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

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Executive Council Member

Peak Community

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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)

Wood Mackenzie

Senior Marketing Operations Manager

Disprz

Manage the implementation and operational facets of the Account-Based Marketing (ABM) tool 
Supervise contact database management, driving enhancements through third-party vendors and tools (e.g., Apollo.io, Dun & Bradstreet, ZoomInfo); ensure data accuracy and compliance with data protection regulations.
Administer data hygiene and the HubSpot marketing automation system, ensuring seamless integration with the CRM.
KPI reporting, tracking and analysis: Develop and present regular reports and forecasts on marketing performance, campaign results, and ROI. Analyze performance by channel/campaign, providing actionable insights and recommendations for optimization.
Collaborate closely with the GTM marketing team to implement marketing automation and custom campaigns aimed at business growth. Segment the database for targeted campaigns based on persona, past engagement, messaging, and customer journeys, eliminating friction in the customer experience through timely automation (e.g., exit intent).
Develop and refine lead scoring mechanisms and the lead qualification process.
Lead a team of 2 - 3 members focused on marketing operations, automation, and website development and maintenance. 
Budget tracking: Monitor and manage the marketing budget, ensuring effective allocation of resources.

Associate Director - Marketing Operations

Uniphore

Build and maintain dashboards and reports that cover key quantitative results like website behavior, lead velocity, pipeline velocity, website conversions and the impact of program spending.
Monitor expenses from all areas of marketing, and analyze using this as an input for key metrics including Cost per Lead, Cost per Opportunity, and ROI.
Build and execute the long-term marketing tech-stack roadmap, defining processes and interactions with external systems for attribution modeling, predictive account scoring, data enrichment, and sources of performance.
Advise on campaign design and execution to drive improved customer experience and engagement and stronger alignment with overall GTM strategies
Track, measure and analyze campaign performance to constantly improve overall program effectiveness and increase the impact of marketing on revenue
Develop reports that help the marketing team analyze key KPIs such as channel performance and effectiveness, campaign performance and contribution to pipeline and other key conversion metrics.
Create clear workbacks that leverage appropriate owners and stakeholders for projects that may include the selection and adoption of new technologies, and remain accountable for the project's success
Support marketing, with clear training and documentation on workflows and technologies
Develop insights and make recommendations including evaluation of new technologies to improve and optimize marketing team performance and process

Marketing Operations Manager

TE Connectivity

Analyze marketing’s campaigns and demand generation program effectiveness at driving leads, customers, and revenue for the business unit.
Identifies and generates needed insights to improve the business & marketing performance, shows leadership to bring insights forward, in addition to generating analyses.
Leverage insights to propose segmentation, targeting & marketing effectiveness / improvements
Utilize various tools (Adobe, Tableau, Alteryx, Excel, SQL, Eloqua) to join disparate data sources together to create a more robust story for the business
Collaborate cross functionally to prioritize new initiative/enhancements to be implemented to deliver against Marketing’s overall SMA & CRM objectives
Create and distribute weekly, monthly, and quarterly performance reports
Conduct ad hoc data analyses and performance reports as needed

Senior Analyst - Data & insights

Jifflenow

Utilize Marketing Automation like Hubspot and Act-on for lead nurturing, management and sales insight 
Managing all SEO activities such as link building, keyword strategy to increase rankings on all major search networks.
Analyze the market, competitors providing actionable insights.
Create unique e-mail campaigns like Lead Nurturing Campaign, Account Based Marketing campaign and Customer Growth Campaign to increase customer base, improve brand awareness and drive conversions using platforms such as  Act-on and Hubspot.
Handling day-to-day Search Engine Marketing activities including campaign planning, implementation, budget management, performance review, and organization of paid search campaigns.
Creating Marketing Dashboard by pulling the data from different data sources
Using SQL, Excel for data extraction, validation & manipulation 
Help business teams with extraction, validation of data from multiple systems & preparation of reports.
Work closely with US Sales Team to refine and improve the lead scoring strategy and lead management process.

Senior Market Research Analyst

ICMG

Gathering and analyzing customer insights from marketing automation and CRM.
Performing SEO analysis and implement on page and off page SEO to generate traffic for the websites.
Monitoring the website traffic through Google Analytics.
List segmentation of the available data based on target customers and previous trend of qualified leads and customers.
Assist in the Email Campaign planning and analyzing email campaign performance.
Managing A/B testing on email campaign and landing pages and analyzing the results, reporting on them and providing recommendations for improvements.
Understanding the competitor’s strategy.
Creating engaging social media strategies and execution plans that cultivated audiences, increase web presence and enhanced brand awareness.
Measure and report performance of all digital marketing campaigns, and assess against goals (ROI and KPIs).

Business Consultant

Karvy

MANAGEMENT TRAINEE

Associate Director - Marketing Operations at Disprz

Results-oriented marketing professional with over 11 years of experience in research, analytics, CRM, and campaign management. Skilled in leading and managing SEO/SEM, marketing database, email, social media, webinar, and display advertising campaigns, with a proven track record of driving business growth and increasing brand visibility.

Proficient in analyzing market trends and customer needs to develop highly-effective targeted marketing campaigns. Experienced in handling large datasets using SQL, Excel, and Access, with expertise in marketing automation tools such as HubSpot, SFMC, Pardot, Eloqua, and Marketo, as well as CRM platforms like Salesforce.

Specialties include:

Digital Marketing Strategy
Market Research and Analysis
Marketing Automation
Campaign Management
Data Analytics and Visualization
CRM Integration and Optimization

With a strong academic background including an MBA in Marketing and a Bachelor's degree in Computer Engineering, I bring a blend of analytical skills and creative thinking to drive marketing initiatives and achieve business objectives.

taplio

The Battle

Cristina Daroca

Bikash D.

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