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

AllianceBernstein

AVP - Digital Experience Lead

Marketing Technology Architect: I spearheaded the consolidation of our marketing technology landscape, eliminating redundancies and streamlining workflows. This resulted in a more efficient, cost-effective tech stack that empowered our marketing efforts.

Marketo & Salesforce Marketing Cloud Champion: I led the successful implementation of both Marketo and Salesforce Marketing Cloud, ensuring seamless data flow and a centralized platform for campaign management and lead nurturing.

Mentorship Marverick: I actively mentored my team members, fostering their growth and expertise in marketing automation.

Communication Cornerstone: I built a transparent and open communication environment, encouraging knowledge sharing and team collaboration.I consistently recognized and rewarded team achievements, cultivating a positive and motivated work environment.


Collaboration Catalyst: I fostered a culture of collaboration between marketing, sales, and other departments, ensuring everyone leveraged the power of automation to achieve shared objectives.

Process Proponent: I streamlined internal processes by developing clear guidelines and workflows for utilizing marketing automation tools, maximizing efficiency and user adoption.
Change Management Champion: I championed change management initiatives to guide the team through technological transitions, ensuring everyone felt comfortable and empowered by the new tools.

Results-Oriented Leader: My efforts directly translated to measurable improvements in lead generation, nurturing effectiveness, and campaign performance.

Senior Manager Marketing Operation and Technology 

Postman

Marketing Automation Manager

Working as a part of the FIS, Marketing Operations (Global Demand Center), responsible for helping to evaluate, support and optimize the systems, business processes and data necessary to ensure the global Marketing organization fulfills its contribution to corporate objectives.

Supports Marketing and Sales lead-to-revenue data management activities from a systems and business process perspective to ensure end-to-end visibility.

Provides insight and support to the Marketing team with regard to marketing automation tools (Marketo) training, usage, campaign management, report building, and data tracking. Ensures upgrades and changes are configured to support business processes.

Performs Requirements Analysis, Business Impact Analysis, Problem Analysis, Customization Design Recommendations, User and Integration Testing, etc.

As a contributor, responsible for helping to design, maintain and govern the use and operational integrity of the core Marketing systems driving lead-to-revenue and promotions activities, including Customer Relationship Management (CRM – Salesforce.com, MS Dynamics), Marketing Automation (Marketo), and ancillary applications. Effectively manage a variety of technology, data, and service vendors and MarTech stack optimization.

Marketing Automation Specialist (Marketo)

To plan, execute and optimize demand generation and nurturing campaigns to acquire new leads, upsell to installed base customer contacts, and drive sales pipeline with qualified opportunities. I am responsible for developing, executing and tracking campaigns in marketing automation platform (Marketo) and salesforce.com CRM system, and preparing marketing effectiveness dashboards and reporting.

Campaign Specialist

Specialist

SunGard Financial Systems

Responsible for the design, development, execution and follow-up of SunGard’s marketing campaigns. 

Standardize approach to campaign management, working in partnership with sales and product marketing to deliver effective marketing campaigns that support and grow the sales pipeline through; database building, segmentation, lead assignment, campaign follow-up and reporting.

In accordance with service level agreements (SLAs), create new campaign records in SalesForce.com / Marketo according to agreed campaign hierarchy and standards. Loading and associating the relevant contact records into the campaigns sourced by the Data Stewards and as directed by the Product Marketing Managers. 

Work with the Product Marketing and Planning & Projects teams to determine the campaign budget and manage expenses to that budget and ensure this is reflected in SalesForce.com / Marketo for effective ROI reporting.

Understanding the profile of the target audience and working with the Data Stewards to pull and analyse the database

Report on campaign performance and monitor against past performance and planned expectations.

Monthly and quarterly reporting for on demand generation and tracking of marketing leads passing through the demand waterfall in to the sales funnel.  Setting up tracking systems for marketing campaigns and online activities.

Proactively reviews and drives lead quality improvements linked to our Performance Indicators in lead assignment accuracy, lead acceptance & registration, lead aging, rejection reasons, conversion rates, etc.

Campaign Operations Specialist, Processing and Standards

QLogic

	Provides input in the area of sales and business reporting and analysis to senior management. 
	Supports high level of collaboration and partnering with functional groups and business units.  Influences cross-functionally to drive and enhance new or existing business planning processes. 
	 Responsible for Channel partner POS capture, reconciliation and analysis. 
	 Provide analytical support utilizing various databases (COGNOS, POS/Inventory, Sales & Order Bookings, and Customer Relationship Management (SFDC)).
	Responsible for developing scenario planning and alternative analysis.  Identifies and recommends improvements for system enhancements, reporting changes, process changes, and procedural updates. 
	Supports strategic planning and decision-making by identifying and analyzing key business trends in each market segment and technology segments amongst key customers / partners. 
	 Supports annual and quarterly sales planning process (AOP). 
	Provides reporting and analysis of POS, order bookings, employee productivity, ASPs, sales promotions, product trends, etc. for senior management of WW Sales organizations. 
	Focuses on continued development and implementation of enhancements and implementation of primary sales reporting systems and processes. 
	. SFDC Skills: Lead, Account, Contact, Opportunity Management experience Lead Conversion process, email-to-case, Business specific reports & dashboards Integration using salesforce.com.
	Salesforce.com support & reporting – support all levels of sales management and individual contributors with ad-hoc questions and reporting / dashboard requests

Sales Analyst

Tata Communications Ltd.

Job Profile    

Pro-actively provide data points on all renewals quarterly in advance across all regions covering all products & services by Account Manager.
Pro-actively publish Monthly 'Dashboards' for Regional Heads & Account Managers on 'Health of Renewals'.
Manage query resolution for Sales teams across all regions &Segment.
Manage 'Ad-hoc Field Requests' for customer/ circuit information including providing component pricing for Upgrades/Downgrades/ Terminations/Cancellation.
Responsible for Daily Tracker Updating, Meeting Schedules and Allocation/Review of Tasks.

Sales Support Specialist

Intech Auto Stores & Conveyors Pvt. Ltd.

Project Engineer Sales

WinSoft Exports Pvt Ltd

Analyzing the market potential and business development for
                            Financial and other IT Solution in India.
Project duration:  70 Days
               Project detail      : Trainee as a business developer for the organization in terms of
client acquisition, Brand Awareness and Marketing Software Solution,
Product and Web Solution.


 Achievement:    
Convert 4 client of different sector to develop websites.

Academic Project Details

Marketing Automation & Technology Practitioner | Marketo | SFDC | MS Dynamics | Operation Orchestrator

Elevating Marketing with Cutting-Edge Technology. Marketing automation practitioner with a proven track record of success in helping businesses to achieve their marketing goals.A result oriented Sales & marketing operational professional with a diversified experience in Telecom,IT Industry, and FinTech Industry. 14+ years’ of experience in a fast growth, metrics-driven Sales, Marketing, or Ops. team. 240+ hrs of training experience of Marketo, Processing and standardisation across the globe. 

I believe that marketing automation is about more than just using the latest tools. It is about understanding your customers and creating a personalized experience for them. It is about using data to drive your decisions and optimize your campaigns. And it is about being strategic and innovative. 

I have a deep understanding of the marketing automation landscape and the latest trends. I am also skilled in data analysis and campaign optimization. However, I believe that my greatest asset is my ability to think strategically and creatively. I am always looking for new ways to use marketing automation to achieve my clients' goals.


Promising experience in sales & marketing operation.A proactive planner with expertise in TAT Planning, logging execution, account management with revenue analysis and key account management.An effective envoy with strong analytical and strategic skills, comfortable working in cross-functional environment.

Specialties: Marketing strategy, lead generation programs, sales enablement, demand generation campaigns, lead nurturing programs, Account Base Marketing (ABM), automation strategy, Salesforce.com, Marketo, Data-Mining, Database Management, MIS, Business & Data Analytics, Email Marketing, Data Driven Marketing, Email Analytics,Demand Waterfall Metrics, GDPR, Cross-Channel Marketing,Web Personalization, Martech practitioner, Technology integration.

taplio

The Battle

Darrell Alfonso

Jayanto Sukul

Followers

Posts

Engagements

Likes

Ready to grow your LinkedIn presence?