Pontera

Chief Marketing Officer

Outreach

As a member of the executive team, I led global marketing for this VC-backed sales execution
platform company with oversight including digital/performance, content, customer, product,
and field marketing. I generated, analyzed and leveraged data to build an understanding of
customers, prospects and business needs. I drove product launches, customer acquisition and
product adoption efforts and directed public relations, analyst relations, communications,
brand, and creative. Led a 35+ member team and oversaw development, planning and
execution for the company’s annual conference designed for sales and go-to-market leaders.
Successes included:

 Transforming an underperforming team to power improved outcomes while trimming
$5M in expenses and eliminating 13 external agencies.

 Exceeding pipeline goals for 5 consecutive quarters (up to 128%) after reengineering the
demand gen infrastructure and reimagining market release strategy.

 Reducing customer churn by 15% and raising engaged user rate from 58% to 76% after
convening a marketing task force, leading data-driven solution design, and driving
creation of innovative campaigns.

 Delivering $3M in revenue from Unleash, the company’s annual conference with 2K+
attendees by building product awareness and delivering education to encourage upsell
and expansion.

 Bolstering brand awareness to overtake competitors and reach #1 share of feed on
LinkedIn.

SVP | Head of Global Marketing

The RepTrak Company

Led global marketing strategy across growth, content, product, and customer marketing for this
PE-backed corporate reputation insight and advisory service provider. I oversaw revenue operations, public relations, analyst communications, and brand positioning. Reported to CRO and CEO and led a marketing and revenue operations team.

Highlights included:

 Eclipsing pipeline goals up to 128% for 4 consecutive years by implementing analytics,
attribution and forecasting to monitor channel performance, prioritize marketing
initiatives and mitigate risk.

 Decreasing the sales cycles by 35% and increasing ACV by 20% amid tech industry
headwinds and budget restrictions by designing dynamic territories, focusing on ready-
to-purchase accounts, and elevating alignment between marketing and sales teams.

 Spearheading the company rebrand and repositioning, transforming boutique research
agency into a comprehensive Software-as-a-Service (SaaS) platform and integrated
professional services provider.

 Improving acquisition costs by 92% and engagement by 93%, driving profitability
through strategic, targeted and results-focused spending.

 Evolving a traditional marketing team into a scalable, cost-effective account-based
marketing engine, bringing in new talent and restructuring roles and responsibilities to
optimize performance.

 Establishing revenue operations capabilities and spearheading automation to streamline
the BDR function, increasing pipeline while decreasing costs.

SVP, Head of Global Marketing

- 128% of pipeline goal
- Marketing sourced 82% of revenue
- 15% YoY TCV
- 12% increase in conversion rate from opportunity to Closed/Won 
- Decreased sales cycle by 18%

Vice President of Global Marketing

- 123% of revenue goal
- 100.3% of pipeline goal
- Generated more pipeline in Q1 than all of 2020
- 245% increase in lead generation
- Total Contract Value increased 16%

Senior Director Of Marketing

- 106% pipeline quota
- Reduced sales cycle by 20%
- Increased Total Contract Value by 62%
- Acquisition costs improved 92% and engagement 93%

Director of Global Growth Marketing

Forbes Communications Council

Official Member

Logz.io

Responsible for planning, organizing and executing programs that generate new prospects and advance existing opportunities for the sales team within specific, targeted accounts and contacts.  Acts as liaison between marketing and inside, partner, and field sales teams as well as central demand functions such as inbound/product marketing teams to develop tactics designed penetrate targeted accounts. In addition to ABM program development, responsible for event management worldwide.

- Developed and implemented target account strategy to support account-based selling
- Developed and implemented jointly with sales pipeline generation and acceleration programs for specific, targeted accounts and contacts
- Created annual and quarterly marketing plans and targets for targeted sales accounts and contacts that focused on new logos and accelerated existing opportunities.
- Evaluated, selected and managed vendors that contributed to demand creation programs including platforms, direct mail providers, and fulfillment services
- Designed & executed 1:1, 1: few, and broad-based marketing initiatives to meet pipeline requirements of varied account segments
- Tracked lead flow to ensure the appropriate sales channels followed up on marketing campaigns in a timely manner.
- Deployed ready-to-carry-out marketing tactics and provide sales enablement on an account and industry basis using various channels including digital, events, and social media
- Worked with sales to identify gaps in key personas and contact information within strategic accounts; developed data and insight strategy to add key personas and contacts within accounts
- Created and gained consensus for cross-portfolio GTM plans and marketing plays in alignment with strategic product mandates and sales directives
- Planned, coordinated and managed 3rd party and Logz.io run events to maximize lead, ROI and brand value.

Director of Global Account Based Marketing

riskmethods

riskmethods is a supply chain risk management company that supports procurement and supply chain professionals by digitize their end-to-end supply chain so they can visualize and actively manage their risk exposure. 

Currently, I deliver on a global scale through expert management of marketing programs, campaigns, and assets. Leading a talented team, I increase program effectiveness, forecasting, and ROI, leveraging automation reporting. With a $700k budget, I manage concurrent quarterly and yearly strategy marketing planning. 

I was afforded the chance to step into this role after I realized that our automation efforts could be brought in-house through proper training; which I took it upon myself to complete and earned my Salesforce Certified Pardot SpecialistFp credential.

- Increased marketing qualified leads (MQL) by 30% through automated outreach efforts. 

- Delivered 15% growth in webinar attendance. 

- Leveraged A/B testing to increase web traffic and devise continuous methods for improvement.  

- Reduced lead time from 2 weeks to 3 days. 

- Defined complete solution to seamlessly pass leads and data across systems and departments.

Global Marketing Automation Manager

I initially stepped into riskmethods as the Marketing Manager for North America, charged with executing all aspects of marketing for the North American Operations. Surpassing expectations, I translated global strategies into regional marketing campaigns and programs. I also took the lead in directing marketing functions for the company’s involvement in trade shows and industry events. 

- Created, managed and implemented demand generation programs at scale 

- Produced 4k new leads in 2017, equating to $1.5M in yearly revenue growth. 

- Created engaging and captivating content for email marketing, nurture campaigns, and the blog.

- Media strategy and execution for the region

Marketing Manager for North America

Yesware

Yesware is a fast-growing prescriptive sales platform that assists 800,000+ sales professionals at companies like Groupon, New Relic, and Twitter close more deals.

In this capacity, I focused on originating, developing, and optimizing marketing channels and signature events. I especially excelled at managing all aspects and logistics of lead-generation campaigns and cultivating valuable relationships with strategic partners. Entrusted to control 50% of a million-dollar marketing budget, I diligently tracked and analyzed all available data to create success metrics across channels and marketing spend.

Select accomplishments:

- Earned a reputation as the go-to resource on all things channel marketing by combining fierce self-initiative with elegant design and successful execution of demand-generating programs that fueled sales growth. 

- Spearheaded and coordinated all assets and resources involved in trade conferences, webinars, and speaking engagements.

- Returned positive ROI on both 2014 and 2015 Dreamforce campaigns, which featured multidimensional components, such as guerrilla marketing, a customer dinner, and a gala attended by 3,000.

- Maximized bottom-line results by building mutually beneficial relationships—and negotiating large discounts.  

-  Charged in late 2015 with starting up a comprehensive webinar channel.

- Quickly delivered positive ROI on first two webinars by carefully selecting partners, featuring audience-relevant topics, creating engaging content, and working closely with sales team. Followed up by formulating plan to evolve webinars into webcasts.

Event Marketing Manager

In my initial role at Yesware, I demonstrated immediate value in sales support, event planning and production, and analytics to quickly be promoted.

Select accomplishments:

- Promoted and supported co-branding opportunities and cooperative partner event activities.

- Worked in concert with marketing and sales operations to identify channel marketing opportunities, streamline lead flow, and ensure leads were delivered in real time or as quickly as possible.

- Collaborated with executive sales leadership on sales and technology training; mined and created tools and sales resources to assist sales team members with relationship development and promotion techniques; mentored sales team on best communication and presentation practices.

- Formulated first performance-based metrics and processes for tracking, measuring, and reporting on all touch points throughout purchasing funnel, as well as success / ROI related to original goals.

- Generated and presented periodic board- and executive-level reports on all plans and activities, including costs, proof of performance, and ROI.

B2B Channel Marketing Specialist

University of Massachusetts Amherst

• Taught critical thinking, writing and research skills in top-rated courses to 300+ students
• Gave lectures, led in-class activities and mentored students during one-on-one sessions.
• Developed course materials, curricula and syllabi; made innovative use of social networking platforms to enhance learning experience.
• Collaborated with deans, faculty and staff on matters of academic planning and policy.

University Instructor

Leads high performing marketing organizations that fuel revenue and accelerate growth for
lean, digitally focused SaaS companies. Drives strategies that catalyze marketing capabilities
and builds best-in-class operational frameworks and team cultures.

My mantra: Data, not drama. I maintain a relentless focus on data-driven decision-making,
operational excellence, and team empowerment. My expertise spans digital, social, content,
product, and event marketing—as well as PR, creative and brand—and I craft bold, innovative, 
and analytics-driven strategies that resonate, engage and convert.

I’m a change agent by nature, specializing in modernizing marketing operations, optimizing
systems, and scaling high-impact teams that thrive in fast-moving, high-growth environments. My approach is always collaborative, and I use a clear, compelling communication style to gain
buy-in from executive leadership and cross-functional partners to ensure marketing is a true
growth engine, not a cost center. The teams I lead are empowered to deliver innovative
strategies that elevate brands and solidify market position, achieving results that speak for
themselves.

Specialties include: Strategic Vision and Execution, Revenue and Market Growth, Change
Management, Customer Acquisition and Retention, AI Strategy, Brand Positioning and
Awareness, Go-to-Market (GTM) Strategy, B2B Marketing, Demand Generation, Marketing
Automation, Strategic Partnerships and Alliances, Sales Operations and Enablement, Creativity
and Innovation, Building Workplace Culture, Team Leadership, and Engagement.

Ali Jawin

Evelyn Swaim

Seismic

Vice President, Global Growth Marketing

AptEdge

Marketing Advisor

SecureCo

Advisor

Stage 2 Capital

The Stage 2 Capital Catalyst supports early-stage companies in scaling their business, providing capital and hands-on coaching from an unrivaled community of elite go-to-market professionals.

Limited Partner, Stage 2 Capital Catalyst

Immersive Labs

Recruited as the first CMO for a Series C B2B SaaS cyber security company backed by Insight Partners. With ownership of the full marketing stack, I guided the transformation by creating new processes, frameworks, demand models, integrated marketing, and a digital-first philosophy that unified the team to the overarching vision.

Demonstrated Results:
▪ Orchestrated launch of the Cyber Workforce Optimization category by delivering the new point of view, blueprint, maturity model, positioning, messaging, and sales enablement kit.
▪ Realized a 143% YoY sourced pipeline and 163% YoY sourced revenue increase by building a culture of trust, performance, and accountability that broke down silos.
▪ Increased website traffic by 174% YoY by successfully launching the new website within 8-weeks, including new messaging, visual language, site architecture, and conversion points transforming the site into a demand engine.

SS&C Blue Prism

Recruited for this newly formed global role to lead a team of 80 professionals in field and channel marketing, demand organization, business development, and inside sales for a UK based publicly traded B2B SaaS leader in enterprise-scale intelligent automation and RPA. 

Demonstrated Results:
▪ Drove profitable growth with 54% contribution to pipeline and 36.67x ROMI through the establishment of Account Based Marketing (ABM) framework and the Partner Marketing Engagement Model.
▪ Established the Sales Mentorship Program, allowing BDRs to progress into quota carrying positions. 
▪ Earned high trust scores of 79% in Great Places to Work and a high score of 90% for Justice during times of uncertainty.

Global SVP, Field Marketing and Demand 

Software AG

I built high-performing teams, including growth marketing, field/channel marketing, campaign, digital demand, marketing operations and technology, web operations, brand and PR for a German based $1B B2B SaaS technology software company with multiple business units offering digital transformation technology solutions including IoT, AI / ML, Integration, Smart Apps, API management, IT transformation, BPM and RPA. 

With direct responsibility for increasing brand awareness and demand by creating inspiring brand campaigns, I provided my team with a focused vision and strategies to enable and empower them to deliver impactful results to the business. 

Demonstrated Results:
▪ Orchestrated the digital transformation to launch the new brand positioning, new website and newly built predictable, scalable, and profitable demand engine. 
▪ Increased first-page rankings by 250% YoY and user increase by 24% YoY. 
▪ Realized an 80% pipeline increase YoY with 56% sourced through digital campaigns by pivoting to a digital-first strategy.

Global VP, Growth Marketing

Promoted to lead Americas Marketing, I had the responsibility for crafting the marketing strategy for Software AG's presence in North America and Latin America. I provided my team the requisite guidance, vision, direction and support they needed to be empowered to execute a customer-centric plan against the company's overall business objectives.

Supporting the President and COO of the Americas, I served as head of marketing with ownership of all marketing functions, including brand and PR, field/channel marketing, digital demand, marketing effectiveness, and analytics.  

Demonstrated Results: 
▪ Accelerated pipeline contribution from 17% to 36% YoY 
▪ Developed integrated and strategic brand reputation programs to expand reach and Share of Voice (SOV) – 5% gain in SOV in North America.
▪ Increased reach to over 515M customers, partners, and developers in just 8 months.
▪ Developed a social media advocacy program that created an army of brand ambassadors – 15M more impressions in 6 months, doubled the growth of LinkedIn followers to 80K in 6 months.

VP, Americas  Marketing

Nuance Communications

Through a referral, I joined Nuance, a publicly traded market leader in voice recognition and natural language processing software acquired by Microsoft, to help scale their $1B Healthcare Division, where I held three roles. First as their field marketing/demand generation leader, second as an interim segment leader, and third as their customer experience leader.

After a brief interlude, Nuance asked me to come back to build the company’s first customer experience function where I was responsible for driving customer-in thinking.  With a team of six committed to ensuring the highest possible loyalty and satisfaction to optimize customer lifetime value and brand advocacy, we developed a new customer experience Framework, launched a customer lifecycle program, and completed six journey maps.

Demonstrated Results:
▪ Advanced the company's Voice of the Customer program and improved client satisfaction measures with Best in KLAS rankings in two categories. 
▪ Established new customer advocacy programs with online communities, user groups, executive client council, and customer references, producing over 1100 advocates in nine months, ROMI of 1:68 from regional user conferences, and influenced over 52 deals with $44M opportunity value.
▪ Launched a new reference program that accelerated the win rate from 15% to 35.4% YoY and influenced over $80M in bookings.

Senior Director, Customer Experience

I built and led the Americas field marketing and business generation organization to drive bookings and revenue growth to support 130 direct and inside sales reps in generating new leads and opportunities, ensuring good pipeline health, and retiring quota at an accelerated rate.

▪ Mobilized the team to successfully develop and execute field marketing campaigns and programs across all targeted segments, designed to create demand, increase market share, radiate penetration within the existing customer base, and acquire net new business.  
▪ With innovative, integrated campaigns, tight collaboration and engagement with sales, drove 44% QoQ growth for marketing sourced pipeline and a 24%-win rate.

Senior Director, Field Marketing

Avid Technology

Reporting to the CMO, I architected centers of excellence in marketing operations, digital marketing, global programs, field marketing and channel marketing across all tiers and segments for a $500m publicly traded SaaS B2B, B2C media-technology company. 

With the charter to get the company re-listed on NASDAQ, I built a digital practice and strategy to drive demand for freemium products and transform the demand and field marketing organization to align with sales and product groups more closely, and drive accountability for ROMI (return on marketing investment). 

Demonstrated Results:
▪ Increased bookings by 80% QoQ and added over 100k new users in four months by developing an inspirational brand campaign to launch the company’s first line of freemium products (aimed at individual creative and student market).
▪ In just five months, the team delivered a 32% win rate for all leads sourced by marketing. 
▪ Elevated brand equity and increased brand affinity to successfully position Avid as the market leader in the entertainment sector by forging alliances and partnerships with marquee industry organizations, including Grammy U, Hollywood Radio and Television Society (HRTS), American Cinema Editors (ACE), Variety.

VP, Marketing Operations and Global Demand Center

Progress Software

Reporting to the CMO, I managed cross-functional teams to develop, deliver and measure integrated marketing programs across all stages of the buying cycle for all products in key verticals (financial services, transport and logistics, travel, communications, manufacturing, government) for all segments.  

I led operational success, strategic alignment, and integration of marketing activities to create awareness, drive demand, and increase revenue growth and market share for customers, prospects, and partners in the Americas (USA, Canada, Mexico, Brazil).  

Built a high-performing team (field and channel marketers, campaign managers, demand generation marketers, business development representatives) with a strong alignment to product and sales, that delivered results.  
▪ Over-achieved targets from FY10-FY12:  42% pipeline contribution ($89M in marketing sourced sales-qualified pipeline), 20% close rate, 18% contribution to closed-won revenue, increased average deal size by 64%, increased SOV and brand equity.

Director, Field Marketing - Americas

Chief Marketing Officer (CMO) | B2B B2C SaaS GTM Leader | Board Member | CHIEF Founding Member

As a proven senior marketing executive, I am known for building marketing engines, solving business challenges, and driving results that have scaled business from $10MM-$50MM to $1B+.  Working closely with the C-suite, I have built brands, scaled growth, launched new categories, and secured market leadership across B2B, B2C, B2B2C SaaS technology companies, including start ups, scale ups, mid/large enterprises. 
 
An entrepreneurial, results-oriented Go-to-Market (GTM) leader, I have the experience and vision to elevate the brand and build a scalable and efficient marketing machine that drives predictable, profitable growth through a digital-first, account-based, data-informed, integrated marketing approach.

Value-based full-stack marketing leader that leverages a unique blend of superpowers in demand generation, storytelling, and operations to build innovative go-to-market strategies that develop and scale organizations by aligning their goals, vision, mission, and purpose. I know what it takes to scale global growth.

Notable Career Highlights:
-Accelerated revenue growth by 82% YoY by establishing a unified, high-performing culture at Blue Prism with 30% of the closed won new logo deals sourced by marketing.
- Modernized the Software AG brand and maximized demand to achieve 200% pipeline growth and helped grow their SaaS business 39% YoY.
-Successfully re-listed Avid Technology on NASDAQ and increased webstore bookings by 80% QoQ through an inspirational digital brand campaign launching the company’s first line of freemium products.
-Grew the team at Progress Software from 6 to 20 and delivered 42% of pipeline, scaling revenue growth by 70%.
-Expertly positioned Spotfire for acquisition by TIBCO by scaling revenue growth 300% in 2-years.
-Visionary leader dedicated to enhancing team members’ careers through professional development, mentorship, and coaching, resulting in +40% of team members being promoted to leadership roles.

Expertise: 
Go-to-Market strategy, leadership, strategic planning, branding and communications, product marketing, messaging strategy and positioning, digital demand, content marketing, social media marketing, public relations, demand generation, pipeline development, marketing analytics, marketing operations, affiliate marketing, field marketing, channel marketing, account-based marketing, customer advocacy, customer marketing, customer experience, sales enablement, consensus building, team coaching, and development

Please feel free to contact me at:
evswaim@gmail.com

Fractional CMO, CMO Advisor

Helping early to late stage SaaS companies with: 
GTM Strategy and Planning, Interim Marketing Leadership, Marketing Organizational Design, Scaling Marketing Teams, Positioning and Messaging, Brand Strategy Development, Category Design, Account Based Marketing Principles and Framework, Channel and Partner Marketing Strategy, Demand Generation Strategy, Revenue and Performance Marketing, Digital Marketing, Communications Strategy, Analyst Relations, Market Research,  Lead-to-Revenue Technology and Process Optimization

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