Robyn Hatfield 📨

Adobe Marketo

Co-Leader of the Austin Marketo User Group. The purpose of our group is to provide both in-person and virtual networking for Marketing Operations professionals, build Marketing Operations and Marketo-specific skills, and promote individual growth.

Austin Marketo User Group Leader

UT Austin Boot Camps

•	Taught digital marketing to students at the University of Texas Digital Marketing Bootcamp. Topics included SEO, SEM, social media, content creation, website design, CRM, email marketing, marketing automation and more.
•	This was a part time contract position 2 nights per week and on Saturday.

Digital Marketing Instructor

Watermark

Director of Marketing Operations

Hileman Group

•	Researched and provided direction for purchase of CRM and Marketing Automation tools for healthcare companies and B2B companies in the healthcare industry.
•	Created strategic direction for Healthcare and B2B clients for email, marketing automation, and virtual events.
•	Executed marketing operations and automation campaigns
•	Integrated marketing automation platforms with different platforms including customer relationship management tools, webinar/virtual event software, event platforms and more.
•	Created marketing conversations with chatbots using Drift
•	Developed lead scoring models and executed the scoring system.
•	Developed lead routing operational programs.
•	Created attribution programs using marketing automation platforms.

Senior Strategist, Marketing Operations

Accruent

•	Received Marketer of the Year award in 2020.
•	Created customer journeys and built marketing campaigns for the life cycle of the customer. 
•	Built out complete automation and funneling using logic-based action and triggers to automate the sales process.
•	Integrated Marketo with different platforms including scheduling platforms, webinar platforms, SMS/text, and virtual event software.

Lifecycle Marketing | Marketing Operations | Marketing Automation

Follow Your Arrow Marketing

•	Responsible for end to end marketing as well as directing BDR follow up. 
•	Generated leads using offline and online marketing including networking, B2B selling, seminars, SEM, SEO, social media, social media marketing and advertising, and other digital and traditional marketing methods.
•	Created marketing strategies for clients in different industries including concierge medical practice, attorneys, financial advisors, restaurants, business coaches, consulting firms and more.  
•	Led teams of contractors for full marketing implementation including paid campaigns (Adwords and social PPC), search engine optimization (SEO), marketing operations and automation, email marketing, organic social media strategy and more.
•	Created email marketing campaigns and marketing automation for clients with different software platforms. Built out complete automation and funneling using logic-based action and triggers to automate the sales process.
•	Managed and monitored social media accounts for all types of companies.
•	Created conversational marketing with chatbots using Hubspot's chat function.
•	Created and maintained WordPress websites using the WordPress platform as well as basic HTML.

Director of Revenue

Adecco

•	Responsible for generating pipeline and revenue - successfully 6x revenue within a 3 year period
•	Created full marketing campaigns that included paid campaigns, organic social, landing pages, marketing automation, and more.
•	Sourced and recruited candidates using calling, networking, as well as a full online campaign including Google AdWords and social media ads.  We built social media channels as well as a fully automated follow up system to allow us to recruit massive volumes in a short period of time and to brand the workforce culture.
•	Managed one of the largest projects of hiring and screening candidates.  My team screened over 5000-6000 candidates every season (in a 4-month period) and interviewed, background checked and onboarded 2000-3500.

Senior Manager GTM - Marketing and Business Development

Marketing Operations | Marketo Champion | Lifecycle Marketer | Email Marketing | Marketing Automation | Author

I'm a GTM-focused marketing and revenue operations leader who drives scalable growth across B2B SaaS companies. With a deep background in marketing automation, revenue systems, and cross-functional alignment, I help organizations unlock faster pipeline creation, cleaner customer journeys, and smarter GTM strategies that drive measurable revenue impact.

Before moving into marketing and revenue leadership, I spent over a decade in sales and sales management — building pipelines, closing deals, and leading teams to outperform national rankings. I learned firsthand how smart GTM strategies, personalized marketing, and operational precision create real revenue because I used them to become one of the top-ranked salespeople in the country.

Now, I blend that frontline experience with operational scale to drive predictable, sustainable growth.

I’m also the author of the best-selling #1 ROI-Focused Email Marketing Guide — a straight-talking, data-backed playbook for marketers who care about pipeline, not just pretty templates.

- My strength? Bridging the gap between strategy and execution.
- I use data to answer the questions that actually matter. I use data insights to move the business forward.
- I build cross-functional alignment that helps big initiatives clear the finish line.
- I help teams unlock insights that lead to better decisions, stronger performance, and more revenue.

🛠️ Tools & Certs I’ve put to work

Marketo (MCE + Master Solutions Architect) | Salesforce Certified Admin | 6sense (Certified in Fundamentals of Next Gen Marketing) | LeanData | Bizible/Marketo Measure | Google Analytics | Google Ads | Paid & Organic Strategy | Email Marketing | Lifecycle Strategy | Uberflip | Slack | Teams | Confluence | You name it.

📬 robyn@robynhatfield.com
🔗 robynhatfield.com

Leads the GMCX marketing operations associate team, with members across the globe, owning strategy and architecture improvements for initiatives that support Enterprise SaaS organizational scale, transformative reporting, and revenue growth

• Up-leveled reporting processes for stakeholders by leading a data integrity initiative resulting in more agile decision making by field marketing teams 
• Increased email deliverability across the board bringing it up 15% by introducing new processes and controls, as well as training the global teams on alignment and governance
• Created the new best-in-class SaaS lead scoring model to increase granularity on scores to help deliver high-quality, high-converting leads, with an ultimate goal of increasing MQL to TQL conversion rates and giving stakeholders a better understanding of which channels, campaigns and content are performing best throughout the funnel
• Reduced MQL failure rate by over 30% by overhauling the MQL engine, and rebuilding the process for scalability and adaptability

Senior Manager Marketing Operations

Bandwidth Inc.

As a Marketing Operations Manager, I am closely aligned with the demand generation, product marketing, program marketing, and campaign teams to lead the creation and execution of strategic marketing operations projects to support the continued growth of Bandwidth. 
This includes upholding and improving processes and systems related to marketing operations to help ensure marketing is optimizing, measuring, and continually improving its efforts. In addition, I am responsible for ensuring our technology systems are set up according to best practices, are in alignment with Sales processes, are effective, scalable, measurable, and that every marketing touchpoint is attributable. 

• Executed the shift to account routing via LeanData to help evolve the account based selling strategy to a more mature SaaS growth model
• Drove the cleanup and governance initiative by gaining buy-in from executives and gaining resources to complete the task
• Led internal teams to shift to strategically focus on scaling and growth, working with global teams to achieve a unified sales team, lead routing and email strategy
• Built a team of marketing operations, revenue operations, and marketing automation specialists to help strategically move our Marketo instance from a one-off email shop to a completely automated and ABM Funnel-based strategic platform

Marketing Operations Manager

Led the marketing team in email strategy, as well as attribution strategy. Measured
and analyzed the performance of all marketing channels, helping the marketing team
meet their goals while supporting the sales teams.

•	Managed and maintained the marketing automation system and its integrations for operational excellence
•	Continually optimized the marketing automation platform performance including automation, forms, landing pages, and lead routing
•	Created and continually improved upon automation programs including welcome, nurture and ad-hoc campaigns that drove revenue and brand awareness
•	Provided marketing metrics and analysis, including email metrics and revenue attribution, to internal stakeholders

Marketing Automation and Attribution

Jellyvision

Led the marketing team in tracking, measuring and analyzing the performance of all marketing channels, in order to meet our goals and support the sales and business development teams.

•	Led the team in the transition from lead-generation numbers focused to revenue focused measurement and goals in 2017

•	Implemented a multi-touch attribution model at the start of 2016, and fine-tuned the model in 2017 to help show marketing’s contribution to the funnel. This included showing 99% more contribution from paid channels that we would not have seen with a standard first-touch model

•	Analyzed the performance of our marketing channels utilizing reports created in Salesforce, as well as Bizible. Reported on and analyzed the ROI of each channel monthly, enabling the team to make any adjustments necessary to meet goals

•	Analyzed marketing performance of our website using Google Analytics. Using the findings from these reports, we are able to increase focus on quality content strategy to provide the best content for our audience. With this knowledge, we were able to beat goals with a 217% increase in 2016 and 47% in 2017

•	Continually increased website traffic through the use of A/B tests for optimization, SEO improvements, and content improvements. With increased focus we were able to increase our traffic YoY, by 59% in 2016 and 25% in 2017 

•	Managed elationships with SEO and website design agencies in order to create a user-friendly and successful lead generation website

•	By pulling data from Salesforce, built a proposal for the sales team to create an inbound team in 2016. The team has grown to 3 representatives and worked to meet concrete goals of their own in 2017

Manager - Marketing Analytics

Drive continual improvement in performance through detailed analysis and
reporting of Jellyvision’s ALEX® product.

• Provide marketing and sales teams with data and analysis to support marketing collateral and sales presentations

• Analyze product on a client basis and provide detailed reports on performance, complete with suggestions on how to improve

• Create A/B tests of product to help determine optimal experience for the user

• Analyze and report on product market performance, recommend and implement improvements for each client in order to achieve maximum user
engagement

Market Insights Analyst - Consumer Insights

Walgreens

Worked as a part of the Online Merchandising and Operations department, focused on email programs. Responsible for developing, managing and improving best-in-class email campaigns and programs that contributed to the growth of email lists, customer loyalty and ROI. Drove continual improvement in performance through detailed analysis and reporting on effectiveness of communication methods.

Promoted in 2013 to email analyst, responsible for performance of Walgreens Weekly Ad and Online Specials emails.

•	Drove continual improvement in performance through detailed analysis and reporting on effectiveness of communication methods. 

•	Analyzed email performance, and provided strategic recommendations in the development of email content production and campaign planning and strategy

•	Developed A/B tests of subject lines, time of day sends and content, to determine what the customer prefers.  Used results to drive and increase open and click-through rates across multiple mailings

Campaign Producer

•	Produced hundreds of Walgreens email campaigns in CheetahMail platform sending to tens of millions recipients.

Principal Analyst, eCommerce – Email Programs

farm

Job Scope: Main point of contact for clients, to ensure accurate, on time quality visuals for the clients. Responsibilities include project panning, quality control and completing projects on time and within budget.

Project Manager

Tellabs

Job Scope:  Market Strategy Team member: conducted market research to analyze current position in the market, analyzed competition, forecast market growth and assisted in defining overall business strategy. Assisted in the creation and implementation of a competitive intelligence program.

Business Analyst

Motorola

Global Integrated Marketing Communications Team, supporting the Government and Public Safety Division. Develop collateral materials, manage agency relationships, manage internal websites and redesigned Motorola Web-Bulletin into a Wiki format.

Global Marketing Communications Specialist

Responsible for various International customer accounts, as well as a liason for International Motorola facilities. Assisted with everyday account inquiries and issues. Responsible for assisting with order maintenance and account maintenance.

International Account Representative

Job Scope:  Learn the business and support incoming calls from customers.
•	Developed strong product knowledge for Government and Public Safety products resulting in ability to provide high-level support.
•	Increased skill set in areas of dealer support, service and retail business radio programming increasing the number and range of customers receiving service.
•	Promoted to International Customer Care Services Team for Government and Public Safety division supporting business functions in Europe, Middle East, Africa, and Asia Pacific regions.

Customer Service Representative

YMCA

Assisted in management of program operations and held positions of progressive responsibility in planning, instructing, and leading youth sports and recreational programs.

Youth Sports Instructor

Motorola Solutions

Played a significant role in the creation and execution of the new Enterprise Business website including Photoshop, Flash, and content management work.  Coordinated advertising projects with outside agencies.
Implemented web traffic analysis and evaluated results in order to help increase web traffic.  Completed graphics projects for various newsletters and internal reports.  Used team skills to support launch of a new website in Europe, Middle East, and Africa.

Marketing Specialist

Worked in the Global Marketing Department. Helped with a website redesign including Photoshop, Flash, and content management work. Completed graphics projects for various newsletter and internal reports. Used team skills to support the launch of a new website in Europe, Middle East, and Asia.

Basically, I am a marketing ops nerd and I like to help people. I like to help people solve problems, to help them learn and grow, and ultimately to help them succeed. There is nothing more heart warming than the moment you see something click for a marketing ops person. 💜 When one of us grows we all grow. When one of us succeeds we all succeed. We are in this together, and I couldn’t be more excited to be along for the journey. 

taplio

The Battle

Robyn Hatfield 📨

Kimberly Galitz

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