Open to senior marketing roles · Raleigh-Durham or remote
I build the measurement, then I move the numbers.
Growth and demand generation marketer with 10+ years across B2B SaaS, enterprise ABM and DTC. I turned a $2M budget into $10M of pipeline and about $5M in sales at Avalara, ran 6sense ABM at Red Hat, and at ChicknLegs I built the AI-assisted reporting leadership now uses to decide where every marketing dollar goes.
- Years in growth & demand gen
- 10+
- Pipeline from a $2M budget
- $10M
- MQLs, year over year
- +66%
- Apple Books ROAS in a quarter
- +250%
- Marketers at my 6sense keynote
- 1000
Brands I've worked with
Results
The numbers behind the work.
Headline results from B2B SaaS, enterprise ABM and DTC. The case studies below show how each one happened.
Skills
| Capability | Depth | Years |
|---|---|---|
| Paid search & shoppingGoogle, Microsoft, PMax · 50+ accounts | 11 | |
| Paid socialMeta, LinkedIn, Reddit, TikTok, YouTube | 11 | |
| Attribution & incrementalityBrand/non-brand split, LTV:CAC, geo holdouts | 9 | |
| ABM & intent data6sense, Demandbase · BDR alerting | 7 | |
| BI & SQLPower BI, Tableau, SQL, Looker Studio | 9 | |
| Programmatic & displayThe Trade Desk, DV360, direct deals | 6 | |
| Lifecycle & emailKlaviyo, HubSpot, Pardot, Eloqua | 8 | |
| Martech & automationSalesforce, HubSpot, GTM, Zapier, APIs | 9 | |
| AI workflows & building toolsAI-assisted reporting, agent workflows, AI creative testing | 3 | |
| Launch & campaign planning50-week launch calendar, integrated launches | 6 | |
| Web, SEO & trackingGA4, GTM, redirects, Core Web Vitals | 11 | |
| Agency & vendor managementQuartile, ClickToast, publisher deals, RFPs | 11 |
Recent work
Launched an AI-assisted marketing performance dashboard that ChicknLegs leadership uses weekly: brand and non-brand ROAS against a break-even line.
Sep–Oct 2026Non-brand ROAS up 14% on the prior 28 days; email revenue up 852% year over year.
Oct 2026Brought hundreds more products live in Google Shopping overnight with new feed rules.
Sep 2026Built a Black Friday VIP segment from cohort and repeat-purchase timing.
Oct 2026Launched an AI side project run by scheduled AI agents for daily QA, data checks and moderation.
Sep 2026
Selected work
Situation, insight, action, result.
$2M budget → $10M pipeline at Avalara
ROI-based reallocation, a net-new channel and dashboards that tied spend to pipeline.
- $10MPipeline generated
- ~$5MSales from the budget
- +66%MQLs year over year
Agencies optimize to what you show them. Feed them downstream signal and the budget follows pipeline.
$10M pipeline · ~$5M sales Red Hat · 2021–20246sense ABM across Red Hat’s BDR org
Intent data that reaches the right BDR pod at the right moment, presented to 1,000 marketers.
+30% contact → opportunity ChicknLegs · 2026Focusing DTC paid media on new customers
Separated captured demand from created demand, then built the budget around growth.
+14% non-brand ROAS Red Ventures · 2019–2020Scaling Apple Books & Apple News+
Multimillion-dollar programmatic, a smarter post-back and the budget share to prove it.
+250% ROAS in a quarter Vyde · 2026Demand gen strategy & site relaunch for Vyde
An inbound demand plan, then a clean relaunch with full tracking.
799 URLs, zero lost Freelance & Oak City Crew · 2015–2024Freelance growth for DTC, nonprofit & sports
The same playbook, run on budgets as small as $2K a month.
CPA $57 → $44LinkedIn recommendations
14 people on working with me.
Managers, teammates and clients from agency days to today, quoted word for word. Open any card for the full recommendation.
“Chris has sharp marketing intuition, but every recommendation is grounded in data. He consistently pressure-tests ideas against expected ROI and CPL, ensuring that strategy translates into efficient, practical execution.”
Read the full recommendation
I recently brought Chris Hetzler on to help build out a demand generation strategy. As a new VP of Marketing working with a lean team and limited resources, I needed someone who could quickly bring structure, clarity, and momentum. Chris did exactly that. He developed a comprehensive demand gen plan that thoughtfully explored every viable marketing channel and tailored each approach to the specific industries we’re targeting.
In my opinion, Chris has sharp marketing intuition, but every recommendation is grounded in data. He consistently pressure-tests ideas against expected ROI and CPL, ensuring that strategy translates into efficient, practical execution.
On top of that, he’s reliable and easy to work with—he checks in regularly, communicates clearly, and delivers on time.
Superb work all around.
“He’s helped me understand audience segmentation within the 6sense platform and was always willing to help with anything I needed.”
Read the full recommendation
I have enjoyed working with Chris for the last year on partner paid media campaigns. He’s helped me understand audience segmentation within the 6sense platform and was always willing to help with anything I needed. I found him to be hard-working, bright, and a skilled communicator. I am glad to have worked with him!
“Jan-Pro consistently was on top of google search result, as Chris was fantastic at overseeing how Jan-Pro was bidding, and consistently adjusting ad-copy to keep us on top.”
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Chris and I worked on my company’s (Jan-Pro of Raleigh,) Paid Search campaign for a considerable amount of time. Paid Search is a micro-auction war of computer code, all battling for advertising supremacy. Jan-Pro consistently was on top of google search result, as Chris was fantastic at overseeing how Jan-Pro was bidding, and consistently adjusting ad-copy to keep us on top.
“Chris is a marketing star, he is able to both manage and execute complex paid digital strategies (multi platform approach) with an overall look at how those tactics fit into a much larger marketing mix.”
Read the full recommendation
Chris is a marketing star, he is able to both manage and execute complex paid digital strategies (multi platform approach) with an overall look at how those tactics fit into a much larger marketing mix. His experience and dedication gave me the utmost confidence and I knew with Chris on my team we could achieve any Client objective or goal.
Chris is an individual I’d want on any team with me. We shared experiences across B2B Clients specifically, but his strategic thinking and problem solving are exactly what you want in a colleague. And his is always willing to learn what he does not know!
“I was lucky enough to have Chris as my mentor when I began my professional career, it’s due to his attention to detail and willingness to help that allowed me to grow from an intern at TriMark Digital to a confident full-time employee.”
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Chris is one of the most passionate and encouraging co-workers I have ever had the pleasure of working with! He’s always willing to go above and beyond to help his clients, as well as his co-workers. I was lucky enough to have Chris as my mentor when I began my professional career, it’s due to his attention to detail and willingness to help that allowed me to grow from an intern at TriMark Digital to a confident full-time employee. Anyone would be lucky to have him as an employee!
“Analytical to the core, Chris not only understands the details of every campaign he works on but he is able to communicate them clearly to non-technical team members.”
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I had the pleasure of starting my career at the same time as Chris. He is an extremely dedicated and reliable professional. When we worked together I could always count on him to keep me in the loop about the latest trends and bring fresh ideas to the table for our clients. Analytical to the core, Chris not only understands the details of every campaign he works on but he is able to communicate them clearly to non-technical team members. Anyone lucky enough to be on Chris’s team will not only be gaining a wealth of technical ability but also a truly caring coworker and friend.
“There is no shortage of data in digital marketing, and where Chris excels is at deep-diving into that data, making sense of it, and translating it into actionable changes to make his campaigns and strategies even stronger.”
Read the full recommendation
I had the pleasure of working alongside Chris on the Paid Media team at TriMark Digital for 10 months.
After having worked so closely with Chris, I can say without a doubt that he is one of the most knowledgeable, data-driven, and thoughtful marketers that I have ever met. Not only is his foundational and executional knowledge of Paid Media extremely strong, he is also, specifically, an excellent B2B digital marketer. B2B client accounts come with inherent complexities and Chris always rose to the challenge of finding innovative ways to tackle those complexities and meet clients’ goals. There is no shortage of data in digital marketing, and where Chris excels is at deep-diving into that data, making sense of it, and translating it into actionable changes to make his campaigns and strategies even stronger.
During our time working together, Chris served as a mentor to me and lead by example of what a great digital marketer should be. He is quite thoughtful and thorough in his approach to both communication and his work. I am grateful to have learned so much from him in our time working together, and am a better marketer because of him. Chris brings a high level of passion, skill, thoroughness, and dedication to his work, and any company would be lucky to have him on their team.
“Chris has been a tremendous asset to Campbell Athletics and myself personally as we have grown our ticket sales and attendance.”
Read the full recommendation
Chris has been a tremendous asset to Campbell Athletics and myself personally as we have grown our ticket sales and attendance. Chris has spent numerous hours studying our challenges and forming a strategy to assist our marketing efforts. I highly endorse Chris and his work!
“Chris was instrumental in building out our Adwords strategy and maintaining the account. … Chris always felt like a true extension of our team.”
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I got the pleasure of working with Chris for a few years during his time at TriMark Digital. Chris was instrumental in building out our Adwords strategy and maintaining the account. He was able to quickly understand our product and business objectives and worked closely with our team to help accomplish them. Chris always felt like a true extension of our team, he was available for calls and quick problem-solving when needed and had the ability to explain his work in a way that those around him with limited digital marketing knowledge could easily understand. I hope to get the chance to work with Chris again!
“He is fantastic at explaining the most complicated aspects of paid media to myself and clients in a way that resonates and makes the most sense.”
Read the full recommendation
Chris is a sharp, curious individual who I’ve had the pleasure of working alongside with. He and I have worked together with various clients and he is fantastic at explaining the most complicated aspects of paid media to myself and clients in a way that resonates and makes the most sense. He is constantly striving to learn more, and spends his free time researching new trends. He is very dedicated to his work and will succeed in any role you put him in.
“Many in the space claim to be ‘data-driven,’ but Chris is the epitome of the term.”
Read the full recommendation
I cannot recommend Chris highly enough. After working with him for 2+ years mainly on our B2B accounts, it became abundantly clear that Chris simply has the mind for numbers, and that makes him a highly successful paid search professional. The level of paid media strategy that Chris brought to the table on a daily basis was incredibly valuable both to our agency and to our clients. His ideas were innovative and forward-thinking, and he always had the client’s new business goals at the forefront of his mind. Beyond that, his execution of those ideas was nearly flawless and he demonstrated expertise in managing budgets, handling client expectations and producing and adjusting realistic projections and goals on a daily basis. Many in the space claim to be ‘data-driven,’ but Chris is the epitome of the term. He takes the data that he generates, analyzes it and utilizes it for fuel to better his campaigns and strategies. It was truly an honor to work with Chris; I was able to learn so much from him and I know others around him have always felt the same. He is a valuable asset to any team that he is a part of for so many reasons.
“He not only was able to manage multiple vendors and platforms, but he was able to do so across multiple clients at the same time.”
Read the full recommendation
Chris was an exemplary teammate. While at Red Ventures, I had the opportunity to work on several client accounts with Chris. He was a valuable asset to our team both as an extremely intelligent/experienced digital marketer but also as an incredible teammate. What stuck out to me the most about Chris was his ability to juggle multiple projects at the same time. He not only was able to manage multiple vendors and platforms, but he was able to do so across multiple clients at the same time. He consistently put our team first by going the extra mile to stay late to complete a project or ask if anyone needed any assistance with completing their projects. Any team/company would be lucky to work with someone as skilled at digital marketing and team oriented as Chris.
“At TriMark, he was the go-to guy for optimizing our B2B accounts.”
Read the full recommendation
I’ve had the pleasure of working with Chris at two different companies, TriMark Digital and Red Ventures.
Chris is a great guy and a passionate digital marketer. At TriMark, he was the go-to guy for optimizing our B2B accounts. At Red Ventures, he has balanced a tremendous workload and vastly expanded his digital knowledge.
Chris is very smart and he is a hard worker. If there is something he doesn’t know, he is not afraid to admit it, but you best believe he will research it and learn everything that he can. The essence of a digital marketer is at his very core, in his desire to optimize and constantly improve.
“Christopher is the smartest and hardest working marketer I’ve ever known. He can solve any problem, no matter how technical or complicated …”
Read the full recommendation
Christopher is the smartest and hardest working marketer I’ve ever known. He can solve any problem, no matter how technical or complicated and is always the last one out the door every day. He’d be a key player in any situation, which is why I am always excited any time we have the chance to work together. Chris will always be a winner, no matter what he is focused on.
Highlights
- $2M/moLargest monthly ad budgetApple services at Red Ventures, grown from $200K a month
- 50Clients managed at one timeLead-gen and B2B SaaS accounts at TriMark Digital, with more over four years
- 1,000B2B marketers in the roomCo-presented at 6sense Breakthrough 2023 in Dallas
- 2017Associate of the YearTriMark Digital
- 2018Performance Marketer of the YearTriMark Digital
- 5 of 5Google Partners Specialist Challenge2016–17: certified in Search, Display, Mobile, Video and Shopping advertising
- 4Partner agency co-foundedOak City Crew: small-business clients from college sports to nonprofits
- 3Current certificationsCertified Scrum Product Owner, Forrester Accelerating B2B Marketing, Windsor.ai Data Integration Expert
The Career Run
11 years. 7 splits. One climb.
I run most days, so here is my career as a route. Scroll to run it: the trail climbs with every role's scope, and each checkpoint holds the numbers from that stretch. Click a checkpoint to open it.
BSBA, Marketing · Magna Cum Laude
NC State University, Poole College of Management · Raleigh, NC
Marketing degree, graduated magna cum laude, plus a PR internship at Triangle Downtowner Magazine growing engagement across a 52,000-follower social audience.
- Social followers engaged
- 52K
Paid Media Associate → Paid Media Strategist, B2B SaaS Vertical Lead
TriMark Digital · Raleigh, NC
Ran paid media for 50+ lead-gen clients, built the B2B SaaS team, and automated spend monitoring for 500+ campaigns. Associate of the Year 2017, Performance Marketer of the Year 2018.
- Client accounts
- 50+
- Avg. CPA cut per year, 4 yrs
- -15%
- Tag coverage (from 50%)
- 99%
Associate, Paid Media
Red Ventures (Apple Services team) · Charlotte, NC
Managed up to $2M a month in programmatic and display for Apple services, grown from $200K, across The Trade Desk, DV360 and direct publisher deals, then earned the budget share to scale it.
- Apple Books ROAS, one quarter
- +250%
- Partner CPA
- -90%
- Budget share earned (from 20%)
- 70%
Digital Marketing Manager
Horizon Investments · Charlotte, NC
Owned digital for a fintech and asset manager serving thousands of financial advisors: product-launch campaigns, 1:1 and 1:few ABM for priority accounts, and direct reporting to the executive committee.
- Blog & newsletter readership, one year
- +50%
- Months to double it
- 12
Principal Systems Analyst, Marketing Capabilities
Red Hat · Raleigh, NC
Global 6sense and ABM martech lead. Routed intent signals to BDR pods as automated alerts, built 1:1, 1:few and 1:many playbooks, and co-presented the program at 6sense Breakthrough 2023.
- Contact → opportunity conversion
- +30%
- Keynote audience (marketers)
- 1,000
- Campaign delivery automated
- ~25%
Senior Product Marketing Manager
Avalara (DAVO by Avalara) · Durham, NC
Owned the full DAVO marketing budget across paid search, social, display, video, email and events. Launched Reddit as a channel new to all of Avalara and tied every dollar to pipeline in Power BI.
- Pipeline from a $2M budget
- $10M
- Sales from that budget (~2.5x ROAS)
- ~$5M
- MQLs year over year
- +66%
Marketing Manager
ChicknLegs · Cary, NC
Own paid media, email, analytics, agencies, affiliates, brand protection and launches for a DTC running brand, and built the AI-assisted reporting leadership uses to budget marketing.
- Non-brand ROAS vs prior 28 days
- +14%
- Email revenue, year over year
- +852%
- Data sources in one dashboard
- 7
0 of 6,130 lifetime miles
Systems I built and handed off
Infrastructure that kept running after me.
The data pipelines, martech stacks, architectures and processes I set up and left with each team.
ChicknLegs
Marketing performance dashboard with unit economics built in
- One AI-assisted dashboard over 7 data sources, so ROAS questions get one answer built on Shopify orders.
- Break-even ROAS, 12-month LTV by first-order channel, LTV:CAC and target ROAS by campaign type.
- Brand and non-brand reported separately, so budget follows new-customer growth.
Stack Shopify · Google Ads · Meta · GA4 · Klaviyo · Windsor.ai
See the work →DAVO by Avalara
Spend-to-pipeline reporting and a downstream signal loop
- Power BI dashboards with SQL access to paid media data, linking spend to new-customer creates and churn.
- Downstream quality signal sent to the agency so bidding could follow pipeline.
- ROI-based budget reallocation process, plus Reddit set up as a new channel.
Stack HubSpot · Power BI · SQL · Google Ads · Microsoft Ads · Meta · Reddit Ads
See the work →Red Hat
ABM architecture: intent signal to the right BDR pod
- Automated high-intent alerts from 6sense to BDR pods, with contact and content detail.
- 1:1, 1:few and 1:many playbooks by product, industry and ICP, plus the ABM go-to-market guidelines as global 6sense lead.
- Redesigned campaign workflows, tools and vendor partnerships so about a quarter of campaign delivery ran automatically.
- Tableau dashboards consolidating 12 data sources, with recurring data requests automated.
Stack 6sense · Demandbase · Salesforce · Eloqua · Tableau · SQL · ZoomInfo
See the work →Red Ventures · Apple services
Programmatic measurement and partner onboarding
- A weighted click post-back so partners could optimize toward real value with limited conversion data.
- Custom SQL on Redshift, analyzed in Tableau, to surface trends platform dashboards miss.
- Vendor onboarding that met Apple brand and privacy policies, used for a dozen-plus publisher-direct deals.
Stack The Trade Desk · DV360 · Redshift · Tableau · Airtable
See the work →Vyde
Demand gen framework and full tracking stack for a site relaunch
- GA4 and Google Tag Manager tracking for forms, booked calls and click-to-call, with Google, Meta and Microsoft pixels and verified CRM routing.
- Offline-conversion re-uploads to Google and Meta and CRM lead scoring.
- A redirect map so no ranking URL broke, and a 100+ task go-to-market checklist.
Stack WordPress · GA4 · Google Tag Manager · Search Console · Zoho CRM
See the work →TriMark Digital
Campaign monitoring automation and tagging for the agency
- Automated spend monitoring, reporting and alerts for 500+ campaigns across search, social and programmatic.
- Site tag coverage raised from 50% to 99% as tagging and attribution consultant for a global B2B client.
- Built the B2B SaaS team and the onboarding for the associates who grew it.
Stack Google Tag Manager · Google Ads · LinkedIn Ads · DV360 · Pardot · Demandbase · 6sense
See the work →
Speaking
On stage at 6sense Breakthrough 2023.
In Dallas, I co-presented how Red Hat turned sales development into an ABM function, routing intent signals to BDR pods, to roughly 1,000 B2B marketers.
Read the Red Hat case studyRecognition
What colleagues said inside the company.
Internal kudos and peer awards from Avalara and Red Hat, transcribed from the original certificates.
“Thank you Chris Chan, Chris Hetzler and Anup H for a fantastic review on the progress made in DAVO marketing programs in Q1 and our plans for Q2. It's fantastic to see the progress we are making with the optimizations on the campaigns. Your actions have directly changed the business outcome over the last quarter. Thank you!”
“Chris H, Thank you for working so hard on putting together meaningful metrics for DAVO. …”
11 peer awards from colleagues, 2022–2023
- Red Hat Multiplier: Collaborate×4
- Team Advocate: Encourage Others×4
- Customer Focus: Go Above and Beyond×1
- Customer Focus: Adopt Customer Perspective×1
- Team Advocate: Focus on Team×1
Certifications and education
-
Google Ads Search Professional Certification Google · 2026 Active through October 2027 Verify ↗ -
Data Integration Expert Windsor.ai · 2026 -
Certified Scrum Product Owner® (CSPO) Scrum Alliance · 2024 Active through March 2028 -
Accelerating B2B Marketing Forrester · 2023 Forrester Certified
-
Datorama Power User Salesforce · 2022
-
Investment Advisory Solutions Money Management Institute · 2021 Course, accepted by IMCA for CE credit -
Google Partners Specialist Challenge Google · 2016–17 Search, Display, Mobile, Video and Shopping
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HubSpot Marketing Hub Software HubSpot Academy · 2024
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BSBA, Marketing, Magna Cum Laude NC State University · 2015 Dean's List, Fall 2012 – Spring 2015
Certified Scrum Product Owner® is a registered trademark of Scrum Alliance, Inc.
Let's talk
Hiring? Let’s talk numbers.
Based in Raleigh-Durham and open to remote. I reply within a day.