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

BL.INK

Bl.ink enables brands to efficiently create perfect branded links while capturing unlimited data attributes at scale. Secure, compliant, blazingly fast QR code creation for the world's most iconic brands. Connecting audiences to information seamlessly at enterprise scale.

Vice President Marketing

Living Security

Tripled inbound demo requests, leading to the company surpassing its quarterly bookings target for the first time.

As an unexpected marketing team of one with a small budget, I carefully prioritized activities that had the best short- and long-term impact. 

In doing so, I took on large projects (reformatting the website to improve SEO and time-to-launch for landing pages), developed and promoted webinars that delivered hundreds of registrations and regularly 40% attendance, and efficiently targeted, reached, and engaged the ICP using 6sense. 

Developed messaging alongside the VP Product, helped manage the BDR team, created and recycled content in multiple formats, and improved our organic search traffic as well as digital ad efficiency. Ran all of marketing via Hubspot.

At Watermark, insights inspire progress. Watermark’s software gives higher education institutions the insights they need to improve, evolve, and empower student success. Watermark’s integrated digital solutions support assessment and accreditation, faculty activity reporting, course evaluation and surveys, and catalog and curriculum development for over 1,700 higher education institutions around the world. 

* Pipeline: Created demand generation machine to reach a finite market to drive qualified pipeline for Sales. Generated 70% of the total company pipeline in 2021. First leader to create measurable, predictable pipeline.
* Technology: Team implemented 6sense, BrightTALK (webinar platform), replatformed Marketo, optimized Drift and Drift Email, dramatically improved SEO, CRO. 
* Team: Created, attracted, and managed an efficient demand-gen-focused team of 10, including campaigns, marketing operations, digital, and content managers. Led outsourced SDR team.
* Highlight: Team rebranded company messaging that resonates with clients and their mission.

TrustRadius

Created high-impact campaigns that drove pipeline; managed BDR function; created functional marketing ops; pivoted resources during COVID to accelerate prospecting and pipeline.
* Pipeline: Delivered 109% of pipeline target in my first quarter at TrustRadius (during a 4-month “quarter”). The following quarter was a standard 3-month quarter and COVID hit, and we hit 90% of the previous quarter’s attainment. Not bad for a marketing tool during a pandemic. 
* Demand engine: Upleveled and expanded database, improved campaign efficiency, created the first-ever BDR enablement programs. Shifted pipeline definition to enable predictability, built revenue models to set pipeline targets.
* Team: Hired, grew, managed team of 7, including Events, Operations and SDR/BDRs.
* Highlight: Operationalized category-focused plays for Sales, enabling them to personalize messaging and prospect to key accounts in hours, not days.

Head of Demand Generation

Forcepoint

Led a global team that created global campaigns for in-region execution, managed digital demand generation programs for key regions, and drove operational improvements across marketing, including budget management, marketing automation, and attribution.     
* Pipeline: Implemented multi-touch attribution to accurately inform marketing decisions. Improved MEL-to-MQL conversion to greater than 60% and increased marketing-sourced pipeline by more than 100% year-over-year. 
* Demand engine: Built the company’s first-ever closed-loop demand generation engine and launched global digital marketing programs, all within my first 90 days.
* Highlight: Launched the new Forcepoint company brand globally within 100 days for a follow-the-sun launch on January 14, 2016. Orchestrated operations, managed content processes and projects with 400 people under NDA, as the company name was secret. 
* Quickly integrated new messaging, databases and campaigns to support multiple acquisitions. 
Team: Managed team of 9, including Campaign Management, Digital/SEO and Operations, globally dispersed.

Director, Global Marketing Campaigns | Marketing Operations | Digital Marketing | Content Creator

Bazaarvoice

Promoted to first-ever Campaign Manager, working with Sales to continuously improve lead performance and follow-up. Executed/created core functions in marketing including original content creation, digital demand generation, marketing automation, sales enablement, and program/project management.  
* Pipeline: First-ever Campaign Manager, grew marketing-sourced pipeline from zero to 20%.
* Demand engine: Instrumental in creating Bazaarvoice's first end-to-end demand generation waterfall, enabling predictive models for driving the exact number of MQLs to hit pipeline targets.  
* Highlight: Continuous demand-driving innovation. Most notably, I built a memorable virtual conference that created high engagement across customers and prospects, and brought Sales, Client Success, Product Marketing together to support this real-time, day-long event. 
* Created all campaign processes, mentored and coached peers across the global function. 
* Participated in IPO

Senior Campaign Manager | Demand Generation Manager | Team Lead | B2B | SaaS

Hired as the #7 marketer (#70 employee overall) during Bazaarvoice's third year in business, helping build a world-class marketing team that continues to deliver.

Responsible for creating more than 500 pages of marketing content, including white papers/ebooks, blog posts, case studies, articles, award entries, and website content. 

Managed several website redesigns, creating all content and working with design and executives.

Created the Project Management/Creative Resources Manager role on the marketing team, volunteering for this role, part-time, while also writing content. It's now a full-time management role. I created internal tools and processes that dramatically improved communications within marketing and throughout the rest of the organization.

Managed and mentored team members as the team grew and they took on various roles: content creation, project/resource management, and campaign management

Promoted to first-ever Campaign Management position, focusing on delivering sales-ready leads in the manufacturing vertical, which was a relatively new vertical for Bazaarvoice at the time. Now these brands make up the core growth engine.

Marketing Manager | Content Marketing | Customer References | Creative Resources Management

Dando Advisors

[This role was concurrent with my work at Bazaarvoice. I continuously worked at Bazaarvoice from 2007 to 2015.]

Executive leadership guru Kirk Dando needed to share his skills and experience with as many leaders as possible. He contracted me to blog on his behalf, assist in writing and editing his book, and extending the reach of his content and teachings. 

Together we created tools that help companies assess their readiness for real change, honed his messaging, and acted as a sounding board to many strategic ideas. 

Predictive Leadership: Avoiding the 12 Critical Mistakes That Derail Growth-Hungry Companies, available on Amazon.com, is a must-read for any entrepreneur or leader of any organization. As a vice president, director, business owner, and individual contributor, I have lived or narrowly escaped each and every one of Kirk's "12 Warning Signs of Success."  I am honored to be one of just three key people listed in the Acknowledgements.

Interim Marketing Director | Content Management | Content Creation | Writer & Editor | Consultant

Round Rock Ghost Tours

Created a fun way for Round Rock residents to discover the then-overlooked historic downtown. I researched and wrote all original content (i.e. storytelling, marketing content, advertising collateral) to engage customers in purchasing/participating in the unique tour experience. Delivered tour presentations, promoted tour services, and managed business operations; successfully engaged 1000+ tour patrons.

Owner | Content Creation | VP Marketing | Tour Guide | Historian | Storyteller | Community Builder

America's Incredible Pizza Company

Drove demand for the regional family entertainment center chain and managed Field Marketing team for corporate locations.  
• Created new Corporate Group offerings that drove profits during off-peak times and developed repeatable programs that enabled all stores to stay consistent with brand, which reduced marketing costs and leveraged proven programs.

Vice President Marketing | Field Marketing Lead | Corporate Marketing | GTM Planning | Store Launch

Leigh Haney Marketing, Inc.

Opened/maintained a marketing consultancy, serving as an Interim Marketing Director for a wide range of businesses and industries; provided marketing services, such as marketing strategy development and brand marketing campaign management.               
• Notable Client Projects: Annual Free Smoothie Morning Campaign - Texas-owned Jamba Juice locations, American Cancer Society’s Grand Opening event, and the pre-opening and first-year of corporate marketing for Austin's Park 'n' Pizza.

President | VP Marketing | Consultant | Content Manager | Project Manager | Field Marketing

A possible summary is:

As a VP Marketing at Coming Soon, I help B2B SaaS companies achieve their revenue goals by blending great content, smart campaigns, and operational excellence. With over 5 years of experience in demand generation, I have a proven track record of delivering actionable pipeline and scaling marketing programs across multiple channels and segments.

I am passionate about collaborating with sales, product, and engineering teams to create compelling messaging and value propositions that resonate with our ideal customer profile. I also leverage my skills in improv and storytelling to engage and inspire audiences, from webinars to podcasts. I am always looking for new ways to optimize our marketing automation and tech stack, and I have hands-on experience with Hubspot, 6sense, Marketo, and Salesforce.

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Robyn Hatfield 📨

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