CASE STUDY
Building a Growth Engine Across Three Markets from Zero Infrastructure
COMPANY
Zenduit / Gofleet
ROLE
Head of Growth (Consulting)
TENURE
Oct 2025 – Mar 2026
MARKET
North America · EMEA · Dubai
INDUSTRY
AI Telematics / Fleet Management SaaS
“Brought in as a fractional growth leader to build the marketing function, infrastructure, and revenue pipeline for a fleet intelligence SaaS company expanding across 3 markets simultaneously.”
30+
MQLs generated at <$150 CPL across 3 markets
20%+
Landing page conversion rate via A/B tested campaigns
60%
Form-fill to SQL conversion rate
<24hr
Sales response time (down from 3-7 days)
2x
Faster market entry via replicable playbooks
THE MANDATE
No marketing function. Three markets. One consultant.
Zenduit, an AI fleet intelligence and telematics company, needed a growth leader who could operate across North America, EMEA, and Dubai simultaneously – while building from zero. No existing campaigns, no CRM infrastructure, no team, no playbooks.
As a fractional Head of Growth, I was engaged to build, execute, and systematize. The scope covered everything: campaign strategy, marketing infrastructure, team assembly, partner enablement, and cross-functional operating cadences – all running in parallel across three distinct market contexts.
This is what a consulting engagement looks like at full scope.
ENGAGEMENT TYPE
Fractional / Consulting – Head of Growth. Retained to build the marketing function from zero as an embedded strategic operator, not an external advisor.
MARKETS ACTIVATED
NORTH AMERICA
DUBAI / UAE
EMEA
ICPS TARGETED
Last-mile delivery · Logistics & transportation · Trading companies · School transportation (Dubai) · Public sector/government (NA via Sourcewell)
TEAM BUILT
5-person lean marketing team assembled and managed – demand gen, product marketing, content, design, and channel sales support.
Six Core Workstreams
Growth Experimentation & Market Expansion
Designed and ran a systematic experimentation framework across 3 markets – testing ICP hypotheses through multi-channel campaigns including paid ads, LinkedIn InMail, cold email, and retargeting. Built localized messaging for Dubai’s cultural context and NA’s compliance-led buyer psychology. Documented learnings into replicable playbooks for each market.
30+ MQLs · <$150 CPL · 20%+ landing page CVR · 2x faster market entry in new geographies
Marketing Infrastructure & Automation
Built the entire marketing tech stack from zero – CRM (Zoho), 5-email automated nurture sequences, lead routing logic across 25+ resellers, and a fully integrated martech setup. Designed the system to eliminate manual bottlenecks, speed up sales response, and ensure no lead fell through the cracks.
Sales response: 3-7 days to <24 hours · 80% reduction in manual follow-up workload
Team Structure & Cross-functional Systems
Built a 5-person marketing team with clear ownership across functions. Established bi-weekly cross-functional cadences between marketing, sales, product, engineering, and customer success. Designed KPI frameworks and decision-making protocols that reduced dependency on individual judgement and shortened approval cycles.
60% reduction in decision cycle time · 3x improvement in lead-to-customer conversion through streamlined handoffs
Demand Generation & Revenue Pipeline
Launched multi-channel demand generation campaigns with messaging built around specific ICP pain points – fuel costs, SLA compliance, driver behavior in extreme climates (Dubai), and insurance/compliance pressure (NA). Partnered with Sourcewell (50,000+ government and education members) fot NA public sector pipeline.
8-12% cold email reply rates · 60% form-fill to SQL conversion · 25+ SQLs at <$100 CPL via Sourcewell channel
Customer Lifecycle & Partner Enablement
Established structured communication programs for both end customers and reseller partners – bi-weekly “Fleet Forward” customer newsletter and monthly “Partner Pulse” reseller newsletter. Built content frameworks focused on feature education, success stories, and industry trends to drive retention and upsell.
30%+ customer newsletter open rate · 25%+ partner open rate · 10%+ CTR · 25% upsell rate · 10% MoM growth in partner-sourced deals
Dubai Market Activation
Led full localization of campaign strategy for UAE – culturally adapted messaging, Arabic market nuance, Whatsapp-first communication, RTA compliance positioning, and industry-specific landing pages for logistics, last-mile delivery, school transport, and trading sectors. Ran keyword research, paid campaigns, and landing page A/B tests specific to Dubai buyer behavior.
Market-specific playbook created · Localized landing pages per ICP · Campaigns achieving 20%+ CVR in Dubai market
Performance Across the Funnel
Cold Email Reply Rate
across 3-market outbound campaigns
8-12%
Landing Page Conversion Rate
post A/B testing & pain-point messaging
20%+
Form-Fill to SQL Conversion
via automated qualification & routing
60%
Cost Per MQL
across all markets
<$150
SQLs via Sourcewell Partnership
NA public sector, Q1
25+
Sourcewell CPL
government/education sector
<$100
WHY THESE NUMBERS MATTER
Built for signal, not just volume.
The goal from day one was never to flood the pipeline with unqualified leads. Every campaign was engineered for lead quality – the right ICP, the right message, at the right moment.
A 60% form-fill to SQL rate means the funnel is working as intended. The 8-12% cold email reply rate – against a B2B industry average of 1-3% – is a direct result of deep ICP research, localized messaging, and pain-first copywriting.
LIFECYCLE PROGRAM RESULTS
Customer newsletter open rate
30%+
Partner newsletter open rate
25%+
Partner newsletter CTR
10%+
Product upsell rate
25%
MoM growth in partner-sourced deals
+10%
Infrastructure Built From Scratch
CRM & AUTOMATION
End-to-End Zoho CRM Build
Designed and built the entire CRM architecture from zero – custom lead stages, automated routing logic across 25+ resellers, 5-touch email nurture sequences triggered by behavior, and a lead scoring model aligned to ICP criteria. Fully integrated with the broader martech stack.
BEFORE
Manual follow-ups · 3-7 day response time · 80% admin workload
AFTER
<24hr response · Automated routing · 80% workload eliminated
CROSS-FUNCTIONAL OPERATING SYSTEM
Marketing-Sales-Product-CS Cadence
Built the operating rhythm that connected marketing with sales, product, engineering, and customer success. Weekly metrics reviews, bi-weekly cross-functional syncs, and shared KPI dashboards replaced ad-hoc communication with structured, accountable collaboration.
BEFORE
No shared cadence · Siloed teams · Slow decisions
AFTER
60% faster decision cycles · 3x lead-to-customer conversion improvement
GROWTH PLAYBOOKS
Replicable Market Entry Frameworks
Documented every market’s ICP pain points, channel strategies, messaging frameworks, and conversion benchmarks into structured playbooks. Each playbook was designed to be handed off to a new hire or regional team without losing quality or context.
BEFORE
No documentation · Knowledge locked in individuals
AFTER
2x faster market entry · Consistent messaging across all markets
TEAM INFRASTRUCTURE
5-Person Lean Marketing Function
Recruited, onboarded, and managed a lean 5-person team covering demand generation, product marketing, content, design, and channel support. Built role clarity, KPI ownership, and hiring documentation including job descriptions, onboarding processes, and performance frameworks.
BEFORE
No marketing team · No defined roles · No structure
AFTER
Fully operational team · Clear KPI ownership · Scalable structure
Skills Demonstrated
FRACTIONAL GROWTH LEADERSHIP
MARKET ENTRY STRATEGY
MULTI-MARKET CAMPAIGN MANAGEMENT
B2B DEMAND GENERATION
GROWTH EXPERIMENTATION
ICP RESEARCH & VALIDATION
CRM BUILD (ZOHO)
MARKETING AUTOMATION
COLD EMAIL STRATEGY
LINKEDIN OUTREACH
PAID ACQUISITION
LANDING PAGE OPTIMIZATION
A/B TESTING
TEAM BUILDING & MANAGEMENT
CROSS-FUNCTIONAL SYSTEMS
PARTNER ENABLEMENT
LIFECYCLE MARKETING
CHANNEL SALES SUPPORT
PLAYBOOK DEVELOPMENT
MIDDLE EAST MARKET LOCALIZATION
FUNNEL OPTIMIZATION
PERFORMANCE ANALYTICS
SAAS GROWTH STRATEGY
ALL METRICS AND OUTCOMES REFLECT WORK PERFORMED IN MY CONSULTING CAPACITY AS HEAD OF GROWTH AT ZENDUIT / GOFLEET.
PERFORMANCE FIGURES ARE BASED ON VERIFIED CAMPAIGN AND OPERATIONAL DATA DURING THE ENGAGEMENT PERIOD.
CONFIDENTIAL STRATEGIC AND COMMERCIAL DETAILS HAVE BEEN OMITTED TO RESPECT ORGANIZATIONAL PRIVACY.