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

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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)

REBURN Consulting

• Partnering with business owners in SaaS, Cybersecurity, eCommerce, IT Services & Consulting to develop new creative solutions to grow audience, loyalty, surpass competition and increase sales with unforgettable marketing and communication tactics
• Experienced social media strategist with professional copy writing skills for sales, public relations, and advertising
• Collaboratively conducting research and analysis on industry, market, competitive offerings, market ownership, and pricing to formulate top performing strategy
• Providing consumer behavior and customer psychology consulting and guidance in B2C and B2B environments
• Supporting sales efforts of original concepts and products while providing direction on product growth with future marketing strategies
• Deliver training on best practices and for growing customer engagement with actionable strategy and methods that build vibrant audiences

Marketing & Business Consultant

Artisaire

Enjoyed crushing goals with a stellar team to help build a new ecommerce Shopify site and brand: Artisaire Studio and grow the original Artisaire business globally. 

Built and ran successful social, influencer and email campaigns which helped to build audiences and grow brand awareness and revenue.

Marketing Manager

UltraSpan Technologies Inc.

• Enabled over 2.7 million in sales, a 20% increase over the previous year
• Developed key messaging, A/B testing, new tactics, and compelling communications that grew Engineering, Architect, and Investor audiences by over 200%
• Led 20-member team of writers, designers, engineers, and sales managers to refresh company communication strategy, revenue tools, website, and lead generation tactics for print/digital, email promotion, and partnerships
• With oversight of a six figure marketing budget, I constructed and executed quarterly multi-channel print and digital marketing campaigns distributed in North and South America, India, and Europe
• Executed extensive research in industry trends and competitive analysis
• Created new process for ROI reporting for media campaign plans, tactics creation, and international trade shows which revealed under-explored sales channels, new clients, and helped increase conversion rate over 50%
• Collaborated with management as part of revenue team to identify new opportunities, develop competitive strategy, and to pivot ongoing plans to maintain alignment with company vision, values, and goals

Product Marketing Manager

Black Cat Strategy + Design

• Developed communications in print and TV that grew brand awareness and revenue in the fields of SaaS, wealth management, automotive and online retail / eCommerce
• Conducted research to identify opportunities and create business strategy with actionable tactics for small to medium size business
• Budgeting and media buying for marketing, advertising, and tactics, building efficiency for executing communication plans on quick timelines
• Built social media and email marketing campaigns with measured results

Founder & Marketing Specialist

St. James Audi, Keystone Ford

• Established fresh advertising, communications, and social strategy that increased sales and service visits over 22% from previous year
• Created marketing strategy and advertising implemented in print and digital, budgets and planning for marketing, special events, and sales promotions
• Created CancerCare MB fund raising event called ‘Cruise for a Cure’, building a donation of over $10,000 for research and family support groups
• Collaborated with ownership group and management to implement best-in-class sales and service experiences
• Trained sales professionals on CRM strategy and sales approach with ongoing continuous improvement coaching that increased conversion by over 15%

Marketing & Business Specialist

Spacecadet Design

• Grew brand and revenue for organizations in health and fitness, eCommerce, government, education, wealth management, arts and culture, automotive, and technology
• Built unforgettable strategies and results with executives in sales and marketing
• Increased business sales capacity and profitability while mitigating issues with expenses, communication, and workflow setbacks by implementing innovative agency management system
• Mentored in-house creative team with focus on collaboration, team continuous improvement, project briefs, brand adherence, and timely delivery of creative
• Owned creative process from intake, through project assignment, to final delivery with teams of up to twenty five designers, IT specialists, and SME’s

Director of Creative & Client Services

Shindico Realty

• Developed fresh strategy, key messaging, and pioneered eCommerce & data-driven communications that brought Walmart, Home Depot, Subway, and Starbucks (their first drive-thru in Canada!) to Winnipeg
• Led an agile team of five to execute renewal of branding and graphic design with a corporate product portfolio overhaul across four companies in real estate and international investment
• Completed a full redesign and programming of four websites in real estate, wealth management, and investment with a rebuild of collateral materials featuring modernized branding and imagery, lead generation tools, landing pages, and industry leadership content
• Invigorated position in the business community and real estate industry, with freshened corporate communications and marketing, growing relations and sales with international clients, architects, and wealth management professionals

Marketing & Communications Manager

PCNET Creative Group

• Led a full-service agency, creating product marketing & communication strategy for Western Canada’s largest technology provider, corporate head office, and subsidiary companies
• Contributed to explosive profitable growth of one of Victoria and Western Canada’s most successful, publicly-traded, technology startups
• Increased subscriber base, and brand awareness for a family of companies by executing fresh product strategy road maps across multiple channels
• Coached a team of marketing coordinators, designers, internet, and IT professionals to develop sales and marketing services, and products
• Invigorated identity with freshened corporate branding and marketing, enhancing relations with clients, architects, and wealth management professionals

Lead Designer & Project Manager

Marketing, Sales and Communications professional experienced in achieving profitable growth as an accomplished strategy architect, creative team leader and delivering performance with distinctive, unforgettable results.

I’m passionate about helping business succeed with the constantly evolving world of marketing - capitalizing on my experience to grow sales and strengthen brand. Most of these skills have been applied to solve problems of industry-leading organizations in Cybersecurity, eCommerce, IT Services & Consulting, Retail, Government, Entertainment, Construction and Real Estate.

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Cristina Daroca

Bill Reburn

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