Industry
B2B SaaS / Transport Tech
strategy
Product-Led Growth
CRM Contacts
~12,000
Stack
At Allotrac, I led the full digital marketing function for a B2B SaaS company, architecting a product-led growth strategy from the ground up, building a new brand identity, managing a team, and delivering a Webflow website while running every channel from SEO and paid ads to CRM automation and analytics.
Allotrac is a B2B SaaS platform built for transport and logistics operators, and I joined as Digital Marketing Manager at a stage when the product needed more than just campaigns, it needed a growth infrastructure. The brief was to take a product that had been operating under the legacy Allotrac brand and build the digital presence, data systems, and audience for a new SaaS offering called Allotrac.io.
That meant starting with the fundamentals: implementing Segment as a customer data platform, building a new Webflow website, standing up Zoho CRM automation, and developing a product-led growth strategy designed to turn user behaviour data into marketing intelligence. Alongside the technical build, I was also managing a team of two coordinators and running every paid, organic, and email channel simultaneously.
Product-led growth strategy with Segment at the core. Designed and implemented a comprehensive PLG strategy using Segment as the customer data platform, writing and maintaining a full data tracking plan, implementing Segment across the website and product (including dev and production environments), and building computed trait audiences to understand user behaviour at a granular level.
Built and launched a Webflow website. Created a new website for Allotrac.io in Webflow from the ground up, optimised for lead capture and analytical data collection for the sales team, a project that required both technical execution and strategic UX thinking.
Brand differentiation strategy. Led the positioning work to differentiate Allotrac.io from the legacy Allotrac product, developing a distinct visual identity, brand voice, and go-to-market positioning that helped the new product find its own audience in a competitive market.
CRM automation and lead nurturing. Managed customer data in Zoho CRM and built an automated email workflow designed to move MQLs through to SQLs, streamlining the sales handover process and reducing the time between lead capture and sales engagement.
Cross-functional team alignment. Reduced communication barriers between marketing, product, and operations using Jira, implementing processes that kept the marketing team focused on shared goals and improved the quality of inter-team collaboration.
Team leadership and capability building. Trained and managed two marketing coordinators across social media management, email marketing, and SEO, building a team capable of executing independently while maintaining strategic alignment.
Allotrac shows me operating at the intersection of marketing strategy, data engineering, and people leadership, the trifecta that defines high-performing marketing leaders in the SaaS space. Implementing Segment, building a PLG motion, differentiating a product brand, and growing a team simultaneously isn't a coordinator's remit. It's the work of a Head of Marketing.
The Webflow build is also worth noting. I don't outsource what I can own. That's a quality that dramatically reduces time-to-execution and agency dependency, and it's something that compounds significantly in a senior leadership context.
