Hillary Carpio

Snowflake

Sr. Director, Growth Marketing

Senior Director, Account Based Marketing

Uniting revenue teams by leading 18 sales-aligned account-based marketers supporting 400+ field sellers across enterprise and Fortune 1000 accounts. Our team runs integrated programs in target accounts with field marketing, partner marketing, demand gen and sales development to support more than 5,000 target accounts with the industry's best hyper-personalized experiences. Some notable achievements include: 

- Multiplied SDR outbound meeting rate in top accounts by 4x through integrated ABM/SDR quarterly program achieving a >40% meeting rate repeated quarter over quarter.

- Launched first-of-its-kind partner ABM program with Big 4 brands to generate 7-figure pipeline in joint Fortune 1000 accounts. 

- Increased target account engagement with 1:1 pages by 60% through hyper-personalization across funnel-stages and industries at scale.

- Implemented 3-tier ABM strategy, expanding account-based programs to serve account executives, sales District Managers, and Regional Sales VP's across quarterly and yearly programs for new business, growth, and cross-selling initiatives.

- Created account-engagement scoring model with data scientist for V1 of predictive model. 

- Launched field marketing and demand-generation integrated programs driving up to 300 attendees in single Fortune 1000 accounts and 3x our registration goal to corporate flagship event.

Director, Account Based Marketing (Pre-IPO)

Fortinet

Led a team of 4 rockstars to collaboratively push the boundaries modern marketing in:
- Growth Marketing
- Paid Media
- Email Marketing (Demand Gen + Events)
- Direct Mail
- Account Based Marketing

Senior Manager, Global Digital Marketing & Demand Gen

- Manage Marketing Campaigns and Growth Marketing team
- Strategic programs
- Account Based Marketing
- Digital experience 
- Marketing tools and technologies including content experience, intent and predictive analytics, digital tactics, meeting drivers, etc.
- Global campaign support for global teams

Senior Manager, Campaigns and Growth Marketing

-Marketing technology strategy, workflow implementation, and tracking/measurement for buyer intent data, predictive analytics, chat, behavior triggered conversions, content marketing, and account-based marketing (ABM). 

-The CISO Collective development and operations manager - One stop for everything related to being a successful CISO. Check out the website at TheCISOCollective.com and download the mobile app in the Apple Store or Google Play. 

-Content experience hub with AI for global demand generation, segment/vertical newsletters, and reactive marketing programs with increased personalization and conversion rates.

-Global campaign management:  Paid media programs (SEM, display, etc.), creative management, asset development and demand generation for Gartner Magic Quadrants, threat reports, peer reviews program, GDPR, and Fortinet's annual customer conference.

-Rapid response digital marketing for threat outbreaks

Marketing Manager - Global Campaigns and Technologies

NetApp

- Led geo execution of programs and campaigns aligned with cloud buyers' journey and persona
- Built global cloud campaign collaboratively with cross-functional teams
- Influenced alignment between field and corporate marketing teams

Integrated Marketing Manager, Cloud

As the geo lead for the US, Canada and Latin America, I am responsible for the field marketing teams, channel marketing teams, and company partners' alignment with corporate priorities, programs and launches. I work directly with the go-to-market, branding, demand generation, marketing automation and global teams to generate messaging, assets, and strategy planning to drive business results in the partner organization.

Key Responsibilities

- SharePoint user experience design, graphic design, site development and management 
- Gamification training program creative development and execution
- Internal comms strategy and multimedia production 
- Corporate alignment with field and channel marketing orgs
- Newsletter creation, management and optimization
- Creative project management 
- Executive comms and win reporting

Americas Marketing Communications Manager

In this role, I created content, strategies and tactics for NetApp's US Public Sector portfolio of brand elements including the Gov Gurus blog, social media, brand-sponsored microsite, public relations, and internal communications.

Key Responsibilities

-Sponsored content and SME bylines for industry publications
-Online channel strategy, campaigns and content including Facebook, Twitter, GovDataDownload microsite, GovGurus Blog and corporate channel amplification
-Internal comms including enablement kits, monthly reports, presentations, and SharePoint creation
-Content marketing deliverables such as video production, infographics, and social and internal assets

Marketing Communications Manager, US Public Sector

San Jose State University

- Assist Pulitzer Prize Winner, Kim Komenich 
- Advise and evaluate student projects in multimedia layout, design, and coding
- Organize and maintain evaluation records and standards

Graduate Teaching Assistant

HonorPoint USA

-Developed online rebranding strategy to transition from military to civilian target audience
-Produced digital artwork and content for social media 
-Worked with graphic designer and CEO's to analyze target audience and brand tactics

Branding and Social Media Intern

The Century Club of San Diego - Farmer's Insurance Open Golf Tournament

- Developed social media strategy, content, & reports for Facebook reach of 143,000.
- Facilitated social following increase of 13% on Facebook, 24% on Twitter, & 206% on Instagram.
- Designed letterhead and advertising materials for tournament rebranding.
- Generated & published content for 30+ sponsors including Coca-Cola, STAR/PAL, and more. 
- Created marketing materials including presentations, press releases & program content.
- Assisted in customer service & crowd management during tournament week.

Marketing and Communications Intern

SOLO Eyewear

- Advanced 50 sales leads in Miami to promote national growth 
- Recruited and planned Acts of Kindness marketing event
- Generated content marketing assets in the form of blog, Facebook, and Instagram posts 
- Managed partnerships with the Greek communities

Brand Ambassador Intern

Fitzee Foods

- Executed direct marketing to introduce customers to the new product 
- Managed event marketing preparation and presentation
- Initiated sales funnel with customers, colleagues, and promotional partner executives

Advertising/ Brand Development Intern

My entrepreneurial, competitive and creative spirit developed in my early years while selling our family's farm-fresh eggs to my local community. For each dozen sold, I revealed a timid, 7-year-old grin, exchanged my chicken-imprinted business card and pictured the day I would be racing in the go-cart I was saving for. More importantly, I was learning how to create business experiences that not only generated profit, but left meaningful, authentic impressions on my customers. My small town relationships combined with my passion for all things creative have fueled my passion for innovative, memorable marketing experiences.

From the rural country to now the heart of the Silicon Valley, I am passionate about leading the next generation of marketing innovators in B2B Marketing. I currently lead one of the largest teams in the industry dedicated to Account Based Marketing (ABM). In my time at Snowflake, I’ve built scalable, repeatable, and measurable processes and programs to serve more than 200 SDRs and 400+ sales reps that are replicated globally. The thoughtful intersection of marketing technology and responsive, human problem solving for sales sets the Snowflake ABM program apart. 

Director of Account Based Marketing (Pre-IPO)

Uniting revenue teams by leading 11 sales-aligned account-based marketers supporting 200+ field sellers across enterprise and Fortune 1000 accounts. Our team runs integrated programs in target accounts with field marketing, partner marketing, demand gen and sales development to support more than 2,000 target accounts with the industry's best hyper-personalized experiences. Some notable achievements include: 

- Multiplied SDR outbound meeting rate in top accounts by 3x through integrated ABM/SDR quarterly program achieving a 25% meeting rate repeated quarter over quarter.

- Launched first-of-its-kind partner ABM program with Big 4 brands to generate 7-figure pipeline in joint Fortune 1000 accounts. 

- Increased target account engagement with 1:1 pages by 60% through hyper-personalization across funnel-stages and industries at scale.

- Implemented 3-tier ABM strategy, expanding account-based programs to serve account executives, sales District Managers, and Regional Sales VP's across quarterly and yearly programs for new business, growth, and cross-selling initiatives.

- Created account-engagement scoring model with data scientist for V1 of predictive model. 

- Launched field marketing and demand-generation integrated programs driving up to 300 attendees in single Fortune 1000 accounts and 3x our registration goal to corporate flagship event.

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