Nataly Kelly

Zappi

Chief Marketing Officer

Born to Be Global

I deliver advisory, consulting, and speaking engagements on global growth and international strategy, with a focus on companies that have a digital go-to-market motion. Since 2016, I've advised and supported numerous high-growth B2B SaaS businesses, and have delivered trainings, talks, and workshops at companies like Google, Microsoft, Amazon, United Airlines, and many others.

Founder

Harvard Business Review

Ongoing contributor to HBR (http://hbr.org/search/Nataly%20Kelly), writing articles about global business, marketing, and international expansion.

Contributor

Rebrandly

Oversaw Rebrandly’s growth efforts, including Marketing, Product, and Sales.

Built a US-based marketing team from zero headcount, grew traffic steadily, increased MQL flow by more than 50% QoQ, created numerous video and other content assets, leveraged across an array of net new product marketing and integrated campaigns. Secured numerous prominent media placements for the company (AdAge, Forbes, Entrepreneur and many more). 

Worked with our powerhouse Rome-based product team to successfully launch a premium trial offer with new educational in-app onboarding flows, many new product features, and launched the company’s app marketplace. Created PQL framework and began creating hybrid motion for PLG and SLG flows.

Led our talented Dublin-based sales team to crush their ARR and TCV attainment numbers while increasing quarter-over-quarter quotas by 70%, then 80%. Overhauled demand routing, restructured account assignments and comp plans, hired in fractional support.

Chief Growth Officer 

HubSpot

As part of the Flywheel (Revenue) team, I held an array of executive roles at HubSpot: VP of Marketing, VP of International Operations and Strategy, and VP of Localization. A driving force behind HubSpot's international expansion, I helped shift international revenue from less than 20% to nearly 50%, fueling the company's global growth from less than $200M in ARR to $1.5B+. 

One of the few VPs companywide involved in all aspects of full-funnel marketing globally, from product marketing, content marketing and websites, to SEO, demand generation and customer marketing, PLG and automation marketing, sales enablement, educational / training content, and more. 

A global and cross-functional leader, while at HubSpot, I built and managed remote teams of professionals located in Colombia, France, Germany, Ireland, Japan, Scotland, Singapore, and the United States. I also led numerous strategic, high-visibility cross-functional initiatives, including launching new offices on three continents. 

Working as a strong partner to Product leaders, I ensured the ongoing successful delivery and results for major global product launches, across many countries and languages.

Vice President, Marketing (also VP International Ops, VP Localization)

Smartling

Built and led a team of SaaS marketing professionals covering demand generation, content marketing and SEO, brand, PR, and social, product marketing, sales enablement, partner marketing, web development, and a team of business development representatives. 

As VP Market Development, also developed an agency partner channel, creating a new stream of revenue for the company, with more than 170 translation agency partners in 20+ countries.

Vice President Marketing (promoted from VP Market Development)

CSA Research

Ran operations for the company's subscription-based research practice, managing a team of in-house analysts plus freelance consultants, writers, and designers. Overhauled the company’s research processes and methods, leading to greater scalability and nearly doubling total content output while reducing costs.
Served as a subject matter expert and advisor to investors and VC firms, supporting numerous high-profile investments in the translation industry.

Oversaw the company’s global market sizing study, relied on by investors and VC firms, to size the $37B language services market. Created and published a new algorithm for sizing the market. Provided training, seminars, and workshops to sales and marketing professionals. Provided management consulting services and strategic advisory to CEOs and exec teams at SMBs as well as leaders at Fortune 500 companies.

Chief Research Officer (promoted from Senior Analyst)

NetworkOmni

Developed and brought to market the following new products: video remote interpreting, accredited cultural competence training program for health care professionals, language proficiency testing (reseller relationship with ACTFL)

Director, Product Development (promoted from Senior Product Manager)

LogiLing (research and consulting company)

Co-Founder

Fulbright Association

Fulbright Scholar

💙 Chief Marketing Officer at Zappi | 🌏 Harvard Business Review Contributor | 📘 Get My Book: Take Your Company Global | 👉 Subscribe to My Newsletter: Making Global Work

I love helping tech companies achieve global scale.

I have: 

- Led marketing teams at 4 different tech companies
- 10+ years of experience as a B2B SaaS executive
- 7+ years as a VP at HubSpot
- 20+ years of leading remote and global teams
- a proven track record of driving profitable growth
- a passion for scaling teams and revenue

Other things to know about me:

- frequent contributor to Harvard Business Review
- published author x 4 books (Penguin Random House, BK, Kogan Page)
- keynote speaker on marketing, growth, and international expansion
- invited guest speaker at Google, Microsoft, Amazon, United Airlines, and more
- builder of diverse, globally dispersed teams
- award-winning leader (Top 50 CMOs on LinkedIn, Marketing Executive of the Year, 40 under 40, Top 25 Content Marketers in Enterprise Software, Women Worth Watching)

To get in touch, email me: nataly@borntobeglobal.com

Or visit my website: www.borntobeglobal.com

Vice President, Marketing, International Ops & Strategy, Globalization

As part of the Flywheel (Revenue) team, I've held an array of executive roles at HubSpot: VP of Marketing, VP of International Operations and Strategy, and VP of Localization. A driving force behind HubSpot's international expansion, I helped shift international revenue from less than 20% to more than 50%, fueling the company's global growth from less than $200M in ARR to $1.5B+. 

One of the few VPs companywide involved in all aspects of full-funnel marketing globally, from product marketing, content marketing and websites, to SEO, demand generation and customer marketing, PLG and automation marketing, sales enablement, educational / training content, and more. 

A global and cross-functional leader, while at HubSpot, I've built and managed remote teams of professionals located in Colombia, France, Germany, Ireland, Japan, Scotland, Singapore, and the United States. I've also led numerous strategic, high-visibility cross-functional initiatives, including launching new offices on three continents. 

Working as a strong partner to Product leaders, I've ensured the ongoing successful delivery and results for major global product launches, across many countries and languages.

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