Lucian Coman

VP of Marketing @Cavalry | GTM Engineering for B2B SaaS startups | Decade in the Shopify ecosystem | Building agentic marketing motions

New York7.3k followers

Cavalry

ex-AMP

ex-GrowthCube.io

Most early-stage B2B SaaS teams are drowning in activity and still missing pipeline. The problem isn't effort.
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It's that growth is run as a series of campaigns instead of a system, and AI tools are bolted on as shortcuts instead of woven into the system I build the system. I spent a decade building growth machines before AI made every step faster, and now I rebuild them as agentic motions, with AI agents running the work, from research and outbound to landing page generation, pipeline operations, and conversion infrastructure. I step in as a fractional GTM Engineer, VP of Marketing, or VP of Growth, owning GTM strategy, priorities, and execution end to end. Marketing, sales, and partnerships, designed as one machine that tracks to real pipeline and revenue. - A decade of in-house and advisory work across: Cavalry, AMP, Shop Circle, Gorgias, MightyScout, Plobal Apps, VITALS, Cartloop- Co-founder of GrowthCube, where I've led growth for 10+ startups including Fermat, Superfiliate, AfterSell, Triple Whale, Pack Digital, and Groove- Operator background: built and scaled ecommerce brands and a Shopify agencyWhat I'm good at: designing the agentic engine that turns strategy into pipeline, then running it, from outbound systems and paid acquisition to event-led demand, partner activations, content engines, influencer campaigns, on-site video case studies, and the operations that hold it together. Specialties: GTM Engineering · GTM Agentic Motions · B2B Acquisition & Conversion · AI-Driven Outbound & Inbound · LinkedIn / Search / Social Paid · Multi-Channel Lead Generation · ABM · Demand Generation · Product Marketing · Event Marketing · Trade Shows · Partner Marketing · Partner Activations · Co-Marketing · Influencer-Led Campaigns · Video Case Study Production · Sales Enablement · Pipeline Generation · Revenue Operations · AI-Driven Growth · Fractional CMO · Fractional VP Marketing · GTM Operator · GTM Marketing Motions If you're a founder or operator who wants a second set of eyes on your GTM, send me a note: io

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CAVALRYJOB
1. VP of Mktg
  2Y
AMPJOB
1. Fractional GTM Eng
  1Y 8M
2. Dir of Demand Generation
  11M
GROWTHCUBE.IOJOB
1. Co-Founder & CMO
  2Y
PLOBAL APPSJOB
1. VP of Growth Mktg
  1Y 2M
2. Fractional GTM Eng
  9M
SHOP CIRCLEJOB
1. Fractional GTM Eng
  9M
GORGIASJOB
1. Growth Mktg Mgr
  8M
BUCHAREST UNIVERSITY OF ECONOMIC STUDIESSCHOOL
1. Management, Management
  3Y 11M
CARTLOOPJOB
1. Head of Growth Mktg
  9M
STARTUP SCHOOL ONLINESCHOOL
1. Startup School Online
  11M
VITALSJOB
1. Head of Growth & Partnersh…
  9M
AD MASTER MEDIAJOB
1. Co-Founder
  2Y 1M
EXTRAVAGANT JEWELJOB
1. Co-Founder
  2Y 1M
UNIVERSITY OF GREENWICHSCHOOL
1. Bachelor's degree, Busines…
  11M

Job: Cavalry — VP of Marketing · 2024-10 – present · 1y 10mo — Lead GTM at Cavalry. Built the agentic motion behind roughly $7M in pipeline across both products (Support Agent + Shopping Agent). Scaled to 75 demos a month with mid-market and enterprise brands. I run the GTM agentic motion the way the product works, with AI agents running the research and outbound at the core. Around that I own brand, positioning, product marketing, case studies, sales enablement, trade shows, and partner-led pipeline generation. Cavalry is an AI agent platform built on an ecommerce operating system. It resolves twice the support volume of traditional AI tools without breaking brand voice, and converts shoppers across pre-sales conversations. Brands like Harry's, Naad…
Job: AMP — Fractional GTM Engineering · 2024-12 – 2026-08 · 1y 8mo
Job: AMP — Director of Demand Generation · 2024-01 – 2024-12 · 11 mo — Run Demand Generation at AMP, a suite of ecommerce apps for Shopify brands, where I run demand across 5 of products. AMP scaled from 0 to 20K brands in 18 months, now 45K brands in total. I own the engine end to end: AI agents driving cold outreach, plus paid acquisition, organic, app cross-sells, influencer marketing (podcasts and webinars), viral customer marketing, sales enablement, and inbound activation. AMP has raised $30M+ to build the profit operating system for ecommerce. Its 45,000+ brands, names like Kylie Cosmetics, Red Bull, and Princess Polly, move $100B+ in GMV, and AMP turned that data into Lifetimely's Profit Agent: it reads your store on its own, catches the margin leaks…
Job: GrowthCube.io — Co-Founder & CMO · 2022-12 – 2024-12 · 2y — Help 10+ B2B SaaS founders and their GTM teams build a predictable, repeatable growth engine, run by AI agents. Trusted by ecommerce SaaS category leaders: @FERMÀT, @Superfiliate, @AfterSell, @Triple Whale, @Pack Digital, @Shop Circle, and @Groove.
Job: Plobal Apps — VP of Growth Marketing · 2021-10 – 2022-12 · 1y 2mo — Built the growth engine at Plobal Apps from the ground up, leading a 9-person team across paid acquisition, intent-based outbound, and a content machine. That engine drove roughly $6M in pipeline, about 75% of the company's total. It scaled to around 500 demos a year. Plobal Apps is a global Shopify Plus Partner that builds powerful iOS and Android apps for Shopify merchants. We expanded the merchant base across North America, where push notifications converted at roughly triple the rate of email and SMS. Backed by $14M from Elevation Capital and Bessemer Venture Partners, with 4,000+ brands including Steve Madden, ELO, Greats, and FOREVER 21.
Job: Plobal Apps — Fractional GTM Engineering · 2021-01 – 2021-10 · 9 mo
Job: Shop Circle — Fractional GTM Engineering · 2022-01 – 2022-10 · 9 mo — Helped Shop Circle launch out of stealth, then built and scaled the GTM for the first 6 apps in their portfolio across multiple growth engines: paid acquisition, app cross-sells, organic and inbound, and app store optimization. The paid channels I ran drove a 6:1 LTV to CAC ratio across all 6 apps. Shop Circle has since grown into one of the largest software operators in the Shopify ecosystem, raising $285M in total funding.
Job: Gorgias — Growth Marketing Manager · 2021-04 – 2021-12 · 8 mo — Ran all paid demand generation at Gorgias on a $2M annual budget, reaching quarterly ARR targets in 2/3 quarters. Owned every paid channel (LinkedIn, Google, Facebook, Reddit, niche ad networks, and the Shopify App Store) and managed a team of external contractors. Built the ABM program from the stack up, selecting and rolling out tools like Metadata, Clearbit, 6sense, and Influ2, and owned growth experimentation end to end, from hypothesis to launch. Gorgias has raised over $100M to build the AI helpdesk for ecommerce, unifying every shopper conversation across channels into one CX platform for 17,000+ Shopify and Shopify Plus merchants.
Job: Cartloop — Head of Growth Marketing · 2020-08 – 2021-05 · 9 mo — Built the marketing-led growth strategy that scaled Cartloop from 0-1 journey while hiring a growth team. - B2B Paid Media: Facebook, Google, Shopify Ads - Built a community & social selling channel - Organic: App store optimization
Job: VITALS — Head of Growth & Partnerships · 2020-01 – 2020-10 · 9 mo — Built a marketing-led growth strategy from the ground up while hiring a growth team. - B2B Paid Media: Facebook, Google, and Shopify Ads - Built a huge influencer partner program: 15+ most well-known Youtube influencers promoted Vitals without paid sponsorships - Organic: AppStore Optimization, ranking VITALS no 2 in the Shopify App Store Vitals is an all-in-one sales and marketing app for Shopify merchants to optimize and grow their brands, bringing 40+ essential apps under a single roof.
Job: Ad Master Media — Co-Founder · 2017-12 – 2020-01 · 2y 1mo — Helped dozens of brick & mortar stores in Eastern Europe build & market Shopify stores and run a portfolio of e-commerce brands.
Job: Extravagant Jewel — Co-Founder · 2017-12 – 2020-01 · 2y 1mo — Helped dozens of brick & mortar stores in Eastern Europe build & market Shopify stores and run a portfolio of e-commerce brands.
School: Bucharest University of Economic Studies — Management, Management · 2018 – 2021
School: Startup School Online · 2020 – 2020
School: University of Greenwich — Bachelor's degree, Business Management · 2017 – 2017

Skills

outbound systemLinkedIn AdvertisingMarketing OperationsABMAccount MarketingB2B paid acquisitionInbound motionIntent Based OutboundAutomated outboundB2B acquisitionGTM EngineeringGo-to-Market StrategyShopifyFacebook MarketingSocial Media AdvertisingGoogle AnalyticsProduct MarketingContent DevelopementBusiness-to-Business AdvertisingPaid Social Media AdvertisingPay Per Click (PPC)

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Lucian Coman

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