Niloufar
Dadfar

The Opportunity

As compensation plans scale in complexity, companies keep hitting the same problems: governance gaps, overlapping structures, failed tech adoptions. Very few providers were addressing this upstream. InnoVyne had the expertise to change that, and I worked with leadership and stakeholders to build the service from scratch and bring it to market.

What I Did

I ran market and competitive research, defined the ICP, and shaped the offering in collaboration with SMEs, and built the positioning and messaging framework. From there we developed the landing page, sales enablement documents, and all launch assets.

For the launch I ran two parallel tracks: sales engaged warm contacts while marketing targeted net-new ICP accounts through an integrated campaign across LinkedIn, email, and industry publications. I published articles on WorldatWork and produced a podcast episode with an SME walking through the governance gap — assets that built broad credibility while giving our ABM outreach something worth saying. Instead of a cold pitch, we were opening conversations with content that already answered the question our buyers were sitting with.

The Outcome

• 200+ qualified leads generated at launch
• New advisory offering added to InnoVyne's portfolio
• InnoVyne repositioned from implementation vendor to strategic compensation consultancy

The Opportunity

As InnoVyne grew, we wanted to amplify its position as a credible market leader. A podcast was the perfect opportunity as most content in the space was promotional or locked behind forms, but practitioners were hungry for honest conversations.

What I Did

My colleague and I made the case for the podcast, shaped the concept, and defined content pillars around real buyer challenges. I secured and coordinated industry experts, built the promotional and distribution strategy, contributed to 10+ episodes, and hosted 5 end-to-end from pre-interview prep to post-production.

The Outcome

• Established a recurring executive-level thought leadership platform
• Grew brand recognition well beyond InnoVyne's existing network into the broader compensation ecosystem
• Episodes repurposed as sales enablement content, extending value long after each publish date

The Opportunity

Posting consistently is easy. Knowing why something lands and being willing to change course when it doesn't is where most marketers stop short, especially as audience interests and the market landscape shift. At both InnoVyne and Lokafy, I treated performance data as a strategic input, not just a reporting exercise.

What I Did

I regularly audited channel performance, identified patterns in what resonated, and made deliberate adjustments to content type, cadence, messaging angle, and targeting. I also stayed current on industry news and competitor activity, combining those market signals with our own audience data to continuously sharpen the strategy. At InnoVyne that shaped how we showed up on LinkedIn. At Lokafy I applied the same approach across Instagram and Facebook for a B2C audience.

The Outcome

• LinkedIn engagement at InnoVyne grew by 54%
• Average YoY follower growth at InnoVyne of 50%
• Instagram and Facebook engagement at Lokafy grew by an average of 38%

The Opportunity

Content sits at the center of every marketing strategy. Its success depends on how well it aligns with what the audience truly needs, even before they realize it themselves.

At Lokafy, I spoke to travellers. The goal was to spark interest and build trust quickly so they would book a local guide. At InnoVyne, the challenge was entirely different. Marketing needed to guide buyers through a long, complex B2B sales cycle. The right message, for the right audience, at the right stage. No filler. Every piece had a purpose.

What I Did

At Lokafy I wrote destination guides, local recommendations, and customer stories that helped travellers feel excited and confident about booking a local guide. I made sure content was engaging and optimized for search to bring in steady organic traffic. At InnoVyne I worked with much more complex topics, turning technical compensation and sales performance concepts into clear, practical content across articles, whitepapers, landing pages, lead magnets, and video scripts. No matter the format, my goal was always the same: explain complicated ideas simply, adapt the tone to the audience, and make sure every piece had a clear purpose within the larger strategy.

The Outcome

• Instagram and Facebook engagement at Lokafy grew by 38%
• Content supported inbound lead generation and sales conversations, contributing to thousands of marketing leads
• Brand voice held consistent across formats, channels, and contributors

The Opportunity

Senior compensation and sales leaders don't respond to generic outreach. Every campaign had to be built around a specific audience, a specific stage of the funnel, and a specific reason to act. Volume without precision wasn't an option.

What I Did

I designed and ran integrated campaigns across email, LinkedIn, paid media, and industry publications covering awareness, demand generation, ABM, and lifecycle nurture. I implemented lead scoring and A/B testing, built automation flows in ActiveCampaign, and analyzed performance after every campaign. When something worked, I understood why. When it didn't, I fixed it.

The Outcome

• Email CTR increased by 62% through lead scoring, A/B testing, and automation
• Campaigns consistently generated qualified pipeline rather than vanity metrics
• Every campaign had a post-mortem so the next one started from a better position

The Opportunity

In InnoVyne's world, in-person events and partner relationships are real deal drivers. The calendar is full of conferences, regional events, and collaboration opportunities — but they're also expensive and resource-heavy. The question was never whether to show up. It was how to show up in a way that justified the investment.

What I Did

I owned event and partnership strategy from identification to execution. I evaluated opportunities using a decision matrix, defined scope and milestones for each project, and managed budgets, timelines, and cross-functional responsibilities end-to-end. The format shifted based on the objective: breakout sessions to introduce services to new audiences, happy hours and sales events to build trust with prospects and partners, regional workshops to develop pipeline in specific markets.

The Outcome

• 60+ qualified leads generated from each major conference breakout session
• $1M+ in pipeline from the latest conference; 160 attendees to our hosted happy hour against a target of 100
• Dozens of sales discovery calls booked after each major event
• Budgets managed from $1K to $140K depending on event type and scope

The Opportunity

Analytics is part of how I work every day, whether that's tracking campaign performance, identifying patterns in audience behaviour, or using data to make a stronger case for a strategic decision. The Rotman MM&A Datathon was a chance to apply that same thinking to a different kind of problem: optimizing a grocery shopping experience for Instacart users under real physical constraints.

What I Did

I analyzed shopper purchase data to identify the highest-value products for a dedicated quick aisle, then worked through the constraints systematically to maximize its usefulness. When the physical limitations caused performance to dip, I identified a way to recover it through a smarter substitution logic. The final recommendation outperformed the unconstrained baseline across every metric.

The Outcome

• Placed 2nd out of all competing teams at Rotman School of Management
• Proven ability to turn complex data into a clear, actionable strategy
• Comfortable working with large datasets and translating findings into business decisions