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 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: triathlons, reading, basketball, and craft beer and homebrewing.
GTM & Revenue
AI-Native & Automation
Platforms & Tools
02 · Selected work
What I’ve built.
03 · Selected artifacts
What I’ve built. Where I’ve shown up.
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 presence, 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.