Joel Pekay

Marketing and Business Development Executive

Revenue-focused B2B marketing and business development executive with global go-to-market leadership. At TUV, drove 15% growth to $151M while delivering a 33% increase in MQLs, strengthening full-funnel demand generation, pipeline performance, and customer lifecycle impact. At Intertek, led marketing for a $281M business and marketing and sales for the creation of a $50M ARR portfolio, scaling revenue-driving initiatives and optimizing go-to-market execution. Proven track record of building and leading high-performance marketing and sales teams of up to 200+ professionals globally, aligning marketing, sales, and customer success to accelerate pipeline, improve conversion, and maximize ROI. Deep expertise in account-based marketing (ABM), marketing automation, pipeline management, and data-driven demand generation.

Professional Experience

SaaS company that simplifies complex regulatory compliance processes through automation, real-time monitoring, and intuitive dashboards.

• Developed and executed go-to-market strategy driving revenue growth, market expansion, and customer acquisition for a B2B SaaS compliance platform.
• Championed a data-driven culture to guide decision-making and optimize campaigns, generating over 9,000 leads and 381,000+ marketing touch points.
• Built and led a high-performance, cross-functional growth team aligning sales, marketing, and customer success to deliver measurable ROI and sustained client relationships.
• Oversaw brand positioning, demand generation, and customer engagement initiatives across digital channels.
• Introduced modern growth methodologies including AI-powered tools, digital demand generation, and customer lifecycle optimization to drive pipeline management efficiency.

SaaS-based supply chain platform helping retailers and ecommerce sellers comply with regulations and market requirements.

• Led North America business development and sales, generating $6.75M in annual revenue for a SaaS supply chain compliance platform.
• Secured a Walmart partnership valued at $2.7M in annual revenue, delivering $19M in operational cost savings per year.
• Developed NBC Universal opportunity valued at $960,000 per year and established additional partnerships with Petmate, Restoration Hardware, and others.

Global testing, inspection, and certification company with 20,600+ employees and ~$2B annual revenue.

• Drove 15% annual revenue increase to $151M by growing Marketing Qualified Leads (MQL) 31.31% in 2022 and an additional 23% in 2023.
• Led a team of 23 marketing professionals spanning demand generation, lead management, content, sales enablement, and partner marketing.
• Executed full-stack marketing transformation across the Americas aligning business segments, managing M&A integration, and optimizing the end-to-end customer lifecycle.
• Implemented martech stack including ZoomInfo, Cision Cloud, GaggleAMP, and Microsoft PowerBI to support pipeline management and marketing analytics.
• Served on the Americas leadership team setting cross-country, cross-market strategy representing 2,200 employees.

B2B outsourced fractional marketing and sales firm specializing in North American market entry strategy.

• Served as Fractional CMO and CSO, leading go-to-market strategy, brand positioning, demand generation, and sales enablement for foreign businesses entering North America.
• Generated $4.1M in annual recurring revenue by developing and winning SaaS opportunities with clients including Disney, Walmart, Walgreens Boots Alliance, Wayfair, and Restoration Hardware.
• SaaS clients included Agiboo, Decernis, iCW, iRely, LeadsOnline, and TrustClarity; service clients included HQTS and Fuji Robotics.
• Advised a Hong Kong-based SaaS company consolidating supply chains, testing, inspection, and certification resources into one platform.

North American electronic regulatory product-testing company serving FCC, EU, UK, Canada, South Korea, Japan, Australia, and New Zealand.

• Provided marketing strategy, sales strategy, and go-to-market direction to executive leadership to accelerate revenue growth.

Global B2B testing, inspection, and certification company with $3.7B annual revenue and 46,000+ employees in 60 countries.

• Recruited by CEO to build the North American Product division from the ground up as a sole contributor, developing brand, go-to-market strategy, and generating $2.5M in initial annual revenue.
• Led North American business development, sales, marketing, operations, and customer success across consumer goods, electronics, industrial, medical devices, wireless, and automotive sectors.
• Managed corporate partnerships with the International Motor Sports Association (IMSA) and led North American Formula One activities.

Global assurance, testing, inspection, and certification company with $3.57B annual revenue and 42,000+ employees in 100+ countries.

• Built and led a department growing to 200+ employees, generating $50M in annual revenue through organic and inorganic growth.
• Took on additional P&L responsibility for North American marketing of the Chemicals and Pharmaceuticals Division managing $280M in annual revenues.
• Generated 1,074,377 unique annual web visitors (27% YoY increase) and 40M+ Google Ad impressions driving 210,000+ website visits (51% YoY increase).
• Managed 75+ annual conferences, events, webinars, and trade shows and executed 100+ direct email campaigns reaching 158,000+ prospects (27% YoY increase).

Global safety consulting and certification company with $1.9B annual revenue and 12,000+ employees in 46 countries.

• Created and implemented a restricted substances global marketing strategy for a business unit projected to generate $100M+ within five years in a $3B market – the largest growth initiative in company history.
• Developed and managed global partnerships with third-party laboratories and consulting businesses to support a startup division within a global organization.

Additional experience available upon request.

Education

Drake University, Des Moines, IA – Bachelor of Science in Business Administration, Major in Marketing