Pipeline
EMEA Nonprofit Pulse
Oliver Shiel · Barcelona
BUILT WHERE
TECHNOLOGY,
PARTNERS + PURPOSE
MEET.
PARTNER MARKETING · NONPROFIT TECHNOLOGY · EMEA GTM · PARTNER MARKETING ·
The signal
MISSION WITH
COMMERCIAL
DISCIPLINE.
Across eight years leading EMEA nonprofit field marketing at Salesforce, I translated global priorities into European campaigns spanning partners, research, email journeys, demand generation and flagship events.
Nonprofit leaders
Digital Fundraising Bootcamp
Streams
Gaming for Good
Pipeline
Access Group
How I work
FROM STRATEGY
TO ACTIVATION.
The useful kind of strategy: clear enough to align people and practical enough to ship.
Partner activation
Turning global priorities into programmes that work for European nonprofit audiences, partners and regional stakeholders.
Campaign architecture
Connecting research, email, demand generation, events and multimedia into coherent audience journeys.
Cross-team collaborator
Moving work across customers, partners, internal teams and complex mission-driven organisations.
Performance + learning
Using pipeline, engagement and audience behaviour to improve the next activation.
Partner proof
THREE ROOMS
WHERE THE WORK
HAD TO LAND.
High-trust programmes where the brand, the partnership and the audience all mattered.
Movement partnership
GivingTuesday Europe
Led Salesforce’s GivingTuesday Europe initiatives, aligning partners, campaign assets and regional activation around a shared mission.
Account-based marketing
United Nations + SDGs
Led focused account-based marketing initiatives for United Nations and SDG-aligned organisations across EMEA.
Flagship event leadership
Resource Alliance
Event lead for Salesforce at the Resource Alliance’s International Fundraising Congress, attended by 1,200+ fundraisers and social-impact leaders from 70+ countries.
Selected work
CAMPAIGNS
BUILT TO TRAVEL.
Research, learning, community and storytelling—designed as connected programmes, not isolated tactics.
Research → demand01
EMEA Nonprofit Pulse
$1M+ pipelineCo-authored Salesforce’s strongest European nonprofit content programme, turning research into a platform for conversation, partner amplification and measurable demand.
Learning journey02
Digital Fundraising Bootcamp
3,000+ leadersBuilt an automated programme that made fundraising technology useful and accessible to nonprofit leaders across Europe.
Storytelling at scale03
Gaming for Good
8,000+ streamsProduced a purpose-led podcast that connected technology, community and social impact through a format designed to travel.
Movement activation04
Giving Tuesday Europe
Partner-led growthLed regional initiatives that brought together campaign assets, partner participation and a shared mission across European markets.
Career story
BUILT ACROSS
TECH + PURPOSE.
Fourteen-plus years across B2B technology, nonprofit marketing, content and digital demand generation.
2025—NOW
Purpose Powered AI · Barcelona
Founder
Building practical AI strategy, readiness tools and digital growth support for nonprofits and mission-driven organisations—with privacy, adoption and measurable value at the centre.
2017—2025
Salesforce · Europe
Senior Manager, Field Marketing (EMEA)
Led EMEA nonprofit field marketing, integrated GTM campaigns, partner initiatives, events and account-based marketing for United Nations and SDG-aligned organisations. Achieved the strongest EMEA performance for two consecutive years.
EARLIER
Access Group (CoreHR) · Ireland + UK
Digital Content & Marketing Lead
Built research-led demand programmes that generated €8M+ in pipeline, increased social engagement by 434% and reduced cost per lead by 60%.
Toolkit
STRATEGY.
STORY.
SYSTEMS.
Partner activationRegional GTMCampaign architectureLifecycle marketingEvent leadershipABMPerformance reportingResearch-led contentSalesforceHubSpotGA4FigmaAdobe Creative SuiteAI strategy
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