Marketing at Riverbed | Growth leader | Global demand strategist

Cristina Daroca

Riverbed Technology

• Led a company-wide marketing strategy transformation from a broad demand generation approach to an account-based marketing (ABM) approach, in alignment with the company’s GTM strategy
• Implemented a 1:1, 1:Few, and 1:Many ABM strategy, targeting a total of ~300 accounts across North America and resulting in a 20% increase in pipeline YoY
• Integral member of marketing leadership team through the Riverbed-Aternity merger. Led a team of 8 marketers through the transition period, focusing on developing people, building for scale, and implementing exceptional culture
• Managed a $XM annual budget for global demand and Americas marketing, consistently delivering 30x ROI
• Recipient of the 2024 Marketing Contributor Award for exceptional impact on the sales team, demonstrating outstanding leadership, innovation, and results.

Senior Director, Head of Americas Marketing

• Grew marketing-contributed pipeline from 4% to 30% in first year
• Led and launched first ever customer community event within 3 months of joining the
company, securing 820 registrants and resulting in $22M in influenced pipeline and $7.2M
in closed won deals. Grew event by 15% YoY in following year
• Transformed inbound-only marketing strategy into comprehensive enterprise ABM
strategy, onboarding tools like Terminus, Drift, Pathfactory, and Sendoso, and launching an
average of 3+ campaigns per quarter

Director of Global Demand Generation | Aternity (merged with Riverbed in Dec. 2021)

ForgeX

ForgeX is a private community for marketing executives to connect and grow through events, thought leadership, and collaboration.

Executive Council Member

Peak Community

Peak is an invite-only community designed for marketers who want to learn and grow consistently, to become 1% better each week.

Member

DataRobot

• Developed and executed ABM program to identify, prioritize, and engage target accounts,
including intent data, engagement metrics, and predictive analytics, and resulting in 6x
number of meetings and 7x number of meeting attendees
• Aligned sales and marketing teams around ABM program, including 40+ account
executives, 20+ BDRs, and 10+ marketers

Senior Manager, Global Marketing Programs

Mighty AI

• Led all growth marketing and demand generation initiatives, including go-to-market
strategy, ABM, inbound digital programs, content development, and customer marketing,
increasing inbound lead generation by 55% and lead conversion rate by 4%
• Mighty AI was acquired by Uber in June 2019

Senior Manager, Growth Marketing

LevelUp

• Built and implemented the B2B marketing function from the ground up, including demand
generation, ABM program, inbound and content marketing, PR and communications,
branding, and events. Increased target account engagement by 66% in first year
• LevelUp was acquired by Grubhub in July 2018

Senior Manager of Demand Generation

EnerNOC

• Developed go-to-market strategy and annual marketing campaign plan for energy efficiency and demand response products, executing inbound and outbound programs, email marketing, content, webinars, paid social, advertising, and events
• EnerNOC was acquired by Enel X in July 2017

Manager, Demand Generation and Marketing Campaigns

EvoEnergy

Led development of marketing strategy for B2B solar energy business line, including customer segmentation model and pricing analysis. Executed new client marketing campaign through presentations, targeted email advertising, website content and other direct communications.

Strategic Development Manager

Air Products and Chemicals

Consultant - Summer Internship

Marketing at Riverbed | Demandbase Top 20 Marketer for 2023 | Global Demand Leader

I'm a growth leader with a passion for building and developing winning marketing teams. 

Born and raised in Spain, and with a degree in Environmental Sciences, I never thought I’d end up being a SaaS marketer in Boston, but life is unpredictable! 

I have extensive experience running demand generation and ABM programs for SaaS start-ups and medium-sized companies. I love helping develop other marketers to reach their full potential. 

Working with sales teams keeps me on my toes. I’m a strong believer in a robust sales and marketing partnership to drive the business forward. 

Outside of work, you’ll find me enjoying time with my husband and 3 kids, skiing, visiting family in Spain, or reading a good novel. 

Areas of expertise: demand generation, ABM, digital strategy, customer marketing, community building, marketing operations, marketing analytics.

• Grew YoY marketing-sourced pipeline by 27% in 2022 and 95% in 2023 by implementing a
multi-channel campaign and field marketing strategy, including events, digital, content
development, and customer community building
• Integral member of marketing leadership team through the Riverbed-Aternity merger. Led
a team of 8 marketers through the transition period, focusing on developing people,
building for scale, and implementing exceptional culture
• Managed a $5M annual budget for global demand and Americas marketing, consistently
delivering 30x ROI
• Led the global campaigns function as we entered a new category, Unified Observability,
resulting in 30% YoY sales growth
• Nominated for the 2022 MVP Award (top 3 team members across all non-sales teams,
based on biggest impact to sales team)

Remote

2nd line manager to a team of EMEA SDR Managers

Senior Manager, Sales Development EMEA

- Managing a team of 20+ Outbound SDRs and 2 SDR Managers across EMEA and APAC regions (DACH, France, BNL, Nordics, SEMEA, UKI and ANZ, SEA)
- Supporting Demand Generation in regions: close collaboration with growth and sales teams
- Mentored and onboarded 2 SDR team leaders
- DACH market from scratch - hired and onboarded a team of 5 SDRs, 132% QqQ growth in the last 4 Qs, successful POD collaboration
- Supporting the VC partnership project: SDR and AE team
- Applied daily SDR metrics, improved productivity of the overall team by 30% in just 1 Quarter
- Presenting Remote at regional events/conferences

Interim Senior Manager, EMEA Sales Development

- Managing a team of EMEA Outbound SDRs (DACH, Nordics, Benelux, SEMEA)
- Team strike of QoQ 110%+ over the 3 Qs
- In collab with Legal team implemented the GDPR guidance and regionalised regulations for the whole sales team
- Established reporting and collaboration with sales leadership

Manager of Sales Development - EMEA

- Managing a team of 15 SDRs (across different regions: APAC, US, EMEA)
- Hired and helped to create an onboarding path for Global SDR team (high focus on EMEA and APAC)
- Responsible for inbound pipeline (close collaboration with GTM team - marketing and sales)
- Built automated lead follow-up and routing
- Team QoQ above 120%

Manager, Sales Development

- Fully enabled SDR’s for an excellent performance: involved in hiring and onboarding
- Set clear team goals based on quarterly reviews
- Oversee day-to-day operation
- Monitor team performance and report on metrics: weekly reporting
- Discover training needs and provide coaching (e.g. communication with sales reps, correspondence with leads: objection handling etc.)
+ working with the enablement team on competencies and onboarding improvements

SDR Team Lead

DataRobot is the trusted AI technology and enablement partner for global enterprises that want to compete in today's Intelligence Revolution. With a singular focus on AI since its inception, DataRobot offers an advanced enterprise AI platform that democratizes data science and automates the end-to-end process for building and deploying machine learning models at scale and maintaining them over time. The company's robust platform, combined with superior AI implementation, training, and management support services, empower every organization – regardless of size, industry, or resources – to harness the power of AI and drive better business outcomes.

Sales Development Representative

TRYON Technology

TRYON Technology brings the AR experience to the jewelry industry, allowing users to try on jewelry anytime and anywhere using their smartphone.

Marketing Manager

Intellias

- Outbound activities; 
- Researching organizations and individuals online to identify new leads and potential new markets
- Market research (domain industries: automotive and fintech)

Senior Marketing Specialist

Softjourn, Inc

Responsible for outbound prospecting and full sales cycle. 
Expertise in financial services including cards, mobile payments, POS, remittance, prepaid cards. 

- Deployed successful outbound campaigns within the fintech industry and owned their implementation from ideation to execution;
- Muti-channel outbound approach (cold calling, email, linkedin);
- Built strategic relationships and partnerships with key industry players;
- Expanded network of potential customers by representing Softjourn's services at professional events;
- Worked with client's specification documents (RFPs) and preparing proposals: overall sales process coordination;
- Helped to hire and manage a 1 full time Marketing researcher (Junior BDR)
- Outbound email campaigns via MailChimp and Dynamics CRM;

Business Development Manager

Softjourn

- Marketing research campaigns and cold outreach based on main expertise domains;
- Overall implementation of the outbound emailing campaigns;
- Develop and change script to target leads
- Cold calling

Marketing Research Specialist

OODJI

Manager Client Support Services

Фірма "Надія"​ ТзОВ / Nadiya LLC

- Build, maintain, and nurture relationships with existing and 
new clients 
- Create presentations to inform potential or existing clients 
about company's products or services 
-Created customer database for marketing department

Client Relationship Manager

Outbound&Inbound - EMEA Sales Development Leader

10 years of experience in marketing and sales, 7 years in sales/business development, and 5 years as a leader in Sales Development. 
I'm passionate about people, new technologies, new ideas, and new ways of thinking.

taplio

The Battle

Cristina Daroca

Lara Protsak

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