Marketing at Riverbed | Growth leader | Global demand strategist

Cristina Daroca

Riverbed Technology

• Led a company-wide marketing strategy transformation from a broad demand generation approach to an account-based marketing (ABM) approach, in alignment with the company’s GTM strategy
• Implemented a 1:1, 1:Few, and 1:Many ABM strategy, targeting a total of ~300 accounts across North America and resulting in a 20% increase in pipeline YoY
• Integral member of marketing leadership team through the Riverbed-Aternity merger. Led a team of 8 marketers through the transition period, focusing on developing people, building for scale, and implementing exceptional culture
• Managed a $XM annual budget for global demand and Americas marketing, consistently delivering 30x ROI
• Recipient of the 2024 Marketing Contributor Award for exceptional impact on the sales team, demonstrating outstanding leadership, innovation, and results.

Senior Director, Head of Americas Marketing

• Grew marketing-contributed pipeline from 4% to 30% in first year
• Led and launched first ever customer community event within 3 months of joining the
company, securing 820 registrants and resulting in $22M in influenced pipeline and $7.2M
in closed won deals. Grew event by 15% YoY in following year
• Transformed inbound-only marketing strategy into comprehensive enterprise ABM
strategy, onboarding tools like Terminus, Drift, Pathfactory, and Sendoso, and launching an
average of 3+ campaigns per quarter

Director of Global Demand Generation | Aternity (merged with Riverbed in Dec. 2021)

ForgeX

ForgeX is a private community for marketing executives to connect and grow through events, thought leadership, and collaboration.

Executive Council Member

Peak Community

Peak is an invite-only community designed for marketers who want to learn and grow consistently, to become 1% better each week.

Member

DataRobot

• Developed and executed ABM program to identify, prioritize, and engage target accounts,
including intent data, engagement metrics, and predictive analytics, and resulting in 6x
number of meetings and 7x number of meeting attendees
• Aligned sales and marketing teams around ABM program, including 40+ account
executives, 20+ BDRs, and 10+ marketers

Senior Manager, Global Marketing Programs

Mighty AI

• Led all growth marketing and demand generation initiatives, including go-to-market
strategy, ABM, inbound digital programs, content development, and customer marketing,
increasing inbound lead generation by 55% and lead conversion rate by 4%
• Mighty AI was acquired by Uber in June 2019

Senior Manager, Growth Marketing

LevelUp

• Built and implemented the B2B marketing function from the ground up, including demand
generation, ABM program, inbound and content marketing, PR and communications,
branding, and events. Increased target account engagement by 66% in first year
• LevelUp was acquired by Grubhub in July 2018

Senior Manager of Demand Generation

EnerNOC

• Developed go-to-market strategy and annual marketing campaign plan for energy efficiency and demand response products, executing inbound and outbound programs, email marketing, content, webinars, paid social, advertising, and events
• EnerNOC was acquired by Enel X in July 2017

Manager, Demand Generation and Marketing Campaigns

EvoEnergy

Led development of marketing strategy for B2B solar energy business line, including customer segmentation model and pricing analysis. Executed new client marketing campaign through presentations, targeted email advertising, website content and other direct communications.

Strategic Development Manager

Air Products and Chemicals

Consultant - Summer Internship

Marketing at Riverbed | Demandbase Top 20 Marketer for 2023 | Global Demand Leader

I'm a growth leader with a passion for building and developing winning marketing teams. 

Born and raised in Spain, and with a degree in Environmental Sciences, I never thought I’d end up being a SaaS marketer in Boston, but life is unpredictable! 

I have extensive experience running demand generation and ABM programs for SaaS start-ups and medium-sized companies. I love helping develop other marketers to reach their full potential. 

Working with sales teams keeps me on my toes. I’m a strong believer in a robust sales and marketing partnership to drive the business forward. 

Outside of work, you’ll find me enjoying time with my husband and 3 kids, skiing, visiting family in Spain, or reading a good novel. 

Areas of expertise: demand generation, ABM, digital strategy, customer marketing, community building, marketing operations, marketing analytics.

• Grew YoY marketing-sourced pipeline by 27% in 2022 and 95% in 2023 by implementing a
multi-channel campaign and field marketing strategy, including events, digital, content
development, and customer community building
• Integral member of marketing leadership team through the Riverbed-Aternity merger. Led
a team of 8 marketers through the transition period, focusing on developing people,
building for scale, and implementing exceptional culture
• Managed a $5M annual budget for global demand and Americas marketing, consistently
delivering 30x ROI
• Led the global campaigns function as we entered a new category, Unified Observability,
resulting in 30% YoY sales growth
• Nominated for the 2022 MVP Award (top 3 team members across all non-sales teams,
based on biggest impact to sales team)

Arcesium

Head of Demand Generation, purview includes leading a team of 10 in supporting growth marketing (product-led growth), account-based marketing, marketing operations, marketing reporting, performance marketing, and outbound marketing via Inside Sales. Targeting clients across the hedge funds, institutional asset management, and private markets spaces looking for fintech, data management solutions.

VP of Demand Generation

Listen to Your Mothers

Gathering insights on working mothers to help employers reimagine the workplace.

Co-founder, Advisor

Trinnex

Working alongside the VP of Strategy and Marketing, I led all marketing for Trinnex, a brand new start-up subsidiary for CDM Smith. I worked with and managed two direct reports, implementing a variety of marketing programs. Trinnex provides digital services and software, such as artificial intelligence and machine learning for predicting water pipeline material, to help drive infrastructure initiatives forward for our water utility clients.

Senior Demand Generation Manager

Confidential

Worked as a freelance marketing consultant for an Italian-based Emotion AI company. Tasks included writing blog posts, executing paid and organic marketing campaigns, and conducting market research.

Marketing Consultant

CDM Smith

In this role, I was working on launching the new company, Trinnex, before it was officially announced. Trinnex is a subsidiary of CDM Smith.

Senior Demand Generation - Digital Solutions (pre-Trinnex)

Bitwarden

Planned and launched product-led growth campaigns (free trial/freemium model) through website, programmatic and email channels; Served as main project manager for all paid programs, including coordinating with vendors and internal stakeholders to execute new campaigns or maintain existing programs; Managed campaign and paid program annual budget in the upper hundred thousands; Managed vendor relationships, including contract negotiation; Led ABM program and SEO activities; Supported the open source community; Bitwarden is mostly in the DTC space but I was brought in to help put in place enterprise marketing programs

Demand Generation Marketing Manager

Rave Mobile Safety

As the Director of Digital Marketing, I managed a team of digital experts (5 employees and 2 vendors) supporting B2B SaaS marketing efforts for the company's social media, marketing automation, marketing operations, website maintenance, SEO, SEM and blog strategy programs. I also established the ABM program and and managed Triblio for campaigns. Marketing reporting was also part of my role, with monthly KPIs and quarterly board reports. Personas spanned across higher ed, K-12, corporate/manufacturing, healthcare, and state & local government. Our sales-led model focused on meeting KPIs such as demo requests, talk to sales, and sales hotline calls.

I was promoted from Senior Digital Marketing Specialist to Digital Marketing Manager and Director of Digital Marketing during my 3.5 year tenure.

Director of Digital Marketing

Corporate Marketing Communications covering Program Management, Design/Build and Environmental Issues
•Managed two previously-established firm-wide external marketing campaigns. My daily activities included interviewing experts for developing marketing content for the firm's client-facing website, managing social media activity related to the marketing campaign, working with leaders in the firm in identifying hot topics to guide future content development or other marketing needs, and developing content for the firm's quarterly client newsletter. I used Salesforce, Marketo, SproutSocial, Sitecore and Cision for most of my tasks.

Marketing Writer for Industrial Group (January 2009 - December 2015)
•Provided marketing support for private sector sales team, servicing industrial segments such as oil & gas, chemical, manufacturing, and electric utilities
•Involved in marketing material and graphics development (brochures, proposals, qualifications statement), coordination and facilitation of strategy meetings such as business planning and brainstorming sessions, coordination of conference activities for organizations such as HydroVision, Edison Electric Institute, and the World of Coal Ash, and research of market trends
•Managed and updated the Industrial Sharepoint Intranet Site
•Assisted in firm-wide sustainability initiatives such as the Carbon Disclosure Report (CDP) 

Marketing Intern August 2007 - December 2008

Marketing Writer Co-op January 2007 - June 2007

Senior Communications Specialist

SMPS Boston

Direct the special events committee in planning the Chapter's Holiday Party and Awards Gala celebration from venue selection to promotion to execution.

Prior to 2015, was member and co-chair for awards committee

Director of Special Events/Member

Mediaspike

•Assisted marketing manager in copywriting search engine optimization content for the company’s three website businesses 
•Posted and edited pages on company's websites
•Wrote press releases to inform the public of the services that the website businesses offer

Marketing/Copywriting Intern

Demand Gen | Growth Marketing | Digital Marketing - I love working for mission-driven companies

Senior SaaS growth marketing executive with over 15 years of experience in digital marketing, content marketing, marketing operations and demand generation. Experienced in leading and managing in-house marketing team members and external agencies. Marketer delivering the full range of marketing from strategy to execution. 

Served several industries including fintech, AEC (architectural, engineering, construction) across the public sector and private sector, open source SaaS software in the password manager/cybersecurity space, proprietary emergency notification software for public safety, k-12 and higher education, enterprise, SMB, and mid-market including (manufacturing, healthcare, and IT).

My passion: working for mission-driven companies. I love working for teams that are making a positive impact in the world and using tech for good, whether it's workplace safety, cybersecurity awareness, financial data management, or drinking water access.  

Who is non-work Andrea? I’m a mom to three girls, two dogs, a snake, married to a chef, amateur baker, proud to be Latina thanks to my Colombian parents, and working on leaving a legacy.

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Cristina Daroca

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