Emily Border
Boise,ID
Summary
Revenue-focused marketing leader with an enterprise growth lens, I turn business strategy into decisive marketing execution that drives long-term growth and near-term impact. Known for driving innovation and performance improvement across cross-functional teams.with data, curiosity, and sound judgment—testing, learning, and adapting in ambiguity to scale what works. I build and align high-performing teams, address performance directly and empathetically, and connect people, process, and technology to deliver sustained value.
Overview
12
12
years of professional experience
Work History
Senior Director of Global Growth Marketing
Ericsson Enterprise
04.2024 - Current
- Leads growth strategy and execution teams for $500M enterprise wireless solutions business area, contributing +$100M in marketing attributed billings in 2025, a 15% growth rate YOY.
- Conducts customer and market analysis to inform strategic planning and guide product development initiatives across 8 primary industries in 10 countries.
- $10M P&L responsibility across programs, people, technology and infrastructure, including regular ROI analysis to identify areas for performance improvement.
- Cultivates a culture of innovation and high performance by creating conditions for growth teams to contribute ideas, report learnings, amplify impact through stakeholder and partner engagement, forecast and measure outcomes specific to their function, and contribute to fact-based decision-making.
Senior Director, Demand Marketing
Cradlepoint
08.2023 - 04.2024
- Delegated by CMO to lead the integration of Ericom, a cyber security company acquisition, including people, product and revenue strategies, $6M P&L investment and execution plans.
- Optimized technology and other resource investments resulting in 15% cost reduction; reinvested into people and program investment for greater productivity and value gain.
Director, ABM and Lifecycle Marketing
Cradlepoint
08.2021 - 11.2023
- Unveiled first-ever global customer summit, including virtual broadcasts and physical roadshow events across North America, EMEA, LATAM and APAC priority markets; Resulted in +3,000 customer registrations, +200 sales meetings and contribution to 10-20% lift in annual pipeline and LTV for two consecutive years.
- Led cross-functional groups through a shared set of reputation and revenue objectives, including corporate events, digital channels, content and solution marketing, campaign managers, data, and marketing technology.
Senior Global Marketing Manager
Cradlepoint
12.2018 - 08.2021
- Oversaw NA, EMEA, and APAC enterprise and public sector demand and account-based marketing,
ensuring delivery of 45% marketing sourced/influenced revenue during a 30% growth year. - Public sector marketing programs contributed to +200% customer YOY growth, attained 130% of
billings plan, 70% QTQ growth, and 61% than previous best. - Introduced customer loyalty program as a land-and-expand account management and
upsell process for public safety customers resistant to a subscription model; reduced
sales cycle by 3.5 months from restructuring GTM process and driving closures.
Head of Marketing and Business Development
Apex Leaders
06.2014 - 11.2018
- Built company marketing program from scratch and led go-to-market, lead generation, sales
enablement and client health strategies for a B2B middle market M&A consulting firm. - Designed ABM marketing campaigns that grew revenue by at least 44% YOY and scale
from $1.76M to $5M in ARR; Maintained 38% margin. - Aligned sales messaging to service delivery, converting 100% of new trials in 2017.
• Sustained 9/10 average NPS score, increasing LTV of +$5Mil per client; high retention. - Co-led business strategy planning initiative, including competitive analysis, customer
analysis, brand position/price, and M&A market research.
Education
Graduate Certificate - Transformative Leadership Workshop
AltMBA
05-2023
MBA - Entrepreneurship
Boise State University
Boise, ID05-2016
Bachelor of Arts - Creative Writing
Boise State University
Boise, ID05-2013
Timeline
Senior Director of Global Growth Marketing
Ericsson Enterprise
04.2024 - Current
Senior Director, Demand Marketing
Cradlepoint
08.2023 - 04.2024
Director, ABM and Lifecycle Marketing
Cradlepoint
08.2021 - 11.2023
Senior Global Marketing Manager
Cradlepoint
12.2018 - 08.2021
Head of Marketing and Business Development
Apex Leaders
06.2014 - 11.2018
Graduate Certificate - Transformative Leadership Workshop
AltMBA
MBA - Entrepreneurship
Boise State University
Bachelor of Arts - Creative Writing
Boise State University