Amber and coral pigment dispersing into teal water

Strategic marketing leadership for B2B technology companies.

Husky Creative is the fractional CMO practice of Javi Cano. Fifteen years turning positioning, demand generation, and marketing operations into pipeline for cloud, SaaS, and cybersecurity companies, including the partner ecosystems around AWS and HubSpot.

Start a conversation See the work

15+

years in B2B tech marketing, 7 in executive roles

AWS partner clients acquired, 2024 to 2025

$3.3M

ARR in the first 3 months of an AI infrastructure launch

277%

of marketing-sourced bookings target, Mission Cloud Q2 2023

Where the work happens

Built inside the two partner programs that matter most to B2B cloud and revenue teams.

Partner marketing is its own discipline. Co-sell motions, MDF, competency badges, tier requirements, and the buyers who care about them. I have run it from the inside at Premier and Elite tier organizations, not observed it from an agency deck.

AWS Partner Network

AWS Premier Tier Services Partners

Led demand generation and marketing strategy for AWS consulting and managed services partners. Built the demand engine at Mission Cloud ahead of its 2025 acquisition, guided Connectria and Oak Rocket through the marketing side of their 2024 acquisitions, and took Sotyra from concept to Select Tier in three months.

Mission Cloud ACQUIRED 2025
Connectria ACQUIRED 2024
Oak Rocket ACQUIRED 2024
Sotyra LAUNCHED
Rackspace

HubSpot Solutions Partner Program

HubSpot Elite Solutions Partners

Embedded with a HubSpot Elite Solutions Partner as a fractional marketing lead. Newsletter programs, event campaigns, coded landing page and website templates in Design Manager, outbound built on Apollo and Smartlead, and the reporting layer that ties it back to pipeline.

Elite Solutions Partner agency ELITE
Custom themes and modules
Email and LP templates
Campaign operations

Solutions

Two ways to work together. Both end in pipeline you can attribute.

Scoped projects when you need a specific thing built and handed over. A retainer when you need a marketing leader in the room every week without a full-time executive hire.

Project based

Fixed scope

Defined deliverable, defined timeline, one price. Built for teams that know what they need and want it done by someone who has done it before.

Demand generation engineTech stack, lead scoring, nurture streams, and a channel plan tied to bookings targets
6 to 10 wks
HubSpot build and templatesCustom website, landing page, and email templates plus apps and integrations
3 to 8 wks
Partner marketing programAWS or HubSpot co-marketing plan, MDF use, tier advancement roadmap
4 to 6 wks
Campaign launchIntegrated launch for a product, event, or repositioning, from narrative to reporting
4 to 8 wks

Starts with a 45 minute scoping callScope a project

Retainer

Fractional CMO

Ongoing marketing leadership at a fraction of an executive salary. Strategy, team direction, agency management, and hands-on execution when the team is lean.

Fractional CMOWeekly leadership cadence, board and CEO reporting, budget ownership, hiring plan
2 to 3 days / wk
Managed demand generationI run the programs. Paid, ABM, email, events, and content with monthly pipeline reviews
Monthly
AI marketing operationsAutonomous outbound, content pipelines, and reporting that give a small team enterprise output
Monthly

3 month minimum, month to month afterTalk about a retainer

Competencies

Strategy that survives contact with the CRM.

Everything below has been run at scale, measured against a number, and reported to a CEO. Most of it has also been built by hand when there was nobody else to build it.

Demand

Integrated campaigns

Full-funnel programs across paid, SEO, webinars, field events, and outbound, sequenced for enterprise buying committees.

ABM

Account-based marketing

Operationalized 6sense and RollWorks to prioritize in-market accounts and tailor conversion paths by segment.

Ops

Marketing operations

HubSpot, Marketo, and Salesforce implementations with lead scoring, routing, and lifecycle stages that sales actually uses.

Analytics

Attribution and reporting

Unified CRM, automation, and BI dashboards. One implementation cut customer acquisition cost by 22 percent.

Build

HubSpot development

Coded website, landing page, and email templates, custom modules, and apps that extend the platform where it stops.

Content

Thought leadership

White papers, benchmarks, executive viewpoints, and migration guides that technical buyers read and forward.

StackHubSpotSalesforceMarketoApollo.ioSmartlead6senseGoogle AdsGA4Claude

Writing

Notes from the field.

Long-form pieces on partner marketing, demand generation, and what a lean marketing team looks like when AI is doing real work. New issues roughly monthly.

First pieces are on the way. Publish a post in WordPress and it will appear here.

Layered glass ridgelines fading from amber to teal

Woodinville, WA

About

Named after the two Siberian huskies who get me up the mountain every weekend.

I am Javi Cano. I started in analytics at Rackspace, where I built the share-of-wallet model that earned Marketer of the Year in 2009, and spent the next decade and a half running demand generation for hosting, cloud, and SaaS companies. Today I lead global marketing for a leading cybersecurity firm and run Husky Creative for a small number of partner-ecosystem clients.

The through line is the same everywhere: a clear narrative, a measured funnel, and a marketing team that sales trusts. Huskies are built for long distances at a steady pace. So are good pipelines.

Head of Global Marketing, leading cybersecurity firm
Former CMO, ionstream.ai
Director of Demand Gen, Mission Cloud
Rackspace Marketer of the Year, 2009
MBA, St. Mary's University
AWS partner launch to Select Tier in 3 months

Get in touch

Let's talk about your next quarter.

Thirty minutes, no deck. Bring your pipeline number and what is in the way of it. I will tell you honestly whether a project or a retainer is the right shape, or whether you need neither.

Book a 30 minute call or write to javi@huskycreative.io