Executive Profile
Laqueeta Humes CRM & Lifecycle Marketing Leader
CRM and lifecycle marketing executive specializing in high‑impact, data‑driven customer journeys across email, SMS, and digital channels.
Known for architecting scalable CRM ecosystems, optimizing marketing operations, and aligning cross‑functional teams around measurable growth, retention, and engagement outcomes.
Experienced in health tech, benefits, and SaaS environments, with a focus on compliant, customer‑centric communication strategies and performance‑driven experimentation.
“Where strategy, systems, and storytelling meet to move customers—and the business—forward.”
Executive Impact
Impact at the intersection of CRM architecture, lifecycle strategy, and performance marketing from acquisition through retention.
Selected outcomes illustrating the blend of strategic thinking, operational rigor, and creative experimentation across complex, regulated environments.
+35%
Increase in qualified lead‑to‑consult conversions through optimized CRM journeys and SMS nurture flows.
3×
Improvement in campaign launch velocity by standardizing CRM operations, QA, and cross‑team workflows.
90%
Reduction in manual campaign tasks via automation, templates, and integrated MarTech orchestration.
+22%
Lift in re‑engagement and win‑back performance through segmented lifecycle programs and testing.
+18%
Increase in downstream revenue influenced by CRM and SMS campaigns aligned to sales and product.
100%
Compliance alignment across healthcare and benefits communications while maintaining brand voice and clarity.
Metrics representative and directional; detailed case studies available upon request.
Leadership Scope
Strategic ownership across CRM, lifecycle marketing, and MarTech ecosystems.
A leadership portfolio spanning CRM architecture, campaign operations, lifecycle strategy, and cross‑functional collaboration—anchored in measurable outcomes and scalable systems.
CRM & Lifecycle Strategy
Designs end‑to‑end lifecycle programs from acquisition through retention, including segmentation, triggers, and multi‑channel orchestration across email, SMS, and in‑product messaging.
Marketing Operations & QA
Builds repeatable processes, QA frameworks, and documentation to ensure campaigns launch accurately, on‑time, and aligned with brand, legal, and compliance requirements.
MarTech Ecosystem Management
Owns and optimizes CRM and messaging platforms, integrations, and automation workflows to reduce manual work and unlock richer data for decision‑making.
Cross‑Functional Collaboration
Partners with product, sales, CX, and compliance to align messaging, timing, and targeting with business priorities and customer needs.
Testing & Optimization
Leads experimentation roadmaps, A/B tests, and performance reviews to continuously refine journeys and creative based on data and insight.
Executive‑Ready Reporting
Translates complex CRM and lifecycle performance into clear, executive‑level narratives and dashboards that inform strategy and investment.
Professional Experience
Core CRM & Lifecycle Marketing Experience
Roles focused on CRM architecture, lifecycle strategy, and marketing operations within healthcare, benefits, and tech‑enabled environments.
CRM & Marketing Operations Manager
Lifecycle Marketing • Health Benefits & SaaS
2022 – Present
CRM & Marketing Operations Manager
Lifecycle Marketing • Health Benefits & SaaS
Owns CRM and lifecycle marketing strategy, operations, and performance across multi‑channel campaigns, partnering with sales, product, and compliance to drive qualified demand and retention.
- Architected CRM journeys and SMS programs that improved lead‑to‑consult conversion and downstream revenue influence.
- Standardized campaign briefing, QA, and launch processes, reducing errors and increasing speed to market.
- Implemented automation and templates to minimize manual work and enable more frequent, targeted communication.
- Collaborated with analytics to define lifecycle KPIs and build reporting that surfaces actionable insight.
Systems & Tools: CRM platforms, SMS providers, marketing automation, analytics, integrations.
Digital Marketing & CRM Lead
Customer Journeys • Regulated Environments
2018 – 2022
Digital Marketing & CRM Lead
Customer Journeys • Regulated Environments
Led CRM‑driven campaigns and lifecycle programs, aligning messaging with compliance while maintaining clarity, empathy, and brand voice.
- Designed segmented nurture tracks for prospects and customers, improving engagement and re‑engagement.
- Partnered with CX and sales to map customer journeys and identify high‑impact communication moments.
- Built playbooks and documentation to onboard stakeholders into CRM and lifecycle best practices.
Systems & Tools: Email service providers, CRM, analytics, collaboration platforms.
Earlier Roles
Additional experience across marketing, customer experience, and operations, forming a foundation of empathy‑driven communication, process discipline, and cross‑functional partnership.
Creative & Passion‑Driven Work
Emerging Creative, Brand, and Experience‑Led Projects
Concept work and passion projects exploring playful, immersive brand environments and experiential storytelling, including Museum of Ice Cream and lifestyle brands.
Creative CRM & Experience Concepts
Immersive Brand Environments
Ongoing
Creative CRM & Experience Concepts
Immersive Brand Environments
Developing CRM‑driven experience strategies that blend storytelling, surprise‑and‑delight, and data‑informed personalization for playful, immersive brands.
- Concepted lifecycle programs for experiential destinations, focusing on anticipation, visit, and post‑visit nostalgia.
- Designed creative briefs and SOPs for performance‑oriented CRM and SMS programs in lifestyle brands.
Focus Areas: Brand storytelling, experiential CRM, creative strategy, performance frameworks.
Recognition & Credentials
Recognized for strategic clarity, operational excellence, and human‑centered communication.
“Laqueeta brings structure to complexity and warmth to every customer touchpoint.”
Peer & Leader Feedback • Aggregated Themes
Core Expertise
CRM architecture, lifecycle marketing, marketing operations, SMS channel ownership, and cross‑functional collaboration.
Industry Focus
Health tech, healthcare benefits, SaaS, and regulated environments requiring compliant yet empathetic communication.
Tools & Platforms
CRM platforms, SMS providers, marketing automation, analytics tools, and collaboration ecosystems.
Professional Direction
Fully remote CRM or Lifecycle Marketing Manager roles in health tech or healthcare SaaS, with a focus on creative, human‑centered brand environments.
Next Step
Ready to architect your next generation of CRM and lifecycle programs.
If you’re looking for a CRM and lifecycle marketing leader who can blend strategy, systems, and storytelling in a fully remote environment, let’s talk. I’m especially excited by health tech, healthcare SaaS, and playful, immersive brand experiences that put people at the center.
Connect with Laqueeta
Executive Professional Profile
I bridge high-level business goals with operational reality.
I am a senior CRM, lifecycle marketing, automation, and growth operations leader with more than 11 years of experience building the systems behind measurable customer and revenue growth.
My work connects customer strategy, CRM architecture, lifecycle marketing, artificial intelligence, revenue enablement, compliance, campaign execution, and data intelligence into one cohesive operating model.
I have led complex initiatives across healthcare, benefits administration, home services, manufacturing, real estate, education, digital services, and regulated customer environments. I am most effective when the opportunity is clear, but the systems, processes, data, or customer journey require stronger structure.
I bring both strategic perspective and hands-on execution. I can define the operating model, build the workflows, repair the CRM, launch the campaigns, align cross-functional teams, establish governance, and create the reporting leadership needs to make confident decisions.
Performance at a Glance
Proven performance. Built through systems.
The work is designed to create measurable improvements in revenue, customer progression, team capacity, operational efficiency, data integrity, and executive visibility.
$1.7M
Attributed revenue generated through lifecycle optimization, CRM automation, targeted communications, and Inside Sales alignment.
353
Qualified healthcare consultations generated in six months through automated qualification, routing, segmentation, and nurture.
400%
Increase in outbound volume through BDR enablement, artificial intelligence, administrative offloading, and workflow automation.
70%
Reduction in administrative workload by replacing spreadsheet-based processes with automated, self-healing CRM infrastructure.
100%
Data fidelity achieved through intake validation, compliance controls, governance standards, and automated quality assurance.
8%
Increase in sales volume through redesigned lifecycle journeys, communication sequencing, and omnichannel engagement.
728 Enrollment Opportunities Supported · Approximately $378K Monthly Recurring Revenue · Approximately $4.54M Annualized Value
Executive Leadership Scope
Strategy, systems, and execution designed to move together.
My professional experience extends beyond campaign management. I build the infrastructure, governance, intelligence, and operating discipline required to support sustainable growth.
CRM and MarTech Architecture
CRM design, database repair, lifecycle stages, routing logic, scoring, integrations, application programming interfaces, webhooks, migrations, automation, and cross-platform data flow.
Lifecycle and Retention
Acquisition, nurture, onboarding, activation, adoption, renewal, retention, expansion, reactivation, win-back, and member education programs mapped to real customer behavior.
AI-Enabled Operations
AI-supported outreach, administrative offloading, automated triage, prompt systems, meeting intelligence, documentation, call workflows, and scalable team enablement.
Revenue Enablement
Qualification frameworks, BDR operating models, scripts, routing, follow-up processes, objection handling, overflow scheduling, pipeline design, and sales-stage communications.
Compliance and Governance
HIPAA-conscious workflows, ACA and state compliance, intake validation, cancellation governance, data standards, approvals, quality assurance, and audit-ready documentation.
Data and Executive Intelligence
Attribution, executive dashboards, funnel analysis, behavioral signals, pipeline health, audience reconciliation, conversion reporting, forecasting, and performance optimization.
Professional Experience
Recent leadership and transformation work.
Selected roles demonstrating lifecycle leadership, CRM transformation, artificial intelligence, campaign execution, revenue operations, analytics, and cross-functional delivery. Several engagements were concurrent consulting or contract assignments.
Clearwater Benefits
Senior CRM and Lifecycle Marketing Manager
January 2025 – Present
Clearwater Benefits
Senior CRM and Lifecycle Marketing Manager
Architected end-to-end lifecycle, CRM, marketing operations, and revenue operations infrastructure supporting healthcare enrollment, member engagement, retention, broker programs, partner ecosystems, and omnichannel communications.
- Built enterprise workflows across HubSpot, ActiveCampaign, Zapier, SalesMessage, and custom integrations.
- Engineered qualification logic generating 353 qualified appointments and supporting 728 enrollment opportunities.
- Developed a six-tier persona framework strengthening segmentation accuracy and engagement.
- Built AI-supported BDR workflows increasing outbound volume by 400%.
- Created HIPAA-conscious, ACA-aligned workflows maintaining 100% data fidelity.
- Developed affiliate automation with dynamic branding for partner ecosystems.
- Built executive dashboards connecting lifecycle activity to pipeline movement and revenue performance.
Signature Systems: Persona Segmentation · Automated Routing · Member Onboarding · Digital Card Activation · Renewal · Reactivation · Compliance Governance · Partner Automation
Wysong Fabrication Equipment
CRM and Marketing Operations Manager
January 2024 – January 2025
Wysong Fabrication Equipment
CRM and Marketing Operations Manager
Built CRM-driven marketing and lifecycle operations improving audience growth, lead progression, digital engagement, campaign performance, and leadership visibility.
- Designed workflows across HubSpot, ActiveCampaign, Zapier, and SalesMessage.
- Increased newsletter subscribers by 48% and expanded Facebook reach to 213,000+.
- Executed email campaigns with 99% delivery, 43% open rate, and 41% CTR.
- Built behavioral segmentation, nurture sequences, and dashboards.
- Established data-validation systems maintaining 100% data fidelity.
Signature Systems: Lead Qualification · Routing · Nurture · Scheduling · Behavioral Segmentation · Testing · Executive Reporting
LaunchPad Home Group
CRM and Marketing Operations Manager
April 2024 – August 2024
LaunchPad Home Group
CRM and Marketing Operations Manager
Built lifecycle and campaign infrastructure across ActiveCampaign, WordPress, and Zapier supporting education, nurture, self-service, and funnel progression.
- Increased online engagement by 20% through nurture and onboarding.
- Developed behavioral, engagement, lifecycle-stage, and audience segmentation.
- Managed AXION newsletter, landing pages, and multichannel programs.
- Established governance supporting UK financial advertising requirements.
- Built dashboards connecting campaign activity to conversion and pipeline progression.
Signature Systems: Self-Service Education · Behavioral Segmentation · Nurture · Compliance · Pipeline Support · Lifecycle Reporting
Ensemble Collective
Lifecycle Marketing Manager
November 2023 – March 2024
Ensemble Collective
Lifecycle Marketing Manager
Connected paid acquisition, CRM segmentation, lifecycle communications, analytics, and conversion optimization into a measurable growth program.
- Increased pipeline opportunities by 15% through paid media optimization.
- Implemented segmentation and behavioral triggers improving conversions and loyalty.
- Built analytics dashboards translating performance into stakeholder insights.
- Partnered with CRM teams to improve tracking across the customer journey.
Signature Systems: CRM Segmentation · Funnel Personalization · PPC Alignment · Conversion Nurture · Performance Dashboards
411 Locals
Digital Marketing Manager
December 2023 – February 2024
411 Locals
Digital Marketing Manager
Used analytics, search intelligence, campaign data, and funnel analysis to strengthen acquisition efficiency and customer progression.
- Increased organic traffic by 20% through behavioral analysis and SEO.
- Improved funnel conversion by 15% while reducing CAC by 25%.
- Used GA4, search platforms, SAS, and R to identify patterns and friction.
- Presented analytical findings to executive and nontechnical stakeholders.
Signature Systems: Funnel Optimization · Search-Intent Segmentation · Lifecycle Analytics · Cross-Channel Performance Reporting
Enterprise and Healthcare Foundation
Experience built across complex customer environments.
Earlier leadership roles strengthened my ability to manage enterprise campaigns, regulated customer journeys, high-volume operations, sales alignment, healthcare engagement, analytics, retention, and cross-functional execution.
Additional Professional Leadership
Lifecycle Marketing Manager, Heritage Move Out Cleaners · Lifecycle Marketing Director, Blackboard Student Services · Business Unit Marketing Manager, D.R. Horton
Leadership Recognition
Relentless ownership. Responsive leadership. Measurable execution.
“You are relentless and more effective and more responsive than anyone else we have had in a similar role.”
Executive Leadership Commendation · Major Initiative Award · 5,000-Point Excellence Recognition
Graduate Education
Counseling Psychology, with a professional foundation in behavior, communication, motivation, trust, and decision-making.
Undergraduate Education
Social Psychology, supporting a deep understanding of group behavior, influence, customer psychology, and audience engagement.
Iterable Credentials
Journeys Path Completion · Segmentation and Lists · Reporting and Analytics
Google Credential
Advanced Omnichannel Strategy
Regulated Environments
HIPAA training and hands-on experience supporting healthcare, benefits, enrollment, data governance, compliance workflows, and sensitive customer communications.
Technology Ecosystem
HubSpot · Salesforce · Salesforce Health Cloud · ActiveCampaign · Iterable · GoHighLevel · Bitrix24 · Zapier · SalesMessage · GA4 · Looker Studio · Power BI · Google Tag Manager · SQL · Google Ads · Meta Ads · LinkedIn Campaign Manager · Canva · Figma · Stripo