Context
The supplied CV describes responsibility for B2B acquisition for WPS salary cards and payroll software at Edenred UAE, targeting SME HR managers, finance directors and CFOs. The work spans acquisition, qualification, lifecycle communication and reporting.
Objective
Improve lead quality and progression through a connected acquisition and sales process, with channel allocation and CAC targets informed by business outcomes.
Constraints & evidence
The available evidence is the supplied CV, not a campaign export or an independently audited analysis. Exact evaluation dates, sample sizes, channel-level breakdowns and metric definitions were not supplied. The before-and-after figures cannot isolate the effect of any single change.
My contribution
The CV records ownership of B2B lead-generation strategy, acquisition budgets, execution and ROI measurement. Contributions include Salesforce stages and qualification SOPs, pipeline targets, multi-touch attribution and dashboards across GA4, Google Ads, Search Console, Salesforce and LinkedIn.
Decisions documented in the CV
The programme combined channel allocation with tests of landing pages, ad copy and formats, creative, audiences and forms. Sales–Marketing SLAs, feedback loops and biweekly pipeline reviews connected campaign activity with later outcomes. Lifecycle work included Customer.io, CleverTap and OptinMonster.
Reported results
Across a two-year evaluation period, the CV reports workable lead rate increasing from 16% to 48% (+32 percentage points) and qualified-to-closed-won conversion from 37% to 52% (+15 percentage points). It also reports 80% of Salesforce workflows automated, without specifying the workflow denominator. These are programme-level results; they are not attributed solely to one person or experiment.
What this case supports
The evidence supports experience connecting paid acquisition, CRM operations and sales feedback. It does not establish that one landing-page test caused the reported gains. A practical lesson to draw is that lead volume and qualification need to be reviewed together; this is an interpretation of the documented work, not an invented personal anecdote.
Source: Ashok Singh — supplied combined CV (PDF). Read the editorial and evidence notes.