Full-Stack Growth & Performance Marketing Leader  ·  Toronto, Canada

I build revenue systems,
not just campaigns.

17+ years building and leading high-performance marketing teams across B2B and B2C — architecting acquisition systems, owning multi-brand paid and organic channels, and deploying AI-driven automation to scale output without scaling headcount. I set strategy, build the infrastructure, and lead the team that executes it.

$2M+ CAD Annual Ad Budget Managed
4–5× Consistent ROAS
80% Of Revenue Performance-Attributed
17+ Yrs Across 4 Continents
See Selected Work Hire Me
Devesh Tiwari — Growth & Performance Marketing Leader
Devesh Tiwari
Full-Stack Growth & Performance Marketing Leader  ·  Toronto
Experience across
We Know Training WSI Antuit Analytics Borderless Access Assetz Property And X Equals
Core Expertise

Three things I do at an executive level.

01

Revenue-First Performance Marketing

I architect full-funnel paid acquisition systems and lead the teams that execute within them. Google, Meta, LinkedIn, DV360, Microsoft Advertising, YouTube, programmatic — each channel built with distinct architecture, audience strategy, and attribution. I have scaled monthly budgets from $20K to $110K+ by proving performance before unlocking spend.

Google AdsMetaDV360LinkedInMicrosoft AdvertisingAttribution
02

Organic Revenue & Marketing Automation Systems

I build the systems that generate revenue while the paid engine sleeps. That means AI-automated SEO, AEO, and GEO workflows that compound over time — but also the operational infrastructure that keeps the whole marketing machine running: real-time budget monitoring with over/underspend alerts, sales signal automations that flag when historically high-performing SKUs stall, and organic social and YouTube content calendars that schedule and publish without manual intervention. Automation applied at the right layer multiplies team output without adding headcount.

SEO / AEO / GEO AutomationBudget Alert SystemsSales Signal MonitoringContent SchedulingYouTube Automationn8nGPT-4 Agents
03

Martech, Operations & Executive Reporting

I've negotiated enterprise martech contracts 50% below market, built cross-functional KPI dashboards connecting marketing spend to board-level decisions, and led distributed teams across four continents. Strategy that scales because the infrastructure supports it.

Funnel.ioLooker StudioHubSpotSalesforceGA4Team Leadership
Selected Work

Three recent projects.
Direct revenue impact.

01
Full Performance Marketing Infrastructure Build — Multi-Brand Portfolio
Multi-Brand eCommerce Portfolio
The Situation
  • Inherited a $20K/month ad spend environment with broken tracking, reactive tagging, zero attribution, and no unified acquisition strategy across 6+ brands
  • Tags were reactive, tracking was broken, no single source of truth
  • Leadership had zero visibility into which channels drove revenue
  • Limited developer support — all infrastructure had to be built independently using third-party tooling and automation
The Approach
  • Grew monthly ad spend from $20K to over $110K by proving channel-level performance and unlocking incremental budget — activating Google Search, Meta, Microsoft Advertising, LinkedIn, DV360, YouTube, and programmatic sequentially as each revenue stream was validated
  • Activated Google Search, Microsoft Advertising, Meta, LinkedIn, DV360, YouTube, and programmatic channels across 6 brands — each with distinct campaign architecture, audience strategy, and budget allocation
  • Designed and deployed server-side tracking with first-party cookie infrastructure, Conversions API on Meta and LinkedIn, and full SKU-level ecommerce reporting — all without developer dependency using Stape.io and GTM
  • Built attribution modeling connecting paid, organic, and direct channels to actual revenue — achieving 90%+ match rate with finance-reported revenue
  • Integrated ZoomInfo + HubSpot via Zapier for 24-hour lead SLA enforcement; deployed live cross-brand executive dashboards running on office screens
The Outcome
$5M+ CADPaid revenue generated
1.2× → 5×ROAS grown over engagement
$20K→$110KMonthly ad spend scaled & validated
6+Channels activated end-to-end
Server-Side TrackingMeta CAPILinkedIn CAPIStape.ioGA4GTMFunnel.ioLooker StudioHubSpotZoomInfoZapier
02
Omnichannel Growth System Design & Portfolio Marketing Leadership
7-Brand Portfolio · $1.2M+ Annual Budget
The Situation
  • 7 brands, no unified acquisition strategy, no shared campaign architecture
  • Lean team — designer, content writer, contractors, developers, SMEs across separate business units
  • No common performance standard across brands or channels
  • New product categories requiring full go-to-market launches from scratch
The Approach
  • Architected full-funnel omnichannel system — paid search, paid social, programmatic, SEO, and email running in parallel across all brands
  • Introduced AI-driven SEO workflows cutting content costs by 70% while achieving Page-1 rankings
  • Designed ABM frameworks with ICP scoring, 45-day sequenced sales cadences, and joint sales-marketing campaign planning
  • Led individual product launches end-to-end — briefing and directing designers, content writers, developers, and media contractors through each phase of strategy, creative, and execution
  • For a major regulated financial licensing launch: deployed $30K 3-month campaign; pivoted from category-led to exam-led architecture based on live search data; LinkedIn ABM targeting 1,300 dealer decision-makers for enterprise bulk purchases
The Outcome
$2M+ CADAnnual ad budget directly managed
4–5×Consistent ROAS on $1.2M+ budget
+57.6%Paid revenue YoY
+34%Organic search revenue YoY
Google AdsMicrosoft AdvertisingMetaLinkedInDV360YouTuben8nGPT-4 AgentsSearch AtlasFunnel.ioLooker Studio
03
Marketing Leadership, Team Development & Cross-Functional Alignment
Organizational Transformation
The Situation
  • Marketing function that was person-dependent and siloed from sales
  • No team KPIs, no performance framework, no structured cross-departmental collaboration
  • No strategic direction for individual contributors
  • No B2B lead generation strategy — bottom-funnel only
The Approach
  • Presented a three-pillar marketing vision to the CEO — People & Process, Pipeline, and Performance — reframing marketing as a system-led growth engine
  • Built ABM framework: ICP scoring models, 45-day sequenced outreach cadences, joint campaign planning, lead magnets from top-client interviews
  • Established team KPIs tied to revenue outcomes, quarterly reviews, and workflow transparency through shared tooling
  • Integrated ZoomInfo + HubSpot + Zapier to qualify every inbound lead, assign ownership, enforce 24-hour response SLAs
  • Leadership philosophy: build structures that outlast direct involvement — remove person-dependency, develop team members who own and improve the systems they operate within
The Outcome
3-PillarVision adopted by executive leadership
ABMFramework live across sales & marketing
7Brands led simultaneously across blended teams
24 HrLead response SLA enforced org-wide
HubSpotSalesforceZoomInfoLinkedIn Sales NavigatorMake (Integromat)ZapierDripLooker Studio
Career

17 years. Four continents.
One consistent focus.

Feb 2022 — Present
Director of Growth Marketing
We Know Training  ·  Toronto, Canada  ·  SaaS & eCommerce
  • Own end-to-end digital acquisition strategy and execution for 6+ SaaS/eCommerce brands — managing a $2M+ CAD annual advertising budget with 80% of organisational marketing-attributed revenue flowing through performance and organic channels I lead
  • Grew monthly ad budget from $20K to $110K+ by validating performance channel by channel; activated Google, Meta, Microsoft Advertising, LinkedIn, DV360, YouTube, and programmatic across all brands
  • Architected AI-driven SEO automation (GPT-4 + n8n) achieving Page-1 rankings at 70% lower cost; negotiated enterprise martech contracts at up to 50% below market rates
  • Built executive KPI dashboards in Funnel + Looker Studio connecting marketing performance to board-level decisions
  • Led a blended team of in-house staff, agencies, and freelancers across North America
Jan 2021 — Jan 2022
Director of Marketing / Founder
And X Equals  ·  Toronto, Canada  ·  Growth Marketing Consultancy
  • Built growth marketing practice serving SaaS, analytics, commercial real estate, and cybersecurity clients
  • Drove 40,000+ app downloads via affiliate and performance campaigns; 25% YoY conversion uplift through SEO and funnel optimisation
  • Consulted CMOs and CEOs on GTM strategy, product positioning, and full-funnel analytics architecture
Sep 2018 — Jan 2021
Partner Marketing Manager
WSI  ·  Toronto, Canada  ·  Digital Marketing Franchisor
  • Built scalable partner programs for 800+ agencies alongside Google, Meta, and HubSpot
  • HubSpot nurture workflows improved conversion by 40% and increased franchisor revenue 18%
  • Delivered 30% revenue growth across partner tiers
Mar 2016 — Jun 2018
Senior Marketing Manager
Antuit  ·  Bangalore, India  ·  Analytics Services
  • Built distributed marketing capability across India, US, Japan, and Australia
  • Omnichannel ABM programs increased product leads by 22%; CRO initiatives improved funnel performance 30%
  • Led Salesforce and Pardot implementation for lead generation and marketing ops
Jan 2012 — Feb 2016
Senior Marketing Manager
Borderless Access  ·  Bangalore, India  ·  Consumer Panel & Market Research
  • Borderless Access built and monetised consumer panels across emerging markets — selling digital mobile survey access to Fortune 500 clients including Unilever, P&G, and Microsoft for consumer research in BRICS nations, Poland, and the Middle East
  • Directed a team of 10+ coordinators managing hyper-localised acquisition campaigns across Brazil, Russia, India, China, South Africa, Poland, and Dubai — each market requiring distinct channel strategy, language localisation, and vendor management
  • Managed China-specific advertising through Baidu and local programmatic channels; coordinated specialist translation and localisation vendors across 7+ languages for ad creative and survey assets
  • Oversaw a $2M annual budget across North America and Europe; scaled respondent acquisition across 10 emerging markets achieving 100% YoY revenue growth
Jun 2008 — Nov 2011
Digital Marketing Manager
Assetz Property Group  ·  Bangalore, India  ·  Commercial Real Estate
  • Led SEO program to Page-1 rankings for residential and commercial properties; implemented Salesforce workflows for lead management
Technical Depth

Tools don't win. Systems do.
But here's the stack.

Advertising & Paid Media
Google AdsMeta AdsLinkedIn AdsGoogle DV360Microsoft AdvertisingYouTubeProgrammaticAffiliate Networks
Analytics & Reporting
GA4Google Tag ManagerLooker StudioFunnel.ioAmplitudeAdvanced ExcelAttribution Modeling
Martech & CRM
HubSpotSalesforceFreshsalesPardotDripZoomInfo6sense
AI & Automation
GPT-4 AgentsClauden8nMake (Integromat)ZapierAI SEO WorkflowsSearch Atlas
SEO & Content
aHrefsSEMrushGoogle Search ConsoleAEOGEOTechnical SEO
Education
B2B Marketing & Growth — CXL Institute, Mini Degree
Executive Education: Marketing & Branding — IIM Bangalore
Branding, Customer Centricity & GTM — The Wharton School, UPenn
Leadership Training for Managers — Dale Carnegie, Toronto
Bachelor of Electrical Engineering — University of Pune
Certifications
Google Certified — GA4, Google Ads, Tag Manager, Merchant Center
Product Manager Certification — Udemy
Contact

The best work happens when
the fit is right.

I have spent 17 years learning one thing: strategy without execution is fantasy, and execution without strategy is noise. I am interested in working with people who understand the difference — and want both. Outside of work I play electric guitar, write short stories and poetry, and stay endlessly curious about how creativity and technology shape human behaviour.

For Full-Time Positions

Director · VP · CMO

I am open to senior marketing leadership roles at high-growth companies where marketing is treated as a revenue engine — not a cost centre. The right environment has clear ownership, executive alignment, and a genuine appetite to build systems that compound.

  • Director or VP of Marketing / Growth
  • Head of Performance Marketing
  • Chief Marketing Officer
  • Organizations that invest in building strong marketing teams
  • Canada and North America · No visa required
Send an Email View LinkedIn
write2devesh@gmail.com +1 416 846 8706
For Consulting & Contract

Fractional CMO · Growth Advisor

Through And X Equals, I work with businesses at inflection points — startups that need a growth system built from scratch, established companies that need to rethink their digital acquisition, and leadership teams that need a senior marketing brain without the full-time overhead.

  • Fractional CMO or Fractional Growth Lead
  • Performance marketing audit & strategy
  • Martech stack design & implementation
  • AI-driven SEO & content automation
  • Campaign architecture & launch strategy
Visit And X Equals Get in Touch
andxequals.com +1 416 846 8706