Daxtra Technologies

VP Growth Marketing

Women in B2B Marketing

Women in B2B Marketing is a weekly podcast dedicated to motivating marketers at all levels in their careers through real-life stories of victory and defeat, challenge and triumph. Our goal is to inspire listeners to achieve more, strive for success, and feel a sense of understanding and community.

Made by and for women, insightful for all.

Creator and Host

Series A SaaS startup, focused on digital transformation, AI, and Automation, where I transitioned the team fromSLG to PLG, overseeing all go-to-market (GTM) and marketing initiatives from product marketing to demand generation.

VP of Marketing

Justuno

Global website conversion optimization platform (SaaS), where I owned all marketing: product launches throughbrand and demand generation, while shifting from an SMB to mid-market/ enterprise (MME) audience.

Director of Marketing

HawkSEM

Boutique digital marketing agency, where I focused on expanding the agency’s B2B SMB prospect and clientrelationships within Financial Services, Healthcare, Higher Education, SaaS, and Retail.

Tinuiti

•	Determined and managed comprehensive Marketing plan and annual budget
•	Hired and developed marketing team across multiple offices and remote locations, with 
100% team retention over 4 years
•	Drove 40-70% revenue growth YoY with event marketing, paid advertising, partner marketing, inbound marketing, and thought leadership 
•	Worked closely with partners at Google, Facebook, Microsoft, and Apple, targeting enterprise and challenger brands, with a focus on e-commerce
•	Led recruitment marketing efforts through social promotion and award wins like Ad Age #1 Best Place to Work, assisting in headcount growth from under 100 to over 500 and stellar retention rates
•	Secured segment on The Today Show with Al Roker on "Millennial Misconceptions," resulting from Fortune #1 Workplace for Millennials award win
•	Successfully led internal and external communications through private equity investment
and 3 acquisitions within 12 months
•	Elevated and expanded annual client event, driving over 50% attendance growth each year
•	Worked with internal team and PR consultants to establish thought leadership and brand
recognition with PR coverage, bylines, and multiple performance and culture award wins
•	Launched AR (Analyst Relations) program with Forrester and eMarketer

Marketing Director at Elite SEM (now known as Tinuiti)

•	Re-launched website with updated branding, messaging, content, and blog
•	Launched blog and newsletter, with cross-channel SME content plan and calendar
• Transitioned email program from Emma to HubSpot, expanding marketing automation and analytics capabilities
•	Managed annual events strategy – including sponsored, owned, and partner events

Elite SEM is an award-winning digital marketing agency. Founded on search, focused on holistic performance-driven digital marketing, Elite expertise spans Paid Search, SEO, Shopping & Feed, Display Advertising, Paid Social, Conversion Rate Optimization (CRO), and Analytics. Elite brings a unique business model to the market that ties account performance to account managers, and rewards our teams for continuous performance and satisfied clients with a share of company profits. Boasting unprecedented 94+% employee and client retention rates, our commitment to people and performance has cemented our position as one of the top digital marketing agencies in North America.

Elite has won several prestigious industry awards and accolades for both our culture and performance including The Chair Award at 2017 US Drum Search Awards, Bing Independent Agency of the Year 2016, Ad Age’s 2015 Small Agency of the Year Award for Best Agency Culture, Entrepreneur’s 2015 #1 Top Company Culture, US Search Awards Best Agency (2013, 2014, 2015), Ad Age’s Top 25 US Search Agency, Fortune’s #12 Best Medium Workplace, Crain’s #1 Best Place to Work in NYC, Best Place to Work in San Francisco, Mashable’s #1 Top Tech Company, and Inc. #3 Place to Work.

Senior Marketing Manager at Elite SEM (now known as Tinuiti)

PandoLogic

•	Reported directly to CMO, working closely with executives and sales team
•	Grew the Marketing department from 2 employees to 10 in less than 2 years
•	Oversaw a complex marketing automation software transition from Act-On to Marketo, 
along with all Salesforce integrations
•	Led the (B2B) lead generation team within the Marketing Department
•	Launched and ran the RealMatch blog and content marketing strategy
•	Organized, promoted, and hosted monthly expert webinar series of 150+ attendees
•	Managed email programs for 5 vertical markets: newsletters, targeted campaigns, nurtures
•	Owned trade show and conference calendar, execution and performance – 10/yr
•	Tested and managed new retargeting initiatives via Google, Bizo, Adroll

RealMatch is the next generation in Recruitment Advertising Solutions. Whether your goal is to generate more revenue with recruitment advertising, increase site traffic, offer a valuable service to your members and community, operate an online job board, or a combination of all these and more—RealMatch has the solution that will help take your business to new heights.

Marketing Manager at RealMatch (now known as PandoLogic)

MIG & Co.

•	Renovated and re-launched corporate MIG website
•	Established and maintained relationships with Partners and joint marketing efforts
•	Developed and launched all multi-touch campaigns
•	Managed Marketing Department staff
•	Oversaw outsourced resources as needed
•	Produced newsletters, HTML e-mail blasts
•	Implemented Google Adwords & Analytics
•	Launched monthly MIG webinar (online) and seminar (in person) series

MIG specializes in the implementation of financial and business management systems, helping customers streamline their processes and maximize productivity.

Marketing Manager

•	Updated web content as necessary - SEO
•	Established social networking platforms
•	Organized group and corporate blogs
•	Coordinated Social Media Optimization and Marketing (SMO/SMM)
•	Developed and delivered periodic marketing campaigns

Digital Marketing Coordinator

Allen Field Company Inc.

• Worked closely with office in Shanghai, China for various marketing and printing projects
• Managed first-ever international trade show sponsorship in China - coordinating from NYC, and overseeing in person 
• Renovated and re-launched Allen Field website
• SEM - Maintained Google AdWords and other PPC accounts
• Established social media outlets – Facebook and Twitter accounts
• Organized the production of product catalogs and promotional literature
• Managed conceptual and editorial development of monthly e-newsletter

Allen Field is the choice manufacturer of proprietary and custom-designed fittings for the Packaging, Woodworking and Textile Industries.

Marketing Coordinator

Marketing Intern

ClientFirst Strategy, Inc.

•	Updated CRM files, corresponded with NEXT Financial Group and reviewed portfolios with owner
•	Advised marketing plans to expand clientele through referrals, charities, and networking events

👋 VP Marketing @ Wrk | 🎙️ Podcast Host @ Women in B2B Marketing | Empathetic Leader | Expert Slinky Detangler

I’m a growth-minded, people-first marketing leader with 17+ years of experience driving revenue for B2B SaaS and services companies across VC-backed, PE-owned, and bootstrapped environments.

As VP of Growth Marketing at Daxtra, I lead brand, demand gen, product marketing, and ABX across global markets (AMER, EMEA, APAC).

I’ve led marketing from seed-stage startups to 100M+ scaleups, and built teams from 0 to 10+. 

Specialties:
• Building and scaling marketing functions (from scratch or existing)
• Revenue-focused demand generation (PLG + SLG)
• Product marketing + strategic positioning
• Brand storytelling that resonates
• ABX and partner co-marketing plays
• Leading with heart and clarity

I’m also the creator + host of 🎙️ Women in B2B Marketing, a podcast and growing community that’s all about getting more women on mics, on stages, and in leadership.

Some roles check your boxes. Others light you up.
This one does BOTH!

SO PUMPED to share: I've officially joined memoryBlue as their Global Head of Marketing.

My job search was a wild ride (more to come on that 😜), but here's why this role stood out:
• Cari Jaquet shared the opp in CMO Coffee Talk - instant validation. (& huge thanks to Cari for making this happen!)
• My first call with our President Aurelien had me writing in my notes "I really like him!". He was transparent about the current challenges, what he's excited about, and asked me to grill the team for the real deal (which I got from everyone)
• I'm genuinely impressed by every mB person I meet. Glenn, our CRO, is quite possibly the kindest sales leader I've ever met - and we bonded over our shared hatred of "credit" and BS lead sources. 
• After meeting our (amazing) PE team at Avesi Partners, I told my husband "They were all... Human!! I love everyone"
• And my favorite sign of all: as any marketer does, I searched the GTM communities I'm in and saw high praise for memoryBlue services - CMOs and CROs alike recommending them to peers behind the scenes on slack
^^^ I have never seen this before with outsourced SDRs/ sales!

To top it all off, last week I met some of the team in person near DC and walked out BEAMING.

These are good humans. 
Talented. Tenacious. Customer obsessed. 

They care about each other - and their customers - and it shows.

So here I go. Back to the services world.
Marketing truly great people who crush it at sales (seriously, our meeting booking stats are 🔥🔥)

I am also very ready to BUILD.
memoryBlue is raved about in dark social - it's time to bring all that love into the light.

If you need SDR support, message me. 

Trust me, as a Marketing leader who's been burned by outsourced sales before: 𝐘𝐨𝐮 𝐰𝐚𝐧𝐭 𝐓𝐇𝐄𝐒𝐄 𝐡𝐮𝐦𝐚𝐧𝐬 𝐛𝐞𝐡𝐢𝐧𝐝 𝐲𝐨𝐮𝐫 𝐟𝐮𝐧𝐧𝐞𝐥.

This week --> you can find me in Austin @ Cyber Marketing Con. 

✌

Jane Serra

👋 Global Head of Marketing @ memoryBlue | WIR Board Member | Creator & Host of 🎙️ Women in B2B Marketing | SaaS Growth Architect | Expert Slinky Detangler

2026 ask: Can we stop pretending these phrases are normal? 🙅‍♀️ 
  
• “Open the kimono”
• “Kill two birds with one stone”
• "Pull the trigger"
• "Shotgun approach"
• “This is how we’ve always done it”
• "Eat our own dog food" (𝘤𝘮𝘰𝘯 𝘢𝘵 𝘭𝘦𝘢𝘴𝘵 𝘴𝘪𝘱 𝘺𝘰𝘶𝘳 𝘰𝘸𝘯 𝘤𝘩𝘢𝘮𝘱𝘢𝘨𝘯𝘦!)
• "Do more with less"
• "9:9:6"

Some are vulgar, some make me shudder, and some just don’t make sense.

We work in sales, marketing, CS, and GTM.
Communication is literally the job.

A lot of these phrases don’t create clarity.
They avoid decisions, normalize burnout, and honestly... creep me out!

What phrases did I miss? 😁

I'm a marketing executive with 15+ years of experience leading marketing teams across demand generation, branding, events, content, and communications. I have a strong background in building out marketing teams from the ground up, working within various industries like SaaS, recruitment advertising, digital marketing, and outsourcing/ manufacturing. 

Need help with your inbound or outbound marketing strategy? Send me a message.

I'm always interested in networking and discussing the latest marketing tips and tricks - feel free to connect.

With an MBA in Marketing and International Business, I'm hoping to one day speak more than 1.5 languages. Aside from marketing, I'm super passionate about travel, food and wine (avid Yelp addict), and continuous personal development. 

Marketing Leader | Professional Positivity Spreader | Strong Believer in Transparency 

• B2B Marketing
• Digital Marketing
• Content Strategy
• SEO and SEM
• Lead Generation
• Client Retention
• Event Marketing
• Brand Awareness
• Brand Strategy and Messaging
• Corporate Communications (Internal and External)
• Employer/ Recruitment Marketing
• Analyst Relations (AR) Management
• PR Strategy
• Email Automation
• Strategic Event Planning
• Marketing Team Management and Development
• Brand Advocacy Programs (Employee and Client)

Salesforce (SFDC), Microsoft Dynamics CRM, Marketo, HubSpot, Act-On, Emma, ExactTarget, Kentico CMS, Google Analytics, Microsoft Sharepoint, Microsoft Office, Adobe Photoshop, Wordpress, Facebook, LinkedIn, Twitter, YouTube


Cover photo by Clark Tibbs via Unsplash

🐘Global Head of Marketing @ memoryBlue | WIR Board Member | Creator & Host of 🎙️ Women in B2B Marketing | SaaS Growth Architect | Expert Slinky Detangler

Within an hour of meeting my new boss for the first time, I was wearing a bedazzled luchadora mask....

And that sums up the magic of #CyberMarketingCon25.

What could have felt like just another B2B event turned into something much more human. 

Familiar faces everywhere, conversations that picked up right where they left off online, and the reminder that the cyber marketing world is both deeply experienced and surprisingly small (in that everyone knows each other!).

Speaking of --> Running into Matt Johansen for the first time since college (!!!!!) was a fun blast from the past. 

Huge kudos to Gianna Whitver, Maria Velasquez 🇲🇦, and the entire Cybersecurity Marketing Society team for creating an event that felt intentional and welcoming. The care put into the details was very clear.

𝐎𝐧𝐞 𝐭𝐡𝐢𝐧𝐠 𝐭𝐡𝐚𝐭 𝐫𝐞𝐚𝐥𝐥𝐲 𝐬𝐭𝐨𝐨𝐝 𝐨𝐮𝐭: 
In 9 out of every 10 conversations I had, people already knew and loved memoryBlue. 

Experiencing that kind of brand recognition in the wild was crazy and shows the solid foundation already in place.

A personal highlight was walking away wearing a custom blue cowboy hat with a peacock feather (a nod to my grandfather who had these eveywhere when I was growing up) - thanks to the Influ2 crew, esp Katie Penner ❤️. 

I also had the chance to lead a panel with a few rockstar partners: Annie Matthews, Rory Brown, and Mansour Salame - who rolled with my curveball Qs, and had me nodding along the whole time!

And selfishly, my #1 highlight was spending quality time with my new crew at memoryBlue, Aurelien, Glenn, and Cari. I am SO excited about what we’re going to build together in 2026. #dreamteam

𝐓𝐋;𝐃𝐑:
Marketing is hard everywhere.
& Cyber marketing adds extra layers of trust to break through.
& & this is def a new fave event on my list!

Grateful for the conversations, the community, and yes, the luchadora moment. 🤼‍♀️ 🎭  

(ps my son loves the mask too!)

So so so good to see everyone - including Charles Gold, Livia Han, Ben Smith 💜, Talya Heller G. 💡, Celeste J., Trish Crowell (Fuego!!), Sinziana Ursu, Sarah Reece 🥇✨and a million more people I'll prob add below as they pop into ny head. <3 <3 see you again soon!

Thankful for a lot this season.

Especially the chance to hit pause and spend Thanksgiving in Guatemala with my little familia. 

🌋 We roasted marshmallows on top of a volcano
🌋 Walked 20k+ steps per day
🌋 Ate… and ate… and ate (fresh tortillas FTW)
🌋 Practiced our Spanish, while our almost-six-year-old corrected us nonstop

New places, new memories, lots of color, lots of culture, lots of joy.

Back home feeling grounded and grateful. 

And ready for an EPIC WEEK 😉 ✌  (iykyk... some fun news coming soon)

Stay tuned....

ABM was never enough. ABX is the version that actually works.

ABM --> Account Based 𝘔𝘢𝘳𝘬𝘦𝘵𝘪𝘯𝘨.
ABX --> Account Based 𝘌𝘹𝘱𝘦𝘳𝘪𝘦𝘯𝘤𝘦.

I know, I know - we have WAY too many acronyms...

But I adopted the term ABX a while ago because it finally named what so many GTM teams were already trying to do.

ABM often gets stuck inside marketing.
ABX brings everyone into the same conversation. Marketing, sales, product, CS.
 
One buyer experience from first signal to follow up.

This is just one reason I’m excited about what UserGems 💎 and Gem-E by UserGems 💎 are launching with Gem-E for ABM. 

It feels much closer to how ABX runs inside a cohesive team.

Not “someone at your target account might be interested.” (blehh)
Actual people you can see and act on.
A workflow both teams can follow without guessing.

What I'm most excited about:
• Contact-level intent
• All first and third party signals in one place
• Scoring you can actually understand
• High match rates for paid LinkedIn audiences
• One connected activation path for sales and marketing

This is the closest I’ve seen ABM get to ABX --- without duct tape and work-arounds.

Want to see it in action?
Join me @ the official UserGems 💎 Insider Event on Dec 4! 
➡️  https://lnkd.in/ehiGtuAy 

They’re also giving away 12 very bougie gifts for folks who join in. 

See you there!

PS - if you haven't yet seen it, check out Trinity Nguyen 💎's "branches" meme for a laugh and even more reason to join the fun. 😜

You know who makes the best advocate for your product?
    
Raving fans who are... actively interviewing for a new job 👀

Stick with me.

I can’t tell you how many times I’ve mentioned tools like Tofu, UserGems 💎, Klue, and Outlever in interviews this year.

And here’s the best part:
I’ve only worked directly with a couple of them (so far ;) ).

The rest?
I’m just a genuine fan.

✔️ Of the product
✔️ Of the team
✔️ Of the mission
✔️ Of the way they show up in the market

& Every single time I brought them up during interviews, the CEO, CMO, or CRO across the table did the same thing:
- Grabbed a pen
- Jotted the name down
- Asked for more info

You’re welcome 😁 

But seriously...
If you’re a founder or GTM leader, pay closer attention to your users and fans 𝒘𝒉𝒐 𝒂𝒓𝒆 𝒋𝒐𝒃 𝒉𝒖𝒏𝒕𝒊𝒏𝒈.

They are:
 • Talking about you in rooms you’re not in
 • Recommending you to decision-makers
 • Driving awareness you can’t buy

Your next opportunity might not come from an ad, a webinar, or a cold outbound sequence.

It might come from someone who simply loves what you’ve built 
And can’t stop talking about it. ✌

𝘩𝘪 𝘣𝘳𝘢𝘯𝘥! 𝘩𝘪 𝘨𝘰𝘰𝘥 𝘱𝘦𝘰𝘱𝘭𝘦! 𝘩𝘪 𝘳𝘦𝘭𝘢𝘵𝘪𝘰𝘯𝘴𝘩𝘪𝘱-𝘣𝘶𝘪𝘭𝘥𝘪𝘯𝘨!
--

GTM folks love to talk sh*t about panels… mostly because we’ve all sat through a few duds. 🫣

But when a panel hits, it 𝘩𝘪𝘵𝘴. 

& That’s the plan for tomorrow at CyberMarketingCon. 

I’ll be moderating a session on how sales and marketing teams are rethinking their tech stacks to reach cybersecurity buyers in a smarter, more intentional way.

Cyber buyers move quietly and trust slowly.

They expect credibility, timing, and proof. Which makes this conversation even more important.

& To make this panel truly 𝘩𝘪𝘵, I'm bringing a few industry legends to the stage:

Rory Brown from Kluster 
Mansour Salame from FrontSpin 
Annie Matthews from Informa TechTarget 


A few things we’ll get into:
▪️How data and signals can move long enterprise cycles forward
▪️Why credibility beats cleverness every single time
▪️Where AI helps and where it creates noise
▪️What top sellers and marketers are doing differently
▪️How to build alignment when the buyer journey keeps shifting

If you’re at CyberMarketingCon, come hang with us!

I promise this will not be one of those panels you quietly sneak out of... 😜

See you there! 

****
𝐖𝐞𝐝, 𝐃𝐞𝐜 10, 2025
1:30 - 2:10𝐩𝐦
𝐒𝐚𝐥𝐨𝐧 𝐃 (4𝐭𝐡 𝐅𝐥𝐨𝐨𝐫)
****

✌️

A Thanksgiving reminder for all my high achieving women.

🚫 You cannot outwork burnout.

🚫 You cannot outgive exhaustion.

🚫 And you cannot keep running on a tank that has been empty for months.

This week’s 🎙️ Women in B2B Marketing with Leslie Forde will hit home for anyone who has been putting themselves last.

Which, let’s be real, is most of us.

We talk about:
• Why women struggle to ask for help
• The invisible load mothers carry
• Burnout as a default setting
• What self care actually means
• How to reclaim even a little time for yourself

If you need permission to rest, this is it.

Give yourself a break this weekend (whether you celebrate Thanksgiving or not). 

You deserve it. ✌️

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