John Yacano | Growth Marketing Professional

Hi, I’m John Yacano, a growth marketing professional based in Nashua, NH. For over 8 years, I’ve been working in the digital marketing space, with 5 of those years focusing on B2B SaaS marketing. I currently serve as a Senior Growth Marketing Manager at Backlight, where I help drive demand for our enterprise sales team.

I began my journey in digital marketing after earning a bachelor’s degree in digital media from the University of Rhode Island. My interest in marketing was sparked by my passion for online video and the evolving digital landscape. From optimizing paid and organic digital campaigns to analyzing funnel stages to increase conversions, I found that I loved combining creativity with analytical thinking. Recently, I decided to further my expertise by pursuing a master’s degree in digital marketing at Southern New Hampshire University, which has provided me with deeper insights into advanced marketing strategies and trends.

My career thus far has taken me through various roles. I’ve always been passionate about growth marketing—finding the right levers to pull that lead to sustainable customer acquisition and retention. My experience has taught me the importance of aligning marketing with sales to ensure that every strategy is driving revenue, not just vanity metrics.

At Backlight, my current role involves managing marketing campaigns to increase lead volume and accelerate pipeline. This is achieved by optimizing acquisition channels, developing content strategies, and testing new tactics to expand our reach. One of the most exciting parts of my job is experimenting with new strategies and being able to see real results from the data that is captured. It’s incredibly rewarding to drive meaningful growth for the company while learning new things every day.

When I’m not working, I like to relax by indulging in some of my hobbies. I’ve been a gamer for as long as I can remember, and playing video games is one of my favorite ways to unwind. I’m also into photography—it’s something I picked up in my 20s and have been hooked ever since. I love capturing portraits and candid moments, especially when I’m traveling or just exploring new places around New England.

Additionally, I’m a die-hard Boston Celtics fan. Basketball has always been my favorite sport, and I try to catch as many games as possible during the season wether at home or attending a game at the TD Garden. Sports have always been a big part of my life; they’ve taught me a lot about teamwork, resilience, and the value of hard work—lessons I apply in my professional life as well.

On the personal side, I recently got married to my wonderful wife, Lexie, in September 2023. We’ve been enjoying married life together with our cat, Thelma, who’s been a part of the family for years.

All in all, I feel lucky to have found a career that I’m passionate about, and I’m always excited about what’s next in the world of digital marketing. Whether it’s diving into new growth strategies, connecting with other marketing professionals, or learning about the latest trends, I love staying involved in the industry.

Thanks for taking the time to learn a bit more about me. If you’re interested in connecting or learning more about my work, feel free to reach out!