Michael Freeman

Strategic Marketing Manager | B2B SaaS Demand Generation, ABM and AI Marketing Systems

Ringwood North, VIC, Australia · 0418 827 373 · mychael.freeman@gmail.com · LinkedIn · michaelfreeman.online · Download PDF

Questions about my experience? Email me at mychael.freeman@gmail.com.

Professional Summary

I'm a tech-minded marketer who loves AI and owns the stack. Across 19 years in digital marketing, the last 7+ at B2B SaaS company Rev-Trac, I've been the one who connects Salesforce, HubSpot, 6sense and LinkedIn, then builds the next layer on top: custom AI systems for measurement, lead routing, training and events. Today I'm Strategic Marketing Manager and an AI Committee member, running demand generation and ABM with regional sales directors. I've led a team of three and pride myself on staying hands-on; my management style is to lead by example and trust my team. I stay on top of trends so the business stays at the forefront of marketing and technology.

Key Achievements

Led Rev-Trac's transition to an Account-Based Marketing model and championed the 6sense ABM platform rollout, onboarding and training global sales and marketing teams on one shared view of target accounts.
Architected and directed a global 12-month go-to-market strategy with regional sales directors to strengthen competitive positioning and drive pipeline growth.
Custom-built marketing systems with Claude, ChatGPT, Gemini and Claude Code: an all-channel measurement dashboard that auto-deploys PowerPoint reports to leadership, a Confluence-integrated training platform for all staff globally, an end-to-end event hub, and lead routing to Sales within 24 hours.
Designed and built the data architecture connecting Salesforce, HubSpot, LinkedIn and 6sense, so intent signals, lead data and campaign activity flow into one pipeline view for reporting and attribution.
Pioneered Landchecker's digital acquisition approach as sole marketer, pairing Google Display and Facebook advertising with an integrated CRM and board-level reporting to support a national expansion strategy.
Pioneered an in-house digital model at Carlisle Homes: took ownership of digital advertising and social strategy, budgets and auditing, brought email production in-house and launched Microsoft Dynamics CRM.

AI Lab — try it on the interactive site

Hands-on demo versions of the AI tools I built at Rev-Trac, running on fictional demo data. Open the AI Lab (needs JavaScript).

Leadership dashboard: An all-channel marketing measurement dashboard that auto-builds a PowerPoint report for leadership and runs on the office TVs.
AI lead routing: Qualifies and scores inbound leads with AI, then routes them to the right regional sales director within 24 hours.
Event hub: Runs events end to end, from travel to post-event reports, with QR-code phone wallpapers staff use for lead capture.
Training platform: Turns Confluence pages into short lessons and quizzes for staff around the world.

Skills

Demand generation & ABM: Account-Based Marketing (ABM), demand generation, pipeline growth, go-to-market (GTM) strategy, integrated multi-channel campaigns, lead management, nurture, lifecycle marketing, content marketing, webinars
AI in marketing: AI Committee member, custom-built AI tools and agents (Claude, ChatGPT, Gemini), Claude Code, custom marketing measurement dashboards, AI referral and sentiment tracking, AI lead routing and lead generation, Confluence-integrated training platform, event hub with QR lead capture, team AI enablement, AEO / AI search
Martech & analytics: Salesforce, HubSpot, 6sense, Pardot, Microsoft Dynamics CRM, Adobe Experience Manager, Adobe Campaign, Adobe Analytics, Google Analytics (GA4), marketing automation, attribution and ROI reporting
Paid & digital: Google Ads, LinkedIn Ads, Meta (Facebook) Ads, SEO, SEM, digital media strategy
Leadership: Sales and marketing alignment, budget management, stakeholder management, agency management, team leadership and mentoring, executive and board reporting

Professional Experience

Revelation Software Concepts (Rev-Trac) — Strategic Marketing Manager and AI Committee member (05/2022 – Present)

Own demand generation and ABM strategy and execution for a sales-assisted enterprise SaaS go-to-market, partnering with regional sales directors, product and executives on target accounts, messaging and positioning.
AI Committee member: custom-build AI-powered marketing tools and agents with Claude, ChatGPT and Gemini, ship them in-house with Claude Code, and coach the team to use them in campaigns, content and reporting.
Measurement: custom-built a marketing measurement dashboard tracking campaigns, website, live events and webinars, custom AI referral and AI sentiment tracking, Salesforce email performance, lead gen conversions and advertising. It automatically builds and deploys a PowerPoint report to leadership, is used by marketing and leadership, and is displayed on TV screens to show the whole business.
Lead routing and lead generation: evolved basic Zapier alerts into an intelligent pipeline that qualifies and routes leads to Sales within 24 hours, and built AI-powered lead generation workflows on the Salesforce, HubSpot and 6sense stack.
Training: custom-built a training platform integrated with Confluence that generates training from Confluence pages, reaching all internal staff globally, alongside 6sense onboarding and AI enablement for sales and marketing.
Event platform: custom-built an end-to-end event hub, from travel through to post-event reports, used by every staff member who attends events; it generates QR-code mobile wallpapers that staff use for lead capture.
Plan and run integrated multi-channel campaigns across digital, paid media, content, webinars and on-demand programs, and produce conference collateral that supports pipeline; hold accountability for campaign budgets and ROI.

Rev-Trac — Marketing Executive (07/2019 – 04/2022)

Ran cross-channel digital media across Google, LinkedIn, Twitter and Facebook, refining targeting, segmentation and messaging to improve lead quality and pipeline contribution.
Built nurture and lead-management programs with conversion tracking into Pardot and Salesforce, and Slack lead alerts for Sales.

Landchecker — Marketing Manager (04/2018 – 07/2019)

As sole marketer, owned the full marketing function: strategy, budget, calendar and execution across digital and traditional channels.
Pioneered the company's digital acquisition approach, running Google Display Network and Facebook advertising and integrating the CRM so the sales pipeline and marketing ran in one system.
Balanced performance with brand awareness through traditional channels, including an SEN radio campaign, flyers and magazine advertising, in support of a national expansion strategy.
Built data dashboards for the team and investors, and reported metrics, budget forecasts and the expansion strategy to the board and senior management.

Carlisle Homes — Digital Marketing Specialist (03/2017 – 04/2018)

Pioneered an in-house approach to digital marketing: owned digital advertising and social media strategy, budgets and auditing, and brought email campaign production in-house, removing external campaign costs.
Launched Microsoft Dynamics CRM, migrating email systems and data, and led marketing automation and customer-journey mapping.
Managed website redevelopment projects, delivered website analytics to senior stakeholders and produced video content for the business.

First State Super (now Aware Super) — Digital Services Lead (11/2016 – 03/2017)

Led a small digital team and the monthly release cycle.
Managed the corporate website and microsites and ran eDM campaigns on Adobe Campaign, Adobe Experience Manager and Adobe Analytics.

First State Super — Digital Services Specialist (01/2016 – 11/2016)

Project-managed marketing and digital initiatives; managed website and microsite content and eDM campaigns.

First State Super — Online Consultant (07/2015 – 01/2016)

Project-managed digital marketing initiatives; maintained website, microsites, and intranet with regulatory compliance.
Ran targeted DM/eDM campaigns supporting member engagement and retention.

Catholic Super — Digital Marketing Manager (09/2012 – 07/2015)

First management role: owned digital marketing strategy end to end, including the website, email marketing and campaigns.
Brought analytics into campaign decisions.

CareSuper — Digital Communications Specialist (08/2007 – 09/2012)

Owned digital communications across web and email.
Project-managed the core website redevelopment and built the fund's first social media strategy.

Education & Certifications

6sense Certified Administrator — 6sense
Google AI Certificate — Google
Claude 101 Certificate — Anthropic
Data Integration Expert
Double Diploma of Information Technology (Web) — Swinburne University of Technology (2002 – 2005)
Digital Marketing Certificate — ADMA
Digital Copywriting Certification — ADMA
Adobe Advanced Training — Adobe Analytics, Adobe Experience Manager, Adobe Campaign