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

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Executive Council Member

Peak Community

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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)

Baretz+Brunelle

Director, NewLaw

Breakwater Solutions

•Responsible for all inbound/outbound lead generation and qualification efforts through digital and offline marketing channels including: content marketing, email, events, and digital advertising and ROI reporting analysis.
•Worked cross-functionally with sales to develop and execute comprehensive, integrated B2B demand generation campaigns to nurture leads, improve pipeline conversion and increase customer acquisition.
•Sourced and implemented an SDR program resulting in open and closed won opportunities at new accounts. 
•Managed events including inaugural international corporate client event, tradeshows, and webinars.

Director, Demand Generation

Lighthouse

•Enhanced ABM strategies by improving Salesforce data entry and assignment processing for accounts, contacts, and leads resulting in stronger target account lists to then plan and implement hyper-targeted campaigns against.
•Revised Salesforce campaign set up and the member status update process to be automated, improving both accuracy and efficiency while also increasing tracking visibility, ROI reporting, and follow-up automation workflows.
•Collaborated with sales to identify and prioritize key accounts to build and executive tailored ABM campaigns.
•Utilized marketing automation software (Hubspot) for email outreach and targeted account engagement.
•Created and implemented a time-sensitive multi-channel campaign based on industry news to increase client confidence with our service offerings and target those looking to switch vendors through SEO.
•Orchestrated a new industry consortium event series to increase thought-leadership, build community and deepen client relations. Launched with Financial Services in New York and Energy in Houston, then transitioned to a digital event format and quickly expanded to Healthcare, Insurance and Pharmaceutical.
•Managed the go-to-market strategy and launch of a new subscription service (CloudCompass) resulting in increased revenue, expanded share of wallet for existing clients.
•Produced the bill of materials for CloudCompass service including messaging framework, web copy, solution overview, pricing sheet, client-facing presentation template, and sales training resources.
•Updated, managed, and maintained the Advisory Services marketing collateral library (case studies, overviews, whitepapers, blog posts, podcasts, and presentations) a portfolio which included fifteen services.
•Inaugural steering committee leader for employee resource group focused on Relationships and Family Ties (RAFT).

Marketing Director, Advisory Services 

DiscoverReady

•Created annual marketing plan, overseeing campaign execution to ensure projects are completed accurately, efficiently, and on-time; to a high-quality professional standard and within budget.
•Manage and optimize marketing channels (advertising, collateral, email, events, social media and website) to promote brand awareness and increase quality sales opportunities.
•Developed, scheduled, managed and executed integrated campaigns designed to identify prospects, drive lead acquisition, nurture and grow existing contacts, and retain current clients.
•Compiled campaign reports to evaluate key metrics to demonstrate successful achievement of goals and provided strategy enhancements in order to further maximize ROI.
•Assisted in the roll out of the client Preferred Benefits Program and evaluating the success of the program.
•Manage marketing aspects of partner relationship with Microsoft for Office 365 Advanced eDiscovery through content creation/landing pages, attending trainings, and collaborating on regional events.
•Managed the editorial calendar and created a variety of marketing content including ad copy, articles, blogs, case studies, educational programs, overviews, presentations and white papers.
•Successfully coordinate a variety of event types including tradeshows, regional CLE programs and webinars in order to maximize lead opportunities as well as identified sponsorship opportunities (participation level & speaking/panelist/keynote engagements) based on marketing initiatives.
•Managed legal industry-specific events such as LegalTech NY and West Coast, Association of Corporate Counsel (ACC) Annual Meeting, ACEDS, EDI Summit, ILTA, Masters Conference; smaller regional events and company-hosted events.
•Utilized customer relationship management (CRM) database SalesForce.com in conjunction with marketing automation software (Pardot) to identify and connect with contacts/leads while tracking campaign progress.

Senior Marketing Manager

Allytics

• Managed two Microsoft clients within the Cloud and Enterprise team focusing on enabling partners. 
• Ensure projects were completed on time and within budget through detailed project management, utilizing various communication channels and reporting metrics.
• Manage the development of “to” and “through” partner marketing materials including: video training courses, datasheets, and PowerPoint presentations for Intelligent Systems Service and the Internet of Things (IoT).  
• Developed a partner pilot program process to enable partners to build technology practices along with corresponding partner readiness materials and managing partner communications through Yammer.

Marketing Manager III

Applied Discovery

• Managed and optimized the integrated marketing channels (advertising, events, direct mail, print collateral, email, website and social media) to promote brand awareness and increase quality sales opportunities.
• Created annual marketing strategies, oversaw campaign execution to ensure projects were completed accurately, efficiently and on-time, to a professional high-quality standard, and within budget.
• Compiled campaign reports and dashboards through analytic tools to evaluate key metrics to demonstrate successful achievement of goals and provided strategy enhancements in order to further maximize ROI.
• Acted as interim marketing director, managing team of three consultants as well as marketing interns.
• Oversaw corporate branding (including a re-branding launch in early 2012), ensuring consistency and compliance with corporate policy across all communication channels.
• Served as corporate media contact, scheduled executive interviews, wrote corporate press releases as well as established and managed media relations in the legal/technology industry to gain positive coverage.
• Maintained previous responsibilities in addition to new role.

Marketing Manager

LexisNexis Applied Discovery

• Utilized customer relationship management (CRM) database SalesForce.com in conjunction with email software (Eloqua & ExactTarget) to outreach to contacts in addition to tracking campaign progress & budget.
• Developed, scheduled, managed and executed integrated campaigns (specifically email) designed to identify prospects, drive lead acquisition, nurture and grow existing contacts, and retain current clients.
• Built, tested and produced a variety of email campaigns in a professional and timely manner to list of 30K.
• Webmaster of corporate website (www.AppliedDiscovery.com) with basic HTML skills to create new landing pages as well as update messaging, content, forms, and design/graphics as products and services expanded.
•	Utilized social media (Facebook, Twitter & LinkedIn) to generate leads and increase prospect acquisition.
• Developed and created a variety of internal/external communication materials: press releases, creative and project briefs, messaging and talking points, competitive intelligence, email templates, and website content. 
• Maintained previous responsibilities in addition to new role.

Marketing Specialist

• Successfully coordinated not only a variety of events (tradeshows, educational seminars, and webinars) but also multiple events, up to forty per year in order to maximize lead opportunities by identifying sponsorship opportunities (presence, participation level & speaking/panelist engagements) based on marketing initiatives.
• Established and managed high-level relationships with event vendors, show organizers, and industry partners through the administration, extension, termination, and renegotiations of contracts.
• Managed the exclusive alliance partnership with the Association of Corporate Counsel (ACC), an organization with 30,000 members; in order to connect and engage with target audience as well as build and maintain relationships with key members.
• Created editorial calendar, purchased and placed print and online advertising, worked with creative team to develop and execute ad campaigns.
• Edited and proofread a variety of marketing content: ad copy, articles, collateral, datasheets, white papers, case studies, presentations, educational programs, sales training materials, and blogs.

Direct Marketing & Events Coordinator

Waggener Edstrom

•Served on two teams, supporting multiple accounts within the consumer services and technology industries including Amazon.com, HTC, Nau, Microsoft MSN Direct, Shopzilla, and VoiceBox Technologies.
•Accomplished client editorial coverage by researching and tracking client media opportunities, managing editorial calendars and maintaining media lists.
•Drafted and coordinated production of press materials including press releases, fact sheets, customer profiles, client biographies, media alerts and email correspondence.
•Wrote and coordinated production of client materials including briefing books and coverage clip reports.

Account Coordinator

Campbell Consulting Group, Inc.

•Supported three account managers, working on multiple accounts within the beverage and consumer industries including: Harbinger Sports, Oregon Chai, Jet Smoothie and DaVinci Gourmet.
•Created coverage report summaries, wrote press releases and pitches, and researched outdoor events for client product promotions.

Public Relations Intern

Cindy Thompson Event Productions

•Planned event fundraiser, which raised over $100,000 dollars for a local non-profit women’s organization.
•Coordinated the preparation and execution of private and corporate events in the Portland, Oregon area.

Assistant Event Coordinator

Marketing is an exciting and challenging field. No matter what new technologies are created or how many marketing channels emerge, at the end of the day what matters most is the customer. 

What sets me apart as a marketing manager is the value I place on data driven decisions and the emphasis on demonstrating results. Maximizing ROI and keeping projects within budget are how I measure my success.

Specialties: campaign execution, marketing initiatives, integrated multi-channel campaigns, email marketing (HubSpot, Pardot, Eloqua, and ExactTarget), CRM (Salesforce), campaign analytics, event planning, project management, internal communications, external communications, and public relations.

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The Battle

Cristina Daroca

Lindsay Perrault

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