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

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Executive Council Member

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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)

Hankering Collective

Founder & Chief Strategist

Hoffman

-Led comprehensive digital marketing strategy for B2B sales training firm, managing $60K annual marketing budget plus vendor partnerships across web development, PR, and video production.
-Built MarOps foundation including CRM integration & analytics to enable scalable growth.
-Orchestrated multi-channel lead generation campaigns, including Lead the Deal™ initiative targeting sales managers and leaders, generating 52 high-intent MQLs over 8-week period via targeted LinkedIn advertising, email, and content syndication.
-Initiated a multi-faceted customer-win-back campaign, leveraging email marketing, ABM tactics, targeted advertising, and live events to re-engage past clients of the brand.
-Directed integrated alumni engagement campaign, achieving 16.8% registration rate (517 signups from 3K invitations) and 55% show rate for exclusive workshop.
-Spearheaded complete website redesign and rebranding initiative with $50K budget, partnering with external agencies to modernize user experience and enhance lead generation capabilities.

Vice President Marketing

-Implemented comprehensive SEO strategy & content optimization, publishing keyword-rich product pages, and leveraging AI to apply on-page optimization across 100+ existing blog posts; Reduced site bounce rate by 47%.
-Developed & executed integrated campaign strategies combining LinkedIn advertising ($2K/mo ad spend), content marketing, webinar production, and event promotion to drive qualified leads.
-Led product marketing strategy for Docebo LMS integration, partnering with Director of Product to create custom landing pages, user onboarding flows, & branded client experiences.
-Executed G2 optimization and review acquisition strategy, driving 245% review growth and enhancing sales enablement through social proof and intent data.
-Launched syndication of "What's Spinning" weekly newsletter to LinkedIn, gaining 2k additional impressions with existing content.
-Implemented YouTube SEO strategy, driving 2x subscriber growth through improved visibility of content.
-Oversaw strategic vendor partnerships and agency relationships to deliver integrated marketing campaigns while maintaining lean operational structure.

Director of Marketing

Humankind

-Realigned paid media agency relationship, launching new creative and audience targeting which resulted in a 500% increase in lead volume and >$500 reduction in CPL.
-Produced high-touch networking dinners in NYC and LA, drawing senior professionals in the eCommerce retail space and driving meaningful conversations for sales.
-Developed revised Case Study approach, spotlighting incredible customer KPI lifts and CSATs.
-Reworked product positioning, focusing on customer-centricity & streamlined messaging.

Head of Marketing

accesso 

-Led a fully-remote team responsible for marketing, branding and communications for a global B2B technology firm supporting 1000+ client venues across 29 countries.
-Launched an FPRA Golden Image Award-winning PR campaign for accesso’s 100% Virtual Queuing Model, driving awareness of key COVID recovery solution offerings.
-Supported the transition of our annual client seminar to a virtual event during COVID, resulting in exceptional feedback and the highest profit in the event’s 26-year history.
-Partnered with CEO and CCO to strategically plan accesso’s COVID-19 response, including publishing a variety of educational content to support client reopenings.
-Cultivated high-value partnerships with strategic external partners to support website maintenance and development, brand design and advertising creative, commercial photo shoot production, SEO strategy and tactical execution, high-visibility translations, public relations and crisis communications, large-scale signage printing and installation, as well as trade show exhibition design and management.
-Served on a key industry association marketing committee, representing the company while also giving back to the industry by producing high-value educational programming for the association’s annual Expo.

Director, Marketing

-Introduced charitable partnership with the nonprofit group Technovation, which supports the development of STEM skills for girls and families; This also provided a virtual opportunity for remote employees to utilize Volunteer Time Off.
-Led implementation of a StoryBrand messaging strategy to transform company-wide communications from product-centric to customer-centric, including employee communication training.
-Developed brand identity and messaging for accesso’s women’s leadership program, designed to empower women in technology with tools and training for career success.
-Launched new website to support a customer-centric value proposition, adding client success stories as well as enhancing SEO strategies and lead-generation forms.
-Ensured consistent brand voice, tone and aesthetic across public relations, sales, marketing and client services teams.
-Provided design training and mentoring for marketing team members, as well as other design contributors across the organization.

Brand Manager

-Developed first corporate brand guide and updated over a decade’s worth of sales, operations & marketing materials to meet new brand standards.
-Crafted advertising campaigns for print & digital mediums published across 4 continents, including managing partnerships with translation vendors worldwide.
-Designed winning submission for the 2014 IAAPA Brass Ring Awards, showcasing the accesso Passport® eCommerce solution.
-Managed the rebranding of multiple company acquisitions, including product positioning, messaging, public relations, advertising and social media campaigns, etc.
-Developed content for ongoing live webinars, blogs and digital campaigns.
-Created email campaigns to drive engagement with clients and prospective customers.
-Designed branded materials from sales one-sheets to trade show exhibits and everything in-between.

Marketing Associate

nCrowd, Inc.

-Developed and implemented social media campaigns for 36 regional markets, including responding to customer requests and feedback.
-Designed, scheduled and optimized email campaigns across 13 regional markets, reaching over 2 million subscribers.
-Oversaw email marketing for all markets served, using interaction data and AB testing to optimize click-through and conversion rates to drive sales.
-Crafted compelling copy and graphic designs for digital advertising campaigns, iterating designs based on conversion metrics to drive incremental improvements over time.

Creative Development Executive and Social Media Manager

RFB Communications Group

-Planned and executed media relations and social media campaigns for client accounts throughout Georgia and Florida.
-Researched and crafted news releases, blog content and calendar listings.
-Ghost-wrote thought leadership guest columns for publication, speaking to a variety of audiences in the healthcare, technology and retail industries.
-Generated and maintained media lists using Vocus, ACT and web research.
-Monitored relevant industry publications, events and online communities, cultivating opportunities for clients to participate in speaking engagements and editorial placements.

Account Coordinator

-Generated media lists using Vocus, ACT and web research
-Compiled client clip reports and clipping placements for client books and the RFB Communications Group website
-Researched speaking engagements and editorial opportunities for clients

Intern

I'm a full-stack marketing leader who thrives on transforming brands and driving growth in the B2B space. Over the past 14+ years, I've led marketing for companies ranging from publicly-traded global tech firms to nimble startups, always with a focus on translating complex business strategies into compelling stories that resonate with customers.

My sweet spot? Taking on the big challenges:
- Rebranding 6+ company acquisitions and unifying diverse product portfolios under a cohesive brand identity
- Building marketing operations from the ground up, including end-to-end email programs reaching 2M+ subscribers
- Orchestrating award-winning multi-media campaigns to drive measurable pipeline impact
- Leading M&A brand integration strategies to create seamless customer experiences across global technology portfolios

What energizes me most:
I love leading cross-functional teams and building the systems that help marketing organizations scale. I thrive off the variety that comes with straddling strategy and execution, diving into everything from strategic brand positioning to performance marketing campaigns, while coaching high-performing multi-disciplinary teams and managing strategic vendor partnerships. There's something powerful about seeing how all the pieces of the marketing puzzle fit together—whether I'm developing messaging frameworks, creating immersive global trade show experiences, or leveraging AI tools to optimize content generation and scale personalized brand experiences.

Creative achievements that drive results:
→ Led global marketing teams through complex organizational transformations, building cohesive strategies across multiple time zones and driving alignment between diverse stakeholders 
→ Transformed company-wide communications from product-centric to customer-centric, driving measurable business impact through strategic storytelling
→ Directed comprehensive brand strategies and visual identity systems following complex M&A integrations, coaching teams through organizational change
→ Successfully guided creative strategy for global teams across multiple time zones while managing vendor partnerships spanning web development, video production, and design agencies

I believe the most impactful marketing happens at the intersection of strategy, technology, and authentic storytelling. Outside of work, you'll find me in my home gym pursuing competitive bodybuilding—a passion that's cultivated discipline, resilience and time management that have carried over to my work.

Ready to transform your brand story? Let's connect.

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Cristina Daroca

Valerie Schein

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