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)

Think ABM

Leading a global, high-performance sales team to exceed targets, deliver exceptional results, and to foster a collaborative and results-driven environment.

Global SVP Sales

Inverta

VP of Sales

Regional Vice President of Sales

Director of Sales

Integrate Inc.

Integrate is a marketing software provider on a mission to arm demand marketers with the tools, insights and integrations required to change the way they execute demand generation. The Integrate platform automates the entire lifecycle of outbound demand generation campaigns. Demand marketers and marketing ops pros use Integrate’s software to:

     • Fill nurture tracks and sales pipeline with interested new prospects 
     • Eliminate manual tasks and lengthy timelines associated with executing outbound campaigns 
     • Auto- validate and standardize prospect data generated by 3rd-party sources
     • Inject qualified leads into nurture and sales tracks in real time (100% marketable data)
     • Close the loop between front-end media investments and back-end marketing results
     • Optimize campaigns in-flight to drive improved marketing ROI (take control!)

Director, Strategic Accounts

DemandGen

- Top Sales Rep 2014 & 2015
- Exceeded 100% Quota YoY
- Multiple Joint-sales w/ Multiple Marketing Cloud Partners

My time @DemandGen offered me the privilege of exercising my extensive knowledge of the sales & marketing automation tech space and to share with folks how DemandGen’s services and solutions could help clients hit their targeted martech performance goals.
DemandGen helps high-performance companies leverage digital sales and marketing technologies for demand generation and lead management—driving engaged, sustainable customer relationships. A global team of technologists, strategists, and operations experts, DemandGen empowers marketers to execute on objectives and spur revenue growth through best-practice consulting, proven methodologies, professional services, and engineered solutions.

Account Executive

Mondo (formerly Bluewolf)

Mondo is a technical recruiting company that specializes in staffing technology roles in every major market in the U.S. The organization provides highly experienced, skilled consultants, and has a strong reputation for being the experts in supporting the Marketing Technology teams of many of Fortune 500 & 1000 companies. My primary responsibilities were 100% in support of that reputation and aligned with their goals. As a result, I successfully built and developed many of those high profile relationships.

Account Director

Bluewolf

In support of a passion for solving people's problems, I've embarked on a new chapter in my career, and have joined a team of aces that are in the business of providing premium,  professional IT services. Interested to know more? Connect with me, and ask me how Bluewolf can help you better service your clients, and improve the bottom line.

Independence Blue Cross

A majority of my early career was spent working as a part of the IBC family.  My full development as a professional in the workplace was shaped by the opportunity I was afforded here.  I carried a number of titles (as listed below) and wore many hats across several parts of the Marketing (eBusiness) organization.  My last role, as Customer Implementation Executive, was a position that leveraged every skill I’d developed there and put it to the test in direct line of sight with IBC’s largest and most complex enterprise customers.  In short, it was a blast and inspired my eventual career-shift to becoming a Sales professional.

Be it corporate projects, merger work, portal launches, QA testing, or business requirements gathering/writing, the experience I gained at IBC was nothing short of the best education in becoming a well-rounded, forward-thinking business professional and most importantly about having a Small Team mentality in a large corporate setting.  

Before I left the IBC Family of Companies, I was working in direct support of the Sales organization, where I had the pleasure and incredible opportunity to work closely with IBC's top tier customers in managing the challenging task of implementing and on onboarding them to their employer health benefits. In a nutshell, I made difficult and sometimes troublesome processes seem as painless and simple as possible for the customer.

- Lead eBusiness Systems Analyst
- Senior Business Systems Analyst
- Business Systems Analyst

Customer Implementation Executive

Ajilon Consulting

IT Consultant

Product Imaging Specialist

Strong sales professional with an atypical sales upbringing and a successful history of high performance in the marketing consulting services and SaaS space. Skilled in Sales, Management, Sales Presentations, Helping Clients Succeed, and Solution selling. 

taplio

The Battle

Cristina Daroca

John-Paul Rinylo

Followers

Posts

Engagements

Likes

Ready to grow your LinkedIn presence?