DANIELLE BALESTRA
Bronx
Summary
Dynamic marketing leader with a proven track record at GOODWIN, driving automation and CRM transitions that saved $300,000 annually. Expert in digital marketing strategy and budget management, I excel in cross-functional collaboration and team leadership, achieving a 50% increase in organic search through innovative SEO optimization and strategic process improvements.
Overview
21
21
years of professional experience
Work History
Director of Marketing Technology and Operations
GOODWIN
New York
01.2022 - 07.2025
- Goodwin is an AmLaw 25 global law firm practicing law at the intersection of finance and technology
- Built and managed a best-in-class Marketing Technology team of 17 that supports Marketing and Business Development for the firm
- The team includes website content managers, CRM administrators, an email marketing team, a solutions architect team, and a budgeting and finance team
- Report to the CCO
- Led the completion of CRM transition from InterAction to MS Dynamics within 9 months of hire date, resulting in a savings of $300,000 annually
- Built out marketing technology stack to automate many manual processes within the firm, such as data cleansing/enrichment, event management/hotel tracking, and contact creation within CRM, resulting in cost savings of over $75,000 annually
- Focused efforts on website search optimization resulted on an over 50% year-over-year increase in organic search from 2022 to 2024
- Enhanced marketing and client development budget building and expense management by creating efficiencies in connecting actuals to budgeted and forecasted expenses
- Collaborated with finance to further define specific GL lines, leading to a better understanding of expense drivers.
VP of Marketing Operations
CIT GROUP, FIRST CITIZENS BANK
New York
11.2018 - 12.2021
- CIT Group was a leading national bank focused on commercial and consumer products and services, and was purchased by First Citizens Bank in 2022
- Created and managed the marketing operations team across equipment finance, online bank, commercial banking, and retail consumer banking
- Lead the digital transformation, moving the organization from a heavily manual process, decentralized, to near automation, centralized, and real-time reporting
- Partner with key departments, including procurement, privacy, compliance, legal, marketing, technology, operations, and sales divisions
- Develop processes and procedures that took productivity from ~40 monthly production requests to ~100 monthly production requests without increasing staff size
- Assemble a marketing technology stack providing leadership insights into the impact of all marketing initiatives across the organization
- Implemented Marketing Automation Platform across all business lines, resulting in $240,000 savings in implementation fees.
DIRECTOR OF MARKETING OPERATIONS
MEMORIAL SLOAN KETTERING CANCER CENTER, Memorial Sloan Kettering
New York
07.2017 - 10.2018
- Cancer Center (MSK) is one of the top cancer hospitals in the United States of America
- Managed the marketing operation team, oversaw implementation of Salesforce Marketing Cloud, improving email communications by creating a uniform communication style, getting a better understanding of newsletter subscribers, and creating personalized experiences to increase engagement
- Senior leader on the CRM team that on-boards new groups from MSK onto the Service Cloud/Marketing Cloud System
- Built a framework for new departments to create, design, send, and measure email communications on Salesforce Marketing Cloud
- Developed a process that allowed communications owners to get a better understanding of content performance
- Partnered with Salesforce Administrators on new applications within Salesforce Lightning, including data structure, user roles/permissions, objects, and reports
- Lead CRM team to meet HIPAA, CAN-SPAM, CASL, and GDPR compliance.
SR. DIRECTOR OF MARKETING & PRODUCT MANAGEMENT
ROMANOFF CONSULTING
New York
05.2016 - 02.2017
- Romanoff Consulting is a Specialty Marketing Automation Consultancy based in NY, focused on assisting clients get the most of their technology investments
- Clients I assisted included American Express, American Kennel Club, Sizmek, Springer Publishing, Forbes, and Integrated Nutrition Institute
- Worked closely with the CEO on business development, scoping potential client engagements, and presenting business proposals to clients
- Leaders within the organization assisted with onboarding new consultants, developing team culture, and building company processes for managing clients
- Partnered with Marketo to cross-sell to the media/publishing industry, providing the sales team with unique insight into how to build Marketo for Publishers
- Completed the Marketo Certified Solutions Architect, with 113 people receiving this certificate from Marketo
- Runner-up for Marketo Revvie award with client American Kennel Club for the Puppy Development Newsletter
- Dog owners received a weekly newsletter on what to expect developmentally from their puppy this week.
VICE PRESIDENT OF MARKETING, DIRECTOR, SENIOR MARKETING MANAGER
CFO PUBLISHING
New York
07.2012 - 05.2016
- NEW PRODUCTS
- CFO was a B2B specialty publication for senior finance executives purchased from The Economist by a private equity firm in 2011 and sold to the Argyle Group in 2016
- The organization joined to assist with new product development and marketing
- Transitioned to the head of audience engagement and growth for readers and sponsored lead generation programs
- Built out the marketing team from two to seven
- Reported directly to the SVP of Sales
- Created the strategy for CFO brand, ad sales, and audience development, managed all marketing budgets, developed operational automated procedures, and built a marketing technology stack that improved audience engagement through multiple channels
- Increased organic traffic to cfo.com by 89% and social media traffic by 121% from 2014 to 2015 by focusing on consistent execution and consistent improvement of content
- Boosted year-over-year subscriber email performance to 40% open rates, 40% click rates, and 39% lead capture
- Drilling into lead generation products increased the open rate by 205%, the click rates by 78% and captured 35% more leads
- Executed marketing campaigns focused on engagement and personalization
- Increased organic lead generation by 150% from 2014 to 2015, of which 81% of the leads became engaged customers
- Achieved low list churn by developing marketing controls to allow maximum levels of outgoing email promotions without a significant decrease in engagement or unsubscribes
- Email monthly sends volumes between 5 million and 8 million messages.
MARKETING MANAGER ROLES
REPUTATION INSTITUTE, PEARSON EDUCATION
01.2005 - 01.2012
- INSTITUTE OF FINANCE
- ACCESS INTELLIGENCE - CHEMICAL WEEK CONFERENCES
- Sole Marketing professional managing all marketing channels and efforts
- The marketing mix included email marketing, social media, digital advertising, search marketing, direct mail, out-of-home advertising, radio, video, print, and display advertising
- Revitalized Chemical Week China Conference in its 12th year by bringing in a 20% increase in attendee revenue
- Created a partnership with a local China association, negotiated a media partnership, and ran ads in multiple languages
- Grew Reputation Institute's Reputation Training programs by 10% through lead generation and brand awareness campaigns
- Arranged guerrilla marketing to launch Pearson Education Stamford and downtown NYC course offerings
- Created buzz in Stamford by distributing branded water at key transit terminals
- Increased brand reach to young finance professionals in downtown NYC during the summer of 2007 with zarfs, coasters, and Sudoku postcards.
Education
Bachelor of Science - Business Administration
Northeastern University
01.2004
Skills
- Automated marketing processes
- CRM management
- Data analytics
- SEO optimization
- Budget management
- Digital marketing strategy
- Project management
- Performance measurement
- Content strategy
- Cross-functional collaboration
- Team leadership
- Process improvement
- Strategic thinking
- Problem solving
- Market planning and execution
- Innovation
- Marketing analytics
- Teamwork and collaboration
Accomplishments
- WWW Industry Silver Finalist - 2023
- Marketo Fearless 50 - 2018
- Marketo Revvie Finalist 2017 - The Rebel with client American Kennel Club
- Folio - Top Women in Media Rising Star 2014 Honoree
Timeline
Director of Marketing Technology and Operations
GOODWIN
01.2022 - 07.2025
VP of Marketing Operations
CIT GROUP, FIRST CITIZENS BANK
11.2018 - 12.2021
DIRECTOR OF MARKETING OPERATIONS
MEMORIAL SLOAN KETTERING CANCER CENTER, Memorial Sloan Kettering
07.2017 - 10.2018
SR. DIRECTOR OF MARKETING & PRODUCT MANAGEMENT
ROMANOFF CONSULTING
05.2016 - 02.2017
VICE PRESIDENT OF MARKETING, DIRECTOR, SENIOR MARKETING MANAGER
CFO PUBLISHING
07.2012 - 05.2016
MARKETING MANAGER ROLES
REPUTATION INSTITUTE, PEARSON EDUCATION
01.2005 - 01.2012
Bachelor of Science - Business Administration
Northeastern University
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