Chris Hetzler
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Chris Hetzler

Growth & Demand Generation Marketer

[email protected]|Durham, NC|linkedin.com/in/chrishetzler|chrishetzler.com

Summary

Growth and demand generation marketer with 10+ years across B2B SaaS, enterprise ABM and DTC. At Avalara, turned a $2M budget into $10M of pipeline and ~$5M in sales, grew MQLs 66% and cut cost per lead 35%. At Red Hat, routed 6sense intent signals to BDR pods and lifted contact-to-opportunity conversion 30%. Builds the attribution, incrementality and LTV:CAC reporting that shows where growth comes from, with SQL, Power BI and AI-assisted workflows. Background in product launches, positioning and sales enablement.

Work experience

ChicknLegsJun 2026 – Present
Marketing ManagerCary, NC
  • Own paid media (Google, Meta, TikTok, Pinterest), email, analytics, affiliates, brand protection, retail partner marketing and launches; manage agencies (Quartile, Sprout Social, Klaviyo).
  • Built an AI-assisted marketing performance dashboard unifying 7 data sources (paid media, Shopify, GA4, Klaviyo, Sprout Social, Monday.com, Gmail); now leadership’s weekly source of truth.
  • Separated brand from non-brand reporting and focused Performance Max on new-customer prospecting, with brand demand in a dedicated campaign.
  • Non-brand ROAS +14% vs the prior 28 days; email revenue +852% year over year.
  • Set break-even ROAS, 12-month LTV by channel, LTV:CAC and target ROAS by campaign type; designed a geo-holdout incrementality test; leadership adopted a growth-focused target channel mix.
  • Brought hundreds more products live in Google Shopping overnight with feed rules; built a Black Friday VIP segment from cohort and repeat-purchase analysis.
Vyde (accounting SaaS)Mar 2026 – Jun 2026
Digital Marketing Consultant (Contract)Remote
  • Delivered the 2026 demand generation strategy in 4 weeks: ICP, channel priorities, nurture and lead scoring, measurement and three budget tiers.
  • Led the website relaunch: 799-URL audit and redirect map, SEO foundation, GA4 and GTM, Google/Meta/Microsoft pixels and CRM routing; launched Jul 1, 2026 passing Core Web Vitals.
Avalara (DAVO by Avalara)May 2024 – Nov 2025
Senior Product Marketing ManagerDurham, NC
  • Converted a $2M marketing budget into $10M in pipeline and ~$5M in sales (~2.5x ROAS) with ROI-based allocation across paid search, social, display, video, email and events.
  • Grew MQLs 66% YoY; cut cost per lead 35% H2 vs H1; hit and held the $300 CPA target.
  • Launched Reddit as a net-new channel for all of Avalara and stood up influencer marketing.
  • Built Power BI dashboards via SQL linking spend to new-customer creates; AI-assisted creative testing cut creative-cycle time 30%.
  • Ran the ATC for Managers launch campaign on schedule with site, demos and sales training ready on day one.
Red HatOct 2021 – Feb 2024
Principal Systems Analyst, Marketing CapabilitiesRaleigh, NC
  • Global 6sense and ABM martech lead; automated intent alerts to BDR pods, driving a 30% increase in contact-to-opportunity conversion.
  • Co-presented the program at 6sense Breakthrough 2023 in Dallas to ~1,000 B2B marketers.
  • Built 1:1, 1:few and 1:many ABM playbooks; automated ~25% of campaign delivery; consolidated 12 data sources into Tableau.
Horizon InvestmentsOct 2020 – Oct 2021
Digital Marketing ManagerCharlotte, NC
  • Grew blog and newsletter readership 50%+ in one year; ran product-launch and 1:1/1:few ABM campaigns reporting to the executive committee.
Red Ventures (Apple Services team)Apr 2019 – Apr 2020
Associate, Paid MediaCharlotte, NC
  • Managed up to $2M a month in Apple services ad spend, grown from $200K; lifted Apple Books ROAS 250% in one quarter; cut partner CPAs 90% with a weighted click post-back; earned budget share from 20% to 70%; 12+ publisher-direct deals.
TriMark DigitalJun 2015 – Apr 2019
Paid Media Associate → Paid Media Strategist, B2B SaaS Vertical LeadRaleigh, NC
  • Managed 50+ lead-gen accounts, cutting CPA ~15% a year for 4 years; built the B2B SaaS team; tag coverage 50% → 99% for a global B2B client. Associate of the Year 2017, Performance Marketer of the Year 2018.

Education & certifications

North Carolina State University, Poole College of Management2011 – 2015
B.S. Business Administration, Marketing · Magna Cum LaudeRaleigh, NC
  • Dean's List every semester, Fall 2012 – Spring 2015. American Marketing Association, Hall Council, Elections Commission. Employee of the Month, University Housing (onboarding mentor for 15 new Community Assistants). Published in Triangle Downtowner Magazine (2015).
  • Certifications: Certified Scrum Product Owner® (CSPO), Scrum Alliance, active through 2028 | Forrester® Accelerating B2B Marketing (2023) | Windsor.ai Data Integration Expert (2026) | HubSpot Marketing Hub Software, HubSpot Academy (2024) | Datorama Power User, Salesforce (2022) | Google Partners Specialist Challenge 2016–17: Search, Display, Mobile, Video and Shopping | Investment Advisory Solutions, Money Management Institute (2021 course)

Skills