Global Demand Strategy, Cross-IBM
• Lead brand-to-demand integrated marketing strategy and cross-functional teams for IBM's brand initiatives, strategic events and partnerships such as the IBM Think, US Open, GRAMMY Awards, Fantasy Football, Masters, SAP Sapphire; Performance improved 5X+ YoY with strategic demand, ABM and personalization strategies - driving 100k+ accounts reach (1/3 quality traffic and content consumption) converting 30% to pipeline
• Drive new business and expand strategic accounts across IBM portfolio in AI, hybrid cloud, security and consulting; Co-leader in globalization strategy and launches 
• Spearheaded brand-to-demand nurture strategy across IBM portfolio across 9 regions - performance exceeded industry average by 2X
• Selected for IBM Thought Leadership Program, 2023 - one of 75 participants
• 2023 Speaking Engagements: ANA, New York, Nov | Adweek | LinkedIn I Heart ABM, San Francisco, Oct | CustomerXCon, Boston, Oct | B2BSMX, Boston, Aug | Forrester, Austin, Jun | Demandbase SMART, San Francisco, Apr | B2BMX, Phoenix, Feb

Global Performance Marketing, Security Services
• Led worldwide integrated marketing strategy and cross-functional teams - grew Security Services by 20% YoY with marketing contributing 50% to the business 
• Devised high-performing funnel frameworks - results exceeded campaign omni-channel goals by 5X across content, media, web, search, social, email, webinar, nurture, community and customer advocacy
• Integrated marketing strategy with other business units, strategic partners (SAP, AWS, Microsoft Azure) and geos - increased market share and average deal size by 3X

RECOGNITION:
• Finalist, Demand Gen Report: Multi-Touch Marketing Campaign Award 
• Recipient of IBM Eminence and Excellence Award
• Received Blue Points Awards from leaders and peers for innovative, collaborative, exceptional performance and partnership

Corporate member participation: Association of National Advertisers (ANA), Brand Innovators, Forrester

Global Brand-to-Demand Strategy Leader, Cross IBM

CMO Council

CMO Council Member

RecycleBalls

RecycleBalls is a cost-effective solution to collect, manage and ship tennis balls towards a second life. A comprehensive national program that returns facilities and partners real value and makes it compelling for them to offer a green solution.

Board Member

International LEAP Network

LEAP is a private exclusive network for members of the #CareerLeap Program: executive leaders, entrepreneurs, and high achievers from around the world who inspire and drive growth and impact on lives, businesses, and society.

Executive Member

RevGenius

RevGenius is a community of revenue generating sales, marketing, customer success, and revops professionals brought together to learn, share, support, and grow with each other.

Member

CA Technologies

• Marketing team lead for omni-channel integrated marketing campaign strategy - improved full-funnel conversion rates by 4X in partnership with Sales and Account Management
• Developed best in-class go-to-market strategies for C-suite, Security and DevOps target audiences across multiple buying groups; Initiated ISV and mid-market GTM and demand strategies and launches
• Led content strategy across multiple buyer journeys - improved engagement metrics by more than 5X leveraging personalized and interactive content. 

RECOGNITION:
• Winner, Multi-Touch Campaign Award by Demand Gen Report 
• Finalist, Vidyard Award for Use of Personalized Videos
• The “Veracode Way” Award for top Marketing performance

CERTIFICATIONS:
• Integrated Campaign Framework, Forrester/SiriusDecisions 
• Value Framework, Force Management
• The Challenger Sales

Sr. Demand Generation Manager (Veracode: 2015-2017, acquired by CA)

Nuance Communications

• Integrated marketing team lead in brand awareness, demand creation and sales pipeline acceleration programs to drive revenue for the Healthcare division across multiple buyer personas - C-suite, practitioners and user groups
• Spearheaded 3rd party thought-leadership presence and partnerships resulting in new target audience/market integration - increased conversion rates from marketing to sales by 3X
• Managed marketing budget and planning; Improved performance by 2X via multiple persona-based content and campaign strategy across inbound/outbound and online/offline channels

RECOGNITION:
• Nuance Spot Award for excellent performance

Marketing Campaigns Manager

Iron Mountain

Pioneered the highly successful multi-touch, multi-channel, multi-segment marketing strategy across the buyer’s journey. Developed integrated marketing plans and ABM strategies for global Enterprise accounts across multiple verticals – doubled pipeline and revenue goals via account-based and community marketing.

Field Marketing Manager (2013)
• Industry marketing lead for Financial Services, Insurance, Life Sciences and Energy verticals - partnered with Sales and clients to sponsor events and elevate customer brands surpassing goals by 2X

Account-Based Marketing Manager (2012)
• ABM team lead for driving new acquisition and existing accounts penetration for Fortune 2K – increased account penetration by 5X, campaign ROI by 8X with a 3X lift in YoY revenue
• Generated 50% of company pipeline and revenue via tight partnership and collaboration with Sales 

Marketing Services, Communications, Database Marketing (2007-2011)
• Launched nurture programs across various industries and segments – yielding 30% additional revenue, otherwise lost/untapped
• Institutionalized best practices to enhance brand perception and programs performance by 3X; Managed agency-of-record RFP selection                                                                                                                                    
• Managed Eloqua marketing platform, trained users and reduced agency cost by 50%; Marketing lead for Salesforce.com implementation 

RECOGNITION:
• Finalist, MITX Marketing Campaigns Award in Games Category
• Three Iron Mountain Awards for superior performance: Action Orientation, Integrity, Security
• Finalist, Eloqua Markies Award - Best Lead Nurturing Program

CERTIFICATIONS: 
• Account-Based Marketing, Forrester, ITSMA
• Demand Generation, Eloqua
• Lead Nurturing, Forrester
• Effective Product Marketing, Pragmatic Marketing
• Solution Selling, Corporate Vision Institute

Communications, Account-Based and Field Marketing Manager

LYCOS

CRM and Email Marketing Programs:
• Performed end-to-end campaign execution to include target segmentations, email implementation and measurements/reporting to optimize future marketing programs and enhance customer experience
• Analyzed customer lifetime value and web activity to determine up-sell and cross-sell opportunities based on demographics/interests/profiles/personas to increase site traffic, subscription base and customer loyalty

Marketing Research and Web Analytics:
• Managed strategic partnership with marketing research vendors to produce industry trends, online and offline customer profiles and purchasing behavior, user and site activity analysis.  
• Performed customer surveys to evaluate new product initiatives, brand awareness and customer satisfaction
• Gathered business requirements to implement an integrated customer information hub from various disparate systems to support marketing, CRM and web analytics efforts; business lead for database implementation.

RECOGNITION:
LYCOS Spot Award for exceptional programs management and performance

Internet Metrics Analyst

Bentley University

• Led and designed web/database development initiatives to automate workflows and deliver targeted content

Web/Process Analyst - Graduate Assistantship Scholarship

Sophia Agustina is a Global Marketing Leader with expertise in full-funnel, customer-centric, and ROI-driven marketing strategies. She currently leads global brand-to-demand-to-ABM strategy at IBM - working with cross-functional and solution teams to deliver campaigns and experiences that exceed industry benchmarks by 5X.

Sophia is also a recognized industry speaker, board member, and thought leader who shares her expertise and insights on personalization, demand generation, and customer relationship management. She recently spoke at Forrester, Association of National Advertisers, LinkedIn, Adweek, eMarketer and various B2B and B2C technology and customer conferences. She is the co-creator of the innovative 9 Cs framework that focuses on customer value and business outcomes. 

Previous to IBM, Sophia led account-based, field and industry marketing at Nuance Communications, Veracode and CA Technologies, and pioneered multi-touch, multi-channel marketing programs at Iron Mountain and Lycos.

Sophia lives in Boston, MA and enjoys exploring new places and trying new restaurants and cuisines. Check out her instagram @ sophiesofoodie!

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