Fernando A.
Senior CRM Manager | Lifecycle Marketing & Experience Science
Compare at US rates $13,800/mo?
AI Experience
Notable Highlight
Sales Operations specialist with 8+ years of client-facing experience, including 6+ years supporting U.S.-based agencies and organizations across fintech, healthcare, e-commerce, hospitality, B2B services, law firms, real estate, and SaaS. Approximately 7 years of remote work experience. Worked closely with sales and marketing teams on CRM administration, pipeline management, forecasting, lead lifecycle management, sales funnel optimization, marketing automation, and process improvement. Works hands-on with ChatGPT and Claude - the AI Experience section above has the examples.
Experience Summary
Fernando Jose is a Growth Marketing, Marketing Operations, and Sales Operations specialist with 8+ years of client-facing experience, including 6+ years supporting U.S.-based agencies and organizations across fintech, healthcare, e-commerce, hospitality, B2B services, law firms, real estate, and SaaS. He has approximately 7 years of remote work experience and has worked closely with sales and marketing teams on CRM administration, pipeline management, forecasting, lead lifecycle management, sales funnel optimization, marketing automation, and process improvement. Through PG, he supported enterprise brands including Amazon, PayPal, Nike, and Dunkin', managing campaign and operational workstreams while coordinating cross-functional teams and deliverables. Fernando specializes in building scalable Sales Operations and marketing systems that integrate CRM automation, lifecycle marketing, paid media, SEO, analytics, and customer journey management. His strongest CRM expertise is in HubSpot, where he built and optimized workflows, lifecycle stages, properties, funnels, lead-routing processes, pipeline automation, sales follow-up triggers, and customer journeys. He also has hands-on experience with Customer.io, Intercom, Salesforce, GoHighLevel, ActiveCampaign, and Klaviyo. His SaaS experience includes supporting sales programs and building post-purchase onboarding, lead nurture, upsell/cross-sell, customer satisfaction, and retention workflows. He architected end-to-end fintech onboarding and KYC lifecycle journeys and has strong experience with event-driven automation, trigger logic, APIs, webhooks, suppression rules, and data hygiene. Beyond CRM and automation, Fernando built attribution frameworks, Looker Studio dashboards, reporting systems, and cross-functional SOPs that improve pipeline visibility, campaign performance, and operational efficiency.
Key Achievements
Managed campaign workstreams ranging from approximately $25K to $500K+ at a previous company. Coordinated 100+ creator deliverables across campaign workstreams. Reduced manual follow-ups by approximately 40% through automation and process redesign. Reduced campaign setup time by approximately 30% through workflow improvements and automation. Reduced reporting time by approximately 40% through automation and process redesign. Improved lead-to-appointment conversion by approximately 22% at MAN through advanced audience segmentation and lifecycle messaging. Increased attribution accuracy by approximately 25% by standardizing UTM and conversion-tracking processes. Built scalable CRM and marketing systems connecting CRM automation, lifecycle marketing, paid media, SEO, analytics, and Sales Operations. Built HubSpot workflows supporting post-purchase onboarding, sales follow-up triggers, lead nurturing, upsell and cross-sell opportunities, and customer satisfaction surveys. Designed event-driven customer journeys and automated lifecycle processes connecting marketing activities with sales operations. Architected end-to-end fintech onboarding and KYC lifecycle journeys. Developed lead-routing and pipeline automation processes to improve sales team follow-up and pipeline visibility. Built attribution frameworks and Looker Studio dashboards to improve reporting and campaign performance visibility. Developed cross-functional SOPs and operational processes to improve consistency and efficiency. Supported SaaS sales and marketing teams by optimizing CRM structures, funnels, lifecycle stages, customer journeys, and sales processes. Used automation platforms including HubSpot Workflows, Zapier, and Make to streamline repetitive processes and reduce manual operational work. Leveraged ChatGPT and Claude for AI-assisted workflow design, process optimization, and operational support. Supported enterprise brands including Amazon, PayPal, Nike, and Dunkin' through PG. Earned both degrees Cum Laude, reflecting consistent academic excellence.
Skills
Brings hands-on experience across Sales Operations, Marketing Operations, Growth Marketing, CRM administration and optimization, CRM automation and Workflow automation. Also works across:
- Pipeline management
- Pipeline automation
- Sales forecasting
- Sales funnel creation and optimization
- Lead routing
- Lead lifecycle management
- Lead generation
- Lead nurturing
- Nurture sequences
- Retention workflows
- Customer journey mapping
- Customer activation
- Upsell and cross-sell workflows
- Post-purchase onboarding
- KYC onboarding
- Event-driven journeys
- Trigger logic
- APIs and webhooks
- Suppression rules
- Data hygiene
- Process optimization
- Cross-functional process development
- SOP development and documentation
- Lifecycle marketing
- Omnichannel marketing
- Email marketing
- SMS marketing
- Push notifications
- In-app messaging
- Audience segmentation
- Campaign management
- Influencer marketing
- Paid media
- Paid search
- Paid social
- Retargeting
- Budget pacing
- ROAS optimization
- CAC analysis
- Conversion Rate Optimization (CRO)
- A/B testing
- Funnel analysis
- Attribution reporting
- UTM governance
- Conversion tracking
- Landing page audits
- On-page SEO
- Pixel validation
- Event validation
- SEO support
- HubSpot - workflows
- lifecycle stages
- properties
- funnels
- CRM optimization
- lead routing
- pipeline automation
- troubleshooting
- Customer.io
- Intercom
- Salesforce
- GoHighLevel
- ActiveCampaign
- Klaviyo
- Airtable - approximately 2 years of prior hands-on experience
- Zapier
- Make
- Google Ads
- Meta Ads Manager
- TikTok Ads Manager
- GA4
- Looker Studio
- Google Tag Manager
- Google Search Console
- SEMrush
- WordPress
- Elementor
- Yoast SEO
- Monday.com
- Asana
- Trello
- Notion
- ClickUp
- Google Workspace
- Microsoft 365
- Slack
- Microsoft Teams
- Canva
- Adobe Photoshop
- Adobe Illustrator
- CapCut
- ChatGPT
- Claude
- Prompt engineering
- AI-assisted workflow design
- B2B SaaS
- Fintech
- Healthcare
- E-commerce and DTC
- Hospitality
- B2B services
- Law firms
- Real estate
- Sales and marketing agencies
- U.S.-based client and agency operations
Work Experience
Senior CRM Manager | Revenue Lifecycle, Sales & Marketing Operations
ESFP · El Salvador / Remote · Oct 2025 - Present
- Architect CRM and lifecycle systems supporting customer acquisition, onboarding, identity verification, activation, retention, and revenue-generating user actions.
- Define CRM properties, behavioral events, segmentation criteria, workflow logic, suppression rules, ownership requirements, and exit conditions.
- Build event-driven journeys across email, SMS, push notifications, in-app messaging, banners, and customer-support handoffs.
- Coordinate CRM and lifecycle processes across Marketing, Product, Engineering, Compliance, Design, and Customer Experience.
- Develop measurement frameworks for registration completion, KYC conversion, activation, engagement, and lifecycle progression.
- Maintain documentation for workflow logic, CRM requirements, QA standards, dependencies, and operational processes.
- Troubleshoot discrepancies between CRM journey logic, backend events, user properties, and expected lifecycle behavior.
- Improve visibility into customer progression and identify friction affecting conversion and activation.
- Support scalable CRM operations through standardized processes, automation, and documentation.
Paid Media, Sales & Marketing Operations Specialist
WAC · USA / Remote · Jan 2026 - May 2026 | Audit Contract
- Lead B2B growth, sales-support, and marketing-operations initiatives for a healthcare-focused CPA firm serving home health, hospice, medical, and regulated healthcare organizations.
- Connect paid-media activity with lead quality, booked consultations, pipeline visibility, CRM handoffs, and sales follow-up processes.
- Work across leadership, marketing, sales-support, content, and web-development teams to align priorities and improve execution.
- Define attribution and CRM handoff requirements using GA4 events, UTMs, GCLID capture, hidden form fields, and conversion tracking.
- Review lead-generation funnels to identify gaps between campaign acquisition, form submissions, booked consultations, and downstream sales activity.
- Support sales and marketing teams with clearer reporting around lead sources, conversion paths, and qualified pipeline.
- Audit Google Ads campaign structure, keyword intent, budget allocation, landing-page alignment, and conversion paths.
- Identify operational and CRO opportunities across forms, calls to action, landing pages, and service-specific customer journeys.
- Translate marketing and sales-performance data into actionable recommendations for leadership.
Marketing & Sales Operations Specialist | Campaign Operations
a previous company · USA / Remote · Sep 2024 - Oct 2025
- Coordinate large-scale campaign operations for enterprise brands including Amazon, PayPal, Nike, and Dunkin'.
- Build and maintain HubSpot and Salesforce workflows supporting onboarding, segmentation, lifecycle stages, triggers, approvals, and pipeline automation.
- Coordinate more than 100 deliverables while maintaining accurate ownership, deadlines, approvals, tracking, and operational follow-up.
- Manage budget-controlled campaign workstreams ranging from $25K to $500K+.
- Maintain CRM and campaign data supporting client communication, reporting, workflow visibility, and operational decision-making.
- Implement UTM structures, APIs, and webhooks to improve data flow between paid media, email, landing pages, and reporting systems.
- Build GA4 and Looker Studio dashboards combining campaign and performance data for stakeholder reporting.
- Identify workflow bottlenecks, missing dependencies, delayed approvals, and data-quality issues before they affect delivery.
- Improve data and communication quality through segmentation, documentation, automation, and standardized processes.
- Reduce manual follow-ups by approximately 40%, campaign setup time by approximately 30%, and reporting time by approximately 40%.
CRM, Sales & Marketing Operations Specialist
MAN · USA / Remote · Feb 2023 - Aug 2024
- Manage CRM, sales-support, and lifecycle-marketing operations across four healthcare brands.
- Work directly with Sales teams on lead routing, pipeline stages, CRM usage, data hygiene, qualification, and follow-up processes.
- Build automated email and SMS workflows in HubSpot and GoHighLevel to improve lead follow-up, engagement, booking consistency, and retention.
- Configure audience segmentation, lifecycle stages, CRM workflows, and lead-management processes.
- Support sales teams with CRM training and process guidance to improve adoption and follow-up consistency.
- Improve visibility into lead quality, booked appointments, and downstream conversion activity.
- Implement advanced segmentation and lifecycle messaging that contributed to an approximately 22% increase in lead-to-appointment conversion.
- Standardize UTMs and conversion-tracking processes, increasing attribution accuracy by approximately 25%.
- Maintain CRM data quality and support consistent movement of prospects through the customer and sales journey.
- Collaborate with Marketing, Sales, leadership, and operational stakeholders to improve booking performance and customer experience.
Performance, CRM & Marketing Operations Specialist
CCN · USA / Remote · Jan 2022 - Jan 2023 | Concurrent Contract
- Build automated CRM workflows in GoHighLevel supporting creator onboarding, campaign funnels, lead nurturing, and lifecycle engagement.
- Configure email and SMS follow-up sequences, segmentation rules, triggers, and automation logic.
- Support funnel and CRM processes connecting marketing activity with lead engagement and downstream actions.
- Execute A/B tests across email messaging, templates, and segmentation.
- Support Meta Ads with tracking setup, performance reporting, pixel validation, and campaign QA.
- Maintain landing pages, forms, event tracking, and conversion paths in WordPress and Elementor.
- Use GA4, Google Search Console, and SEMrush to identify performance and conversion opportunities.
- Coordinate campaign reporting, content operations, and stakeholder follow-up.
Sales Operations & Customer Experience Specialist
HH · Remote · Feb 2021 - Dec 2022
- Manage reservations, CRM profiles, group bookings, customer qualification, and high-value customer communication.
- Maintain accurate CRM information supporting sales opportunities, follow-ups, booking continuity, and customer-service processes.
- Manage qualification workflows aligned with SDR- and BDR-style pipeline stages.
- Coordinate customer and sales-support processes across multiple departments.
- Ensure accurate capture of customer information, booking requirements, opportunities, and next actions.
- Support customer conversion through needs assessment, objection handling, follow-up, and service recommendations.
- Develop strong experience in pipeline management, customer qualification, CRM accuracy, and sales-support operations.
Franchise Sales Operations Specialist
7E · Remote · 2018 - Feb 2021
- Support franchise sales operations by evaluating and qualifying prospective franchisees.
- Build and maintain CRM records throughout the franchise qualification and onboarding funnel.
- Manage inbound and outbound sales interactions, prospect follow-up, nurturing, objection handling, and upselling opportunities.
- Coordinate presentations, meetings, documentation, and communication with prospective franchisees.
- Maintain organized pipeline data and accurate prospect information for sales follow-up.
- Support prospect progression through multiple qualification stages and administrative requirements.
- Develop strong foundation in sales pipelines, CRM data hygiene, lead qualification, onboarding, customer journeys, and relationship management.