Fractional Marketing · RevOps · Development

Your marketing, CRM, and website, running as one growth engine.

I’m Froebel Mata, a fractional principal lead for B2B companies. I join your team part-time, or bring a small vetted team, to connect your campaigns, your HubSpot or Salesforce, and your website, so leads stop slipping through and the reports finally add up.

Book a 30-minute discovery call (opens in a new tab) See how it works
  • 6+ years in B2B marketing ops & RevOps
  • HubSpot & Salesforce specialist
  • Covers US, AU & EU hours

Experience across teams at:

The solution

One principal lead who connects all three pillars

Instead of separate freelancers for campaigns, CRM, and web, each fixing their own piece, you get one senior operator who designs the whole engine and builds it hands-on.

  1. Audit the funnel (weeks 1–3)

    I trace a lead from ad click or outbound reply through your forms, HubSpot or Salesforce, and handoff to sales, then give you a prioritized list of what’s leaking and what to fix first.

  2. Build and fix, hands-on

    I do the work inside your tools: dedupe and enrich data, set lifecycle stages, rebuild scoring and routing, connect forms with Zapier, and set up GA4 and GTM tracking.

  3. Document and hand over

    Every workflow gets a written SOP and a recorded walkthrough, and I train whoever runs it next. I’m a teacher at heart, so the know-how stays with you.

Headshot of Froebel F. Mata, founder of MRD

About

Hi, I’m Froebel 👋

I started my career in a classroom. I’m a licensed professional teacher with a master’s in physics education, and I still think like one: understand the system, break it into parts, and make sure people can run it without me.

For the past six years I’ve brought that mindset to B2B marketing operations and RevOps for global companies, including a B2B marketing agency, a fintech startup, an online marketplace, a B2B data provider, and an AWS consulting partner. I’ve built AI-assisted lead journeys in HubSpot, realigned HubSpot and Salesforce, engineered GTM enrichment workflows, and rebuilt websites so they feed the CRM properly.

MRD is the practice I built around that work: Marketing, Revenue, and Development, handled by someone who can both plan it and build it.

Highlights from my work

  • Helped the nClouds sales team reach a $100,000 quarterly sales target through GTM data enrichment and outreach automation.
  • Replaced manual lead handoffs with automated HubSpot routing, so every inbound lead at Crowded Finance reaches the right sales owner.
  • Restructured and cleaned up a HubSpot–Salesforce CRM at Pharos IQ, with Apollo and ZoomInfo enrichment and a lead scoring model built with the C-suite.
  • Ran lifecycle experiments across email, in-app, and push at Thumbtack, with cross-channel attribution to see which messages moved users.

Certifications

Education: MAEd Physics, West Visayas State University · BSEd General Science, Philippine Normal University · Licensed Professional Teacher

Our promise

We move like a fluid. We build like a dream. Your growth, our purpose. My team to be your team.

Every engagement ends with clear documentation, recorded walkthroughs, and a team that’s confident in its own tools. No black boxes and no lasting dependency on us.

Who I work with

Built for B2B teams in the growth stage

MRD works best when the business is growing faster than its systems.

B2B SaaS & Tech Startups

Seed to Series B · 10–200 employees

You’ve found early traction, leads are coming in from inbound and outbound, and the CRM is starting to crack. You need someone who can fix the plumbing and run the programs, without hiring a full marketing ops team.

  • Running on, or migrating to, HubSpot, Salesforce, or Pardot
  • Lead routing, lifecycle stages, and scoring that sales actually trusts
  • Pipeline and attribution reporting from GA4, GTM, and your CRM
  • Nurture and onboarding emails that move trials and MQLs forward

Teams I’ve supported: nClouds · Crowded Finance · PharosIQ · 2X

B2B Service Companies & Agencies

Owner-led to mid-market · 5–150 employees

You sell high-value services and win on relationships and referrals. Now you want a repeatable pipeline: outbound that books meetings, and a website that turns visitors into conversations.

  • Outbound and ABM with Sales Navigator, Apollo, Clay, and ZoomInfo
  • Enriched, deduplicated contact data and a clean CRM
  • Automation across forms, CRM, email, and SMS (Zapier, Twilio)
  • A WordPress or Webflow site built to capture and route leads

Teams I’ve supported: HLB Ireland · Method HRM · Evolve Virtually · BizForce

The MRD System

Three pillars. One growth engine.

Most growth problems live in the gaps between marketing, sales systems, and the website. The MRD System treats them as one connected engine, so a fix in one place doesn’t break another.

Marketing

Lifecycle, ABM, content & campaigns

  • Lifecycle marketing
  • B2B & ABM orchestration
  • Email marketing & nurture
  • Content marketing & SEO
  • Paid ads
  • Campaign strategy & execution

Revenue

RevOps, CRM, data & reporting

  • HubSpot & Salesforce admin and integration
  • Lead scoring & routing
  • CRM hygiene & data enrichment
  • Funnel & attribution reporting
  • GA4 / GTM dashboards
  • Sales & marketing alignment

Development

Websites, GTM engineering & integrations

  • Websites & landing pages (Laravel, Webflow, WordPress, Shopify, Contentful)
  • GTM engineering (Clay, Apollo, enrichment workflows)
  • AI, API & webhook integrations
  • Marketing automation builds

How an engagement works

  1. Step 1 · 30 minutes

    Discovery call

    We talk through your goals, your stack, and what’s not working. If I’m not the right fit, I’ll tell you on the call.

  2. Step 2 · Weeks 1–3

    Audit & roadmap

    I trace your funnel through HubSpot or Salesforce, your forms, and your reports, then hand you a prioritized fix list and roadmap.

  3. Step 3 · Month to month

    Build & run

    I fix and build inside your tools, 2–3 days a week or with the MRD team, with a weekly call and async updates in Slack.

  4. Step 4 · Every engagement

    Hand over

    Each workflow gets a written SOP and a recorded walkthrough, and everything I build stays in your accounts.

Services

Ways to work together

Start with a focused audit, or bring me in as your fractional lead. Every option covers Marketing, Revenue, and Development, scaled to what you need right now.

MRD Audit & Roadmap Sprint

2–3 weeks

What it is
A focused deep-dive into your marketing automation, CRM, and website: the same audit I run at the start of every fractional engagement. I map how leads actually move today, find where they leak, and hand you a prioritized 90-day roadmap.
  • HubSpot, Salesforce, or Pardot audit: lifecycle stages, properties, and workflows
  • Lead journey and routing map, from form fill to sales owner
  • CRM data review: duplicates, missing fields, and enrichment gaps
  • GA4, GTM, and UTM tracking check
  • Website and landing page review (WordPress, Webflow, Contentful, or Shopify)
  • Prioritized 90-day roadmap with quick wins, plus a walkthrough call
Start with an audit (opens in a new tab)

Most popular

Fractional Principal Lead

2–3 days/week

What it is
I join your team part-time as your head of marketing operations and RevOps, the role I’ve held for B2B teams like 2X Marketing, Crowded Finance, and Pharos IQ. I own the systems, run the roadmap, and do the hands-on build work myself.
  • HubSpot and Salesforce administration, integration, and clean-up
  • Lead scoring, routing, and lifecycle workflows, including AI-assisted journeys
  • Email programs: nurture, newsletters, segmentation, and A/B testing
  • Landing pages in HubSpot, Contentful, or Salesforce Pardot
  • GA4 and GTM dashboards for funnel and campaign reporting
  • Weekly strategy call, plus documentation and team training
Book a discovery call (opens in a new tab)

Fractional MRD Team

Ongoing, month to month

What it is
I lead a small, vetted team that plans and executes across Marketing, Revenue, and Development, with me as your single point of accountability. It’s the same model I’ve used leading designers and copywriters on client campaigns.
  • Everything in Fractional Principal Lead
  • Campaign execution: paid ads on Google, Meta, and LinkedIn, plus email and content
  • Design and copywriting for campaigns, landing pages, and assets
  • Website builds and SEO on WordPress, Webflow, or Shopify
  • GTM engineering with Clay, Apollo, ZoomInfo, and Sales Navigator
  • AI, API, and webhook integrations (Claude, Zapier, Twilio, RB2B)
  • Shared Asana or Monday.com board with async updates
Talk about a team (opens in a new tab)

Advisory

2–4 hours/week

What it is
Coaching for your in-house marketing ops or RevOps person. I review their builds, unblock decisions, and help them level up, drawing on my background as a licensed teacher and former sales trainer.
  • Weekly 1:1 coaching call
  • Async review of workflows, reports, and campaign builds
  • HubSpot and Salesforce architecture and tooling advice
  • A skills plan with recommended certifications (HubSpot, Demandbase)
  • Q&A over Slack or email between sessions
Ask about advisory (opens in a new tab)

No long-term contracts: cancel any month, and everything I build stays in your accounts.

Not sure which fits? That’s exactly what the discovery call is for.

Tech stack

Tools I build in every day

Platform-agnostic, but hands-on. These are the tools where most of the building happens.

CRM & Automation

  • HubSpot
  • Salesforce
  • Marketo Engage
  • Salesforce Pardot
  • Iterable
  • Zapier

GTM & Lead Gen

  • Clay
  • Apollo.io
  • ZoomInfo
  • Sales Navigator
  • Seamless.ai
  • RB2B
  • Bombora
  • Demandbase

Email & Messaging

  • Brevo
  • Mailchimp
  • Outreach.io
  • ManyChat
  • Constant Contact

Web & CMS

  • Webflow
  • WordPress
  • Shopify
  • Contentful
  • Wix
  • HTML5 / CSS3
  • PHP / Laravel

Analytics & SEO

  • GA4
  • Google Tag Manager
  • Google Search Console
  • Ahrefs
  • Yoast
  • Wincher

AI

  • Claude
  • Google Gemini

Project Management

  • Asana
  • Monday.com
  • Trello
  • Slack

FAQ

Questions B2B teams usually ask

You get a senior leader for part of the week instead of all of it. I work as a real member of your team, with access to your tools, a seat in your Slack, and ownership of outcomes, for a set number of days per week at a monthly rate. You get senior experience without a full-time salary, benefits, or a long hiring process.

Mostly async, with a steady rhythm: a weekly or bi-weekly call to review progress and priorities, a shared project board, and updates in Slack or email. I work from the Philippines and overlap with US, Australian, and European business hours, so there’s always a working window for live calls and handoffs often happen overnight.

An agency usually delivers campaigns from the outside, often through junior staff. A full-time senior hire costs $120K+ a year and takes months to find. As a fractional lead, I work inside your systems, own the strategy and the hands-on build, and train your team as I go. You can scale up or down month to month.

Both, depending on what you need. As your Fractional Principal Lead, you work directly with me. On a Fractional MRD Team engagement, we bring in a small, vetted group of specialists (developers, designers, and campaign executors) while I stay your single point of accountability.

My deepest experience is in HubSpot and Salesforce, including integrating the two. I also work with Marketo Engage, Salesforce Pardot, Iterable, Brevo, and Mailchimp, plus GTM tools like Clay, Apollo.io, ZoomInfo, and Bombora. If you use something else, ask. Most of the underlying work (data models, lifecycle stages, routing logic) carries over.

Yes, and that’s usually the best place to start. I don’t push a rebuild or new software unless your current stack truly can’t do the job. Most teams already own the tools they need; they just aren’t connected or configured well.

Quick wins, such as fixing broken routing, cleaning up a messy pipeline view, or patching a leaky form, often land in the first few weeks. Bigger changes like a lead scoring rebuild, attribution reporting, or a new website take one to three months to build and prove out. The audit sprint gives you a realistic timeline before you commit to more.

Then I’ll tell you on the discovery call. If you need something I don’t do well, I’ll point you to someone who does. Monthly engagements have no long lock-in, and everything I build is documented and stays in your accounts, so you are never stuck.

Still have a question? Email mata.froebel@gmail.com (open in Gmail) or book a call.