Introduction
Work Experience
Education & Certifications
Technical skills
America/Chicago
English
Spanish
Luis is a marketing and revenue operations leader based in the Dallas–Fort Worth area, designing and scaling end-to-end GTM operating models across Marketing, SDR, Sales, and Partnerships. A decade of B2B SaaS spent on Salesforce-centric stacks, attribution, and lifecycle orchestration, increasingly spent building AI-native revenue systems: agentic operations repos running in production, LLM-powered workflows, and a solo-built ML scoring platform now in enterprise beta.
Work Experience
CourseraMar 2023 – Present
Marketing Strategy & Operations Manager, Growth- Operate an agentic operations repo for day-to-day marketing ops execution: versioned automation skills producing documented, auditable outputs. First deliverable consolidated a 118-page Confluence space into a governed, stakeholder-reviewed process inventory.
- Built a standardized GTM knowledge base with an AI agent enforcing schema on every new contribution; adopted by Marketing and requested by Sales Enablement.
- Redesigned the ABM operating model and relaunched Demandbase as system of record, correlating intent signals to opportunity creation; 3x platform usage.
- Led SDR territory and coverage redesign for split inbound and outbound motions, cutting speed-to-lead by roughly 60%.
- Ran lifecycle conversion optimization across short forms, real-time enrichment, multilingual paths, and automated follow-up: +12% priority-lead conversion and 35% faster response.
- Standardized marketing team workflows in Airtable: a governed UTM/link builder with enforced taxonomy, creative-asset tracking, and request intake, a third work-management rollout after Wrike and Monday.com.
AppspaceNov 2020 – Jan 2023
Sr. Manager, Marketing Operations- Built and led the marketing operations function from inception under the company's first CMO, defining GTM systems architecture across Salesforce, Pardot, and BI.
- Scaled automation and campaign operations to 4x monthly email and webinar output, contributing to +72% marketing-sourced pipeline and +83% bookings growth.
- Established the revenue analytics foundation, moving reporting from spreadsheets into Tableau dashboards that framed pipeline decisions for marketing and sales leadership.
- Redesigned sales and marketing process flows (opportunity stages, lead management, handoff logic) and standardized intake, QA, naming conventions, and launch checklists across GTM systems.
Omnitracs (Vista Equity)May 2019 – Nov 2020
Sr. Manager, Marketing Operations- Owned account scoring and ABM prioritization models that generated $2.3M in pipeline within six months, 22% above baseline.
- Re-architected CRM marketing processes and data schema inside a new Salesforce instance.
- Coordinated a communications strategy that recovered roughly $3M in unrealized revenue.
Omnitracs (Vista Equity)Oct 2017 – May 2019
Marketing Operations Lead / Sr. Specialist- Re-established the marketing operations function and redesigned lead flow, scoring, and opportunity stages.
- Built SiriusDecisions-aligned pipeline contribution and influence reporting across Marketo and Salesforce.
HealthMarketsApr 2017 – Oct 2017
Database Marketing Specialist- Ran data-driven marketing programs in Marketo and Dynamics; A/B testing lifted open and click-through rates 20–24%, with UTM-level campaign and creative reporting.
Cvent / Lanyon (Vista Equity)Oct 2015 – Apr 2017
Database Marketing Analyst / MOps Specialist- Owned data capture and reporting strategy, building self-service reporting, ETL, and attribution frameworks across Salesforce and Tableau.
Education & Certifications
East Texas A&M UniversityBBA, Marketing.
CertificationsMarketo Certified Expert · Atlassian Certified in Managing Jira Projects for Cloud.
Technical skills
AI operations & governanceAgentic operations repos running in production (versioned automation skills with documented, auditable outputs), plus schema-enforcing agents, LLM-powered workflows, and the governance layer around them: a registry of what automation exists and what it may read or write, review policy for anything touching revenue-path systems, and scheduled audits. Claude Code, OpenAI Codex, MCP integrations.
CRM & marketing automationSalesforce (Admin) at architecture level, Marketo (Certified Expert), HubSpot, and Pardot. CRM data schema design, lead lifecycle and routing, opportunity stage design, and the migration work that keeps a stack coherent through replatforming.
Sales engagement & GTM dataOutreach, Salesloft, Gong, Chorus, Chili Piper, LeanData, ZoomInfo, and Demandbase. Territory and coverage design, speed-to-lead routing, enrichment, and ABM operating models with intent correlated to opportunity creation.
Scoring & measurementAccount and lead scoring from hand-weighted points through per-customer gradient-boosted models with SHAP explainability. Multi-touch attribution, marketing mix modeling, and incrementality testing; sourcing versus influence credit and lookback windows derived from closed-won data. Databricks, Tableau, Looker, Power BI, Amplitude.
EngineeringPython, SQL, Apex, and HTML/JS/CSS. FastAPI services on Cloud Run, Next.js front ends, LightGBM with SHAP, and REST/OAuth integrations against Salesforce and HubSpot. Work management in Airtable, Wrike, Monday.com, Jira, and Confluence.