Orbex Group: product, CRM, campaigns, and the connective tissue in between
Orbex needed stronger connective tissue between product strategy, business priorities, marketing execution, and the systems that supported commercial work. The work cut across industrial hardware, CRM and workflow design, analytics, trade shows, ABM, budget allocation, and go-to-market decisions.
The challenge
The challenge was not one isolated feature. Multiple product lines, campaign channels, commercial goals, and internal workflows needed a tighter roadmap, better lead-quality discipline, and clearer operating standards.
What I owned
- Owned product strategy across industrial hardware, marketing operations, CRM, and supporting internal systems.
- Reallocated spend from low-quality Google Ads into ABM and trade show channels with stronger lead quality.
- Defined audience segmentation by industry, job title, and geography, then partnered with vendors to source contacts and execute campaigns.
- Served as final approver for campaign copy, landing pages, ads, trade show collateral, product claims, specs, and brand messaging.
- Designed CRM requirements, follow-up rules, dashboards, lead-source workflows, and standard process documentation.
What changed
- Created a clearer roadmap across hardware, systems, and commercial priorities.
- Converted roughly 20 low-quality Google Ads leads per month into roughly 20 high-quality ABM leads in the first month.
- Improved lead quality and funnel discipline through better systems, targeting, and campaign review.
- Helped secure funding by making the product and growth story easier to understand and back.
Why it mattered
This is the kind of work that disappears in tidy resumes. It was product, analytics, marketing, CRM, and program execution at the same time. The useful part was making the system clearer so people could act.
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