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)

CADDi

I manage digital marketing (web, advertising, campaigns) at CADDi, an AI Data Platform for manufacturers.

Senior Digital Marketing Manager

Blameless

*Blameless was acquired by FireHydrant in August 2024* With Blameless, collaborate and resolve incidents directly in Slack, Microsoft Teams and Google Chat, while automatically capturing reliability insights to build a stronger system.

Head of Marketing

Here's what I do at Blameless:
✓ Plan, strategize and implement multi-channel campaigns (paid social, email, live events)
✓ Set strategy for, run, report on and optimize paid media (LinkedIn Ads)
✓ Report on Advertising CAC and Revenue brought in from paid media campaigns using Hubspot & Salesforce
✓ Other things I do: customer research, messaging, copywriting and building cross-functional relationships, Hubspot marketing automation

Results:
➡️ Led a website conversion rate optimization and redesign project that doubled our website's user conversion rate from 0.6% to 1.25%, resulting in the company's two best quarters for inbound
➡️ Executed live event campaign, driving 861 registrations and 200 attendees in 2 Qs, impacting $107K
in pipeline and $380K in existing revenue
➡️ Updated free trial customer journey, increasing trial to meeting rate by 50%, resulting in 21 sales meetings booked with no manual sales interventions

Growth Marketing Manager

May Mobility

I created and captured demand for May Mobility's self-driving microtransit service. Here's what I did:

✓ Identify channels for paid media campaigns & design demand generation programs
✓ Set paid campaign strategy, messaging, creative, audience targeting, and execution
✓ OKRs, goal setting and reporting
✓ Manage agency and contractor relationships
✓ Marketing Automation: Hubspot setup and optimization

Results: 
➡️ Took a broken lead conversion system and turned it into a demand generation program, turning dozens of high quality, high intent revenue opportunities over to sales.
➡️ Defined digital content strategy, tripling brand impressions and doubling social following across four platforms

Growth Marketing Program Manager

May Mobility is a microtransit service provider of autonomous vehicles. Our vision is to transform cities through autonomous technology to create a safer, greener, more accessible world. 

https://maymobility.com/

Digital Marketing Program Manager

Clutch!

Second employee at seed stage parking startup, scaled company from pre-revenue to 6-figures.

✓ Paid Media Advertising: Google Ads search & display, Facebook, Instagram, Twitter, Radio
✓ Website Analytics: Google Analytics
✓ Creative Ad Direction & Strategy

Results:
➡️ 25% reduction in homepage bounce rate and 2.4x increase in website sessions
➡️ 15 app downloads per month from social
➡️ Reduced cost per conversion of paid search by 60% and doubled conversion rate to 27%

Marketing Manager

Clutch! is the software solution to gameday parking for universities, teams, and tournaments.

https://imclutch.com/

Marketing and Communications Associate

Venture For America

Venture for America is a two-year fellowship program that places recent college graduates at startups in cities across the country. I spent my two years in the Venture for America program in Birmingham, AL working for Clutch!.

2018 Fellow

Ford Motor Company

✓ Trained 35 sales employees at four Ford dealerships on FordPass and SYNC Connect
✓ Developed processes to integrate FordPass into new vehicle sales at 89 Ford dealerships
✓ Distributed a dealership customer experience guidebook to Regional Managers 

➡️ Increased overall Customer Viewpoint scores above group at 14 target dealers in the region
➡️ Contributed to Chicago Region's rank as second nationally in SYNC Connect activations

Marketing, Sales and Service Field Operations Intern

Welcome! I'm Sarah, and I contribute to business growth with demand generation strategies and campaigns that drive real pipeline and revenue. 

Demand generation > low intent lead gen

What I do:
📈 Create demand gen strategies and campaigns: ideate, design, execute and report on campaigns that drive revenue
💻 Lead website design and development for conversion: I'm obsessed with beautiful websites that contain actually helpful information and lead the buyer through their journey
🏃🏻‍♀️ Performance marketing: Manage and optimize channels including email, organic social media, paid social, and paid search

When I'm not working, I'm lifting weights, rewatching my favorite SNL sketches on YouTube, or contemplating spending my life's savings at my local bookstore.

taplio

The Battle

Cristina Daroca

Sarah Perry

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