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)

Kinetic IT

As Head of Marketing I am responsible for leading Kinetic IT’s marketing team, developing and executing our long-term, big picture marketing strategy, covering market trends and strategic partner engagement and ensuring strong brand positioning. My role works closely with other stakeholders on the Executive Leadership team and across the business to ensure alignment between marketing and business objectives to drive strategic growth, focusing on demand generation, thought leadership, and customer engagement.

Kinetic IT is a leading Australian IT services provider specialising in Intelligent Workplace, Cloud, Cyber Security, Digital Infrastructure and IT Service Management. As one of Kinetic IT's 1,500 'crew' across Australia, I report directly to the CEO and lead a marketing team based across the nation.

Head of Marketing

Generate - The B2B Marketing Community in ANZ

Generate is the leading community for in-house B2B marketers in Australia and New Zealand, looking to accelerate their careers and grow their networks. As one of four co-founders, I help to bring our events and partnerships to life for our thriving community of nearly 1000 marketers across ANZ, including our annual B2B marketing conference, the Generate Summit. 

If you're an in-house marketer based in ANZ, you can apply to join us at generate.community

Co-Founder and Head of Partnerships (Voluntary Position)

Logicalis Australia

Member of the Senior Leadership Team reporting to the CEO. Each member of our SLT is jointly responsible for entire company strategy, employee wellbeing, and customer and partner engagement.
Core responsibilities include:
• Lead a strong team of marketing professionals across brand, PR/comms, events and digital across Australia and Malaysia (winners of the 2024 global 'sustainability in action' award);
• Deliver and own the strategic marketing plan for Australia;
• Develop go-to-market strategies for local execution of global solutions;
• Manage strategic partner programs from a marketing and alliances perspective;
• Manage go-to-market programs in Australia with strategic partners such as Microsoft, Cisco, Dell, nbn and many more;
• Report and measure program performance and ROI;
• Launch demand generation programs for a range of new services and products; 
• Collaborate with global marketing raise the profile of Logicalis Australia as a differentiated IT Service Provider in the A/NZ markets; targeting customers, partners, and potential candidates;
• Ensure Logicalis Australia retains a strong market position in the delivery of Modern Workspace, Cloud, Network and Security as our strategic focus areas.

Logicalis is a leading IT consultancy and service provider, assisting over 10,000 clients globally to build a blueprint for success in a digital-first world. Through a network of specialist hubs, sector-leading experts and strategic partnerships, Logicalis has more than 7000 employees focused on understanding our client's priorities in areas such as Cloud, Cyber Security, Data & Al, Connectivity, and Collaboration.

Whilst in my role at Logicalis, I was delighted and honoured to receive the Rising Star award at the Women in ICT Awards (WIICTAs) in September 2024.

Equifax

Equifax is a leading global data, analytics, and technology company, supporting customers across 24 countries and employing 13,000 people. They have been serving the Australian and New Zealand markets for over 60 years. As a market leader, Equifax helps customers to live their financial best.

As Senior B2B Marketing Manager for Equifax I was responsible for marketing strategy development and execution, working with cross-functional teams to create positive commercial outcome including leads, revenue and pipeline.

Senior Marketing Manager

B2B Marketing Manager

rhipe

rhipe is APAC's leading cloud distributor. They employ almost 600 staff across 10 countries. 
As Global Marketing Manager at rhipe I supported the company’s long-term growth objectives and delivered strategic, cross-sell and up-sell, acquisition and retention programs across the full partner/customer lifecycle. I was responsible for the end-to-end creation, development and execution of APAC campaigns, programs and initiatives that generated awareness and demand for rhipe's portfolio products, solutions and services (focusing on cloud infrastructure vendors), as well as their Tech for Social Impact division, rhipe for Change.

With a focus on account based marketing programs targeting key channel accounts, I worked with global counterparts to consistently achieve ambitious MQL targets and deliver tangible commercial outcomes to the business.

Global Marketing Manager

Cloud Collective

Leading a high performing marketing team of four Marketing Executives, I held a position on the Cloud Collective's leadership team and successfully took our end-to-end Microsoft cloud solutions to market. This role saw me lead the marketing function for ANZ across the highly regarded strategic alliance of Microsoft Gold Partners that included Antares, IComm and Quorum. 

Working as one organisation supported by Microsoft, whilst aiming to continue the dynamic paths of its individual companies as one entity, we grew and adapted to the evolving demands of the mid-market. 

My role as the marketing lead was to oversee my team's delivery of all marketing activities across the Collective as well as its individual alliance organisations, with a strong focus on net new lead acquisition and return on marketing investment. This included my own hands on execution as well as overseeing my team’s work across marketing automation, SEO, PPC, social, PR, events, account based marketing, and partner marketing programs.

Marketing Manager

Glenco

As Marketing and CX Manager my role involved overseeing Glenco’s marketing activities across the electrical, air conditioning and security business units. This included managing the full customer lifecycle and creating marketing strategies and engaging content, nurturing prospects through the marketing funnel from awareness to advocacy. I managed all marketing operations across brand, content, marketing automation, digital, PR and social media, including leading an end-to-end company rebrand.

With over a decade of experience within the organisation I was trusted to manage relationships with key accounts, attend customer meetings, carry out company induction and training sessions, and write business award submissions, helping the company achieve the title of Best Trade Business in Australia three years in a row. I also initiated tier one PR and media activities culminating in an appearance on Channel 9’s Today Show aired to over 200,000 viewers.

Marketing & Customer Experience Manager

LPA Promotions | London

Sales Executive

Snapdragon | London

Street Team Marketing Manager

Customer Service Representative

A senior B2B marketing leader with a focus on turning vision into strategy, and achieving tangible and commercial marketing outcomes. Proud winner of the ARN Women in ICT Awards Rising Star, 2024.

I have over 15 years experience building out full scale marketing programs across APAC, working as part of the senior executive team to drive cross-functional collaboration and commercial business outcomes.

I value high level strategic thinking as well as creative and detailed execution. I’m experienced in building out high performing teams and creating new business opportunities with SMB to enterprise. Having worked across a variety of marketing disciplines, I hold an understanding of the full marketing mix. I love working within a vibrant team around passionate stakeholders to creatively problem-solve and develop and mentor my team. 

In a voluntary capacity, I help manage and moderate "Generate", the leading B2B marketing community across ANZ that is focused on supporting and developing the next generation of B2B marketers.

taplio

The Battle

Cristina Daroca

Lara (Vandersluis) Barnett

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