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)

Talenza

Growing client and candidate relationships with targeted marketing strategies for Talenza and Tranzformd, as part of the Transformation Group.

Talenza is an award-winning technology, digital, and business transformation recruitment agency, connecting innovative organisations with the boldest and brightest talent across Australia. 

Our team deliver a truly specialist and tailored solution, providing high-performing talent solutions up to board level. We thrive on understanding how we can affect your business performance. From SME to blue-chip enterprise we're committed to delivering more, more than our clients expect, and more than our competitors deliver.

Growth Marketing Manager

Talent

Delivering optimised marketing and technology initiatives across SEO, automation, and performance marketing. Committed to simplifying discovery, connections & updates, and engagement for customers and internal teams.

Senior Digital Marketing Manager

Talent is a global technology and digital recruitment specialist committed to creating a better world of work for all. We bring real value to people and organisations by building highly skilled and engaged teams, rethinking technology solutions and improving lives by creating a strong sense of belonging. We are committed to creating the most rewarding experiences for our customers, clients, colleagues, and community.

Our values are not just words on a poster. They guide everything we do. Lead the way, strive for better, give a damn. We are determined to build a better world of work, giving back to our community to improve the lives of everyone we work with and create a true sense of belonging for all.

Digital Marketing Manager

Twentieth Letter Marketing + Communications

Head On Photo Festival

Media Producer: Plans, administers and reviews activities concerned with publishing and production of Head On Photo festival, photographic exhibitions/ events and other artistic activities.

Media Producer

Growth Marketing Manager | ABM strategy 📈 Marketing attribution & data 💡 MOps & MarTech enthusiast ⚡

I’m a Growth Marketing Leader with 9+ years of experience helping B2B and B2C brands grow through smart, data-led strategies. I thrive on turning complexity into clarity, and building marketing systems that deliver results at scale.

What I’m interested in:
➜ Digital strategy & growth: making marketing measurable and scalable
➜ AI in marketing: connecting data, people, and decisions for real impact
➜ Creative performance: building always-on content systems, not just one-off campaigns

With 9+ years in digital and growth marketing, I’ve helped brands:
➜ Grow revenue in competitive markets - even when sectors were in decline
➜ Build creative and digital engines that make teams faster and more effective
➜ Adapt to shifts like AI adoption and the move to modular, always-on marketing

🎙️ Always open to speaking about any of my interests and passion projects. Just flick me an InMail!

taplio

The Battle

Cristina Daroca

Lauran Vohmann

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