As Senior Director of GTM Operations Strategy at CS2, I work directly with VPs, MOps Leaders, and CMOs at industry-leading growth-stage B2B companies to advance their GTM and Marketing Operations and achieve real business outcomes. 

-Manage 6-7 clients (client lead), provide strategic and tactical consulting, and build a relationship with excellent and regular client communications, spending the time to truly learn about them and their business and create an optimal customer experience to drive retention
-Expert-level advising/consulting across the GTM Ops framework, leading high-complexity work, gathering requirements, and project management
-Develop and refine roadmap to identify the client’s future needs to both help them mature their MOps and to develop a pipeline of impactful project work that align to company goals
-Leading workshops, client requirement gathering calls, and sandbox reviews
-Build and optimize a robust tech stack for clients across all of their tools
-Coordinate work with different members of the CS2 team (Solution Architects, Analytics, Campaign Operations, GTM/Marketing Ops, and CS2 Principal Consultants) to bring in specialized expertise for different projects
-Create and maintain client documentation, as well as create documentation templates
-Develop reporting infrastructure based on quality data for advanced reporting requirements in a client’s SFDC environment
-Mentorship, training, and sharing my expertise with the CS2 team so everyone improves together
-Help the CS2 team with internal initiatives, such as frameworks, methodologies, templates and business ops, project/task coaching, etc.

Senior Director of GTM Operations Strategy (Client Lead)

As Senior Director of Marketing Operations at CS2, I work directly with VPs, MOps Leaders, and CMOs at industry-leading growth-stage B2B companies to advance their marketing operations and achieve real business outcomes. 

-Manage 6-8 clients (client lead), provide strategic and tactical consulting, and build a relationship with excellent and regular client communications, spending the time to truly learn about them and their business
-Sample of projects: Funnel architecture (lifecycle), lead and account scoring, lead source & attribution, nurture, training & enablement, Marketo implementation, opt-in, analytics
-Develop and refine roadmap to identify the client’s future needs to both help them mature their MOps and to develop a pipeline of impactful project work that align to company goals
-Build and optimize a robust tech stack for clients across all of their tools (primarily: Marketo, SFDC but also tools like LeanData, HubSpot, Pardot, Drift, Zoominfo, 6sense, Bizible, Ringlead, Sendoso, Demandbase, Terminus, Outreach.io, SalesLoft, Zoom, GoToWebinar, On24, and more)
-Coordinate work with different members of the CS2 team (Solution Architects, Analytics, Campaign Operations, Marketing Ops, and CS2 Principal Consultants) to bring in specialized expertise for different projects
-Troubleshooting system issues within a client’s marketing automation system or CRM
-Create and maintain client documentation
-Develop reporting infrastructure based on quality data for advanced reporting requirements in a client’s SFDC environment
-Mentorship, training, and sharing my expertise with the CS2 team so everyone improves together
-Coach a team of Marketing Operations Managers on client projects, methodologies, career path, and strengths development
-Contribute to the CS2 team with The Revenue Growth Architects podcast, written content, videos, and events
-Help the CS2 team with internal initiatives, such as frameworks, methodologies, templates and business ops

Senior Director of Marketing Operations (Client Lead)

MarketingOps(dot)com

Ambassador and Founding Member of MarketingOps.com, run by Mike Rizzo. www.marketingops.com

Ambassador & Founding Member

Waystar

As the Head of Marketing Operations, I played a strategic leadership role within the Commercial Operations team to drive business growth across all segments as the expert in marketing technology, smart automation & rigorous performance management. I led a team to monitor, measure and analyze the effectiveness of marketing initiatives and programs, delivered key insights and recommendations that optimize marketing performance, and managed a growing set of technology platforms to drive scale. In addition, I was responsible for developing fact-based, decision-making and higher ROI on all marketing programs and driving process improvements. I combined my analytical thinking, data analysis, and cross-functional collaboration to optimize Waystar's digital programs to drive awareness, generate new prospects and advance existing opportunities.

-Partnered with leadership to define KPIs, create reporting and analyze campaign performance
-Led the improvement of data quality, hygiene practices and processes to enhance segmentation and automation
-Managed a team of marketing operations managers; articulating a vision, setting goals, and helping them achieve results through strong performance management and recognition
-Identified areas to scale Waystar's MarTech stack, including but not limited to Marketo, Drift, Bizible, Demandbase, Chili Piper, GoToWebinar + more
-Analyzed and optimized the Account-based Marketing (ABM) approach
-Led efforts to enhance the customer's digital journey to drive conversion while delivering best-in-class experiences
-Built out and optimized lead & account lifecycle and scoring models
-Collaborated with Sales Intelligence and CRM teams to create efficient reporting, data transparency and to build out data governance
-Managed program and data migration to Waystar's MarTech stack
-Delivered robust, automated, multi-touch marketing reporting that is accurate and tells a visual story

Director, Marketing Operations

Spirion

As Marketing Program Director, I worked closely with the CMO and Director of Communications to strategize and execute new logo integrated marketing programs that drove lead generation and brand awareness. I was responsible for go-to-market programs tracked in Marketo. I defined market themes for GTM lead gen efforts needed to maximize lead gen efforts to hit MQL goals and new business opportunities/pipeline, from strategy to execution to reporting/analytics to optimization. I created targeted ABM campaigns to accelerate leads & accounts through the funnel (improve funnel velocity), in order to increase average deal size and win rates to drive pipeline and revenue growth for the org.

I also was head of Marketing Operations strategy and all MarTech stack (selection, integrations & optimization), and managed Marketing Operations Manager. Oversaw attribution, lead nurturing, lead lifecycle, lead scoring, ABM, forms strategy, PathFactory content experience platform, Drift conversational marketing, webinars, cost allocation, revenue modeling, lead source methodology, funnel & revenue reporting analysis & optimization. 

Created PathFactory for Sales training for sales, customer success, and channel teams and conducted live and recorded training paths. Tech stack includes: Marketo, BrightTALK, PathFactory, Salesforce (SFDC), Drift, Consensus, and more.

I am a 6X Marketo Certified Expert (MCE) at the advanced level (Marketo Certified Master) and a Marketo Certified Solutions Architect (MCSA).

Spirion is the critical first step toward data privacy and security. We build and deliver the most accurate data discovery and classification solutions on the planet to position our customers for unparalleled data privacy, security, and regulatory compliance. https://www.spirion.com/

Marketing Program Director / Marketing Operations Director

Snagajob

As head of Marketing Operations, I led Snagajob's marketing operations strategy. I optimized Snagajob's Marketo marketing automation and was responsible for process building and refinement, marketing technology selection, implementation, governance and roadmap development, data management, prospect and customer segmentation, and best practices syndication. In addition, I was responsible for getting the most out of the MAP and CRM platforms to fuel innovative and effective marketing campaigns, and for building a rock solid operating infrastructure for our customer and prospect database. I maintained/enhanced attribution tracking and provide reporting on the effectiveness of campaigns and suggestions for campaign enhancements. 

I continually defined, developed, enhanced and delivered marketing operations strategies, processes, and analytics to drive quality lead identification, higher lead conversion, customer acquisition and retention and automation for growth at scale. In collaboration with Sales Operations, I owned the prospect and customer database, maintained/enhanced database quality, provided segmentation for marketing campaigns in compliance with applicable anti-spam laws. I also trained internal users on our B2B marketing technology stack and provided suggestions to better leverage Snagajob's marketing technology stack. I am a 6-time Marketo Certified Expert (MCE) and Marketo Certified Solutions Architect (MCSA).

Snagajob is America’s #1 hourly work marketplace; the country’s largest platform for hourly work. https://www.snagajob.com/

Marketing Operations Manager (Head of B2B Marketing Ops)

LeadMD

As Engagement Manager at LeadMD (Now ShiftParadigm), I lead a team of consultants and oversaw that project outcomes were met for the client, with an emphasis on maintaining efficient processes, resource needs and allocation, time management, and profit margin. I helped clients create profitable marketing strategies that drive new business revenue and growth as well as increase overall customer lifetime value (LTV) through retention and upsell/cross-sell. I worked to refine services/solutions that helped the client achieve their outcomes desired, as well as articulate best practices and delivery methodology. 

I also coached and provided professional development to consultants so that they could effectively support the client and broaden their strengths and skill sets in areas of marketing strategy, marketing operations, demand gen and campaign strategy, and business process. Partnered with Revenue Operations, Technology, Sales, and Marketing teams on account strategy and solutions to maintain, develop and expand client relationships.

I am a 6-time Marketo Certified Expert (MCE) and Marketo Certified Solutions Architect (MCSA). In addition, I specialize in content marketing, marketing campaigning, web personalization, social media marketing, and nurture/email marketing strategy. I also contributed to creating and instructing marketing-based curriculum for the modern marketer for our learning division, Six Bricks.

Engagement Manager (Director of Delivery for Go-to-Market practice)

As Senior Marketing Consultant (SMC), I worked with a team of marketing automation experts focused on delivering end-to-end demand generation programs for clients. I identified client needs, designed profitable marketing strategies and a plan for action, and managed their team to produce uncommon results. I provided guidance, mentoring, and thought leadership while overseeing the many moving parts to ensure success of LeadMD’s client organizations. 

In addition, I specialized in go-to-market campaigns, content marketing, web personalization, and nurture/email marketing strategy. 

Co-created and instructed marketing curriculum for LeadMD's career path training, Marketo Certified Expert, taking newbie marketers or experienced veterans through a series of insights from the basics through more complex concepts, testing their learnings in a simulated Marketo environment. 

Specifically, I helped:
*Strategize, create and build demand generation campaigns within Marketo
*Create strategy and implement all facets of the various platforms such as lead scoring, lead nurturing, automation, progressive profiling, cost allocation, revenue modeling & lead lifecycle programs, lead source methodology, all based on the LeadMD methodology
*Manage timelines and expectations to ensure client programs are completed on-time and within budget
*Communicate with clients to manage expectations, deliverables and modifications to their existing CRM and Marketo
*Develop a clear understanding of the LeadMD methodology and effectively communicate the methodology to clients & document requirements and projects
*Analyze, strategize, provide recommendations and implementation in areas of business process improvements, lead scoring, emails, nurture strategy, forms, buyer personas, campaign design (including lead sourcing, cost allocation, basic and advanced attribution, program ROI, reporting), and more

Senior Marketing Consultant

StrengthsDNA

I am a Personal Strengths Empowerment Coach, Owner of StrengthsDNA and The Strong Business Planner, and Host of The Strengths Empowered Entrepreneur Podcast (now retired podcast). I empower online service-based entrepreneurs to discover, appreciate, leverage, and support your strengths so that you can unapologetically be your authentic self, lead with purpose, and create more success, joy, and impact in your business and in the lives of those around you.

I wanted to create a business that could spread the strengths message…a strengths revolution. I want you to build a business that leverages your strengths and that you absolutely love. I want you to wake up every day so freaking excited to work and share your purpose...to use your strengths to serve and change the world.

Personal Strengths Empowerment Coach / Strengths-Based Business Coach / Owner

Independent Marketo Marketing Automation Consultant

Independent Marketo Marketing Automation Consultant and 6-time Marketo Certified Expert (MCE) and Marketo Certified Solutions Architect (MCSA). 

As an Independent Marketo Marketing Automation Consultant, I helped organizations set-up, implement and manage their Marketo instance in order to reach their marketing goals and streamline their marketing automation. From strategy, planning, executing, and coaching, I helped organizations on a project-basis, hourly, and recurring retainer. My specialties: Lead nurturing/engagement, program and campaign set-up and management, subscription center set-up and management, new Marketo instance admin and set-up, email and landing page creation (some HTML experience), program template creation, reporting, revenue cycle models, lead scoring, and overall management. I have experience using the Revenue Cycle Explorer analytics tool, as well as Real-Time Web Personalization module. Depending on the project, I did the work myself, was an extension of the client's marketing team, or trained teams on how to do the work themselves.

I worked virtually but also traveled locally to the Greater Grand Rapids, Michigan area for in-person training and coaching sessions as well. I have done consulting work for small businesses as well as large, global multi-billon dollar companies.

+ Marketo Certified Solutions Architect (MCSA)
+ 6x Marketo Certified Expert (2013-present)
+ 8 years of Marketo experience
+ 12 years of marketing automation and email marketing experience
+ 16 years overall B2B marketing experience
+ Have consulted part-time since April 2015, but full-time self-employed under my StrengthsDNA LLC company since May 2016.

Marketing Automation Consultant (Concentration: Marketo)

NTT Security (US) Inc. (Formerly Solutionary)

As Marketing Automation Manager, I managed all marketing campaigns through Marketo marketing automation platform to drive lead generation. I developed and delivered effective marketing campaigns to support sales initiatives as well as evaluated program effectiveness through analytics and reporting dashboards (including Marketo Revenue Explorer). In addition, I designed and executed an effective lead nurturing strategy to generate qualified leads that drive business growth. I worked with the Salesforce.com Administrator to build dashboards and reports that track campaign metrics, as well as work with other marketing team members, product management, and sales management to enhance lead generation activities. In addition, I managed live chat campaigns for our website in LiveEngage (Liveperson). Other duties: Created, designed and layout of forms, landing pages and emails; wrote and edited emails and marketing materials. 

Solutionary, an NTT Group Security Company (NYSE: NTT), is the next generation managed security service provider (MSSP). Focused on global threat intelligence, Solutionary protects traditional and virtual IT infrastructures, cloud environments and mobile data. Clients are able to optimize security programs, make informed decisions, achieve compliance and reduce costs.  For more information, visit www.solutionary.com. Solutionary is a wholly owned subsidiary of NTT (Nippon Telegraph and Telephone), a $130 billon company operating across 69 countries – the world's largest global IT and telecommunications services company and is ranked 29th on Fortune's Global 500 list. For more information, visit www.ntt.co.jp.

Marketing Automation Manager

BluJay Solutions (Formerly LeanLogistics)

As Marketing Programs Manager, I developed and executed a comprehensive B2B marketing programs strategy that aligned with corporate initiatives, including tradeshows, conferences, webinars, and email marketing & nurturing programs. I managed programs strategy globally for North America and Europe/EMEA. I increased the number of leads generated from webinars and events all while decreasing the average cost/lead (acquisition cost). I developed targeted digital marketing campaigns to nurture prospective customers to support the lead generation and sales teams - including copywriting, design, and execution. Other duties included managing the marketing programs budget, evaluating program effectiveness through metrics, and creating an overall marketing programs strategy. I also assisted in creating targeting online & print advertising campaigns that have been featured in Food Shippers, Logistics Management, Inbound Logistics, and CSCMP. Specific experience in managing SaaS-based cloud technologies and admin-experience with marketing automation platforms Pardot and Marketo.

LeanLogistics provided transportation management software and services. Through mergers/acquisitions, LeanLogistics is now known as BluJay Solutions: http://www.blujaysolutions.com/

Marketing Programs Manager

Experienced marketing strategist with 20 years in marketing operations, GTM strategy, and automation. As a 2022 Adobe Marketo Engage Champion, Adobe Certified Master Marketo Engage Architect and 8-time Adobe Certified Expert Marketo Engage Business Practitioner (Marketo Certified Expert) with 13+ years leading marketing operations teams and administering Marketo (the last 8 of which were at senior consultant and/or Director/Sr. Director level), I have extensive experience helping organizations drive business growth, operational excellence and insightful analytics. 

As an MBA graduate, I bring the business and marketing acumen required to lead others and contribute to company KPI’s. With four years of consulting experience, in addition to in-house positions, I have worked with global, multi-billion dollar organizations, start-ups, and everything in between, allowing me to adapt quickly to a new industry, thrive in a fast-paced environment and be agile in both strategy and tactics to fit the use-case. Excellence, achievement, relationships, vision of the future, strategy, curiosity and coaching are what energize me the most. 

I naturally seek to make things better (excellence & optimization are my middle names) and love learning + teaching/coaching. I strive to do meaningful work that makes a big impact and love thinking & strategizing about the future and using data/analytics mixed with experience to drive that path forward.

Key areas of focus: GTM operations, marketing operations, MarTech strategy & optimization, reporting & analytics (funnel, revenue/ROI, campaigns), program execution & optimization, business process improvement, people management, instructional design/curriculum development + course creation, training + coaching + teaching and mentoring.

MY STRENGTHS PROFILE
Gallup CliftonStrengths® Assessment - Top 10 Strengths Themes:
Maximizer, Responsibility, Relator, Learner, Achiever, Futuristic, Significance, Strategic, Input, Focus
Read descriptions: https://www.gallup.com/cliftonstrengths/en/253715/34-cliftonstrengths-themes.aspx

I earned a Master in Business Administration (MBA) degree from Western Michigan University’s Haworth College of Business. 4-time Featured MBA Alumni in University publications, including being awarded in the 2021 edition of The 30 (see featured section). I am also a graduate of the 2011 Class of Emerging Leaders at the Center for Community Leadership (GR Area Chamber of Commerce) in Grand Rapids.

Joy Martinez, MBA

Klaviyo

As a senior member of Deliverability & Compliance team, my role has included direct customer assistance for email deliverability topics as well as project work to improve tools & processes. I've been working on machine learning tools for abuse detection, as well as managing several vendor relationships. My colleagues and I are building out a new team to focus more deliverability resources for premium customers, so I'll include more details as this work progresses.

Senior Deliverability Strategist

Agari

I acted as a nexus point at Agari for all issues around DMARC. I represented the company to standards bodies such as M3AAWG, IETF, and CalConnect. I managed an internal Sender Relations program where I utilized my connections in the email sending world to maintain an accurate internal database of third party sending companies and their email authentication options. I helped my team members in sales, marketing, success, and support as an escalation resource for issues with DMARC, SPF, DKIM, and Agari Brand Protection. I had been doing this work to some degree during my entire tenure with Agari, but as I was taking on more and more senior and strategic tasks, we formalized it with this title change.

Principal DMARC Evangelist

I worked with Agari's enterprise and government customers to help them implement DMARC for email security across their own domain portfolios. This requires deep knowledge of the email authentication standards, SPF, DKIM, and DMARC, as well as a familiarity with the most common corporate email systems and third party senders. I taught email authentication to CEOs and engineers; I helped them understand the data and manage the project of securing their domains. 

I helped these customers manage large projects that sometimes encompassed hundreds of domains and sending applications, all of which needed to be reviewed and set up to be DMARC compliant. As part of this work, I created sample documents for customers to share with their internal team members, and guided them to creating a compliance process and workflow to deal with the equivalent of technical debt with large numbers of existing non-compliant applications.

When I joined Agari, the Customer Success team was very small, and undergoing a transition. The company was poised to take off, and we needed the people and tools and process to support that goal. My colleagues and I built out internal process and project plans (both customer-facing and internal) to ensure our customers succeeded, and that our work was well documented.

Principal Customer Success Engineer

Message Systems

I joined Message Systems when they were a software company dreaming of the cloud. My colleagues and I were part of a specialized unit to jumpstart cloud services, which grew into SparkPost. We started with a lot of smart people and a fantastic mail server application, and created an API-driven, developer-focused cloud email service provider that today sends billions of messages per month and services thousands of customers. 

I established the Standards & Best Practices team to handle customer vetting and all aspects of policy compliance. Working closely with engineers and product managers, I helped develop deliverability and compliance features to make the system easy to use for good customers, and difficult to use for abusers. I created ideal workflows for managing issues internally, and worked to create ticketing and reporting within JIRA and other internal systems. Keeping a regular eye on log data, I put together threat intelligence on known abusers so we could find better ways to block them. I established internal and external acceptable use policies, and worked closely with the sales team to weed out bad prospective deals before they got started. My direct reports and I regularly worked with customers to improve email sending practices and deliverability, and also handled all customer suspensions and terminations. We established blacklist and performance monitoring, and worked closely with ISPs and antispam organizations to terminate abusers and assist wayward good customers.

Director of Standards and Best Practices

Marketo

Marketo's Privacy Team covers a range of functions - delivery operations, deliverability and compliance consulting, customer and team member education, ISP and antispam relations. In this role, I was involved in every function of the team. I developed Marketo's internal compliance information collection and process, and set up automated programs to notify customers of various compliance issues. I used JIRA and Salesforce and Marketo's own product, creating a comfortable workflow without too much human effort required. I trained hundreds of customers and dozens of colleagues on deliverability best practices. I wrote documentation. I consulted with customers and have improved deliverability issues for tiny customers and large enterprises alike.

Sr. Email Strategy & Compliance Analyst

I started at Marketo as part of the technical support team troubleshooting their marketing automation system. This included assisting customers with business and marketing best practices, as well as troubleshooting the product and escalating bugs to engineering. Focused on deliverability, I assisted customers with getting their messages into the inbox, and what to do about problems with blacklists and antispam systems.

Technical Support Analyst, Email Deliverability

Cloudmark

As part of the Security Operations Center, I ensured Cloudmark's anti-spam service was catching all spam and phishing attacks. Focused on mobile anti-spam, I maintained filters affecting nearly 80 million end users.

Abuse Engineer

Splunk

Diagnosed and resolved issues with Splunk's IT data management, search and reporting software on Unix, Linux, Windows and Mac platforms. Replicated customer issues by creating detailed test environments, reported bugs as needed. Performed paid customer training via teleconference as needed to assist the education department.

Support Engineer

Tumbleweed Communications

Fielded frontline telephone support calls and emails for code-level support engineering team. Developed key relationships with enterprise customers to retain loyalty.

Technical Support Engineer

Excite@Home

Started in server operations for the entire Excite.com website, then promoted to junior systems administrator for Inbox Operations (Excite.com webmail service), also worked with IT and internal administration.

Systems Administrator

Email Strategy & Policy

I have a personal mission to improve communication. This has expressed itself in my work life as an interest in building collaborative relationships with colleagues and customers, and a focus on technologies that also seek to improve communication through high volume outbound messaging or inbound security, anti-spam and anti-phishing.

Professionally, I've spent most of my time in the intersection between enterprise-level computing and people. I've worked in customer success, technical support, technical enablement, server operations, email deliverability and anti-abuse. One of my best skills is the ability to translate between more and less technical people. I thrive when I get a chance to guide people through solving technical and strategic problems. 

Specialties: Relationship building, revenue retention, churn reduction, troubleshooting, customer success, technical account management, technical onboarding, conflict resolution, public speaking, training, leadership, pattern recognition, anti-spam, anti-phishing, deliverability, DMARC, DKIM, SPF, compliance, policy, privacy, process, programs, email, email security

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The Battle

Joy Martinez, MBA

Autumn Tyr-Salvia

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