Nathalie Couët

Born and raised in the United States, to Canadian and French parents, I have lived and worked in the US, the UK, and now Canada. Graduating with a degree in bioanthropology and archaeogenetics, I have an appreciation of science that translates into a logical approach to my work and a deep love of the outdoors in my personal life. My marketing career has spanned print media, Saas, tech, and finance. My projects now include seed-round to series-B phase startups & scaleups, primarily in the technology and Saas space. I have a particular penchant for working with impact startups (climate-tech/deep-tech), advising them on brand positioning, go-to-market strategy development and implementation, and team structuring. In addition, I also collaborate with more established businesses, advising them on new product deployment strategies, digital transformation, and martech stack implementation (everything from the technical RFP/budgeting process to team mobilization and training). Comfortable in both English-speaking and French-speaking environments, my collaborations span continents, largely North America, and EMEA.

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  Building a team

  I've had a number of experiences during which I was the first marketing hire, and I was tasked with auditing existing marketing practices (if any), creating a short and long-term action plan, determining hiring needs, and creating and coaching a strong, high-performing marketing team. From a small, boot-strapped Saas to a VC-funding EV-tech scale-up, speed, budget, and needs may vary, but the need to limit resource waste, grow quickly, and coach new players always remains the same.

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  Go to market strategy

  I've lead the go-to-market strategy in a bootstrapped Saas start-up, a VC-funded EV scale-up, and an established financial services organization. In each of these cases, I've been charged with market/competitor analysis, value proposition development, short and long-term marketing strategy development and execution, sales enablement, and KPI tracking.

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  Growth marketing

  Growth marketing is my bread and butter; I take a very data-driven approach, beginning with an extensive audit of objectives, existing initiatives, market research, and available resources. Teams that I've lead have driven +1,000% increases in lead generation (even with minute or no budget increases), thanks to multi-channel, holistic strategies that pivot and evolve thanks to clear KPI tracking.

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  Marketing automation

  Rapid growth with little to no short-term resource increase can often be achieved through automation. I've driven the cross-divisional implementation of the Salesforce suite, and optimized and piloted Hubspot and Pipedrive usage across marketing and sales teams.

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  Google Analytics

  11 years of experience

  - Old Google Analytics as well as GA4 experience, ranging from daily digging as well as monthly or occasional reporting; - Can help make sense of your own GA stats.

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  Hubspot

  8 years of experience

  - Content development and on-page conversion optimization; - Lead generation; - Email marketing optimization; - Sales enablement; - Customer analytics analysis.

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  Salesforce

  4 years of experience

  - Tech stack implementation (audit, RFP, system selection, cross-departmental integration, team coaching); - Lead generation; - Email marketing optimization; - CRM.