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Dan Martin

Head of Marketing | Growth Marketing Manager, Director of Operations & Performance

About Me

As the Demand Generation Manager at Factor House, I drive data-driven marketing strategies that fuel DevOps and software engineering growth. Factor House is a cutting-edge, Blackbird-funded startup building market-leading DevOps tools for engineers worldwide. My role involves crafting and executing demand generation campaigns, optimising paid acquisition channels, and developing account-based marketing (ABM) strategies to connect with the right customers at the right time. With a background in digital marketing, Web3, and strategic growth, I have a track record of building marketing roadmaps that deliver real impact. Previously, at ASX-listed ReadyTech and 17+ years in startups, I've led teams to develop customised digital strategies for everything from agency to SaaS and personal finances. Now, I apply that same strategic mindset to Factor House, helping scale our reach and drive qualified leads through innovative inbound and outbound marketing. I thrive in fast-paced, high-growth environments where marketing isn’t just about visibility - it’s about measurable outcomes. Whether it's optimising lead funnels, refining ICPs, or leveraging data-driven insights for campaign optimisation, I’m passionate about crafting marketing programs that drive tangible business growth. Let’s connect if you're interested in demand generation, SaaS marketing, or the evolving DevOps landscape!

Jurisdiction

Australia

Experience

Seniority LevelDirector
Years of Experience15-20 years
Current StatusActive
Demand Generation ManagerFactor House
2024 - Present

At Factor House, we empower engineers to excel in real-time, streaming systems. Our mission is to create tools that make working with Apache Kafka and Apache Flink seamless, driving innovation in enterprise software. In my Marketing role, I design and execute demand-generation strategies to drive leads and pipeline growth. I analyse campaign performance, manage budgets, and optimise marketing efforts to boost ROI. By supporting content creation, conducting market research, and coordinating event marketing, I help connect our tools with engineers, advancing our vision of a productive, confident future in enterprise software.

Head of Digital StrategyOneCorp
2023 - 2025

We empower Australians to achieve financial freedom and live a better life. Our strategists guide you through a proven financial success roadmap to pay off your mortgage faster, save on taxes, generate cashflow and build wealth for retirement. We've helped hundreds of Australians to design and implement their roadmap and take giant leaps towards a secure financial future.

Growth Marketing ManageriGoDirect
2021 - 2023

Consolidating our GTM for group companies True Rewards, Rewards Come True, iGoDirect and others, to create a unified user experience that simplifying their rewarding, promotions, and insights. A mature FinTech startup, iGoDirect's combined access to B2B and B2C customers gives it unique insights into the behavioural, discretionary spend profiles, and tech execution to radically simplify UX in both markets. This role requires management experience and executional confidence in automation, SEO, SEM, content, video, and social media.

Head of MarketingReadyTech
2018 - 2020

VETtrak has been the market-leading Student Management System (SMS) for 20 years. Its mission is simple: to give customers and their students a complete education ecosystem, providing end-to-end compliance, automation, agility, reporting, and business intelligence. This role focuses on: - building thought leadership and advocacy within the vertical, - communicating and developing value proposition to new and potential customers, - brand development, - online and offline marketing development and execution (incl PR, conferences, digital marketing, content development) and - go-to-market planning for new features and products.

Director of Operations and PerformanceAlkhemy
2014 - 2018

ALKHEMY is at the Cutting Edge of Sales & Marketing Benchmarking, Optimisation and Revenue Creation. Providing unique and deep insights into all marketing channels performance, audio and visual reporting that enables our members to reduce their marketing spend and increase their sales performance. Total Campaign Tracking (Online and Offline!) Call Recording Analytics Integration Sales Training & KPI Adherence Measurement Customer Surveys ROI forecasting and predictive sales conversion requirements CRM integration and so much more... Companies wanting to dramatically increase the efficiency of their marketing and advertising investments, and their sales team conversion rates love ALKHEMY.

Head of Digital MarketingAWD
2012 - 2014

Building on 5+ years of North American Agency and Startup experience, this role involves managing and growing the three departments of our eMarketing services: SEO, PPC and Social Media. I am tasked with forming a differentiated product, process and methodology to create tailored yet scalable Digital Marketing campaigns for a wide array of clients. Under the umbrella of this position I create everything from Sales documentation, to internal processes, to Strategy Documents for ongoing client campaigns. We treat these three departments as parts of one dynamic spend for a unified, holistic marketing strategy.

VP of Operations Digital MarketingSpark Internet Marketing
2010 - 2012

Writing sales proposals, structuring client communications and implementation of online marketing strategies, this role involves digital marketing from viral marketing concepts and copywriting, through to managing keyword research and local optimization.

Education

Degree of Bachelor of Arts QUT
1999 - 2021

Skills

Core skills0
Languages1

Languages

English