Also available for fractional marketing leadership & consulting engagements.
Mathias Hawes · GTM Operator · B2B SaaS
Revenue Focused Marketing & GTM Leader.
15+ years across B2B SaaS and media — not just strategy on slides, but pipeline engines, BDR orgs, and AI-native GTM systems that ran without me in the room.
01 — About
Built for pipeline.
Wired for growth.
I’m a B2B marketing and GTM executive with 15+ years across SaaS and media — most recently as VP of Marketing at AudienceView, where I built and led a 17-person team spanning brand, field, product marketing, BDR, and digital.
My work sits at the intersection of creative storytelling and revenue accountability. I’ve rebuilt demand engines, led M&A rebrands, presented KPI packs to PE owners, and more recently, built the AI-native layer — agentic workflows, account scoring, customer intelligence — that turns GTM strategy into daily execution.
Outside of work: long runs, craft beer, baseball, and anything that gets me outdoors.
GTM & Revenue
AI-Native & Automation
Platforms & Tools
02 — Selected work
What I’ve built.
03 — Selected artifacts
Systems, not slides.
AI System
GTM Intelligence Loop
A 5-phase framework — targeting, outbound, sales execution, an AI intelligence engine, and close/handoff — mapped straight to win rate, cycle time, and deal size, with a maturity roadmap to get there.
System Design
Client Brain
Proposed architecture for a unified, permission-aware customer intelligence layer spanning marketing, sales, and support — a persistent memory of account context that AI agents draw from.
Recurring Framework
GTM x AI Weekly
A running internal log tracking what's actually working — and what isn't — as AI gets embedded into scoring, enrichment, and outbound, account by account.
Playbook
Outbound OS
Scores and tiers accounts, then auto-builds the account brief and the first call/email script — so reps open a pre-loaded, prioritized dashboard instead of a blank one.
Template
Enterprise ABM OS
An operating template for a named enterprise target-account list — win briefs, living account summaries, org mapping, digital sales rooms, and a leadership coverage dashboard.
Research
Consumer & Audience Reports
Original research on ticket-buying behaviour in the US and UK — commissioned and published in partnership with a leading theatre-industry media outlet to build category authority.
On the ground
Repping the brand at industry conferences — booth design, swag, and on-site marketing for TPC 2026 and INTIX 2026.
04 — Career arc
Track record.
Led the full marketing org through PE ownership, M&A integrations, and brand repositioning — translating marketing metrics directly into valuation impact, and building the AI-native layer underneath all of it.
Revamped outbound, paid, ABM, and lifecycle programs. Built a 3-tiered outbound strategy with Sales that became a core revenue engine, managing a $1M+ budget.
Built and optimized the full MarTech stack. Established the first CAC / ROMI reporting framework spanning Sales and Marketing leadership.
Built integrated account-based programs and new brand partnerships (National Geographic, Staples); launched a nurture engine that cut time-to-close.
05 — Contact
Let’s talk.
I’m currently open to VP Marketing, CMO, and VP GTM opportunities — especially with PE-backed or high-growth SaaS companies. Toronto-based (hybrid or in-person) or fully remote.