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)

AVOW

Follow my content to know more about my work 🪴

AVOW is an award-winning, global app growth company specializing in mobile OEM advertising. Founded with the vision to revolutionize mobile OEM advertising, AVOW has rapidly emerged as an industry leader with more than 100 advertisers on their roster. Through its partnerships with premium mobile OEMs, and alongside its recent proprietary tech, AVOW Intelligence, the company provides access to over 1.5 billion daily active users, and offers clients over 10-million monthly downloads.

Marketing Manager

Storyly

Stories were back!
Unlocked Asia by owning all marketing activities in the region.
Awarded as a higher performer in Asia-Pacific in the Fall G2 Report.

Field Marketing Manager (APAC) [B2B, SaaS]

Checkaso

CheckASO is an ASO platform. Simple!
I worked on strategy and positioning, combining all marketing channels into one organism.
Decomposing the strategy into tactical tasks for content and advertising and controlling their implementation by a team of 6 people was a decent challenge for me!

Marketing Lead [B2B, SaaS, ASO Tool]

InAppStory

InAppStory is a Stories as a Service.
I launched product marketing worldwide from scratch and was fully responsible for its development.
x2 higher MRR deal amount in the clients' contracts compared to the period without marketing support.

– Launch:
Top-3 Product of the Day Product Hunt: https://www.producthunt.com/posts/inappstory
Semi-finalist of the Golden Kitty Awards 2021 in the SaaS category
122.5K views of a viral tweet: https://twitter.com/VladimirLastov2/status/1401889639326232576

– Owned Media: landing pages, blog, on-site SEO
23% average conversion from website visitors into leads

– Earned Media: SMM, content distribution, PR, review management, email-marketing
DA growth from 0 to 29
3,000+ people follow the team and InAppStory on social networks
10+ mentions in the media
23+ reviews on G2/Capterra with an overall rating of 5
Featured by top-30 mobile influencers (Sarah Perez, Ryan Hoover)
80% database growth, achieved 30% CTR MoM

– Paid Media: Twitter, LinkedIn, Facebook, Google Ads
avCPC LinkedIn ~ 2$
avCPL Google ~ 1,5$

– Management & Ad Hoc
Google Analytics, Yandex Metrica, Google Search Console, Google Tag Manager
Recruitment 
Marketing budget operation
Product development 
Marketing materials for the sales team
Competitor analysis & trend watching

Marketing Manager [B2B, SaaS, MarTech]

SETTERS

– Development of communication and SM strategies (team leader of 7 people) and further control of their implementation.
– Development and control of the implementation of special projects: from lead generation and activation on SM to 360 campaigns with offline support for a well-known brand of French cosmetics (NDA).
– Development of brand strategies and positioning, digital support strategies for launching new products.
– Digital consulting (expert in beauty/IT communications).
– Speaker of SETTERS EDUCATION ONLINE: https://setters.education/courses/smm-strategiya.

Clients I worked with:
Mafin, Kaspersky, MRG, Avito, OLLIN Professional, Caudalie, Togas, Fazer, Krasnaya Polyana, and a significant part of the clients under the NDA (beauty brands/IT services/banks).

Progress:
– Created and supervised the implementation of SM strategies and special projects on social networks for the popular taxi aggregator (NDA), Kaspersky Lab (HR), 2 brands of the world market leader in cosmetics and perfumes (NDA) for 2 years.
Results:
ERR on projects increased by 30%+, spontaneous knowledge of the aggregator – from 6% to 29%, 80 technical specialists went to work in the KL. https://www.instagram.com/p/CjVoKeWMl5a/

– Developed a strategy for launching the popular Russian celebrity beauty brand (NDA) in digital channels from the position of a strategist: communication / website / social networks / email newsletters.
Result: 
sold out 80% of the product range in three days after launch.

– Won tenders for social media support for Askona, a popular bank (NDA), an online veterinary consultation service (NDA), INDITEX, a 360 campaign for 3 ranges of the famous French cosmetics brand (NDA) (among 4 agencies).

– Developed a social media strategy for English by Yandex. Praktikum (analytics, content). Case study: https://www.behance.net/gallery/116508911/English-by-YandexPraktikum.

Maybelline x Spotify case: https://setters.agency/portfolio/maybeline-spotify

Middle Digital Strategist

Junior Digital Strategist

Stories

– Maintaining the company's social networks (VKontakte, Instagram) in order to increase brand awareness.
– Community management.
– Seeding and setting up and optimizing targeted ads.
– Conducting competitive mechanics.
– Communication and performance tracking with opinion leaders.
– Work with Google Analytics, Yandex. Metrica and site optimization.
– Create and launch e-mail newsletters (Mailchimp): trigger and content mailings.
– Interact with current partners and find new partners for online collaborations.
– Online promotion of the magazine's events: invitations to event communities, attracting bloggers, attracting partners, placing ads on related relevant accounts, setting up targeted advertising for the event.

Progress:
– Received Prometheus VK three times in a row for high-quality content.
– Organized the attraction of 1,500 people to the winter fair of the magazine through targeted advertising, bloggers, email for 2 weeks of the announcement.

Social Media Manager

B2B (Field) Marketing Manager for SaaS / MarTech Startups | Unlocking New Markets & Growing Marketing from Nothing 👀 | Up for relocation!

Digital native with a creative mind and great analytical/strategy skills who is passionate about marketing in growing startups. I help tech companies accelerate growth with rock-solid marketing foundations underpinned by positioning, crisp messaging, brand storytelling, and go-to-market plans.

I have 5+ years of experience planning and executing various projects for local and international brands (B2C/B2B), working closely with Inditex, Sephora, Kaspersky, VK, Avito, Maybelline NY, and Caudalie. I have high attention to detail and the ability to manage multiple competing priorities simultaneously, love working in a fast-paced environment.

Strong expertise in communication/social media/marketing/GTM strategy, competitors/market research,  Google/VK/Twitter/LinkedIn/Facebook ads, content creation and distribution (eBooks, SEO-friendly landing pages, blog content, social media, email marketing), PR & influencer marketing, community building, events management, special projects.

I want to shake up how organizations define marketing – from the brochure department to a key player in strategy and revenue, together with sales.

Feel free to send me a message on LinkedIn, on Telegram @nataliekarakina, or via email at karakinaanatali@gmail.com!

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Cristina Daroca

Natalie Karakina

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