Perla Virgen-Silva

Mixpanel

Mixpanel is a leading product analytics software company, currently helping the world answer 81 million product questions every year. Our pioneering event-based tracking solution gives product teams the ability to gain insights into how to best acquire, convert, and retain their users across web and mobile platforms.

Leading a team of campaign managers and growth marketers that are driving awareness and acquisition. Currently overseeing the demand generation strategy across sales-led, sales-assisted, and self-serve (PLG), targeting technical and non-technical audiences.

Senior Manager, Global Demand Generation

Sigma Computing

Sigma Computing is the first company to truly deliver on the promise of self-service analytics and business intelligence (A&BI). Sigma is powering an iterative and community-driven approach to A&BI that aligns business goals with analysis and frees data experts to focus on more innovative, fulfilling initiatives. 

Reel together the demand generation strategy that touches the cross-functional teams like content, product marketing, and sales, and focus on creating an awareness and educational journey for our audience that drives results.

- Create and manage demand generation strategies and campaigns across inbound channels (email, paid media, webinars, content syndication, etc.) for SMB and Enterprise buyers and across ICPs
- Manage a paid media strategy and budget of $2M+ annually, oversee execution through digital agency to help launch and optimize all paid marketing channels 
campaign paid ad strategy (paid social and SEM)
- Collaborate with sales teams to align on upcoming campaigns and follow up strategies
- Achieve and report on campaign funnel metrics (from response goal to pipeline number)
- Launched my first campaign initiative within my first quarter, targeting four audiences and testing out a new core value proposition.
- ​By my second quarter, I hit 110% of my SQL goal, 120% of my contributed pipeline goal, and I had built the company their first predictive pipeline model for marketing spend. Consistently hit 100%+ of pipeline goals after that, leading the marketing team (Content, Digital, Design, PMM) through various cross-functional campaign launches.

Managing a team of campaigns, project management, and performance marketers.

Senior Manager, Demand Generation

Optimizely

During my time as the Global Marketing Campaign Manager, I developed and executed global demand generation strategies and campaigns across inbound channels (email, paid media, webinars, content syndication, ABM, etc.) for regional campaigns in NA, EMEA, and APAC.

- Leading the global demand generation integration strategy with the company that acquired Optimizely, growing our global coverage from 3 regions to 10. Focus on the global email marketing and campaign strategy.
- Managed the end-to-end global demand generation strategy of our virtual events (over 4-8k registrants each)
- Launched a global email strategy and enablement across all the regions
- Continued developing global campaigns (content, webinars, etc) and defining a roll-out process for enabling regional use and distribution of assets
- Developed and executed demand generation strategies and campaigns across inbound channels (email, paid media, webinars, content syndication, ABM, etc.) for Digital and Enterprise buyers
- Managed Opticon's (User Conference) global marketing promotion strategy, focusing on turning it into an integrated marketing program that generated over 7k responses and influenced over $20m in pipeline
- Partner closely with media agency and digital marketing manager to optimize campaign paid ad strategy (paid social and SEM)
- Collaborate with sales teams to align on upcoming campaigns and follow up strategies
- Lead the campaign team’s experimentation program, from email to website, with A/B testing, personalization campaigns, and multi-variable experiments (on Optimizely)
- Achieve and report on campaign funnel metrics (from response goal to number of opportunities), and optimize for future campaigns with insights on the channel performance

Global Marketing Campaign Manager

The world's leading digital experience optimization platform, empowering companies to learn through experimentation.

- Execute end-to-end demand generation campaigns (webinars, whitepapers, video series, virtual events) that include a promotional channel mix of email, social, paid, and website experimentation
- Led webinar campaign strategy to optimize promotional activities, engagement emails, and achieved a 2x attendance rate in FY21
- Responsible for weekly campaign funnel performance updates, email channel analysis, and nurture updates
- Drove the company's employee social advocacy strategy in FY20, by managing the content, gamification, and function as a demand generation promotion channel

Marketing Specialist, Demand Generation

WANdisco

•	Assisted development and execution of demand generation integrated marketing campaigns, targeting users and channel sellers
•	Work with key internal cross-functional stakeholders, business development team, GTM leads, and product marketing team
•	Create and evaluate campaign analytics reports to be used for optimization of campaigns and drive strategic decisions for new programs
•	Owner of $1m annual digital marketing budget to be used across SEM, Display, Paid Social, and 3rd Party Ad Buys

Although I was initially hired as social analyst, but was then promoted to Digital Marketing Analyst to also incorporate website, SEM, email, content to my role. The  promotion to Digital Marketing Specialist included digital channel marketing as part of my role.

Digital Marketing Specialist & Social Media Manager

•	Created and launched and end-to-end digital marketing strategy to drive leads and build pipeline
•	Launched multi-channel campaigns across SEM, display search, and paid social that helped drive a 188% increase in website traffic
•	Drove the www.wandisco.com website refresh, landing page development, and A/B testing
•	Created an email marketing/nurture strategy to drive MQLs through the funnel and convert into pipeline
• Launch formal social media strategy, including content and graphic creation, that drove over 150% increase in engagements of @WANdisco on TW, LI, and FB
• Create analytics reports (organic and paid) for @WANdisco from social media accounts to measure brand awareness and find improvements to social strategy.

Digital Marketing Analyst

PVS Marketing & Graphic Design

Freelance Marketing and Graphic Design work for local businesses in the Bay Area. Agency work scope included:
- social media strategy and management, 
- brand/logo development, 
- print/digital design
- marketing analysis and market research
- product launching and more

Worked with brands like Pacifica Landscaping, Coldwell Banker Realtors, YourHomesToday.com, Poppy Jasper Auctions, National Hispanic Organization of Realtors

Marketing Consultant

SanDisk®

• Managed @SanDisk Pinterest daily content, ads, and executed 4-month Pinterest social ambassador campaign that received over 1,000,000+  impressions.
• Contributed copy, created social assets, and scheduled bi-weekly editorial calendar on social media management tool for Facebook (300k+ followers), Twitter (110K+ followers), and Instagram (25K+ followers).
• Assisted with project management of influencer marketing campaign on Instagram to increase account over 8,000 followers.
• Created monthly and quarterly social analytics reports (organic and paid) for @SanDisk on Facebook, Twitter, and Instagram to look at engagement growth, KPIs, and takeaways to implement into social strategy.

"Photographer's Toolkit" - by  SanDisk and Luke Dean-Weymark
In conjunction with SanDisk this board includes photography gear, equipment, tips and inspiration to help become a better photographer. I managed and assisted in the execution of a 4-month long Pinterest campaign with Australia-based Influencer, Luke Dean-Weymark. After the four months, the board reached over 1 million impressions, and is followed by over 800k users. I also designed all the SanDisk product pins.

Social Media Marketing

Silva Real Estate Group

•	Develop and execute quarterly marketing plan with detailed budgeting to meet team lead capture goals.
•	Design, print, and digitally publish marketing collateral for team using Microsoft and Adobe Suite.
•	Manage websites while focusing on SEO, content marketing, lead capture and A/B testing pages.
•	Control client relations management system through email marketing, drip campaigns, and surveys. 
•	Social media management through Hootsuite, develop online marketing campaigns, including graphics and content, and increase click-through rate; analyze where target markets for Facebook Ads are successful.

Marketing Coordinator

YourHomesToday.com

•	Designed and published marketing collateral using Adobe Creative Suite to promote website to community.
•	Oversaw social media channels and updated regularly with graphics and content.
•	Developed sales representative training program; managed sales team by developing sales tracking sheet.
•	Supported B2B client relationships using email marketing, digital marketing, and tradeshows.
Planned, coordinated, and executed monthly promotion luncheons with potential business clients

Leading Global Demand Generation & Growth at Mixpanel

hi, it's Perla! ✨

As a self-proclaimed marketing nerd, I truly mean it when I say that building out marketing strategies thanks to data-informed insights is actually my jam. There's just something about getting to evenly use that left & right brain that just makes marketing the perfect fit for me. 

I've spent my career working on a variety of marketing channels, from freelance to Fortune 500 companies, from paid social media campaigns to conversion rate optimization. But most exciting of all is the opportunity I have to serve the Global Demand Generation and Growth team (a mouthful, I know!) at Mixpanel. 

What does doing marketing at a $100m+ ARR B2B software company look like? It means we're building, planning, creating, and launching global campaign strategies across multiple marketing channels, to generate and acquire demand in our target audience. 

Interested in: a job? talking about PLG marketing? demand gen? anything? I'd love to connect! Contact me at pvirgensilva@gmail.com or perla.virgen-silva@mixpanel.com

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