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)

Boom Labs

Boom CMO is your outsourced solution for those sticky Growth Marketing problems that need an experienced resource. Specialties include: 

Customer Acquisition  Funnel Optimization  Subscription Services (HaaS and SaaS) 
Account-Based Marketing  Content Marketing  Event Marketing  High-Performance Teams
Customer Lifecycle Management  eCommerce  Data-Driven Marketing  Personalization  Marketing and Data Infrastructure  Marketing Operations  Market Research  Competitive Landscape Navigation  Go-to-Market & Positioning A/B Testing  Product Management and Marketing Requirements  SEO/SEM  Paid Media  Display / Mobile / Social Advertising  Vendor Management  Attribution and Media Mix  Budgeting & Forecasting

Founder

Point One Navigation

Leading growth marketing, demand generation, and content marketing for a high-growth, high-technology company. 

If you want to work on the future of Robotics, Self-Driving Cars, and Location technology chat with me. We are hiring.

Advisor to the CEO and Interim VP of Marketing

Hustle

Director of Growth (Marketing)

Particle

Director of Marketing

Basis, an Intel company

Director of Online Growth

Walmart Labs

Product Management for Customer Data (Universal Customer ID) and Personalization for @Walmart Labs.

Senior Product Manager

Walmart.com

Product Management for Online Marketing at walmart.com - Paid Search, Display, Affiliates, Email, and Mobile Advertising.

Slalom Consulting

Current Client: Walmart.com

Sr. Product Manager Role – Online Marketing

Product Management Consulting, managing a product portfolio which included SEM, Affiliates, and Display Advertising. Also led an Agile/Scrum transition pilot team.

Consultant

Accenture

Project Management and Product Management for a eBay. Worked to define features, requirements, and product strategy for a nascent ad network and established affiliate platform.

Consultant - eBay Partner Network and eBay Ad Commerce

CENTRA Technology Inc

Client: DARPA, the Defense Advanced Research Projects Agency. 
Managed technical, budget, and programmatic aspects of the FALCON program, a Defense Advanced Research Projects Agency (DARPA) with a $100M yearly budget.
Authored new program proposal presentations and recommendations to the United States Congress and DARPA director. 
Negotiated government contracts and source selection activities to minimize program costs. 
Supervised wind tunnel test activities and contributed design advice to a hypersonic vehicle program.

Systems Engineer and Program Management Consultant

Growing eCommerce Businesses at Boom Labs

I am a full-stack marketing leader that incorporates targeted research, data analysis, and strategy to drive brand and product awareness of high-tech products and services in highly-competitive environments.  

I'm passionate about building high-performance, agile marketing teams that consistently execute innovative campaigns and drive the growth of companies. 

I firmly believe that knowledge of the customer is key to marketing success. I'm driven to discover customer needs and motivations.  

Specialties: advertising,  analysis,  assets recovery,  budgeting,  consulting,  contract management,  customer relations,  customer service,  data analysis,  delivery,  development,  executive management,  framing,  government,  internet marketing,  macromedia director,  marketing,  meeting facilitation,  microsoft excel,  networking,  presentation skills,  pricing,  product management,  project management,  proposal writing,  quality,  research,  specification,  sql,  strategic, growth, B2B Marketing, account-based marketing, events, content marketing

taplio

The Battle

Cristina Daroca

Jonathan Gladbach

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