Silva Nazaryan · GTM Operations

What I do

Hands-on operations work for B2B and SaaS teams

The layer between “we have a CRM” and “our CRM actually runs the business.”

CRM

CRM & data infrastructure

HubSpot setup, cleanup, custom properties, and reporting that people trust. I’ve owned reporting and workflow infrastructure across a 3,000+ deal pipeline, data standardization included, because reports are only as good as what feeds them.

Lifecycle

Lifecycle & automation

Workflows, sequences, and handoffs that remove manual coordination instead of adding tools. HubSpot + Zapier workflows built and maintained, cutting manual coordination by 70%.

Outreach

Multi-channel outreach

Cold and warm outbound that’s managed like an operation, not a spray: list sourcing, sequencing, A/B testing, deliverability monitoring, and content aligned with the ICP’s jobs-to-be-done, with AI supporting ICP research and copy drafting. Optimized Lemlist campaigns for a 15% increase in response rate; ran a targeted outreach campaign engaging 1,000+ prospects at a 10.3% conversion rate, beating KPI targets three weeks ahead of schedule.

Reporting

Sales ops & reporting

Pipeline health reporting, lead-source attribution, and channel performance analysis (CAC, CPA, CLV), so budget and effort follow the data.

AI

AI-assisted process design

I use AI tools to design, build, and debug automations faster, including production integrations that are still running today. Details in the next section.

How I work with AI

Some of the projects where AI tools have done real work

CRM scheduling integrationAutomated group scheduling and lead-source attribution built on Calendly, HubSpot, and Zapier.Tools: ChatGPT for scripting and debugging
Affiliate tax-form guideA step-by-step guide that let affiliate partners self-serve instead of booking support calls.Tools: ChatGPT for drafting and structuring the guide
This siteAlso made with AI: the page, its copy, and its design.Tools: Perplexity for research and prompt generation, Claude for building and iterating copy and design
Marketing visuals & mockupsCampaign visuals and quick product mockups.Tools: Canva AI and Picsart for visuals, Lovable for mockups

Case studies

Femtech scale-up (US-based, B2B healthcare) · Sales Operations · AI-assisted build

Group scheduling & lead attribution

Situation

Intro sessions between sales reps and healthcare providers were booked 1:1 through the CRM’s native meeting tool. As lead volume grew, reps were manually re-opening calendar slots, including over weekends, so multiple providers could book the same session. Unsustainable, and blocking the move to group sessions.

Action

Evaluated options within and beyond the CRM. No single tool offered both rep rotation and group meetings, so I prioritized group functionality based on impact and chose Calendly (native HubSpot integration, cost). Then the harder problem: HubSpot couldn’t attribute Calendly bookings to lead sources. I designed a workaround: custom UTM contact properties in HubSpot, a JavaScript snippet capturing UTM parameters on the landing page, and a Zapier workflow passing them from Calendly bookings into contact records.

The catch

ChatGPT’s first version of the snippet stored the tracking parameters in sessionStorage. It looked correct, but in testing the data silently failed to reach contact records: sessionStorage wipes when the tab closes. I caught it by testing the full flow end to end and shipped a localStorage version instead.

- sessionStorage.setItem('utm_source', params.utm_source) + localStorage.setItem('utm_source', params.utm_source) Caught in end-to-end testing, not by the AI. AI output is a draft until it survives testing.

Result

Scheduling fully automated: contacts and deals created and routed to the right pipeline stage without manual work. Lead-source attribution restored, making campaign ROI visible in sales reporting for the first time since the tool switch.

Femtech scale-up (same company) · Sales Operations

Workflow automation at scale

Situation

A growing team coordinating a 3,000+ deal pipeline through manual follow-ups, one-off processes, and tribal knowledge. Partner support alone ran ~30 calls per month.

Action

Designed and maintained 15+ automated workflows across HubSpot and Zapier, including converting manual 1:1 post-webinar follow-ups into automated, customized sequences, and authored 20+ SOPs covering sales operations and enablement. Also identified a revenue-impacting discount-code failure affecting B2B partners and implemented a new distribution workflow that recovered the lost revenue.

Result

Manual coordination reduced by 70%. Recurring support calls dropped from ~30 to ~10 per month as processes became self-serve. Recognized as Employee of the Month within six weeks, tied to a 20% monthly revenue overachievement.

Climate tech startup · B2B Marketing

CRM data integration

Situation

Fragmented customer data and heavy manual entry made the CRM unreliable as a decision-making tool.

Action

Led the HubSpot CRM data integration: workflow automation, process standardization, and channel performance reporting across CAC, CPA, and CLV to support targeting and budget decisions.

Result

The CRM became a source of data the team could trust, and the sales team spent 60% less time on admin work.

What I don’t hand to AI

Final numbers, stakeholder decisions, and anything I can’t independently verify.

Recommendations

What the people I've worked with say

I worked with Silva at Mira, where she led our HubSpot and trained our sales team on the platform. As the manager overseeing that team, I saw firsthand how much smoother our day to day became once her systems were in place. Silva took the time to actually understand how we worked before building anything, so what she set up fit our real workflow. That's a big part of why the team actually used what she built.

Rosemary MacKenzie

Clinical Manager at Mira

Senior to Silva, didn't manage her directly

I had the pleasure of working with Silva at Mira... She has a strong understanding of HubSpot, sales pipeline management, and process automation, but what stood out most was her ability to turn complex systems into workflows that were clear, practical, and easy for the team to use. The automations and processes Silva built helped make our day-to-day work more organized and efficient. They improved visibility across the sales pipeline, simplified follow-ups, reduced manual work, and helped the team stay aligned on priorities and next steps.

Eva Mariana Garro

Natural Fertility & Menstrual Health Expert · Mira

Worked with Silva on the same team

I had the pleasure of working with Silva for several years, and I can say that she was a fantastic colleague and an invaluable team member. I could always rely on Silva and be sure that she would deliver high-quality work. Silva brings not only her skills but also a positive attitude that creates a warm and enjoyable work atmosphere!

Daria Kovaleva

Product Designer

Worked with Silva on the same team

Silva is a proactive team player with a strong sense of project ownership. We valued her creativity, proactive approach to testing various hypotheses, and sense of responsibility. She is a fast learner and was a very strong part of our marketing team, and we are 100% sure that any company will benefit from her contributions.

Marketing Manager

ATMO

Silva was one of our first non-tech hires at PeerBoard, and she made up for her lack of experience with hard work. She jumped into various roles, from marketing to customer success and even recruitment, and really left her mark. I enjoyed working with Silva.

Mikhail Larionov

Founder @Sentifold · Ex-Meta · Ex-Disney · PeerBoard

Managed Silva directly

Silva has a talent for presenting information in a detailed and meaningful way. She launched self-served sample purchases via HubSpot and Shopify, and the system worked great and we still use it in our work. She is a colleague you can rely on, with a very positive attitude.

Product Lead

ATMO

Certifications

HubSpot Data Integrations Certified

HubSpot Sales Hub Software Certified

HubSpot Marketing Hub Software Certified

HubSpot Reporting Certified

About

Background

I’ve lived in 7 countries across 4 continents, which means I’ve rebuilt my own systems from scratch many times. That habit of making things work in unfamiliar environments is the same one I bring to messy pipelines and half-adopted tools.

Professionally: sales and marketing operations in early-stage B2B and SaaS: a femtech scale-up, a climate tech startup, a community SaaS platform where I was hire #7 and the first non-engineering team member. CEMS Master’s in International Management (SGH Warsaw / NUS Singapore). I work in English, Armenian, and Russian, with basic Spanish, Polish, and German.

I work remotely in the CET time zone.

BaseRemote · CET time zone
EducationCEMS MIM, SGH Warsaw / NUS Singapore
LanguagesEnglish · Armenian · Russian · basic Spanish, Polish, German
Lived in7 countries, 4 continents
ToolsHubSpot · Zapier · Lemlist · LinkedIn Sales Navigator · Shopify · Notion · Excel & Google Sheets · Python · SQL

I turn messy sales and marketing processes into systems that run themselves

Hands-on operations work for B2B and SaaS teams

CRM & data infrastructure

Lifecycle & automation

Multi-channel outreach

Sales ops & reporting

AI-assisted process design

Some of the projects where AI tools have done real work

Group scheduling & lead attribution

Workflow automation at scale

CRM data integration

What the people I've worked with say

Background

Two reasons to write to me

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