Roxana Irimia

"she’s the marketing roxstar" | Head of Marketing @ lempire | click FOLLOW to save hours of Marketing, Copywriting and Branding research

Sharing insights on marketing, GTM, product marketing, copywriting, personal branding, and pipeline growth straight from what I build, test, and ship in real life.

No fluff. No BS. Just proven, sharp strategies from 10 years in SaaS - from working in content, product marketing, to leading marketing at lemlist ($0 → $30M ARR, bootstrapped), and now scaling global marketing at Chili Piper ($40M+ ARR).

Head of Marketing

Leading the marketing team at lempire, $20M+ in ARR, $150M valuation, bootstrapped.

Suite of products helping people grow their businesses.

→ Book meetings with 17%+ of your prospects [Powered by AI]
www.lemlist.com

→ Keep your emails away from spam
www.lemwarm.com

→ Your personalized scheduling tool
www.lemcal.com

→ Build your personal brand on LinkedIn in 10min a day
www.taplio.com

→ Build your personal brand on Twitter
www.tweethunter.com

Most marketers are trained to be “easy to work with.”

They accept “a tweak here,” a “suggestion there,” a “quick brainstorm,” a “can we also mention this,” a “what if we rephrase,” a “just one small change.”

They often turn clear ideas into group projects, and marketing ends up being a collage of inputs.

The best marketers I’ve seen know how to say “no.” They protect the strategy, the message, the direction, the vision. 

Not to be difficult, but to keep the work sharp and clear.

Because when everything is made to please everyone, nothing stands out anymore.

VP Marketing at ChiliPiper 🌶️ | ex-Head of Marketing at lemlist | “she’s the marketing roxstar” | FOLLOW to save hours of Marketing, Content, Product Marketing and Branding research

If I can give 1 piece of advice after 10 years in SaaS marketing, it’s this:

don’t build your marketing around channels, build it around problems.

Channels change, algorithms change, formats come and go.

But buyer problems stay the same.

People still need to notice you, trust you, and prove value internally.

Don’t base your strategy on LinkedIn, ads, events, or email. They’re just tools.

Instead, create playbooks that solve 1 clear buyer problem.

Example 👇

If your goal is to drive attention, build a playbook for attention.

1. Define the message and POV you want people to remember
2. List all the channels that can spread that message

If one channel slows down or stops working, you don’t change the message.

You just change where it shows up.

In 2026, marketing is about clarity, speed, and being human.

My bets:

→ 0- or 1-field forms
→ fewer tools, tighter stack
→ emails triggered by real intent
→ short paths to book a meeting
→ orchestration over campaigns
→ direct conversations, not fake automation
→ real insights from people doing the job
→ distribution matters more than content
→ customers as the main marketing channel
→ founders and employees as the main voices
→ one clear ICP, one clear outcome, repeated everywhere
→ raw, clear videos explaining one problem, one solution

What really pushes you forward in your career isn’t talent, it’s your ability to take ownership.

In a world where everyone can do things with AI, your advantage is not what you create.

Your advantage is whether people can trust you to take something messy, turn it into something real, and not drop it when it gets hard.

That’s what makes you hard to replace.

The most dangerous sentence in a company is: “we’ve always done it this way.”

It’s not really about process. It’s fear in disguise.

→ Fear of changing
→ Fear of being wrong
→ Fear of losing what feels safe

The sentence protects comfort, not customers.

It blocks change and keeps things average while the world moves on.

Every real change begins when someone asks: “why are we still doing this?”

This quick exercise will tell you more about your growth than any traffic report or conversion dashboard.

1. Open your CRM
2. Look at your last 50-100 inbound leads
3. For each one, note how long it took your team to reply

Now ask yourself:

→ How many were contacted in under 5 minutes?
→ How many were contacted instantly?

That number shows you how many opportunities disappear before sales even get a chance.

You can launch more ads.
Rewrite your landing pages to drive more traffic.
Launch new campaigns to generate more leads.

Or you can answer people while they’re still warm and show interest.

Most teams choose the first. The best teams fix the second.

In 2026, speed = growth.

P.S. In the comments you'll find a simple way to calculate how much pipeline you’re losing based on how fast you reply

This is how trust can 2x your pipeline.

(not brand trust, but decision trust)

Pipeline doesn’t break randomly. It breaks at very specific moments, for very specific reasons.

1. Pick the exact moment you’re losing pipeline

Not “we need more leads,” but the real drop-off.

E.g., low demo conversion, high no-shows, stalled evals, deals lost to “do nothing,” or deals stuck in legal for weeks.

If you can’t name the moment when pipeline leaks, you’re guessing, not fixing.

2. Name the fear behind that moment

No-shows = “this probably won’t be worth my time”
Stalled evals = “I’m not confident this will work for us”
Losses to competitors = “they feel safer to buy”
Losses to do-nothing = “status quo feels less risky than change”

Until you name the fear, everything you ship is generic.

Create 1 trust asset per objection, not a content campaign.

If “worth my time,” build a 60-second pre-demo page that shows exactly what they’ll see, who it’s for, and the outcome they should expect.

If “will it work,” create a proof pack with 3 customer examples from the same ICP, same use case, real numbers, and setup details.

If “safe to buy,” publish a comparison page that clearly states your trade-offs and when you’re not a fit.

If “status quo,” build a simple cost-of-delay calculator with 3 inputs so the buyer can justify urgency internally.

Inject those assets into the funnel, not your content calendar.

The pre-demo email gets the pre-demo page.
The first sales follow-up gets the proof pack.
The eval stage gets the comparison page + clear implementation plan.
Procurement gets security, data handling + “what happens in week 1-4” doc.
Trust works when it shows up exactly when doubt shows up.

Repeat this weekly, 1 bottleneck at a time.

BDMessenger 

Chief Operating Officer

Salesrobot

Sales:

I have strong sales expertise and consistently exceed targets by employing effective communication, strategic prospecting, relationship-building, and managing the entire sales cycle, including upselling.

Finance and Accounting:
Managed prompt client payments, utilizing Chargebee and invoicing tools for efficient billing.
Oversaw financial planning and forecasting for subscription-based revenue, conducting monthly churn analysis and implementing retention strategies.

Customer Success and Support:
Analyzed chat support performance and provided bi-monthly team training.
Developed support strategies, including support videos, FAQs, and case studies.
Conducted customer success reviews, managed G2 reviews, and created case studies.

Product Management and Development:
Led discussions with the Product team to align customer expectations with feature development.

Sales and Marketing:
Set lead generation targets for SDR team and designed list-building and outbound strategies.
Established inbound lead processes, maintaining communication via marketing campaigns.
Supported AEs in closing deals through follow-up calls and analyzed messaging trends.
Conducted weekly prospecting reviews, team training, and addressed gaps.
Collaborated with AEs on Win-Loss analysis, pricing models, and event hosting.
Actively engaged on LinkedIn for personal branding and lead generation.

Information Technology (IT):
Oversaw IT infrastructure and collaboration tools.

Data Analytics and Business Intelligence:
Monitored and reported on key SaaS metrics, including churn rate, profit growth, and revenue growth.

Hiring:
Coordinated hiring projections, managed incentives, and employee training.

Leadership:
Monitored individual and team growth, conducted one-on-one sessions with department heads, and implemented performance metrics.

I have strong sales expertise and consistently exceed targets by employing effective communication, strategic prospecting, relationship-building, and managing the entire sales cycle, including upselling.

Chats over LinkedIn with possible prospects
Book meetings and show them products demo
Setting goals and developing plans for the team of 30 working with me
Researching, planning, and implementing new target market initiatives
Researching prospective accounts in target markets
Pursuing leads and moving them through the sales cycle
Developing quotes and proposals for prospective clients
Setting goals for the business development team and developing strategies to meet those goals
Selecting resume from different platform for new hiring.
Conducting interviews of new candidate and hire if suitable
Training the whole team on product and market
Attending conferences and industry events
Helping clients with any issues in the product
Making sure that there is smooth transition of clients

Business Development Manager

BMonger Ventures Pvt. Ltd.

•	Developing growth strategies and plans
•	Managing and retaining relationships with existing clients
•	Increasing client base
•	Having an in-depth knowledge of business products and value proposition
•	Writing business proposals
•	Negotiating with stakeholders
•	Identifying and mapping business strengths and customer needs
•	Researching business opportunities and viable income streams
•	Following industry trends locally and internationally
•	Drafting and reviewing contracts
•	Reporting on successes and areas needing improvements
•	Research and identify new business opportunities - including new markets, growth areas, trends, customers, partnerships, products and services - or new ways of reaching existing markets
•	Seek out the appropriate contact in an organization
•	Generate leads and cold call prospective customers
•	Meet with customers/clients face to face or over the phone
•	Foster and develop relationships with customers/clients
•	Understand the needs of your customers and be able to respond effectively with a plan of how to meet these
•	Think strategically - seeing the bigger picture and setting aims and objectives in order to develop and improve the business
•	Work strategically - carrying out necessary planning in order to implement operational changes
•	Draw up client contracts - depending on the size of the company, this task may be completed by someone else or agreements may not be as formal
•	Have a good understanding of the business's products or services and be able to advise others about them
•	Ensure staff are on board throughout the organization and understand the need for change and what is required of them

Jumpin Heights

•	Contributed to marketing plan development on brand product and marketing of specialized areas including research
•	Assisted with of brand positioning brand architecture competitive assessments customer segmentation solution brands and building on brand equity or specialized area
•	Coordinated new product launch plans and roll out to customers as applicable.
•	Aligned Marketing function area needs (PR Direct to Customer Show Management web)
•	Developed and executed marketing tactics; analyzed marketing effectiveness versus objectives
•	Authored and maintained content and provided updates to client social media websites (Facebook , Twitter Instagram and blogs)
•	Attending seminars and Travel Trade fair.
•	Demonstrating and presenting products.
•	Maintain social media accounts for brands, products, or services.
•	Enters marketing data into spreadsheets and helps to create data and financial reports for marketing managers and directors.
•	Maintain excellent client relationships through superior customer service skills.
•	Helps to plan promotional events.

Assistant Marketing Manager

•	Increased sales by 10% via email marketing campaigns.
•	Lead marketing initiatives & implemented a centralized marketing strategy to build brand awareness.
•	Created and distributed valuable content to maintain customer communication and encourage feedback.
•	Maintained corporate identity using on-line and offline promotional techniques.
•	Implemented & Managed Global Marketing Calendar to include social media, travel tradeshows, email campaigns, press releases, and print advertising.

Senior Marketing Executive

•	Created advertising budgets
•	Facilitated contract negotiations for billboard and radio advertising
•	Assisted Senior Marketing Executive with contract negotiations
•	Build rapport with local TV and radio stations to get favorable marketing rates
•	Helped find sales talent

Marketing Executive

Concentrix

•	Creating Employee ID’s of the new joiners.
•	Forecasting the number of calls depending upon the data received from the backend.
•	Changing skills of the employees as and when required in the processes.
•	Prepares intraday reports on staff attendance.
•	Reconciles attendance daily with employee timesheets against schedule and time in/time out reporting.
•	Manages changes to scheduling to ensure adequate daily resource coverage.
•	Monitor attendance and schedule adherence.
•	Communicate with management and operations team to ensure compliance with company standards.

•	Taking 120 calls daily and granting their refunds after proper background check.
•	Achieved a high degree of communication between clients & personnel to ensure sufficient scheduling.
•	Recorded and maintained extensive account records regarding: billing information, scheduling, history, etc.
•	Accurately organized & compiled data for upper management to review.
•	Meticulously tracked daily activities and delegated tasks and responsibilities appropriately.
•	Successfully trained all new hires and monitored both efficiency and development of their procedural skills.
•	Proactively investigated and resolved wide range of customer issues, adapting to individual circumstances and applying both diplomacy and assertiveness to assure customer needs are met in a timely manner

Work Force Analyst

•	Taking 120 calls daily and granting their refunds after proper background check.
•	Achieved a high degree of communication between clients & personnel to ensure sufficient scheduling.
•	Recorded and maintained extensive account records regarding: billing information, scheduling, history, etc.
•	Accurately organized & compiled data for upper management to review.
•	Meticulously tracked daily activities and delegated tasks and responsibilities appropriately.
•	Successfully trained all new hires and monitored both efficiency and development of their procedural skills.
•	Proactively investigated and resolved wide range of customer issues, adapting to individual circumstances and applying both diplomacy and assertiveness to assure customer needs are met in a timely manner

Customer Service Specialist

Sales & Business Development Professional who is proactive, responsible, and goal-oriented with experience in Sales, Business Development, Market research, and Project Management for a wide range of client industries and focus on Saas and digital adoption.

Driven sales professional with a strong background in Digital market research and IT software solutions/sales. Demonstrated experience with over 5+ years of leading executive sales management roles and sales teams across India, ranging from Sales Analytics, Project Management, Sales leadership, and State-of-the-art Data Collection methodologies. 

Have always felt at ease working in a team setting environment along with cross-functional teams in a fast-paced international environment both in India and USA. Passionate about Technology and Data-driven.

Always looking to leverage a hands-on approach to navigate through challenging and complex business situations, exceeding expectations by providing the tools and resources to maximize potential and drive operational excellence.

I enjoy:
-Focus on customer engagement and retention, innovation and bottom-line
-Building and growing relationships (clients, partners, suppliers)
-Being exposed to non-traditional/out of the box technologies
-Negotiating and orchestrating business strategies

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Pratiksha Sharma

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Engagements

Likes

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