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)

Nathaniel Miller

Dads Growth Lab

Predictable pipeline in 90 days
I build and run revenue systems for Seed–B SaaS: outbound, content distribution, ads, and measurement your CRO trusts. 

Typical outcome: ~30% demo-rate lift in 8–12 weeks and consistent SQLs from a short ICP list.

Head of Growth

Ashbrook Technologies

Building the future by growing what powers it.
We specialize in scaling companies across ag and agtech, industries rich in potential but underserved by modern capital and strategy. At Ashbrook, we roll up our sleeves and build alongside the teams shaping tomorrow’s backbone.

Head of Marketing

Access Softek

Access Softek has been an industry leader in the digital banking space for over 30 years. We help 400+ credit unions and banks stay ahead of the curve by providing our clients with a full-service digital banking solution that assists their users with all aspects of their banking experience. Our Access Digital banking platform delivers the innovative features your users' demand, the security financial institutions need, and the technology needed to compete in the market today.

• Increased online lead generation by 20% YoYr by managing strategic SEO and SEM campaigns across a full product line.
• Improved landing page performance by 15% through UX optimizations that focused on enhancing CTA visibility and reducing page load times.
• Collaborated with sales and product teams to develop and implement Account-Based Marketing (ABM) campaigns, resulting in a 50% increase in pipeline growth.
• Directed targeted digital marketing journeys that significantly improved customer engagement and boosted conversion rates.




Highlighted Skills: 
Lead Generation, SEO/SEM Management, Event Planning and Execution, Website Optimization, Account-Based Marketing, Collaboration with Sales and Product Teams, Strategic Planning, Data Analysis, Content Creation, Social Media Management, Project Management, Communication, Analytics Interpretation

Digital Marketing Manager & Events Manager

Sureify

Sureify is a SaaS #insurtech platform for the Life and Annuity industry that provides the digital technology experience that today’s customers expect. Sureify’s platform, Lifetime, is a modular, highly configurable set of software solutions that sits on top of policy administration systems.

• Developed and executed digital marketing strategies encompassing SEO/SEM, email, social media, and display advertising campaigns.

• Analyzed campaign performance using Google Analytics, conducted A/B testing, and decreased bounce rate by 30% within 60 days.

• Managed digital engagement initiatives for over 350 industry contacts through conferences and live-stream events.


Highlighted Skills:
Strategic Planning, Data Analysis, Collaboration, Event Marketing, SEO/SEM Optimization, Email Marketing, Social Media Management, Analytical Skills, Creative Thinking, Project Management, Communication

Digital Marketing Manager

Digital Media Warehouse

Led the design and development teams in a relaunch and rebranding project that migrated the website to Shopify, optimized SEO, conducted extensive keyword research, launched marketing newsletters, created all product images and content, and designed marketing flyers. 

• Increased site impressions by 560% and clicks by 200% through successful SEO & SEM campaigns, achieving top 10 ranking for 200 keywords.

• Delivered a 900% surge in online sales post website relaunch, SEO enhancements, and targeted marketing emails, significantly boosting revenue and brand exposure.

Highlighted Skills: 
Website Design and Development, SEO Optimization, Keyword Research, Email Marketing, Google Ads Management, Campaign Execution and Management, E-commerce Optimization, Strategic Planning, Data Analysis, Content Creation, Social Media Management, Project Management, Communication, Analytics Interpretation

Digital Marketing & E-commerce Manager

A & A Graphics Supply LLC

• Pioneered a marketing overhaul, revamping our website design with HTML, CSS, and JS wizardry to showcase SEO-optimized products and descriptions.

• Dreamed up and executed a marketing masterplan, spotlighting new product launches and wowing clients with stellar presentations and demos.

• Teamed up with HP's marketing squad to roll out syndicated content tailored to HP's stellar products.

• Flexed my top-tier customer service skills and knack for learning, snagging new clients left and right.

• Embarked on nationwide odysseys to rescue printers in distress and nurture client relationships.

• Took the reins as the go-to wide format printer technician for heavyweights like HP, Xerox, Canon, Oki, Mutoh, and KIP. Plus, crafted a killer training program for new recruits and newfangled printers.

Highlighted Skills:
Website Design (HTML, CSS, JS), SEO Optimization, Marketing Planning and Forecasting, Collaboration with External Partners, Customer Service, Training Program Development, Strategic Planning, Data Analysis, Content Creation, Social Media Management, Project Management, Communication, Analytics Interpretation

Digital Marketing Coordinator

Premier Merchandising

Service Department Manager

Springfield Blue Print

Printer Technician

GAMO OUTDOOR USA

Customer Service Representative

Mountain Grove Pharmacy

Prescription Delivery

Head of Marketing | 20K Views Teaching SEO on TikTok | Founder of The SEO Marketing Dad | Advisor | Driving Startup Growth | Girldad x2 | Community Builder | Aspiring Runner | Survivor Super Fan

Six weeks into a SaaS engagement, the Founder looked at me and said:

“We’re doing everything you said. Why aren’t we seeing meetings?”

That moment changed how I build marketing systems.

Today, I help founders & first-hire marketers at Seed–B SaaS turn activity into predictable pipeline in 90 days, without hiring bloated teams.

System = outbound + content distribution + measurement: built to run with a team of one and reviewed weekly with sales.

Typical outcomes:
- ~30% demo-rate lift in 8–12 weeks
- Consistent SQLs from a short ICP list
- Scorecards that sales actually trusts

Proof: revenue scaled from $200K → $5M, 600% lead growth, 900% sales growth, 50% lift in conversion, 860% traffic growth.

What this means for you: you stop optimizing for activity and start creating conversations that convert.

DM “SYSTEM” for the 90-day plan or book a free audit → https://bit.ly/dadsgrowthlab

---------------------------------

✅ Proud husband & dad to two incredible daughters
✅ Passionate about the outdoors: running, hiking, camping, cycling
✅ Faith-driven & committed to helping others succeed
✅ Super Survivor fan (& hopeful applicant!)

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The Battle

Cristina Daroca

🏃Nathaniel Miller

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