Open to opportunities

Robert Mcfarlane

@robertmcfarlane

Message

I lead data-driven lifecycle marketing and CRM programs that turn customer engagement into measurable revenue.

United States

Message

What I'm looking for

I’m looking to own lifecycle/CRM strategy end-to-end—building segmentation and automated journeys, running A/B tests, and partnering with Sales and Customer Success to drive retention and pipeline growth through clear analytics and continuous improvement.

I’m a lifecycle marketing and CRM leader with deep experience designing data-driven programs and customer engagement strategies for B2B SaaS. I connect lifecycle initiatives to revenue outcomes and thrive on collaborating with Sales and Customer Success to drive retention and growth.

As an INFORMA TECH CX Lead focused on Marketing Segmentation, I develop segmentation strategies using behavioral and firmographic data across multiple technology event brands. I create personalized customer journeys across pre-event, event, and post-event touchpoints for thousands of attendees, partnering with sales, event operations, content, and analytics teams to align audience strategy with business objectives and revenue goals.

Previously at n8n as a Senior Lifecycle Marketing Manager, I optimized marketing automation workflows using Oracle Eloqua and Salesforce, integrating behavioral and firmographic data to personalize communications. I also built segmentation models and lead-scoring frameworks that improved pipeline performance, and delivered executive reporting dashboards to guide continuous improvement—backed by strong experimentation (A/B testing) and data governance.

Experience

Work history, roles, and key accomplishments

Current

CX Lead - Marketing Segmentation

Current

Informa Tech

Jan 2025 - Present (1 year 5 months)

Developed segmentation strategies using behavioral and firmographic data across multiple technology event brands. Built personalized customer journeys across pre-event, event, and post-event touchpoints and aligned audience strategy with sales and revenue goals.

Lifecycle Marketing CRM Strategy Customer Segmentation Customer Journey Mapping Marketing Automation Salesforce CRM Stakeholder Management

Segmentation Analyst

Informa Tech

Jan 2023 - Jan 2025 (2 years)

Improved campaign performance by identifying high-value audience segments and optimizing targeting strategies. Implemented lead-scoring frameworks, automated reporting dashboards, and strengthened data governance and hygiene across a 500K+ contact database.

Customer Segmentation Lead Scoring Marketing Operations Data Governance Marketing Analytics SQL Tableau Power BI

Research Analyst (Law360)

LexisNexis / Law360

Jan 2021 - Jan 2023 (2 years)

Analyzed behavioral trends to support retention-focused lifecycle marketing initiatives and built dashboards to inform sales and leadership decisions. Improved conversion outcomes through A/B testing and campaign analysis, and conducted market and competitive research for product positioning.

Customer Retention Lifecycle Marketing A B Testing Campaign Analysis Dashboards Market Research Competitive Analysis

Segmentation Analyst (Campaign Lead)

Informa Tech

Jan 2025 - Present (1 year 5 months)

Built automated lifecycle campaigns and audience segmentation programs in Oracle Eloqua and Salesforce to improve lead qualification and targeting. Ran email optimization through A/B testing and delivered executive reporting dashboards for visibility into campaign performance and marketing ROI.

Segment Marketing Lifecycle Marketing Marketing Automation Eloqua Salesforce CRM Email Marketing A B Testing Dashboards

Affiliate Marketing Specialist

Biz2Credit

Jan 2021 - Present (5 years 5 months)

Optimized affiliate and performance marketing programs across SEO, SEM, and partner channels to improve lead quality and campaign efficiency. Streamlined partner onboarding workflows and improved cost efficiency through ongoing campaign performance analysis and budget reallocation.

Affiliate Marketing Performance Marketing SEO SEM Campaign Optimization

Senior Lifecycle Marketing Manager

n8n

Designed and executed data-driven lifecycle programs in partnership with Sales and Customer Success to drive engagement and retention. Optimized marketing automation workflows in Oracle Eloqua and Salesforce and built segmentation and lead-scoring frameworks to connect lifecycle activity to revenue outcomes.

Lifecycle Marketing Marketing Automation Eloqua Salesforce CRM Segmentation Lead Scoring Behavioral Targeting Cross functional Leadership