Director of Marketing Strategy & Operations | Martech Leader | Speaker

Author and speaker. Co-host of the Humans of Martech Podcast.

Subscribe to the Marketing Operations Leader newsletter for MOPs strategies and insights every week: https://darrellalfonso.substack.com/

Highlights: 
- Ranked as one of the Top Marketers in the US by Propolis 2022
- Named one of the "Top Martech Marketers to Follow" 2020 by Martech Alliance 
- Keynote speaker for Martech Conference and Get Stacked B2B Marketing Conference 2021
- Awarded Fearless Marketer 2018 
- Marketo Champion 2018 and 2019 
- VP of Communications American Marketing Association - 2017-2019
- Marketo User Group Leader 2017-2019
- Leading Program Manager for Connect@Amazon (35,000 member Amazon organization)
- Frequent Martech Speaker and Author 
- Marketo and Salesforce Certified 

Posts are my own and do not reflect the views of my current or former employers.

Darrell Alfonso

EGYM

Senior Marketing Operations Manager

Payoneer

- Provided strategic partnership in the integration of BesChannels (CN MAP) with Marketo, resulting in improved lead quality, decreased processing time, and faster passage to sales by several hours through optimized processes.

- Key MOPS partner for APAC and China regions, facilitating cross-functional collaboration, optimizing campaigns, and increasing lead generation efficiency, while maintaining lead hygiene and providing troubleshooting support.

- Integration and maintenance of march-tech software and tools (Chili Piper, Zapier,
Drift, Data Bees, Reachdesk, Qualtrics, Zoom Events)
- Supporting the worldwide marketing and sales teams  with customized training programs, focusing on leveraging data analytics and automation tools; resulting in 50% decrease in task management times
- Responsible for B2B lead nurturing programs creation and A/B testing
- Produced detailed marketing reports using Salesforce and Marketo, delivering key
metrics to stakeholders.
- Support and design data maintenance and normalization processes

Marketing Operations Manager

- Database merger project upon acquisition. Replicated existing leads and workflows from one system to another, then merged lead acquisition processes into one system.
- Led a successful webste migration project, overseeing the development of new product landing pages, forms, and lead flow: zero downtime, a est. 15% increase in website traffic.
- Supported existing processes in Marketo, Acoustic, and Poppulo while creating and managing diverse campaigns (events, webinars, promotions, educational, newsletter, operational). Achieved significant campaign engagement, resulting in revenue growth.

Marketing Automation Specialist (optile, acquired Dec 2019)

- Oversaw the company website and social media channels, ensuring consistent branding and engaging content. In collaboration with the department increased website traffic by 25% and grew social media followers by 20%.
- Analyzed the performance of all outgoing campaigns and provided detailed reports on their effectiveness. Utilized Google Analytics and marketing automation platform (Marketo) to track key metrics.
- Successfully launched targeted email marketing campaigns for events, webinars, and ad-hoc promotions. Achieved an average email open rate of 30%, and a conversion rate > 10%, driving significant event registrations and lead generation.
- Implemented a company-wide internal newsletter to improve internal communication and engagement. Facilitated better cross-departmental collaboration through regular updates on company news, initiatives, and achievements - open rate of > 60%,

Marketing Automation Internship

Fashion Consulting Group

- Conducted in-depth market trend analyses and competitor benchmarking for a fashion consulting company, providing actionable insights to drive strategic decision-making.
- Utilized various research methodologies to analyze consumer behavior, track competitor activities, and contribute to effective business strategies in a fast-paced, results-driven environment.

Marketing Research Intern

Freework

- Gained valuable experience replacing full-time employees from various departments for short (2-3 days) or long (up to 2 months) periods of times
- Companies, including but not limited to Disney, Hyundai, Ipsos, Megafon, Mazda etc.

Assistant Manager

Inditex

- Assisted the team with the various marketing and PR efforts
- Developed and fostered relationships with existing and prospective clients.
- Was in charge of the Massimo Dutti showroom and worked daily with the stylists, publishing houses

Marketing And Public Relations Intern

Coca-Cola Hellenic Bottling Company

Internship

With over six years of experience in marketing operations and automation, I am a passionate and results-oriented professional who thrives on solving complex problems and delivering value to customers and stakeholders. As a Senior Marketing Operations Manager at EGYM, I oversee the design, implementation, and optimization of customer journey and nurturing programs across multiple channels and regions, leveraging data and technology to drive growth and efficiency. I also provide guidance and support to internal/external teams to ensure alignment and collaboration across the organization. My mission is to empower businesses and individuals with innovative and scalable marketing solutions that help them achieve their goals and grow their potential.

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The Battle

Darrell Alfonso

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