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

I’ve joined Impellam Group as Marketing Operations Leader!

Not every role works out the way you expect. What matters is finding the right place to do meaningful work with the right people.

Excited for what’s ahead and for the opportunity to build with this team.

Marketing Ops Town Hall is this week! 

"What the best marketing ops team do in January" 

Hear from experts like Mike Rizzo Audrey Harze ✨ Dr. Agness Mnena Gaadi, MBA, DBA AJ Navarro Michael Hartmann on how you can get a great start for the year. 

Sign up for free, link in the comments! 

#marketing #martech #marketingoperations

Helplink Mental Health CLG

Helplink Mental Health’s mission is to provide accessible, free, or low-cost mental health services locally, nationally and internationally, 7 days a week.

Member Board of Directors

Centripetal

Centripetal operationalises threat intelligence, shielding businesses from globally identified cyber threats.

In my capacity as the Head of Marketing Operations at Centripetal, I lay the foundation for the company's comprehensive marketing efforts, especially during a pivotal growth phase as we venture into new markets. With many ongoing 'firsts' and a commitment to scaling efficiently, my role often extends beyond its traditional scope. 

As Centripetal grows, my focus remains on driving lean and effective marketing operations that not only serve our immediate needs but also set us up for sustained success in the future.

Head of Marketing Operations

European SharePoint, Office 365 & Azure Conference

Leading the marketing team and strategic marketing efforts. Overseeing the successful implementation of the marketing plan across campaigns, events marketing, brand, content marketing, digital and related marketing initiatives.

Marketing Lead

Genesys

• Owning and driving strategic marketing initiatives within the AI product area at Genesys. 
• Act as storyteller and evangelist. 
• Specialize in industry-specific product marketing for our AI solutions, including; Predictive Engagement and Predictive Routing. 
• Other responsibilities include; the creation of sales enablement & internal awareness materials, the planning & management of ‘Go To Market’ product launches, continuous knowledge of competitive intelligence, and finally, to drive internal motivations & incentives targeted at our AE’s, SE’s, and LDRs. To ensure product benefits are top of mind & approachable for sales teams to promote.

Global Product Marketing Director

Genesys®, acquired Altocloud in February 2018. Genesys®, the global leader in omnichannel customer experience and contact center solutions, has completed the acquisition of privately held Altocloud Ltd., an industry leading cloud-based customer journey analytics provider.

Head of Digital Marketing, AI Group

Altocloud | Acquired by Genesys

In February 2017, Altocloud was successfully acquired by Genesys. 

Altocloud is an Integrator Partner, focused on using Customer Journey Analytics to drive intelligent engagement according to personas, behaviors, and predictions. 

The Role included: 

- Research, development & launch of Altocloud 2.0 branding; 
- Creation, execution, and management of the organizations Digital Marketing Plan; 
- Implementation & management of Altocloud's Content Marketing Strategy; 
- Email Marketing/Marketing Optimisation; 
- Pay Per Click/Display Advertising i.e. LinkedIn, Twitter, Facebook; 
- Community Management i.e. Quora, LinkedIn Partner Groups & more; 
- Website Optimization; 
- Weekly, Monthly & Quarterly Reporting, including long & short term KPIs (Key Performance Indicators). 
- Event Management, both online and offline.

Head of Digital Marketing

Online Marketing in Galway (OMiG)

A digital marketing focused network, set up for professionals, businesses, and academics in Galway. The aim of the network is to share best practices, ask questions and more importantly network. The goal is to create a knowledge sharing space in Galway, to assist all attendees, volunteers etc with the fast pace changes that occur within the digital and tech space. 

In April 2013,  for OMIG, I gratefully recieved 'The Outstanding Young Person of the Year Award'- JCI Galway (Voluntary Leadership).

Founder

Limerick Institute of Technology

In December 2015, I sat on the external interview panel for two new Marketing Lecturer positions in Limerick IT. 

The purpose of my external role within the interview is to ensure that the lectures bring an industry element within their teaching, into the lecture halls.

External Interview Panel: Digital Marketing Lecturing (additional contract role)

Athlone Institute of Technology

In June 2015, I sat on the external review panel for the new courses Higher Diploma in Science in Data Analytics (one-year, full time programme) Level 8 and Bachelor of Business (Hons) in Digital Marketing Level 8 (one-year, full-time programme). 

The purpose of the evaluation exercise is to examine the total design and proposed implementation of the programme with particular reference to its aims and learning outcomes, subject content, facilities required, and staff deployment.

External Review Panel: Programme Validation: Digital Marketing Degree (additional contract role)

IMS Marketing

During my time at IMS Marketing I was responsible for the planning and digital marketing strategy at IMS Marketing, this involved creating a agency wide process for our clients and their digital marketing projects. This includes but is not limited to; 

• SEO, PPC, and website optimisation, 
• E-mail marketing, inbound/content marketing. 
• Social media management, 
• Monthly KPIs, 
• eBusiness Training i.e. SEO, content marketing, social media, google adwords, google analytics, LinkedIn, wordpress and more. 
• Campaign and project management across multiple on-line channels – email, social media, search and more.

Digital Marketing Manager

Enerit Ltd

Promoted from Senior Digital Marketing Executive, as Marketing Manager at Enerit my main duties involved the management and development of a online strategy to create awareness throughout international markets. 

Main Responsibilities included: 

• Generating leads through the internet using different online mediums and techniques e.g. Company website, Linkedin,Twitter, and You Tube. 
•  Creating online marketing strategies to service and enter different global markets.
• Commissioning and preparing a brief for a new site for www.Enerit.com, also organising new demo videos that will be included in the new website for improved engagement. 
•  Introduction of new sales and marketing tools; Salesforce (CRM), GoToMeeting and Microsoft Outlook. 
•  Developed an effective Thought Leadership Strategy with the objective of providing useful content to clients and potential clients through the mediums listed above. 
•  Managing and planning day to day duties of the Marketing teams junior staff. 
•  In depth reporting parallel to sales forecasting for each quarter. 

During my time in Enerit I successfully implemented a new social media platform, introduced  weekly marketing meetings and monthly metrics meetings. YoY the website traffic and increased by 250% and the quality of the leads vastly improved.

Marketing Manager

Head of Marketing Ops @ Centripetal | Scaling for Growth | Board Member @ Helplink |

Top 100 CMO - Business & Finance 2020 & 21. Maricka is a technical marketing leader at Centripetal, Board Member at Helplink, an ex-Googler, and a technology enthusiast specialising in B2B Marketing. 

With 16 years of professional marketing experience, Maricka led the marketing team at QualTech - ESPC; prior, Maricka spent almost six years at Genesys and Altocloud (acquired by Genesys in 2017). Here, Maricka spent two years as the Global Product Marketing Director of AI at Genesys (2018+). During this time, Maricka championed market research and customer feedback to create a Go-To-Marketing Strategy and related product messaging.

Ahead of this, Maricka was Head of Digital Marketing at Altocloud (acquired by Genesys in 2018). This is where Maricka’s passion lies, i.e. Digital Marketing and optimising the buyer journey.

Part of Maricka’s roles involved nurturing prospective buyers online, converting website visitors into; Marketing Qualified Leads to Sales Qualified Leads and eventually a ‘sale’. This consists of identifying and agreeing to Key Performance Indicators (KPIs) with the leadership team and creating a marketing strategy to meet objectives. 

Maricka held positions with; a boutique advertising agency - Atomic, B2B Marketing Agency - IMS Marketing, a Software Company - Enerit, and Google’s European Headquarters, Dublin.

To date, Maricka has worked with well-known to lesser-known companies and brands; including; start-ups, Enerit and Altocloud, and more widely known brands, including; GlaxoSmithKline, PaddyPower, Ladbrokes, Netflix, Unilever, Fine Gael, and others.

Social Entrepreneurship wise, Maricka is the founder of Online Marketing in Galway (OMIG), a network for the business community in the West of Ireland.

In 2013 Maricka was awarded the JCI Galway ’The Outstanding Young Person of the Year Award’ for her voluntary work with OMiG. Here she was recognised for the extensive work put into OMiG voluntarily.

Events included; monthly meetups, the OMIG Summit, and the OMiG Awards. These were a great success and offered an excellent hands-on experience to volunteers, including Maricka herself.

Maricka has also sat with two academic boards, including; Athlone IT for approval of the new Digital Marketing and Data Analytics module & Limerick IT for an interview panel to recruit a new marketing lecturer.

Maricka's marketing specialities lie within the B2B sector for ICTs & SaaS-based models.

Focus areas and specialities include; Digital Marketing, Web Analytics, Tech Marketing, Digital Technology, Brand Marketing, Product Marketing, AI, & CX.

Maricka Burke-Keogh

🚨 Random Thought Alert ⚠️ - another I know 🙈

As my father continuously reminds me, every day is a learning day.

Another of my many random thoughts, prompted by the fact I seem to be adding to cart this month 🛒 more often than I should. eeeeekkkk!

**Creativity gets the attention. Strategy is what keeps things standing.**

There’s often a lot of focus on creativity and short-term wins, but it's medium- to long-term thinking that really underpins sustainable business models. Pardon the pun.

What prompted this thought? Next, yes, the clothing retailer. Their ads are scarily well-targeted and retargeted. They’ve absolutely got me. And trust me, this ‘speech’ isn't about ‘ads’ or even marketing alone. 

There’s nothing especially magical or wildly creative about them, and they’re a long way from being a “brand” like Apple.

But not every successful business needs to be Apple.

This is a strategy quietly outperforming spectacle.

What I really admire is the evolution. From a traditional high-street retailer to a serious e-commerce distributor, while still monetising its own brand.

Next isn’t exciting, but as a business model, it’s clearly working.

I love learning from other industries because some of the strongest examples of transformation are built on fundamentals, not hype. Over time, I’ve learned that deeply understanding your product, service, and the evidence behind them is critical.

In many ways, your product is your strategy.
At the same time, thinking too insularly is risky. Innovation only really happens when you keep questioning, testing and learning beyond your own industry.

Over the last few months, I’ve learned a huge amount about a different industry, and I still have so much more to learn. It’s genuinely exciting (and yes, I know that sounds a bit mad, but if you know me, you know I’m a bit mad 😜) to be part of a business that continually invests in R&D, challenges assumptions and treats innovation as an ongoing discipline, not a one-off initiative.

Apple and Next don’t belong in the same sentence, at least not from a brand point of view.
Strategically, though, that instinctive separation says more about how we think than how businesses actually succeed.

So which brands or businesses today are quietly building the evidence, capability and strategy that will still matter five or ten years from now?

Excited for 2026. McGraths Limestone (Cong) Ltd  - Cemfloor by McGraths - #ApexMinerals

#Strategy #Innovation #RAndD #Quality #Fundimentals #Sustainability #BusinessTransformation #LongTermThinking #Brand #Learning

Senior Marketing Leader & Strategist | Non-Executive Director & Board Member | Group Marketing Manager at McGraths Cong (IE), Cemfloor (EU), & Apex Minerals (US).

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The Battle

Darrell Alfonso

Maricka Burke-Keogh

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The Battle

Darrell Alfonso

Maricka Burke-Keogh

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Darrell Alfonso's LinkedIn Performance

Performance ScoreMaricka Burke-Keogh's LinkedIn Performance

Ready to grow your LinkedIn presence?

Performance ScoreDarrell Alfonso's LinkedIn Performance