Industry
B2B Industrial & Wholesale
Scope
National
Budget Owned
~$150,000
Agencies Managed
5 External
CRM Contacts
~12,000
Stack
As the sole in-house marketing leader at Southern Pumping, I own the entire marketing function, from strategy and budget to martech architecture, agency governance, and commercial execution. It's a role that demands both the vision of a Marketing Director and the hands-on capability of a full-stack practitioner.
Southern Pumping is a national wholesale and industrial supplier, and I joined as the company’s first full-time marketing hire. With a ~$150k budget and full ownership of the martech stack, the mandate was clear: build scalable marketing infrastructure that drives qualified leads, improves sales handover, and positions Southern Pumping for growth.
Beyond campaign execution, this role required genuine commercial leadership, managing five external agencies, aligning stakeholders across sales and operations, and making high-stakes technology decisions that would shape how the business runs for years to come.
End-to-end martech architecture. Designed and delivered a fully integrated B2B e-commerce solution connecting MYOB Acumatica, HubSpot, and Shopify, restructuring the Southern Pumping website into a wholesale portal with account-based pricing. A complex, cross-functional build that required systems thinking and executive stakeholder management.
HubSpot CRM implementation at scale. Led the full implementation for ~12,000 contacts, establishing automated engagement workflows, improving sales handover quality, and building a foundation for data-driven pipeline management.
Attribution and reporting frameworks. Built the measurement infrastructure from scratch, establishing attribution models, lead tracking, and reporting dashboards that gave leadership real visibility into marketing ROI for the first time.
Agency governance model. Introduced structured briefing processes and accountability frameworks across five external agencies, reducing miscommunication, improving output quality, and ensuring every dollar of budget was aligned to business objectives.
Paid media optimisation. Reduced paid media lead costs through rigorous campaign management, audience refinement, and conversion rate improvements, stretching budget further while improving lead quality.
Full commercial execution. Led product launches, packaging design, sales collateral development, and trade exhibition logistics, operating as a true marketing generalist across every commercial touchpoint.
Southern Pumping is the clearest evidence of my readiness for a more senior role. Coming into a company with no existing marketing function, I built the strategy, brought in the agencies, architected the technology, and delivered measurable commercial outcomes, all while managing upward to executive stakeholders and outward to a portfolio of specialist partners.
