Surfe

Context

Surfe connects LinkedIn to the CRM for sales teams. The engagement covers the full paid growth loop: strategy, ICP and targeting, search architecture, execution — and fixing a tracking stack where cross-domain flows and CRM attribution had drifted out of sync.

What I did

• Leading paid growth and GTM execution from strategy through optimisation
• Built ICP and targeting frameworks aligned with the sales motion, ACV and buyer roles
• Developed buyer personas, market sizing across EMEA, NORAM, APAC and LATAM, and a messaging framework centred on revenue and sales productivity
• Designed a scalable paid search architecture: intent mapping, match-type strategy, funnel separation
• Diagnosed and fixed tracking issues across GTM, cross-domain flows and CRM attribution
• Rebuilt conversion tracking for reliable data between ads, website and CRM
• Delivered the audit as a full deck plus a conversion-tracking rebuild blueprint, a GTM/dataLayer implementation plan, a phased growth roadmap, a US-expansion brief and an ABM plan
• Connecting marketing, RevOps, sales and product around one measurement system

What it changed