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Michael Cusden
Director-level B2B Growth Marketing leader specializing in demand gen, ABM, and marketing ops
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About
Marketing/partnerships professional with hands-on creator experience as a blogger and micro-influencer, bringing a creator-side lens to brand deals and trust-first sponsorships. Has led partner-led ABM GTM and acquisition loops (webinars + email nurtures) targeting Canadian SMB cloud/cybersecurity upgrades, driving the highest MQL pipeline of the year at lower cost than paid and scaling the motion across partners.
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Key Strengths
- Creator-side perspective as a blogger/micro-influencer; understands creator-led partnerships firsthand
- Negotiates partnerships that protect audience trust (editorial control, transparency) while monetizing via sponsorship + performance
- Partner-led growth approach that leverages personal network as a credibility/distribution layer
- Led partner-led ABM GTM targeting Canadian SMB cloud/cybersecurity upgrades; highest MQL pipeline of the year at lower cost than paid
- Data-driven experimentation on acquisition loops (topic framing, form friction, follow-up cadence, sales timing) to improve conversion and reduce CPL
- Builds scalable creator/partner ecosystems via multi-campaign collaborations and structured pilots for emerging talent
- Creates reusable content and repeatable GTM motions; efficiency mindset from working on small teams
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