OPEN TO WORK -> Ops | AI | GTM - 10+ Years HubSpot Super Admin Experience
OPEN TO WORK -> Ops | AI | GTM - 10+ Years HubSpot Super Admin Experience
Amy Mersch - B2B Marketing Leader | Brand & Content Strategy
This page highlights hands-on leadership across marketing operations, analytics, and GTM systems with a focus on ownership, scalability, and cross-functional revenue alignment.
My experience is strongest in HubSpot-led environments, where I have owned core GTM infrastructure, including:
Beyond this foundation, I intentionally expand into adjacent platforms and capabilities that strengthen modern GTM operations:
I approach new systems with curiosity and discipline, prioritizing practical implementation and long-term adoption. The goal is always to build operations that scale, remain usable, and support how teams actually execute day to day.t scale while remaining usable and aligned to how teams actually work.
Problem
Multiple brands and teams needed consistent lead handling, reporting, and visibility across the funnel.
What I Did
Owned HubSpot Enterprise as the system of record. Defined lifecycle stages, routing rules, lead scoring logic, and nurture paths aligned to how Marketing and Sales actually worked.
Outcome
Created a shared GTM framework that improved follow-up consistency, reporting trust, and cross-team alignment.
Problem
Manual processes slowed execution and introduced inconsistency across campaigns and requests.
What I Did
Built and maintained automated workflows for intake, lead routing, task creation, notifications, and lifecycle updates. Standardized QA steps for campaign deployment.
Outcome
Reduced manual effort, improved reliability, and allowed teams to focus on execution rather than coordination.
Problem
Leadership needed clear, actionable insight into lead flow, funnel performance, and campaign impact.
What I Did
Designed dashboards and reports in HubSpot and GA4 covering lifecycle conversion, pipeline contribution, and campaign performance. Established naming conventions and UTM standards.
Outcome
Delivered consistent, trusted reporting used for planning, prioritization, and performance reviews..
Problem
Legacy analytics setup risked data loss and inconsistent tracking during the GA4 transition.
What I Did
Led GA4 implementation and validation. Audited existing tracking, aligned events and conversions, and documented usage for ongoing ownership.
Outcome
Ensured continuity of web analytics and created a stable foundation for ongoing performance analysis.
Problem
Inconsistent data limited automation reliability and reporting accuracy.
What I Did
Established data standards for properties, naming, UTMs, and lifecycle usage. Monitored data quality and corrected issues impacting automation and analytics.
Outcome
Improved data reliability across marketing automation, reporting, and integrations.
Research and evaluation of AI-supported workflows within marketing operations. This work focused on identifying practical use cases for reporting, documentation, analysis, and operational efficiency, with an emphasis on responsible adoption and alignment with existing systems.
Projects were exploratory and in progress, serving as groundwork for future implementation rather than production deployments.
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