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)

Tyson Wigfall

National Debt Relief, LLC

Vice President of Digital Performance Marketing & Growth

RevSure AI

Advisor

Pavilion

Executive Member

Breakthrough

Head Of Marketing

LendingUSA

Director of Marketing

Director of Digital Marketing

Prime Marketing Holdings

As advocates for fair, accurate, and relevant credit reporting, Prime can better the lives of thousands of Americans each year. Utilizing state-of-the art technology and support services that enable consumers to repair their credit and realize their financial dreams, Prime is positioned for exponential future growth. Acquired by PE firm Tregaron on 10/1/2014: http://www.tregaroncapital.com

• Increased 2016 YoY ROAS approximately 27% by optimizing budget allocation and improving conversion across multiple channels including: paid search, affiliate marketing, and email marketing.
• Drove a 34% YoY decrease in CPA.
• Improved inbound call conversion rate by 23% by leveraging data to improve call routing.
• Produced an 11% increase in conversion rate and an 8% CLTV increase though developing an email and retention marketing strategy. This included integrating on premise Microsoft Dynamics CRM with SendGrid & Twilio to expand and personalize the touchpoints with customers.

XO Media Inc.

• Increased MyHomeLoan’s short-form conversion rate by 22% over six-month span. This included a series of A/B and multivariate tests through CRO software Visual Website Optimizer. 
• Increased company MRR by $30,000 through 35% lift in SEM performance.
• Developed direct response online customer acquisition programs to increase sales and business revenue.
• Managed online media buying across several mediums including display, SEM (Adwords/Bingads/2nd tier), email, and remarketing. 
• Managed Google Analytics integration and dynamic event tracking.

Senior Marketing Manager

XO Media was a technology company focused on acquiring domain names, building high quality websites, running affiliate programs and monetizing internet traffic using performance based marketing.

• Managed both PPC and display buys across a network of clients. 
• With only a 6.4% increase in budget, successfully increased the number of new customers for the largest client by 87% and ROAS by 259%.

Senior Media Buyer & Search Marketer

Townsgate Media

Townsgate Media is dedicated to building great technology and media companies in Orange County and the greater L.A. area, focusing on the most promising opportunities and operators, investing capital at an early stage and providing access to our experience, contacts and shared services to accelerate the growth of our portfolio companies.

• Managed SEM & Youtube TrueView ads for PivotShare. Drove a 340% increase in publisher lead volume for Pivotshare.
• Functioned as digital marketing consulted for companies within the portfolio.

Marketing Consultant

InsuranceBrokers.com

InsuranceBrokers.com is a B2B SaaS platform designed by independent agents and general agents to help producers sell more life insurance.
• Was on the ground-level of this startup. Worked closely with the front-end developers on UX Design and managed multiple facets of the business including: marketing automation, SEM, and CRO.
• Built automation programs around the customer experience working closely with the sales and product teams.
• Segmented lists to improve personalization and move leads deeper down the funnel.

Head Of Marketing at Breakthrough | SaaS GTM Leader | Dad x 2

A passionate, revenue-focused marketing leader with a 15 year proven track record of generating demand and gaining market share resulting in multi-million-dollar revenue growth. A servant leader who actively, consistently, and successfully works to realize the strengths of team members while cultivating an environment where new ideas, testing, and innovation thrive.

Core Competencies
• Performance Marketing • Lead Generation • Product Marketing • B2B Marketing • Coaching & Empowerment • Budget Planning & Management • SEM/SEO • ABM • Lead Generation • SaaS • Marketing Automation • Email Marketing • Affiliate Marketing • Coaching & Empowerment • Budget Planning & Management

Applications
• Salesforce • Salesforce Marketing Cloud • Hubspot  • Visual Website Optimizer • Unbounce • Google Analtyics • Google Tag Manager • Moz • SEMRush • Sendgrid • Mailchimp • Twillio • Microsoft Dynamcis CRM • AskNicely

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