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)

Machintel

For over 22 years, Machintel has been trusted partner in providing a competitive edge with our comprehensive digital marketing solutions and unique data intelligence. We combine digital marketing, media, data, customer intelligence, and event promotion for a seamless, integrated experience. With our services, you have access to an international data pool with over 274.8 million contacts from 152.1 million companies in 190 countries. We execute over 4,000 campaigns annually, reaching an audience of over 12 million potential customers from 122 countries.

Business Development Executive

Sales is a blend of art and science. The art is influencing people to make commitments. The science is influencing the right people.

—

Sr Executive - Demand Gen

Mediaxis Marketing

Mediaxis is a leading provider of professional sales and marketing services to emerging market clients

Responsible for driving client success in online marketing programs that include some combination of paid media campaigns - Demand Generation

Professional skills include:

➤Team Building 
➤Coaching 
➤Operations Lead
➤Training
➤Quality Delivery

Demand Generation - Team Lead

DEMANDAY (formerly The Marketing Code) B2B Content Marketing | Intent Demand Generation|Data Science

Lead a team of 15+ members: Created marketing OKR and KPIs. Ran weekly meetings to follow up on team members’ work progress and ensured they got the help that they needed to cooperate effectively and achieve their KPIs.
Responsible for driving client success in online marketing programs that include some combination of paid media campaigns, website, landing page, and data analytics projects

Ops - Team Leader

Lead Generation Executive is to not only generate leads, but also manage those leads so they are subsequently nurtured through the sales cycle.
👉🏻 Appointment Generation
👉🏻 Sales Qualified leads
👉🏻 Outbound & Inbound Prospecting
👉🏻 Lead Generation

Lead Generation Executive

Top Voice in B2B Marketing Strategy | Machintel - Marketing, but Smarter | Demand Generation - Revenue Operations & Intelligence |

With over 10 years of experience in the B2B marketing and advertising industry, I have developed a passion for driving revenue growth and customer success through effective demand generation and sales strategies. I currently work as a Business Development Manager at Machintel, a trusted partner in providing comprehensive digital marketing solutions and unique data intelligence to clients across 190 countries.

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Cristina Daroca

Mozes S.

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