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Amanda Jacques

It’s challenging to find reliable marketing performance trends and translate them into real results when your data and tools don’t work together or your team isn’t aligned. Over the past several years, I’ve focused on building strong foundations for marketing systems so teams can stop guessing what actually drives growth.

At Black & White Zebra, I oversee marketing operations, performance, and audience strategy, ensuring audiences are acquired, segmented, and engaged as effectively as possible. I lead campaign planning and execution, build CRM and automation workflows, improve attribution, tracking, and reporting, and analyze performance to optimize results across channels. A large part of my work sits at the intersection of strategy and operations, where I translate business goals into scalable processes and decision-support systems that help teams execute more effectively.

Before BWZ, I led marketing and business development at The W Group, a public-sector consultancy, where I built our HubSpot infrastructure from scratch and launched multi-channel campaigns. At Imperial Distributors Canada, I improved reporting and audience tracking for business development efforts, while at invigoMEDIA I managed healthcare marketing projects, focusing on operational improvements and HIPAA compliance.

I enjoy building the systems behind effective marketing and audience growth. I like taking something complex—whether that is fragmented data, unclear processes, competing stakeholder needs, or underused tools—and turning it into something measurable, scalable, and actionable. The most rewarding part for me is connecting strategy to execution in a way that helps teams make better decisions, improve performance, and create stronger audience and conversion outcomes over time.

I hold a Bachelor of Arts in Psychology & Business Administration from the University of Ottawa, as well as a Graduate Certificate in Public Relations & Corporate Communications from Georgian College.

My Areas of Expertise:

  • Attribution & Optimization
  • Marketing Automation
  • Customer Segmentation & Targeting
  • Marketing Planning
  • Market Intelligence

More About Me:

Outside of work, I enjoy building creative and technical side projects focused on AI-assisted workflows, collaborative frameworks, and experimenting with MCP-style tool orchestration. I’m particularly interested in how an optimized functional environment can make complex work more agentic and adaptive.

What’s In My Tech Stack:

CRM / Marketing Automation / Data Infrastructure

  • HubSpot (Marketing Hub and Data Hub)

HubSpot is one of the core platforms in my current stack, and I use it across CRM management, segmentation, automation, lead capture, scoring, attribution, reporting, buyer intent signals, experimentation, and workflow integrations.

Analytics / Performance / Audience Behaviour

  • Google Analytics 4
  • Microsoft Clarity
  • Marfeel
  • HubSpot Analytics

I use these tools to analyze website traffic, user behaviour, content and audience performance, conversion paths, and attribution. Together, they help me understand how audiences engage across channels and properties, where optimization opportunities exist, and how marketing efforts are performing over time.

Audience Capture / Forms / Conversion

  • Gravity Forms
  • Typeform
  • OptinMonster
  • MemberPress

I use these tools to support audience capture, lead generation, on-site conversion, form workflows, and membership-related user journeys. They are especially useful when conversion strategy needs to connect cleanly with CRM, reporting, and downstream automation.

CMS / Website Infrastructure

  • WordPress

I use WordPress to support content execution, conversion-focused updates, and the operational side of how marketing systems connect to website experiences.

Integration / Automation / Technical Workflow

  • Python
  • VS Code
  • GitHub
  • Zapier
  • HubSpot API/Webhooks

I use these tools to build and maintain integrations, automate workflows, clean and validate data, and create lightweight technical solutions when native platform functionality is limited. This includes using APIs and webhooks to connect systems, reduce manual work, and support more scalable operational processes.

SEO / Search / Market Intelligence

  • SEMrush
  • Ahrefs
  • Google Search Console
  • Yoast SEO

I use these tools for search performance analysis, keyword and competitive research, content optimization, and identifying opportunities related to audience acquisition and market intelligence.

Data Enrichment / Contact Intelligence

  • Reverse Contact

I use data enrichment tools to improve contact records, strengthen segmentation, and create more useful audience and lead intelligence for targeting, planning, and analysis.

Paid Media Platforms

  • Google Ads
  • Meta Ads
  • LinkedIn Ads

I use paid media platforms in support of campaign setup, targeting, tracking, attribution, and performance analysis where optimization and audience strategy are important.

Planning / Process Design / Systems Mapping

  • Miro
  • Lucidchart

I use these tools to map workflows, document systems, plan campaigns and operational processes, and communicate more clearly across teams and stakeholders.

Amanda Jacques

130+ published articles on The CMO