Passetto

SVP of GTM Strategy and Co-founder

Refine Labs

Responsible for GTM strategy, Demand Generation, Product Marketing, Product Strategy, and ultimately driving revenue for Refine Labs services and products.

Senior Vice President of Growth

Managed 8 account teams and was responsible for revenue under management. Worked with clients to drive and exceed revenue targets by building and executing a scalable demand generation strategy. Mentored and trained internal teams.

General Manager

Worked with 12+ companies at their VP of Demand advising on full funnel GTM strategy and demand execution. This included changing their metrics and reporting to align to a modern demand generation strategy, overseeing and optimizing budget, and deploying a paid media strategy that lowers customer acquisition cost and drive efficient growth.

VP of Demand Generation - Enterprise

Make Demand Generation your Competitive Advantage.

Refine Labs is a demand accelerator for B2B SaaS companies. We help companies increase marketing’s contribution to qualified pipeline and revenue while lowering customer acquisition costs. Through our Demand Acceleration Framework, we build a system to capture existing market demand in intent channels and create new demand in awareness channels. We test, iterate, and push boundaries to continually bring new strategies into your marketing mix - giving you the edge over competitors.

We accelerate business growth through a mix of these core components:

*Revenue Operations
CRM / Marketing Automation
Tech Stack Development & Integration
Marketing Attribution
Advanced Insights & Analytics
Sales Operations & Enablement

*Growth Marketing
Paid Search
Paid Social
Content Marketing
Conversion Rate Optimization
Remarketing

*Buyer Enablement
Ungated Thought Leadership
On-Demand Demos
Expert Product Pages
Customer Stories
Online Ordering (E-Commerce)

Sr Director of Demand Generation

ally.io - Acquired by Microsoft (Microsoft Viva Goals)

I was hired as the first demand generation employee to set up the function and build
out a team, including marketing operations. I am responsible for driving inbound sales qualified leads and scaling marketing sourced revenue through product growth and our sales teams.

Director of Demand Generation

Trupanion - Medical insurance for your pet

Head of Veterinary Marketing & Development

I plan, create, and manage lead generation campaigns across Trupanion’s key channels, notably through the veterinary world. I am responsible for managing all aspects of lead and demand generation activities throughout the animal health world.

Director of Demand Generation - B2B

Simply Measured

As the Head of Demand Generation for Simply Measured, I am responsible for our full-funnel marketing strategy that focuses on driving awareness, generating demand, and promoting customer retention. I lead a team that is responsible for our digital campaign strategy, web conversion and SEO, account based marketing GTM, email nurture programs, and customer lifecycle marketing.

Responsibilities:
- Track and measure ROI of marketing campaigns and programs
- Cross-channel strategy collaboration
- Integrated campaign strategy and planning
- Advertising partner negotiation
- Marketing operations process and design

Head of Demand Generation

I am apart of the demand generation team at Simply Measured. Here are a few things I am responsible for:
	• Partner cross-channel (brand, content, website/SEO, email marketing, paid media, etc.) to develop and launch integrated campaigns to drive demand for funnel growth, deal acceleration to ultimately drive revenue growth. 
	• Key marketing stakeholder in account-based marketing strategy. This includes developing and implementing the overall strategy and being a partner with sales team during the entire sales process
	• In charge of lead nurture strategy and all email marketing initiatives for inbound and ABM
	• Develop and maintain detailed project plan to showcase all deliverables across multiple channels for key stakeholders
	• Make sound strategic recommendations to connect the dots between campaigns and the buyer journey to ensure alignment throughout the sales funnel
	• Define and measure achievement of campaign objectives
	• Plan, review, and iterate campaign strategy as needed with key stakeholders

Tools: Salesforce, Marketo, Litmus, Google Analytics, Multi-touch attribution solution

Senior Marketing Campaign Manager

Microsoft - EDSG Team

Project Manager for Microsoft’s EDSG Team. Manage product launches and releases for the volume licensing division. Consult and coordinate with marketing managers and data consultants to make sure product launches are seamless for the consumer. 

•	Project management Microsoft Volume Licence Product launches
•	Work closely with Business requirement managers to identify needs and requirements for products 
•	Process Documentation - Documenting processes to create a knowledge base and identify areas of process improvement

Marketing Operations Project Manager

Verizon

In this role I am responsible for strategic project management; creating and implementing process improvements to increase efficiencies. Some of my projects include:

• CRM & Demand Generation -  New customer acquisition and loyalty activities
• Social Selling Expert: Planned a social selling initative that is now being adapted nationwide for B2B sales teams.
• Creating an embedded base funnel through our prospect nurturing tool for outbound direct marketing campaigns
• Supporting new business initiatives (i.e. – Regional Webinar series, appointment setting initiative, LinkedIn etc)
•	B2B GTM support and creative for regional initiatives
•	Create internal and external marketing content (Communications, Newsletters, e-card, infographics, etc) 
•	Project management for process improvements that increase revenue flow
•	Work closely with senior leadership to track and measure ROI on projects and new revenue opportunities
•	Big Data Analysis to identify trends and gaps to make recommendations to senior leadership  

Tools: Salesforce, LinkedIn Sales Navigator

B2B Marketing Specialist

Performance management: developing employee’s skills set through coaching and role play environment, initiate development plans and motivate employees to exceed their goals, lead sales meeting to communicate business initiatives to team, drive and exceed monthly store quotas. 

Local Marketing: Help facilitate community outreach event with local store community, In charge of all in store merchandising visuals, customized area marketing campaigns to fit our customers based on target market and intent of campaign. 

Customer Retention:  responsible for store inventory and maintenance, Monitor daily sales results and activities to ensure sales, handle customer escalations, use creative strategies to ensure superior customer satisfaction

Sales Analysis: pull reporting on various metrics and understand the data to develop store strategies to address metrics, speak to senior leadership about metric analysis and implemented strategies

Retail Assistant Store Manager

Fast pased preformace based program to prepare you for a management role. Started as a Customer Service Rep then trasitioned to a Sales Representative and prepare for permanent Assistant Manager role.

Customer Service Representative - responsible for assisting customer with technical issues or account inquiries and then turning that into a sales opportunity, greet customers and be the face of the store, manage store flow.
Employee of the Month Nov 2012
Employee of the District Nov 2012

Retail Sales Representative – exceeding monthly sales quotas on multiple targets, selling with integrity, technical expert on wireless solutions, perform account analysis and propose solutions, manage metrics of churn, provide excellent customer service to all ensure customer satisfaction
-	Apart of the Hermiston Team, #1 Store in the West Area for 2013
-	Winner’s Circle 2013

Retail Leadership Development Program

SVP, GTM Strategy @ Passetto | B2B Saas | RevOps & Data 🤓

Hi 👋  I’m here to share some insights and learn from others. Here’s a little more about my experience ⬇️  Check out my featured post below to actually get some insights you won’t find on my LinkedIn profile! 

👉  B2B Saas GTM 
👉  Passionate about doing things differently
👉  I transition marketing teams from MQLs to revenue. 
👉  Revops nerd! You can find me in Salesforce or Analytics tools
👉  I'm not attribution obsessed but do use data to articulate what's working and what's not

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