Digital Marketing Leader
Strategic digital marketing leader with 10+ years of experience scaling paid media and technical initiatives; delivered high-impact projects for agencies, startups, and enterprise brands.
"I’ve led digital marketing teams and strategy for over a decade, across agencies, trade associations, and startups. Most recently at PayrollOrg, I managed a cross-functional team and a six-figure budget, streamlining our campaign pipeline with tools like Asana and Power BI. Before that, I built and led the marketing team at Better Biz Marketing, overseeing ad performance for 30+ clients. I’ve also founded and scaled my own ventures, led successful crowdfunding campaigns, and built marketing systems from the ground up. My strength is bringing structure, focus, and measurable growth to marketing operations." - CJ
Carl Jibril Sulaiman II
PayrollOrg | Trade Association
Senior Marketing Manager
PayrollOrg | Trade Association
Senior Marketing Manager
Increased new memberships by 35% in 8 months through revamped paid media and targeted email campaigns.
Reduced cost-per-lead by 25% and scaled ad budgets from $10K to $80K+ while maintaining 4× ROAS.
Improved conversion rates by 18% by optimizing landing pages, ad creative, and campaign sequencing.
Eliminated $20K in annual overspend by auditing and restructuring HubSpot usage.
Decreased churn by 18% using segmented retention campaigns and marketing automation workflows.
Better Biz Marketing | Marketing Agency
Digital Marketing Manager
Doubled inbound organic leads in 12 months by optimizing Google Business Profiles and local SEO content.
Cut client onboarding time by 50% through 12+ automated workflows using GoHighLevel and Zapier.
Reduced cost-per-lead by 30% by refining audience targeting and bidding strategies across Meta and Google Ads.
Increased average landing page conversion rates by 22% through 40+ custom-built pages and A/B testing.
Grew client base by 35% YoY via high-volume cold outreach campaigns using Instantly and Smartlead.
Demand Generation
Strategic Partnerships
User Experience Design
Brand Identity
CRO, A/B testing
Lead Generation
Customer Acquisition
Digital Marketing
Data Driven Decisions
Email & Workflow Automation
Team Leadership & Mentoring (Servant Leadership)
Stakeholder Communication
Cross-functional Collaboration Project Management
Budget Management
SEM Strategy & Channel Expansion
Keyword Research & Competitive Analysis
Tag Management & Conversion Tracking (GTM, CAPI)
CRM Systems
Agency & Contractor Management
AI technologies
Spendwith | Tech Startup
Founder & Digital Marketing Manager
Secured $47,000+ through Regulation Crowdfunding to fuel product and growth strategy.
Grew user base to 5,000+ job seekers and clients, scaling Incluzion platform from MVP to revenue.
Boosted new user activation by 60% with email automation and guided onboarding flows.
Increased platform traffic by 2x YoY using SEO, paid ads, and content strategy tied to DEI hiring trends.
Launched ABM and grassroots campaigns, achieving a 3x increase in demo bookings within 6 months.
Pay Sell | Payments
President & Digital Marketing Manager
700% revenue growth over 4 years, earning a spot on the 2016 Inc. 5000 list (#484).
Grew annual sales to $9.8 million by 2015, scaling marketing and product operations nationwide.
Launched new website and onboarding flow, reducing churn by 30% and improving customer retention.
Ran Google Ads with a $100K/month budget, doubling inbound demo requests and lowering CPL by 35%.
Built and integrated OpenVBX CRM with Twilio to automate SMS and voice workflows, improving lead response time by 50%.
Let's work together
I've helped marketing teams, business owners and founders unlock growth with conversion-driven marketing and creative problem solving.
Ready to move your strategy forward?
Carl
Jibril Sulaiman II
Carl Jibril Sulaiman II
I am currently exploring new opportunities and open to connecting! If you’re looking for a results-driven marketing leader or want to discuss a potential role, I’d love to hear from you.
Growth Track Record
For 10+ years I have built and led high-performing marketing, growth, and product teams across SaaS, agency, and marketplace environments. My work is grounded in measurable outcomes, scaling new revenue, driving customer acquisition, and building systems that align sales, marketing, and product teams around data-driven outcome and a growth mindset.
My team drove a 35 percent increase in new memberships in just eight months by revamping paid media and launching targeted email campaigns. Growth strategies included strategic partnerships, scaling customer acquisition strategies, and creating the optimal user experience.
We also improved campaign performance by increasing ad ROAS by 60 percent through ongoing A/B testing and rapid rollout of winning creatives. By focusing on user experience, automation, and data-driven decision-making, my teams consistently set new records and improved every stage of the funnel.
Here's my professional work experience and my portfolio. ⬇️
Demand Generation
Strategic Partnerships
User Experience Design
Brand Identity
CRO, A/B testing
Lead Generation
Customer Acquisition
Digital Marketing
Data Driven Decisions
Email Automation
Here's my portfolio of professional work experience.⬇️
PayrollOrg
+35% GROWTH IN NEW MEMBERSHIPS, RECORD COURSE SALES
Senior Marketing Manager
Trade Association | Payroll & Compliance
PayrollOrg is a leading membership association serving payroll professionals with certifications, education, and compliance resources.
CHALLENGE
PayrollOrg, a 40-year-old trade association, needed a full digital transformation. Marketing efforts were disjointed, relying heavily on Outlook emails and outdated systems. The ecommerce platform and CRM were deprecated and prone to payment issues. The member sign-up flow was clunky, requiring users to log in mid-process, causing drop-offs. They had never run paid Meta ads in-house, and struggled with HubSpot contact reconciliation and subscription-type mismatches. No infrastructure existed for measuring ROAS using Conversion API integrations.SOLUTION
Led the development of a modern paid media engine from the ground up. Launched full-funnel campaigns across Meta, LinkedIn, Google, and Bing Ads. Introduced Conversion API tracking, restructured campaign pipelines in Asana, and configured HubSpot workflows for automated intake. Designed landing pages and implemented campaign QA to catch mismatched tracking issues before launch. Reduced CPL by 25% and generated over $785K in attributed sales at 4x ROAS.THE PROCESS
Integration and migration to Asana. Created flow for automation rules + OneDrive file backup
HubSpot contact deduplication and reconciliation
GA4 + HubSpot + Aptify data pipeline for dashboard tracking
A/B tested creative and messaging
Integrated ROAS measurement using Meta CAPI and Google Tag Manager
MY TEAM
Marketing Analyst, Communications Manager, Copywriter, Designers, Email Marketing, Paid Media Buyer
PLATFORMS
Built a high-performing marketing team with a focus on collaboration, accountability, and rapid experimentation. Mentored junior staff and established SOPs for paid ads, CRM, and campaign tracking.CAMPAIGNS
Brand Awareness, Product Launch, Retargeting, Micro-Credential Badge Campaign, Event Registration, Membership Retention
REVENUE GROWTH
Generated $785K in new revenue attributed to paid campaigns within 4 months, while reducing cost-per-lead by 25%.STRATEGIC MARKETING PLAN & MEDIA BUY
Six-figure annual budget management
Multi-channel media planning across Paid Social, SEM, Retargeting, and Programmatic Display
Stakeholder alignment and performance reporting through Power BI dashboards
CHALLENGE
PayrollOrg, a 40-year-old trade association, needed a full digital transformation. Marketing efforts were disjointed, relying heavily on Outlook emails and outdated systems. The ecommerce platform and CRM were deprecated and prone to payment issues. The member sign-up flow was clunky, requiring users to log in mid-process, causing drop-offs. They had never run paid Meta ads in-house, and struggled with HubSpot contact reconciliation and subscription-type mismatches. No infrastructure existed for measuring ROAS using Conversion API integrations.
SOLUTION
Led the development of a modern paid media engine from the ground up. Launched full-funnel campaigns across Meta, LinkedIn, Google, and Bing Ads. Introduced Conversion API tracking, restructured campaign pipelines in Asana, and configured HubSpot workflows for automated intake. Designed landing pages and implemented campaign QA to catch mismatched tracking issues before launch. Reduced CPL by 25% and generated over $785K in attributed sales at 4x ROAS.
THE PROCESS
● Integration and migration to Asana. Created flow for automation rules + OneDrive file backup
● HubSpot contact deduplication and reconciliation
● GA4 + HubSpot + Aptify data pipeline for dashboard tracking
● A/B tested creative and messaging
● Integrated ROAS measurement using Meta CAPI and Google Tag Manager
MY TEAM
Marketing Analyst, Communications Manager, Copywriter, Designers, Email Marketing, Paid Media Buyer
PLATFORMS
Meta Ads, LinkedIn, Google Ads, Bing Ads, HubSpot, Asana, Power BI, Google Analytics, GA4, Aptify, Canva, Wordpress
CAMPAIGNS
Brand Awareness, Product Launch, Retargeting, Micro-Credential Badge Campaign, Event Registration, Membership Retention
REVENUE GROWTH
Generated $785K in new revenue attributed to paid campaigns within 4 months, while reducing cost-per-lead by 25%.
STRATEGIC MARKETING PLAN & MEDIA BUY
● Six-figure annual budget management
● Multi-channel media planning across Paid Social, SEM, Retargeting, and Programmatic Display
● Stakeholder alignment and performance reporting through Power BI dashboards
Better Biz Marketing
+125% CLIENT REVENUE GROWTH OVER 18 MONTHS
Head of Digital Marketing | Better Biz Marketing
Better Biz Marketing is a performance marketing agency for service-based small businesses:
CHALLENGE
Digital marketing agency serving 30+ clients across industries like beauty, dentistry, security, and law. Business owners faced the challenge of building processes from scratch. Most clients lacked conversion tracking, had inconsistent creative, and were not utilizing ad automation or CRMs effectively. Many relied solely on referrals or organic traffic with no digital strategy in place.
SOLUTION
Established a scalable media buying operation and standardized the ad account structure across all clients. Trained and led a junior media buyer. Integrated GoHighLevel (GHL) for lead management and onboarded clients to CRM workflows. Launched cold and retargeting campaigns via Meta and Google, with budget optimization based on weekly performance reports.
THE PROCESS
Built new lead funnels and Zapier automations
Increased client ROI through creative iteration and A/B testing
Used ChatGPT to generate headlines and CTAs
Tracked attribution using Agency Analytics and UTM parameters
Implemented Lookalike and RLSA audiences
MY TEAM
Junior Media Buyer, Freelance Designer, Client Account Managers
PLATFORMS
Meta Ads, Google Ads, TikTok Ads, GoHighLevel, Zapier, Canva, Agency Analytics, ChatGPT
CAMPAIGNS
Lead Gen, Local Service Promotion, Product Launch, Funnel Retargeting
REVENUE GROWTH
Improved average client ROI across the board by 2-3x, with one beauty client seeing a 10% increase in revenue MoM.
STRATEGIC MARKETING PLAN & MEDIA BUY
Developed monthly campaign calendars across 30+ brands
Centralized ad creative testing, copywriting, and analytics
Reallocated spend weekly based on cost-per-acquisition insights
CHALLENGE
Digital marketing agency serving 30+ clients across industries like beauty, dentistry, security, and law. Business owners faced the challenge of building processes from scratch. Most clients lacked conversion tracking, had inconsistent creative, and were not utilizing ad automation or CRMs effectively. Many relied solely on referrals or organic traffic with no digital strategy in place.
SOLUTION
Established a scalable media buying operation and standardized the ad account structure across all clients. Trained and led a junior media buyer. Integrated GoHighLevel (GHL) for lead management and onboarded clients to CRM workflows. Launched cold and retargeting campaigns via Meta and Google, with budget optimization based on weekly performance reports.
THE PROCESS
● Built new lead funnels and Zapier automations
● Increased client ROI through creative iteration and A/B testing
● Used ChatGPT to generate headlines and CTAs
● Tracked attribution using Agency Analytics and UTM parameters
● Implemented Lookalike and RLSA audiences
MY TEAM
Junior Media Buyer, Freelance Designer, Client Account Managers
PLATFORMS
Meta Ads, Google Ads, TikTok Ads, GoHighLevel, Zapier, Canva, Agency Analytics, ChatGPT
CAMPAIGNS
Lead Gen, Local Service Promotion, Product Launch, Funnel Retargeting
REVENUE GROWTH
Improved average client ROI across the board by 2-3x, with one beauty client seeing a 10% increase in revenue MoM.
STRATEGIC MARKETING PLAN & MEDIA BUY
● Developed monthly campaign calendars across 30+ brands
● Centralized ad creative testing, copywriting, and analytics
● Reallocated spend weekly based on cost-per-acquisition insights
Spendwith | Incluzion
Built & Launched Two Mission-Driven Platforms
Founder & Head of Growth | Spendwith & Incluzion (B2B SaaS/Marketplace)
Spendwith was a cultural e-commerce marketplace, and Incluzion was a DEI-focused remote work platform connecting diverse talent to jobs and clients.
Flexcon Remote Work Conference April 2020
SHRM Incluzion Presentation
Presentation - Spendwith ATDC Presentation 4/2018
STRATEGIC MARKETING PLAN & MEDIA BUY
Combined organic content, SEM, and PR to drive conversions
Built cold outreach pipelines and email automation flows
Planned campaigns for remote talent placement and conference attendance
CHALLENGE
Spendwith was an early-stage marketplace aiming to curate cultural commerce and talent. The brand needed visibility, funding, and automation. The challenge was building trust and traction with both buyers and freelancers, while operating on limited resources.
SOLUTION
Created the brand identity, managed SEO/SEM, and launched social and email campaigns. Built Twitter automation bots for lead gen and awareness. Raised $47K via Title III equity crowdfunding and scaled site traffic through Google Ads and growth hacking. As the pandemic reshaped hiring trends, pivoted the platform to Incluzion, a marketplace focused on connecting companies with diverse remote talent. Leveraged N8N automation and Twitter outreach campaigns to connect directly with hiring managers and DEI leads.
THE PROCESS
● Designed Pinterest-style marketplace UI
● Built job scraping and sentiment analysis bots via N8N
● Managed AWS EC2 instances and white-labeled domains
● Launched and marketed FlexCon virtual conference
MY TEAM
Contract Developers, Marketing Assistants, Design Contractors, Community Ambassadors, Recruiters
PLATFORMS
AWS, SendGrid, Mandrill, Google Ads, Twitter API, N8N, WordPress, Mailchimp, Zoom, Eventbrite
CAMPAIGNS
Crowdfunding Campaign, Remote Talent Board, FlexCon Conference, Twitter Automation, SEM Retargeting
REVENUE GROWTH
Generated $47K from non-dilutive investment and converted 20+ enterprise accounts to paid pilots.
STRATEGIC MARKETING PLAN & MEDIA BUY
● Combined organic content, SEM, and PR to drive conversions
● Built cold outreach pipelines and email automation flows
● Planned campaigns for remote talent placement and conference attendance
Pay Sell (Pay Cell Sys)
+700% GROWTH FROM 2011 TO 2015 | INC. 5000 LIST
Head of Growth & Marketing, B2B SaaS | FinTech
Pay Sell Co. was a SaaS platform that streamlined payments and analytics for wireless retailers:
CHALLENGE
Pay Sell was a B2B wireless payments startup that scaled rapidly but struggled with fraud prevention, CRM integration, PCI compliance, and acquiring new B2C customers. The company needed both operational streamlining and a high-performing marketing engine to reach prepaid wireless users and scale transaction volume.
SOLUTION
Built and managed a custom payment platform, integrating Twilio IVR, Stripe, Kount, and other tools. On the marketing side, I implemented Google Ads campaigns targeting prepaid wireless users searching to top up their accounts. Managed a $100,000/month ad budget, optimized for high-intent keywords, and created multilingual landing pages to capture leads. Also led SEM, SMS campaigns, Facebook Ads, and referral pipelines.
THE PROCESS
Built web and IVR-based payments portal
Onboarded processors and ensured PCI compliance
Reconciled prepaid pin inventory and fraud workflows
Scaled Google Ads acquisition funnel targeting top-up searches
Deployed multilingual creatives and SMS remarketing workflows
MY TEAM
Freelancers (Sales, Support, Devs), Contractors, Processors, Customer Service Reps, Account Reps
PLATFORMS
Google Ads, Twilio, Stripe, Kount, PayPal, Freshdesk, Upwork, WordPress
CAMPAIGNS
Wireless Top-up Campaigns, Payment Processor Outreach, SEM Ads, Retargeting, B2B Lead Gen
REVENUE GROWTH
Scaled revenue to $9.8 million with 700% growth over 3 years.
This man’s software company is one of the fastest growing in the U.S.
2016 Documentary - Hedden Forward Featuring Jibril Sulaiman Season 1, Episode 5
Awarded #484 Listing on the 2016 Inc 5000 List
STRATEGIC MARKETING PLAN & MEDIA BUY
Managed $100K monthly Google Ads budget for B2C acquisition
Deployed SMS drip campaigns to reactivate customers
Created multilingual landing pages for various partner brands
Built and executed top-of-funnel SEM acquisition strategy
CHALLENGE
Pay Sell was a B2B wireless payments startup that scaled rapidly but struggled with fraud prevention, CRM integration, PCI compliance, and acquiring new B2C customers. The company needed both operational streamlining and a high-performing marketing engine to reach prepaid wireless users and scale transaction volume.
SOLUTION
Built and managed a custom payment platform, integrating Twilio IVR, Stripe, Kount, and other tools. On the marketing side, I implemented Google Ads campaigns targeting prepaid wireless users searching to top up their accounts. Managed a $100,000/month ad budget, optimized for high-intent keywords, and created multilingual landing pages to capture leads. Also led SEM, SMS campaigns, Facebook Ads, and referral pipelines.
THE PROCESS
● Built web and IVR-based payments portal
● Onboarded processors and ensured PCI compliance
● Reconciled prepaid pin inventory and fraud workflows
● Scaled Google Ads acquisition funnel targeting top-up searches
● Deployed multilingual creatives and SMS remarketing workflows
MY TEAM
Freelancers (Sales, Support, Devs), Contractors, Processors, Customer Service Reps, Account Reps
PLATFORMS
Google Ads, Twilio, Stripe, Kount, PayPal, Freshdesk, Upwork, WordPress
CAMPAIGNS
Wireless Top-up Campaigns, Payment Processor Outreach, SEM Ads, Retargeting, B2B Lead Gen
REVENUE GROWTH
Scaled revenue to $9.8 million with 700% growth over 3 years.
STRATEGIC MARKETING PLAN & MEDIA BUY
● Managed $100K monthly Google Ads budget for B2C acquisition
● Deployed SMS drip campaigns to reactivate customers
● Created multilingual landing pages for various partner brands
● Built and executed top-of-funnel SEM acquisition strategy
Certifications
Certifications
PMP® Certification Training Course - Udemy
Go Highlevel CRM - 7,047 Points - Facebook
Salesforce | Adventurer | 10 Badges | 10,750 Points
Meta Certified Media Buying Professional | Blueprint
Google Ads Search Certification
Certified SAFe® 5 Advanced Scrum Master
Certified SAFe® Product Owner / Product Manager
Certified Scrum Product Owner (CSPO)
Certified SAFe® Scrum Master 2023
AWS Certified Solutions Architect – Associate 2023
Ultimate AWS Certified Solutions Architect Associate 2022
AWS Well-Architected & Serverless Solutions - Certificate of Completion 2023
