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)

Upside

Customer Marketing Director

Customer Marketing Alliance

Product Marketing Alliance

The Product Marketing Alliance exists to create a space to help individuals and organizations drive company-wide alignment around product marketing as the scalable, sustainable source of business growth.

RevGenius

Shea Hates Everything

- Wrote, edited, and created graphics for posts on sheahateseverything.com, including reviews, listicles,
and rankings
- Created, hosted, and edited The Shea Hates Everything Podcast
- Managed associated Facebook and Twitter pages
- Achieved organic top five Google search ranking on multiple blog posts

Editor in Chief

Terminus

- Subject matter expert on the convergence of ABM strategy and the Terminus product suite
- Overhauled product go-to-market strategy to support tiered approach to releases and launches
- Led go-to-market launch of Terminus Prospect Engine, a net new product
- Led content development for net new solutions and personas
- Owned market analyst relations and competitive intelligence
- Managed content and design team in creation of new content strategy, with a focus on pipeline creation and retention goals

Director, Product and Solutions Marketing

- Built multi-channel ABM programs to support the entire post-sale journey
- Created product training and ABM educational content to drive adoption, retention, and expansion
- Created Terminus’ first ABM certification course, Account-Based Strategy: Fundamentals
- Led virtual and in-person product trainings and thought leadership sessions
- Developed written and video customer stories across a variety of use cases, product entitlements, and verticals
- Acted as voice of the customer for product launches and other go-to-market initiatives

Director, Customer Lifecycle

Senior Customer Marketing Manager

Customer Marketing Manager

Ingenious Med

- Managed relationship with external content marketing and strategy agency
- Led market and customer segmentation efforts in support of sales targets and messaging
- Developed net new buyer personas in collaboration with sales and product management teams, including customer and prospect research, interviews, writing, and sales and marketing team training
- Owned ongoing thought leadership blog campaign, including hiring, onboarding, and managing of
freelance writer, keyword strategy, topic development, subject matter expert interviews, and copy edits
- Developed sales nurturing email and call programs in support of demo requests, lead generating campaigns, MQL/SAL handoff, high-value assets, and event attendee follow-up
- Managed GTM of quarterly product releases, including email communications and customer webinar hosting
- Supported internal teams with audience-specific content, messaging, and strategy
- Event managed customer retreat including vendor partnerships, scheduling, and attendee
communications
- Initiated PPC reviews campaign to drive low-funnel leads and demo requests, including audience segmentation, landing page copy, and CPL target development
- Led customer outreach in support of case study development
- Wrote copy and recorded voice-over narration for customer-facing tips and tricks videos
- Contributed to website refresh process, including strategy, layout, and SEO copywriting
- Participated in developing new processes for campaign planning, sales lead handoff, media buys, lead
generation strategy, and monthly performance reporting
- Approved and directed promotional graphics and video content

Product Marketing Manager

Greenway Health

- Wrote and edited email copy, blogs, case studies, FAQs, whitepapers, banner ads, phone scripting, templates, and other sales enablement collateral
- Created, developed, and executed integrated demand generating and lead nurturing programs, working closely with sales, product management, and product marketing teams
- Project managed various campaigns, including audience targeting, tactics, timing, and cross-channel promotion
- Created and hosted podcast series, Greenway Radio, including editing, guest booking, and creation of additional promotional materials
- Conducted video and audio interviews at industry and customer events
- Led email and social media optimization trials, including A/B testing
- Participated in brand refresh, including style, tone, messaging, and visual design
- Managed internal AP style guidelines
- Approved and directed promotional graphics

Content Marketing Specialist

Dream Writers

- Created and developed brand tone, style, and social media personality
- Oversaw successful $75,000 crowdfunding campaign via Kickstarter
- Grew and promoted engagement with social media following on Twitter (10,000 followers), Facebook (2,000 likes), and Instagram (750 followers)
- Increased brand awareness by generating and scheduling social media posts
- Developed written and graphical content for email campaigns
- Wrote and delivered press releases and interactive media press kit
- Approved and directed promotional graphics and video content
- Facilitated various publicity opportunities such as radio interviews, podcasts, and newspaper write-ups

Producer / Writer

bowmo

- Created thought leadership blog and white paper content, including both branded and ghostwritten pieces

Marketing Copywriter

I'm a creative, collaborative marketing leader with experience in account-based marketing, product and solutions marketing, customer lifecycle marketing, and content strategy. I use my expert communication skills to turn complex problems into simple solutions at every stage of the customer journey.

taplio

The Battle

Cristina Daroca

Shea Castle

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