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)

ZenMaid

As the Head of Marketing at ZenMaid, I oversee the entire marketing department and sit on the executive team. My responsibilities encompass managing all KPIs, targets, goals, and our MRR goal. I assist with leading efforts in content creation, paid media campaigns, web optimization, email marketing, SEO strategies, and community engagement.

Key Achievements:
+ Achieved a significant 14.8% increase in monthly recurring revenue (MRR) since my tenure began.
+ Boosted annual recurring revenue (ARR) by over 14%, contributing to the overall financial growth of ZenMaid.
+ Increased the average number of new product trials per month by 31%, from 252 to 330, demonstrating a substantial improvement in our trial conversion strategy.
+ Successfully managed and optimized marketing strategies across various channels, leading to enhanced brand visibility and customer acquisition.
+ Contributed to the overall growth and success of ZenMaid through innovative marketing initiatives and strategic leadership.

Key Responsibilities:
- Oversee and manage the entire marketing department, ensuring alignment with overall company goals and objectives.
- Develop and implement strategic marketing plans to drive demand generation and increase market share.
- Lead the execution of comprehensive digital marketing strategies, including content marketing, paid media, web, email, and SEO.
- Analyze and optimize marketing performance metrics to ensure effective use of budget and resources.
- Collaborate with the executive team to set and achieve monthly recurring revenue (MRR) and annual recurring revenue (ARR) goals.
- Foster community engagement and manage relationships with key stakeholders.
- Continuously monitor market trends and adjust strategies to maintain a competitive edge.

Head of Marketing

Director, Demand Generation

Commonstate

As a co-founder of Commonstate, a marketing agency specializing in web design and development, paid media (PPC, paid social, CTV, omni-channel), and SEO, I have played a pivotal role in establishing and growing the company since its inception in May 2022.

Key Responsibilities:
- Oversee the strategic direction and operations of the company, ensuring alignment with business objectives and market demands.
- Lead the development and execution of comprehensive marketing strategies across various channels, including web, paid media, and SEO.
- Manage client relationships, ensuring the delivery of high-quality services and achieving client satisfaction.
- Analyze market trends and industry developments to inform strategic decisions and maintain a competitive edge.
- Collaborate with the team to foster innovation and drive continuous improvement in service offerings.

Key Achievements:
+ Achieved revenue growth of over 742% from 2022 to 2023, demonstrating the rapid expansion and success of Commonstate in its early stages.
+ Continued to drive significant growth with a 43% increase in revenue from 2023 to 2024, solidifying our position in the market.
+ Successfully launched and managed multiple high-impact marketing campaigns, contributing to increased brand visibility and client acquisition.
+ Played a crucial role in establishing Commonstate as a trusted partner for businesses seeking effective marketing solutions.

Co-Founder

Nucleus Healthcare

- Developing and implementing demand generation strategies and campaigns across various digital
channels, including email, social media, search engines, and display advertising. 
- Working closely with the recruiting, sales, and marketing teams to align efforts and drive revenue
- Measuring and reporting on the performance of demand generation efforts and analyze insights to
make recommendations for improvement
- Developing and maintaining relationships with partners, influencers, and other stakeholders
- Conducting market and customer research to identify trends, opportunities, and challenges
- Creating and managing demand generation budgets and forecasts
- Providing training and support to team members on demand generation best practices and tools
- Attending industry events and conferences to build relationships and promote the company

PhoneBurner

Interim Director of Marketing

As the Senior Demand Generation Manager at PhoneBurner, I focus on growth and efficiency, particularly regarding our paid media and marketing automation efforts. In my first month here, I helped drive:

+78% YoY new team MRR
+49% YoY new total MRR
+53% MoM new team MRR
+37% MoM new total MRR


Currently, I manage all of our paid media in-house, which includes:
- Google Ads
- Google Display
- YouTube Ads
- LinkedIn Ads
- Facebook & Instagram Ads
- Bing/Microsoft Ads
- Capterra, GetApp, Software Advice
- G2

I also assist with a variety of other efforts, including email marketing, revenue and pipeline reporting, marketing automation, and sales enablement. A few other platforms I utilize daily are:

- Salesforce
- HubSpot
- Drift
- Google Analytics/GA4
- Klipfolio
- Wrike

Senior Demand Generation Manager

First Orion

Utilizing demand generation best practices to drive and increase in our MQLs. Several avenues include Marketo, LinkedIn, Google Ads, & Rollworks/AdRoll. 
Responsible for all digital advertising avenues, including the ones listed above. 
Tracking & Reporting on all website traffic via Google Analytic & Google Data Studio for firstorion.com
Optimizing the firstorion.com website to increase keyword rankings, drive more organic traffic, and increase demand generation. 
Working closely with the content marketing team to optimize and offer insights and ideas for blogs, which contribute to organic traffic via Google, Bing, & other search engines.
Strategic ideas and collaboration with web development.

Senior Marketing Program Manager

GWL Advertising, Inc.

Currently leading a team of six, which includes SEM, social media, analytics, reporting and web development. 
Oversee the entire digital department, which consists of roughly
30 automotive, healthcare, legal, and banking clients. Responsible for all aspects of our department, ranging from team output, client KPIs, process development, vendor management, billing & client relations. 
Within 6 months of joining the company, I led the charge to save $30,000/year in web server fees, downgrading and transferring all websites to a more efficient cloud-based server.
Introduced new tools and platforms, including CRM, chatbots, automations, automotive market share data, dynamic inventory feeds and more.
Introduced agency to Monday.com, a project management platform, within 2 weeks of start date. This dramatically increased workflow efficiency.

Director Of Digital

excelerate Digital

Currently managing a team of Campaign Managers and Specialists, focused on SEM/PPC and Display/Programmatic advertising, evaluating employee performance and coaching employees to achieve their account goals.

Supervising output of team, utilizing high output management principles. 
Developing and implementing training programs for the team, ensuring that the team is up-to-date on best practices and certifications.

Manager, Marketing Services

Responsible for planning, building and optimizing search-engine marketing activities for strategic accounts.
Currently managing 20 - 25 tier 1 & tier 2 paid search accounts (Google & Bing). Managing over $200,000 (monthly) in ad spend.
Conducting ongoing keyword research (discovery and expansion), review and editing of ad creative/copy (A/B testing), device and audience targeting, as well as conversion tracking and ad extension implementation.

Senior SEM Strategist

During this role, I was responsible for planning, building and optimizing search-engine marketing activities for strategic accounts. Managed over $60,000 in platform ad spend.
I conducted ongoing keyword research (discovery and expansion), reviewed and edited ad creative/copy (A/B testing), device and audience targeting, as well as conversion tracking and ad extension implementation.
As a junior strategist, I also assisted with paid search estimates for prospective clients, working closely with the media strategy team.

SEM Strategist I

Flypaper Digital Marketing

Managed 80 - 100 local business paid search accounts at any given time.
Optimized campaigns, including keyword research, budget and bid adjustments, ad copy creation and A/B testing, audience and device targeting, as well as ad extension creation.
Responsible for optimizing new website builds as well as ongoing optimization for current website clients.

Product Specialist

Digital Media Consultant

Director, Demand Generation | Demandbase Top 20 Revenue Marketer for 2023

I'm a husband, a father of two boys, and marketer with a focus on demand generation. I focus on growth for B2B SaaS companies, particularly with paid media, SEO, email, and marketing automation. 

Here are some of my values:

— Jesus is Lord

-- We yield greater results when we work as a team.

-- You can learn something from every single person in your organization, regardless of job title.

-- In a world of givers and the takers, be a giver.

taplio

The Battle

Cristina Daroca

Ryan Williams

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