Dana Salman

Senior Marketing Leader | Integrated Marketing Communications |Demand Generation | Account Based Marketing (ABM) |

The hard generic sell is dead. Instead, I find the right people in the right companies, understand who they are and what keeps them up at night, then create personalized Marketing programs, events and collateral to have meaningful conversations, surprise and delight, and build relationships based on trust and mutual benefit. Over 15 years of experience in developing and implementing creative data-driven B2B and B2C marketing and communications strategies to grow brand awareness, optimize demand generation and customer account acquisition, as well as reduce customer churn.

I was proud to be invited to speak at WordCamp Montreal (a WordPress event) and my talk was titled How to Create a Website That Doesn’t Suck.


B2C and B2B Marketing Strategy Product & Service Go-to-market Strategy and Launch Brand Identity Development Google Analytics/ Google Adwords/ SEO/ SEM/ PPC/ Display Advertising
Web Strategy & Content Optimization Customer interface development Community and Relationship Management Account Based Marketing
Lead generation /customer acquisition and growth Event and Tradeshow management Content Marketing Corporate Social Responsibility
Public Relations and Media Relations Social Media Advertising (LinkedIn/Twitter/Facebook) Channel Partner Marketing Team Recruitment, Training and Coaching


Freelance Marketing Advisor 4/2018-Present

Supporting SMB’s and entrepreneurs with their marketing needs
  • Advising Kinnd Platform with development of Marketing strategy and product marketing, brand awareness and media outreach.

Marketing Director

Merrco Payfirma 12/2018 – 2/2021

Two payment processing providers that merged in 2018.

First Marketing hire and grew the Marketing team to 3 (writer, designer, and developer) to build the Merrco and Payfirma brands and assets, support sales team, generate leads, increase customer acquisition and revenue, acquire channel partners and support expansion strategy.

  • Worked with leadership, product and sales teams to create marketing and communication strategies to develop brand and product story, spread brand awareness and generate demand.
  • Enhanced brand awareness through press releases, event participations, speaking engagements for company CEO and award nominations.
  • Built collateral library to support sales and company needs including product brochures, partner brochures, presentation decks, landing pages, RFP response templates, customer and partner video testimonials.
  • Developed and optimized web copy (SEO) to differentiate offering for customers, partners and prospects per company objectives.
  • Launched Merrco blog and social media channels to position Merrco as a subject matter expert in cannabis payments and engage with prospects, customers, and partners.
  • Developed and launched digital (Google, banner and LinkedIn ads, landing pages, conversion rate optimization) and direct mail (Account Based Marketing) campaigns to generate demand, drive sales pipeline and grow revenue through relevant messaging and content.
  • Worked with operations team to enhance Pardot/Salesforce automation to inform decision-making with a data-driven approach.
  • Consolidated marketing resources (freelancers and agencies) to reduce dept. costs and improve quality of deliverables.

Marketing Programs Manager

NULOGY, Canada  4/2017 – 4/2018

Planning and implementing highly targeted ABM programs that create meaningful engagements with prospects to generate demand, drive sales pipeline and grow revenue through relevant messaging and content, drip campaigns, events, and direct mail.

  • Partnering with sales executives to understand target accounts challenges and create a target account ABM strategy, program and personalized assets. Programs generated new leads and re-engaged dormant house accounts to create sales opportunities valued at $380,000.
  • Creating education and nurture drip programs with progressive profiling to qualify, educate and re-engage leads and validate solution/prospect fit.

Marketing Manager

BABYTEL, Canada  11/2011 – 4/2017

A telecom Voice over IP, mobile and Fax over IP service provider.

Marketing Manager

First Marketing hire and grew the Marketing team to 5 (writer, designer, coordinator and 2 developers) to build the babyTEL brand and assets, support sales team, generate leads, increase customer acquisition and revenue, and acquire channel partners.

  • Created marketing and communication strategies for B2B and B2C VoIP product launches.
  • Developed and launched digital campaigns (Google, banner and LinkedIn ads, landing pages, conversion rate optimization) generating over 4,000 new users representing $108,000 added annual revenue.
  • Optimized web copy (SEO), responsive web design, user signup flow and interface and managed the design and development team to implement optimized signups and webpages to meet company KPI’s.
  • Developed babyTEL blog and email newsletter strategy, managed and curated weekly email newsletter with tech and business articles for 5,000 customers and partners with 34% open rate.
  • Developed babyTEL University from specs to launch, an educational portal for over 450 babyTEL partners to learn about babyTEL services.

Social Responsibility & Communications Specialist

STARBUCKS MIDDLE EAST, M.H. Alshaya,Kuwait                2008 – 2011

An American coffee company and coffeehouse chain based in Seattle, Washington.

Managed Starbucks Corporate Social Responsibility in the Middle East region focusing on youth empowerment and environmental conservation. Envisioned, planned, and developed the annual budget and event calendar for CSR & Communications for Starbucks. Worked closely with head of communications and agencies to manage Starbucks media communication and events and provide extensive media coverage for the brand. Composed and accurately translated press releases, articles and media statements.

  • Developed and delivered presentations, training, proposals, and community outreach materials to a wide range of audiences, including senior management, across the Middle East.
  • Proposed and executed an annual reforestation project as part of a CSR environmental platform with partners, media, and customers resulting in 140,000 square meters of replanted forest.
  • Led an operations team to develop and implement 200 award-winning community projects across the Middle East in line with Starbucks international CSR focus.
  • Developed content and interfaced with ad agency to produce 13 issues of The Coffee Press Starbucks Quarterly Newsletter.
  • Conceived and proposed the social media strategy for Starbucks Middle East.

Marketing Communications Specialist

INTERNATIONAL TURNKEY SYSTEMS, Kuwait          2006 – 2008

An information technology solutions and services provider.

Marketing Communications Specialist

Composed copy and bilingual articles, press releases, IT product brochures and leaflets, as well as IT company profiles for international events and publications. Coordinated with an advertising agency to create engaging designs and layouts for ITS’ marketing materials. Created and developed written website content for IT products, news, and events. Coordinated all aspects of web development within the company including SEO.

  • Proposed and executed the creation of the first ITS electronic newsletter for internal and external distribution to clients and employees.
  • Proposed and implemented a CSR initiative to recycle paper products throughout the company.


  • Bachelor of Business, Management & Marketing, American University of Beirut, Lebanon, 2005
  • Google Analytics, Google, 2016
  • Introduction to SEO, ClickMinded, 2014/2015/2016 (new updates)
  • Introduction to HTML & CSS, Team Tree House, 2013
  • Certified Community Specialist, Word of Mouth Marketing Association, 2012
  • Certified Community Manager, Word of Mouth Marketing Association, 2012



  • Adobe (Photoshop, Illustrator, InDesign)
  • Google Analytics
  • Google AdWords
  • WordPress & Blogger
  • Wistia
  • LinkedIn Ads
  • Salesforce
  • Buzzsumo
  • iSpionage
  • MailChimp
  • Constant Contact
  • HootSuite
  • Crazy Egg
  • unBounce


English – Fluent                                     Arabic – Fluent                                          French – Basic