Tram Balmat — Growth & Demand Generation Leader

UpDemand · San Francisco, CACurrent

• Founded a B2B SaaS demand gen consultancy serving clients across health-tech, fin-tech, enterprise AI, DevOps, and professional services.
• Drive 3X pipeline growth YoY by architecting and leading full-funnel demand gen programs - spanning ABM, paid acquisition, inbound web, outbound BDR, SEO & content, email nurture, and events.
• Partner with founders and marketing leaders to build scalable GTM strategies, campaign frameworks, and performance measurement systems from the ground up.

Truework - a Checkr company · San Francisco, CA

• Drove 3.5X marketing-influenced pipeline YoY and 2.5X ROI by leading demand gen across digital, ABM, content syndication, email, events, direct mail, and sales outreach.
• Launched, managed, and optimized integrated campaigns supporting major product launches.
• Established the marketing performance measurement and reporting function end to end.
• Improved cost per opportunity by 15% through experimentation across PLG and sales-led campaigns.

Clarify Health Solutions · San Francisco, CA

• Drove 3X enterprise pipeline growth YoY with integrated campaigns across SEM, SEO, paid social, display, content syndication, retargeting, email nurture, ABM, direct mail, and events.
• Owned full-funnel growth strategy: account and persona targeting, content mapping, budget allocation, agency and contractor resourcing, experimentation, and CRO.
• Built performance marketing, ABM, and event playbooks that lifted program ROI 3.5X YoY.

Split Software · Redwood City, CA

• Achieved 95% YoY pipeline growth, contributing to 2.5X revenue growth YoY.
• Built a multi-channel demand gen strategy spanning paid search, display, YouTube, paid social, podcast, content syndication, review sites, SEO, webinars, direct mail, and events.
• Developed the ABX strategy and launched 1:Many, 1:Few, and 1:1 programs driving net-new and expansion ARR.
• Optimized funnel conversion: CAC down 45%, ROI up 85% YoY.
• Led the team and agency across launch, testing, optimization, and performance reporting.
• Managed the demand gen budget, media planning, projections, and measurement.
• Aligned sales, product, CS, finance, content, product marketing, and the media agency.

PagerDuty · San Francisco, CA

• Grew marketing-sourced pipeline 65% YoY, contributing to 28.4% YoY net-new ARR growth.
• Built the full-funnel performance strategy across paid search, display, paid social, content syndication, and review sites.
• Cut CPL and CPO 58% QoQ and lifted ROI 67% YoY via an experimentation roadmap across audiences, offers, creative, and landing pages.
• Launched global ABM programs (1:Many, 1:Few, 1:1) with a global playbook and regional campaigns.
• Managed the performance marketing agency and an eight-figure annual media budget.

Meta · Menlo Park, CA

• Owned an eight-figure annual marketing budget.
• Delivered 309% YoY growth in paid social performance supporting e-commerce and cross-functional businesses through global campaigns, audience, creative, landing page, and bid optimization.
• Led paid social strategy and execution for the global launch of Portal from Meta.

BinWise · San Francisco, CA

• Increased revenue 25% with lead gen campaigns across paid search and paid social, including A/B testing and conversion optimization.
• Grew site traffic 265% and social presence 220% YoY through SEO, content distribution, and community outreach.

Alzheimer's Services of the East Bay · Berkeley, CA

• Grew the Facebook community 160% YoY and lifted Google Ads conversion rate 200% (Google Ad Grant, $10k/month).
• Increased email campaign CTR 25% QoQ and launched community outreach campaigns.

Castrol BP · Ho Chi Minh City, Vietnam

• Strengthened digital and social leadership, contributing to 139% YoY business growth.
• Defined digital strategy and managed agencies to launch responsive websites.
• Grew the Castrol Bikers community 300% YoY and increased share of voice 65% YoY across paid search, display, and paid social.
• Reached top-5 Google search ranking through a new search optimization strategy.

Kimberly-Clark · Ho Chi Minh City, Vietnam

• Grew digital and social brand awareness, contributing to 250% YoY business growth.
• Revamped the Kotex Girlspace website, driving 6 million visits in 12 months.
• Built Facebook communities: Kotex Girlspace to 430,000 fans in 2 years; Huggies to 260,000 in 1 year.
• Achieved top search rankings through organic and paid search optimization.