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)

Crayon

Vice President of Content Marketing

Flatfile Inc.

- As Flatfile's first content marketing hire, I created the content strategy and developed messaging frameworks with the goal of establishing Flatfile as the leader in a rising category: data onboarding
- Responsible for driving marketing pipeline through paid and organic programs
- Partnered with and managed a PR agency to introduce Flatfile to the market; building credibility for the data onboarding category 
- Established SEO best practices for Flatfile, organic search traffic increased 143% from September 2020 to September 2021

Director of Content Marketing

- Led DataRobot's global content strategy, developing and distributing content (across various formats) to educate and engage - with the ultimate goal of driving leads and revenue
- Worked with SMEs including industry GMs, data scientists, product team leads, engineers, and executives on content development such as eBooks, blog posts, data sheets, infographics, videos, and more
- Revamped DataRobot's corporate blog and social media accounts to improve inbound marketing efforts 
- Created a content production "machine" to formalize DataRobot's content operation which included establishing formal workflows and internal review processes 
- Ran DataRobot's webinar program from ideation to production averaging 3 live webinars per month 
- Collaborated daily with DataRobot's in-house design team providing feedback and direction on all content assets

Director of Content Strategy

Datto, Inc.

- Managed the public relations strategy for Datto across multiple geographies (US, UK, Germany, Benelux, Australia, and Singapore) and product offerings
- Provided communications support during Datto's sale to Vista Equity Partners and simultaneous merger with Autotask 
- Worked directly with Datto's executive team on PR opportunities including contributed articles, rapid response opportunities, and speaking submissions for industry conferences 
- Managed global analyst relations, ensuring industry analysts were provided updates on Datto's product offerings 
- Oversaw Datto's global social media strategy

Director of Global Communications

- Responsible for Datto's corporate communications and content marketing, managing a team across Norwalk, Connecticut and Boston offices
- Developed Backupify's inbound content strategy to Datto's lead generation efforts and dramatically increased lead production through organic content: Leads via organic content increased 115% while content downloads increased 500%.
- Worked with product marketing to introduce Datto to industry analysts and secured Datto in the Visionaries quadrant of Gartner's Magic Quadrant for DRaaS
- Oversaw communications during Datto's acquisition of Open Mesh, establishing Datto as a new player in the networking industry 
- Partnered with Datto's General Counsel for crisis communications efforts during the 2016 presidential election

Director of Communications & Content Marketing

Backupify

Responsible for Backupify’s corporate communications and content with the goal of positioning the company as the leader in the cloud to cloud backup market. Backupify was acquired by Datto in December 2014. Highlights from Backupify include: 
- Built Backupify’s inbound “content machine” managing the production of assets such as eBooks, blog posts, infographics, SlideShare presentations, and videos from concept to finished product in order to help drive new prospects to Backupify
- Served as the Cloud to Cloud Backup blog’s Editor-in-Chief drafting, editing, and promoting blog posts (blog subscribers grew 1,000% in 12 months while blog traffic grew 340% in a similar timeframe)
- Managed PR agency with a focus on thought leadership coverage for CEO
- Executed CPL programs (LinkedIn, Spiceworks, etc)

Director of Communications and Content Marketing

Eloqua (acquired by Oracle)

Led Eloqua's corporate communications and analyst relations programs including: 
- Playing an instrumental role in Eloqua's successful IPO which included working with legal and finance on the company's S-1 document and partnering with IR firm on media relations
- Managing PR agencies in North America, the UK and Germany
- Helping to secure Eloqua as the leader in the first ever Gartner Magic Quadrant for CRM Lead Management report
- Managing comms/content marketing budget

Senior Manager, Public Relations and Analyst Relations

Emerge PR

Worked on a range of accounts - from B2B technology companies (Information Builders, Red Bend Software, Harte-Hanks) to consumer (DestinationWeddings.com) and non-profit. Managed all aspects of media and analyst relations for clients.

Senior Account Executive

Strategic, results-oriented communications and content marketing professional with extensive experience in the B2B technology industry. Passionate about content that converts and successful storytelling.


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Cristina Daroca

Sheila Lahar

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