Kacyn Goranson

Exceptional Marketing & Consulting

Fractional marketing consultant and strategic lead providing assistance to multiple businesses at different stages, encompassing activities such as account-based marketing, operational process design, technical setup, and go-to-market strategy. 

Contracts span across various industries including real estate, recruiting, technology and marketing.

➥ Plan, execute, and optimize account-based marketing campaigns, resulting in increased target engagement and conversion.
➥ Direct all aspects of product marketing and positioning, including content development and in-depth persona research, to enhance market presence.
➥ Orchestrate successful product launches by conducting thorough market research, crafting strategic positioning, and developing effective go-to-market strategies.
➥ Develop and implement data-driven marketing strategies, utilizing analytics and market research to make informed decisions and drive growth.
➥Build, launch and optimize digital marketing efforts across various channels, including SEO, SEM, social media, email marketing, and content marketing, significantly boosting customer acquisition and engagement.

Vice President of Marketing | Demand Generation | Product Marketing

Worksuite

Developed and executed a comprehensive marketing strategy to increase brand awareness and generate revenue growth, including rebuilding the MarTech stack, creating a public relations plan and establishing formalized customer and internal communications strategies. 

➥ Drove a 52% increase in ARR value of opportunity creation in Q2 by boosting MQLs from Trials by 33% QoQ and MQLs from Demos by 86% QoQ through UX/UI enhancements and targeted paid search and social ads within our ICP.
➥ Collaborated with SDRs to develop weekly persona-focused messaging cadences, increasing MQL to SQL conversion rates from 10% to 30% over four months.
➥ Partnered with Finance to establish a 'Proxy' for best-fit customers and prospects, optimizing marketing and sales spend and efforts.
➥ Shifted from a lead-based to an account-based sales motion, targeting high-value accounts with higher annual revenues, and trained Marketing, BDRs, and Account Executives in this approach.
➥ Integrated the MarTech stack and developed executive-level dashboards and reporting systems for KPI visibility.
➥ Implemented internal communication strategies in partnership with People Success, enhancing employee engagement.

Vice President Marketing | Revenue-Driven Strategy | Demand Generation 

RevSure AI

Owned all go-to-market strategy planning, execution and implementation for this seed-stage start-up using AI to forecast pipeline and accelerate revenue, I drove tangible results in a short period of time. Partnering with Sales to achieve goals targeting $1M in revenue. 

➥ Achieved a 203% month-over-month increase in qualified lead creation through the implementation of a research-based marketing and content strategy.
➥ Secured executive-level alignment on the RevSure brand and value proposition, defining target personas, ideal customer profiles, and product messaging.
➥ Enhanced website SEO and user experience, driving demand among key audiences and accounts.
➥ Led and optimized all demand-generation activities, including PR, events, content marketing, SEO, and paid search, ensuring alignment with budget efficiency and revenue goals.

Head of Marketing, Marketing Operations & Demand Generation | Brand Development | Lead Generation

Knak

Part of the executive leadership team in a contract role for this Series-A MarTech codeless campaign creation platform built for enterprise marketing teams, I drove strategic initiatives to position the company for long-term success and scaled the brand across the SaaS industry and to key accounts. 

➥Aligned marketing operations and demand generation teams to create a cohesive and effective go-to-market strategy, achieving a $3M revenue target and generating 28% of new opportunities from the target ICP.
➥ Launched an Account-Based strategy with BDR and Sales teams, including a 6sense advertising campaign, delivering a 44x return on program investment to revenue created.
➥ Directed the prioritization of marketing initiatives, establishing scalable processes for future growth and efficiency.

Vice President of Growth Marketing | Series-A MarTech | SaaS Marketing | Strategic Initiatives

CM Group

I came on board this global pioneer in relationship marketing (now rebranded as Marigold), providing tailored, industry-specific martech solutions to a growing portfolio of thousands of businesses, and was promoted to Vice President of Marketing within 3 years, managing a team of 20. I played a key role in shaping the marketing organization's design and infrastructure, overseeing a full marketing budget across 10 brands, and partnering with C-Suite leadership to strategize, integrate acquisitions, and drive growth.

➥ Strategized and implemented organization design, infrastructure, and strategic plans, managing the budget and collaborating with FP&A to convert data into precise financial forecasts, creating actionable roadmaps.

➥ Developed and managed a sophisticated marketing technology stack, seamlessly integrating tools and systems across a rapidly expanding portfolio to ensure optimal data privacy and comprehensive reporting.

➥ Brands included Campaign Monitor, CM Commerce, Delivra (ended 2021), Emma, Sailthru, Liveclicker, Selligent, Cheetah Digital (beginning 2021), CM Group, Vuture

As Head of Marketing Strategy (2019 - 2021), I headed a team executing end-to-end brand and campaign management for three of the portfolio’s brands, Emma, Delivra and Vuture. Responsible for go-to-market campaigns, and brand management with a 20% YoY revenue growth.

Vice President of Marketing | Strategic Planning | Relationship Marketing | Operational Design

I was responsible for a $20M budget, collaborating with the FP&A team to create forecast models and maintain the financial viability of all key marketing initiatives. This included partnering with the legal team around marketing compliance, aligning with regulatory standards and practices to empower ongoing success.

➥ Engineered and implemented platform-specific automation and data-automation systems, driving significant efficiency improvements and elevating the marketing automation capabilities to a world-class standard.

➥ Led the expansion of marketing and campaign initiatives by overseeing MarTech stack operations, which resulted in enhanced capabilities and notable performance achievements.

➥ Created custom dashboards and reports that provided real-time visibility into key marketing metrics and KPIs, empowering executive leadership to make informed, data-driven decisions.

Director of Marketing Operations | Marketing Automation | Driving Growth & Performance Results

Computer Services, Inc.

As Digital Marketing Manager with CSI, I directed digital marketing initiatives, leading dynamic implementations to propel ongoing improvement and growth. 

• Integrated advanced marketing automation and web personalization tools, leading pilot personalization activities that significantly increased conversion rates and optimized customer reach.
• Conceptualized and implemented a unique multi-stage lead nurturing program, collaborating with leadership to expand the marketing qualified leads (MQL) strategy and drive higher quality leads.
• Overhauled the customer engagement strategy by launching comprehensive persona development processes and shaping automation workflows, effectively guiding leads through the buyer journey.
• Developed and executed tailored ABM strategies and campaigns, resulting in more targeted and successful marketing efforts.
• Advised leadership on best practices for marketing automation and email strategy, ensuring adherence to CAN-SPAM and GDPR compliance standards. 
• Partnered with the business intelligence team to maintain the integrity of customer relationship management software, enhancing data management processes.

Digital Marketing Manager

In this first role with CSI, I governed social media strategy, building creative engagement initiatives and a comprehensive brand guidebook to optimize digital engagement. 

• Spearheaded the creation and execution of a dynamic social media strategy, leading to a 30% increase in total website traffic by leveraging social media and pay-per-click campaigns.
• Created innovative engagement initiatives and a comprehensive brand guidebook, significantly enhancing digital engagement and brand consistency across all platforms.
• Established and standardized key performance metrics and measurement protocols, leading to the identification of critical improvement areas and the design of high-impact remediation strategies.
• Conducted detailed analyses of email marketing campaigns, utilizing insights from marketing automation platforms to inform strategic planning and optimize campaign performance.

Social Media Manager

Cyber Sytes, Inc.

Social Networking & Marketing Strategist

Tennessee Technological University Department of Athletics

Marketing Intern

MMA Creative

VP of Marketing | Growth Strategist | Revenue Optimization | Marketing Automation ➥ Building High-Performing Teams, Leveraging Innovative Strategies to Drive Growth & Impact

With over 14 years of experience as a marketing strategist and growth leader, my approach centers around achieving concrete results and real-world impact. I excel in highly competitive landscapes by implementing ahead-of-the-curve strategies. Passionate about uncovering the 'why' and 'how' behind business challenges, I guide teams to prioritize revenue results instead of vanity metrics and take a full-funnel view of the pipeline. I also understand the importance of leading with a healthy work-life balance and a sense of fulfillment, both for myself and for my teams. By keeping both outcomes and people at the forefront, I'm able to create a culture of success for my organizations.

I thrive in change management and high-growth environments focused on mergers and acquisition and operational challenges. 

Data-Backed Results
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➥ Researched, launched, and optimized an Account-Based Marketing Program aimed at moving more up-market, with initial results showing a 44x return on program investment to revenue generated

Change Champion
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➥ Collaborated with internal and newly-acquired stakeholders to establish culture, organizational and initiative alignment 7 times in a 3 year period

I have successfully leveraged budget, operations, and technology management to optimize results within revenue ranges from seed-stage start-ups and Series A companies to those with over $340M in revenue. I am adept at using data and analytics to pinpoint areas requiring optimization for increased marketing efficiency and building high-performing teams that deliver on ambitious revenue targets. 

My ability to understand and harness the power of technology is a key asset in creating a culture of innovation and continuous improvement. I possess a strong technical acumen that enables me to effectively leverage a wide range of marketing automation, CRM, PPC, ABM, analytics, and social media tools to drive business.

I am committed to catalyzing growth and reach through out-of-the-box marketing strategy. With my background in social media marketing, I’m always open to connect with other professionals and deliver value to my network here on LinkedIn. Let's connect and help each other.


CORE COMPETENCIES:
► Marketing Operations 
► Marketing Automation 
► Digital Marketing Strategy & Execution 
► Campaign Execution
► Revenue Growth 
► Sales Enablement 
► Account Based Marketing (ABM) 
► Marketing Analytics
► Marketing Compliance 
► Marketing Budget Management

Head of Marketing, Marketing Operations & Demand Generation | Revenue-Driven Strategy

Owning all go-to-market strategy planning, execution and implementation for this seed-stage start-up using AI to forecast pipeline and accelerate revenue, I have driven tangible results in a short period of time. Partnering with Sales to achieve goals targeting $1M in revenue, I spearheaded the development of research-based marketing and content strategies that have led to a remarkable 203% increase in contact creation MoM.

I have also been responsible for building and managing the RevSure.AI brand, ensuring that it resonates effectively with our target ICPs and personas. I have designed and implemented a scalable go-to-market tech stack process and systems, consistent with industry standards, to optimize our website for SEO and user experience, while creating demand within key audiences and accounts.

As a strategic marketing leader, I excel in highly competitive landscapes and thrive in change management and high-growth environments, having worked with both seed-stage start-ups and Series A companies.

Hello LinkedIn Community,

I build and fine-tune the marketing and business engines that power multi-million dollar growth. For over 13 years, I’ve served as a Fractional CMO and Strategic Advisor to executives in the B2B healthcare and consumer packaged goods (CPG) sectors, transforming their operational chaos into scalable, revenue-aligned systems.

My expertise isn't just in marketing campaigns, it's in constructing the entire operational backbone. I integrate marketing, sales, and finance through disciplined Revenue Operations (RevOps) frameworks, ensuring that every process and technology investment directly contributes to the bottom line.

My approach is built on a repeatable blueprint for scale:

• Developing Go-to-Market (GTM) Infrastructure: I design the strategies and workflows that align your teams and tech stack, turning fragmented efforts into a cohesive growth machine.
• Building Marketing Departments from the Ground Up: From zero to a high-performance function, I establish the operational structures, SOPs, and KPIs that enable teams to double their productivity and execute with precision.
• Leading Complex MarTech Modernization: I specialize in executing critical technology migrations that unify data, automate customer journeys, and provide the analytics for confident, data-informed decision-making.
• Translating Brand Strategy into National Distribution: I have a proven track record of repositioning brands and securing high-visibility retail partnerships (including Walmart) that catapult local companies into national players.

My documented impact includes:

• Scaling an early-stage CPG brand from <$50K to $2.8M+ in revenue.
• Generating a $5M growth potential for a health benefits firm by scaling its subscription capacity 6x.
• Increasing marketing team productivity by 100% and slashing project delays by 50% through process automation.
• Securing national distribution and co-marketing partnerships with industry leaders like Walmart, Farmacias Caridad, and MMM Holdings Health Insurance.

I've codified this methodology into my proprietary framework, The Curao Compass™, and my recently published book, to help other leaders navigate their own growth challenges.

Let's connect to discuss how we can architect a scalable growth engine for your organization.

Ivelisse Arroyo

If you want real growth, stop treating Marketing as your GTM strategy. C-Suite leaders, here’s a reality check:


Many companies aren’t stalling on growth because of poor marketing execution. They’re stalling because the business treats Marketing (and/or others) as the owner of GTM, instead of treating GTM as the operating system of the entire company.

👉Hiring a content marketer is not a GTM strategy.
👉Hiring a social media specialist is not a GTM strategy.
👉Hiring an agency or SDR is not a GTM strategy.

🗣️These hires matter, but not in isolation.

When businesses treat GTM as a series of disconnected marketing functions, they don’t build  consistent revenue. They build silos. 

And silos produce operational drag, inconsistent messaging, slow execution, and missed revenue opportunities.

This is exactly why only 22% of companies report truly integrated commercial leadership across Sales, Marketing, and Customer Success (Demand Gen Report, 2025). 

🗣️ Marketing is carrying a weight that belongs to the entire business.

Meanwhile, companies with strong GTM alignment grow 19% faster and are 15% more profitable (DemandRevenue, 2025). 

🗣️🙌 That is not a marketing win. That is an organizational win created by a unified operating system.

Yet 85% of GTM teams report misalignment across functions even when they believe their strategy is solid (Mural/Sales & Marketing Alignment Survey, 2025). 

That misalignment shows up in delayed launches, confused customers, and unpredictable revenue.

👉The problem is not talent.
👉The problem is not MarTech tools.
👉The problem is not campaigns.

🗣️🗣️🗣️ The problem is architecture.

GTM cannot live inside Marketing.

GTM must be the system the C-Suite aligns around a shared definition of success, unified metrics, coordinated workflows, and cross-functional ownership.

💥 When Marketing sits at the center of the organization with the customer, and every function contributes to one unified GTM system, the organization moves together. 

💀 When GTM is divided into content, social, growth, and campaigns with no shared backbone, the organization moves in pieces.

If the C-Suite wants predictable revenue, they cannot delegate GTM downward. They must own the system, not just the outputs.

GTM role is not a department such as marketing or sales. GTM succeeds as an architecture that determines whether your company grows or stalls.

Alignment at the top is the catalyst that makes everything else work.

Share your thoughts 💭! Let’s start the discussion.

⸻

📈 Sources (Current)

22% of organizations report integrated commercial leadership
— Demand Gen Report, “Trilliad Details Growth Paradox for B2B Marketers,” 2025

19% faster growth and 15% higher profitability for aligned GTM organizations
— DemandRevenue, “Cross-Functional GTM Alignment Research,” 2025

85% of GTM teams report functional misalignment
— Mural / Sales & Marketing Alignment Survey, 2025

Marketing Operations Leader | Executive Advisor on Go-to-Market (GTM) & Revenue Operations | Expert in Transforming Marketing Chaos into Multi-Million Dollar Growth for B2B & CPG Brands | Author of The Curao Compass™

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Ivelisse Arroyo

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Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Ivelisse Arroyo's LinkedIn Performance

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