  • Standardized intake, QA, naming conventions, and launch checklists across GTM systems.

Omnitracs (Vista Equity) · Sr. Manager, Marketing Operations

May 2019 – Nov 2020
  • Owned account scoring & ABM prioritization models: $2.3M pipeline in six months, +22% above baseline.
  • Re-architected CRM marketing processes and data schema in a new Salesforce instance.
  • Coordinated communications strategy recovering ~$3M in unrealized revenue.

Omnitracs · Marketing Operations Lead / Sr. Specialist

Oct 2017 – May 2019
  • Re-established the Marketing Operations function; redesigned lead flow, scoring, opportunity stages.
  • SiriusDecisions-aligned pipeline contribution & influence reporting in Marketo + Salesforce.

HealthMarkets · Database Marketing Specialist

Apr 2017 – Oct 2017
  • Data-driven marketing programs in Marketo + Dynamics; A/B testing lifted open & click-through rates 20–24%; UTM-level campaign and creative reporting.

CVENT / Lanyon (Vista Equity) · Database Marketing Analyst / MOps Specialist

Oct 2015 – Apr 2017
  • Data capture & reporting strategy; self-service reporting, ETL, and attribution frameworks across Salesforce + Tableau.

ax1om · the product · hover nodes

Solo-built AI scoring platform

Started December 2025 as a nights-and-weekends question: can one operator build the predictive scoring system GTM teams usually buy? Two hundred-plus production deploys later, it is a working platform in enterprise beta with sales-provisioned trials. Per-customer models trained on their own closed-won history, every score explained, pushed back into the CRM where reps work. Python, FastAPI, and Claude Code. No other engineers. Live at ax1om.ai →

Hover anything to inspect it.

ax1om · the GTM operating system behind it · hover anything

A full GTM stack, built not bought

A warehouse-native, PLG-first stack run by one operator. Under $100/mo today, replacing a $12K–35K/mo legacy suite (Salesforce + Marketo + Gainsight).

Contact

Luis Esquivel

003luis@gmail.com
linkedin.com/in/003luis
Resume (PDF)