Caroline Stoddart

After five years leading the digital division at Resonant360, a Salesforce partner agency, I've gone out on my own.

I'm now a Fractional CRM & Marketing Consultant, working with SMBs who are scaling their CRM and marketing automation and need senior strategic support without a permanent hire.

What I focus on:

• CRM strategy. Certified across Salesforce, HubSpot and experienced with GoHighLevel, so the advice fits your platform, not the other way around.

• Customer lifecycle & journey strategy. Mapping and building the processes that move people from lead to customer.

• Automation. Designing workflows that save your team time and keep your CRM working.

I'm also spending time exploring where AI genuinely earns its place in marketing operations, finding the practical use cases that save time and improve results rather than chasing hype.

If your CRM and/or marketing systems could be working harder for you, let's talk.

Led the digital marketing division of a Sydney-based Salesforce and digital marketing agency for five years, across 150+ projects for 70+ clients. Owned both delivery and commercial growth: identified and built out new lines of business, weighing partnership requirements, financial return, and recurring income, then productised them into packages with set pricing and ongoing rate reviews across the product set. Hands-on across 50+ marketing automation implementations spanning HubSpot Marketing Hub, Salesforce Marketing Cloud, Account Engagement, and Marketing Cloud Next (now Agentforce Marketing), from greenfield builds to migrations and retainers. Ran campaign strategy sessions and end-to-end campaign management across social (SMM) and search (SEM), with attribution built in to show what was truly generating leads versus closed deals.

Before consulting, I led marketing for one of Queensland's fastest-growing residential builders, reporting to the COO and running a team of four. I owned a four-year strategy and a $1M+ annual budget, and I stayed hands-on with the systems underneath it, implementing Salesforce, Account Engagement, and HubSpot across multiple business divisions. I launched the retail brand with four display homes in six months behind a multi-channel campaign, and brought the cost per sale down to $8,000 against a $400,000 average build price. I also built the measurement to prove it worked, including extensive long-lifecycyle nurture programs, an NPS program, and a marketing communications process that reduced labour by 75%. It's where I learned to sit across strategy, budget, and build at once, which is exactly how I work with clients now.

PRDnationwide is a privately owned real estate franchise specialising in project marketing, project management, strata management and property management. The project marketing division manages the sales and marketing for major development projects in Perth Metropolitan area. I reported to the Director and owned campaign strategy and delivery, budget management, and agency, media and sales-team coordination to drive conversions across off-the-plan and completed stock. → Delivered the launch campaign for The Towers at Elizabeth Quay, generating over $200M in sales within the first few weeks at a cost per conversion of $2,500, against a $15,000 target. → Maintained an 8–9.5% contract conversion rate across multiple concurrent projects. → Managed project marketing budgets ranging from $17,000 to $400k, scaled to project size and stage.