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edwin raymond

@edwinraymond

CRM and GTM systems engineer at Floodlight New Marketing, automating HubSpot lead qualification to cut time by about 85%.

United Kingdom

Message

At Floodlight New Marketing, I architect HubSpot systems for B2B clients, from custom data models and lifecycle stages to workflows and lead scoring. I build connected automations and AI agents that have cut lead qualification time by about 85% and manual process work by about 70%.

For Criteo, I owned Salesforce and Pardot administration across four regions. I led a migration spanning 500k records and 2,000 connected campaigns, and increased campaign output by 40% while reducing cost per campaign by at least 29%.

For Sophia Lambert Homes, I designed, built and run the property operations platform that is now launching as Short Stay Control. It includes Hostaway booking integration, AI receipt processing and Stripe billing.

At Centrica Business Solutions, I created a British Gas cross-selling campaign that generated 25+ sales-qualified leads from 114 MQLs, with a 22% conversion worth about £2.1m at contract value. I turn business requests into specifications, then document and hand over the systems, workflows and reporting teams use.

Experience

Work history, roles, and key accomplishments

Current

Principal Consultant

Current

Floodlight New Marketing

Jan 2013 - Present (13 years 10 months)

Principal consultant at a B2B marketing and automation consultancy, delivering CRM administration and go-to-market systems for B2B clients. Architects HubSpot, builds automations in n8n, Make and Zapier, and develops AI agents for lead qualification and outreach.

HubSpot Salesforce Pardot N8n Make Zapier Claude OpenAI AI Agents Lead Scoring Data Hygiene CRM Architecture Marketing Automation Webhooks REST APIs

Senior Marketing Automation Specialist

Criteo

Feb 2020 - Feb 2025 (5 years)

Owned Salesforce and Pardot administration for Criteo's global marketing organisation across four regions. Led a Pardot migration of 500k records and 2,000 campaigns, increased campaign output by 40% on a falling budget, and redesigned event-lead workflows.

Salesforce Pardot Marketing Automation Campaign Management Lead Scoring Data Migration DemandBase B2B Marketing Analytics Zapier Salesforce Mobile

Field Marketing Specialist & Manager

Centrica Business Solutions

Jan 2019 - Jan 2020 (1 year)

Led B2B demand generation for Centrica Business Solutions, creating a cross-selling campaign with British Gas and managing a third-party team. Redesigned CRM lead routing and tracking to improve MQL volume.

Demand Generation CRM Lead Routing Marketing Automation Cross Selling Team Management

Campaign Manager, Shell Account

IRIS

Jan 2018 - Jan 2019 (1 year)

Ran account-based marketing and lead generation for Shell across North America and Europe. Implemented Pardot for Shell in six months, including workflows, content, and training.

Account Based Marketing Pardot Lead Generation Marketing Automation Project Management

Head of Demand Generation

Concured

Jan 2018 - Jun 2018 (5 months)

Hired by a Series A AI start-up to rebuild online presence and generate leads for a product in late beta. Generated about 20 new leads within six months before product launch.

Demand Generation SEO Content Marketing Lead Generation

Inbound Marketing Consultant

Whitehat SEO

Jan 2013 - Jan 2018 (5 years)

Technical lead for marketing and sales, aligning teams on lead generation. Led the move to a HubSpot inbound agency, growing qualified leads 115%, sales 52%, and profit 47%.

HubSpot Inbound Marketing SEO PPC Content Marketing Salesforce Marketing Cloud Project Management