Heidi Cerenzia
Mountain View,CA
Summary
Data driven marketing executive with over 24 years of B2B high tech experience. I build global growth and demand generation strategies with a passion for creating high quality demand and pipeline; measuring the full funnel. I have a proven track record of optimizing measurable processes. I have an extensive background in managing internal marketing teams and external agencies. Building and managing efficient and collaborative teams is important to me, and my strength.
Overview
20
20
years of professional experience
Work History
Vice President, Growth
Conversica
12.2022 - Current
- Established effective strategy and streamlined process for Demand Gen
- Created full funnel reporting, including a cross-functional pipeline program
- Increased pipeline by 5x within first three quarters at company.
- Decreased marketing sourced, cost per opportunity, by 35% QoQ
- Tripled the effectiveness of paid media within two quarters
Vice President, Growth
Optimizely
12.2021 - 12.2022
- Led a team of 80 - 40 Global marketers and 40 SDRs
- Increased pipeline contribution by 20% QoQ
- Developed Enterprise Demand Gen process and motion
- Created ICP & personal framework for ABM initiative
- Collaborated with executive team on Demand Gen efficiencies for board meetings
Vice President, Global Demand Gen & Field Marketing
Wrike (acquired by Citrix)
02.2020 - 12.2021
- Achieved an average of 114% of pipeline goal QoQ
- Built the Outbound Demand Gen motion, from ground- up from
- Marketing Operations process, Lead flow, Scoring, Lead lifecycle, Routing
- Managed and executed integrated campaigns, hosted events, sponsored events/field marketing, customer marketing, and partner marketing.
- Built first Marketing Development Representative team (MDR)
- Created Demand Gen operations
Vice President, Demand Generation & Field Marketing
Vera
07.2018 - 01.2020
- Built /restructured entire marketing team
- Developed & deployed demand generation growth strategy
- Increased marketing sourced pipeline from 15% to 60% in six months
- Developed and executed field marketing & event strategy, aligning to the regional sales goals; including partner/channel development
- Responsible for lead to revenue metrics and reporting
- Developed and launched company’s first ABM strategy
- Responsible for driving a diverse marketing mix: content syndication, PPC, integrated campaigns, internal/external webinars & social
- Manage Marketing Operations: Defined lead life cycle, Developed lead scoring, Built nurture tracks in Marketo; including late stage customer track
- Manage Sales Development team
Senior Director, Demand Generation & Field Marketing
Bromium (aquired by HP, Inc
08.2016 - 07.2018
- Responsible for all top of funnel activities
- Achieved 123% of quarterly MQL goal
- Responsible for lead to revenue metrics and reporting
- Defined Demand Generation & Field Marketing, acquisition and execution strategy
- Developed and launched company’s first digital marketing strategy
- Developed and executed all aspects of global conferences and events
- Managed pipeline acceleration related to the Buyer's Journey
- Managed Marketing Operations: Defined lead life cycle in Marketo & SFDC, Developed lead scoring, Built early & late stage nurture tracks
- Built the Sales Development team, process and training
Director, Demand Generation
Platform9 Systems
01.2016 - 08.2016
- Developed demand generation digital strategy
- Managed integrated campaigns to drive awareness and customer acquisition
- Implemented field marketing & event plan
- Launched new website
- Created marketing & sales operations metrics & reporting
- Built lead life cycle.
Director, Demand Generation
Pantheon Systems
04.2014 - 08.2015
- Built and managed demand generation/field marketing team
- Drove demand generation strategy and execution
- Created and deployed all pipeline building activities: integrated campaigns, 1:1 field events & webinars
- Launched Ad Words and paid social activities: Facebook, Twitter LinkedIn and retargeting
- Built Sales Development team strategy and process
- Doubled Sales Ready leads within two quarters
- Developed lead scoring and nurture tracks
Senior Director, Demand Generation
Marble Security (acquired by Proofpoint)
01.2013 - 03.2014
- Defined, developed and executed Marble’s first demand generation mobile security strategy
- Responsible for creating and managing demand generation budget
- Generated MQL’s and over delivered lead goal, quarter-over-quarter by 140%
- Built prospect universe from ground-up, increasing 100% the first quarter and 50% subsequent quarters for the first 11 months
- Delivered 250% of webinar registration goal
- Aligned with sales to create a process for lead flow, tracking and dashboards
- Developed and deployed all demand gen pipeline building activities: integrated campaigns, 1:1 activities, field events, tradeshows, virtual events and webinars
- Managed all aspects of all digital marketing campaign strategy, content syndication and third-party content development
- Identified new and innovative activities to target enterprise IT; list acquisition and list build tools
Senior Director, Global Demand Generation & Field Marketing
AlienVault (Acquired by ATT)
01.2012 - 01.2013
- Developed global demand gen & field marketing strategy
- Managed and executed all field marketing activities: integrated campaigns, field events, 1:1 activities, webinars and partner events
- Managed all aspects of campaign strategy and execution- to target enterprise IT
- Was responsible for all metrics and measurements of pipeline- campaigns and activities, tracked through a third-party automation system & SFD
- Aligned closely with global sales to ensure worldwide coverage and pipeline development
- Managed new website development and updates; incorporated lead lander for sales tracking
- Acquired third party list build tools to ensure most up-to-date contacts for sales.
Senior Field Marketing Manager
HP Enterprise Security
03.2011 - 01.2012
- Responsibilities included: driving demand to meet revenue goals with a strong emphasis on measurements of success and accountability for North America field programs focused on target accounts
- Developed and executed demand and lead generation programs that extended and complemented Fortify’s software security assurance initiatives
- Monitored, analyzed and reported measurement against the KPI’s for field marketing programs and represented the voice of the field in the development of marketing plans to ensure regional and national leverage of all available resources
- Engaged Major Account Group (MAG): partnered with sales to define custom account specific 1:1 marketing initiatives
- Target Account awareness: identified opportunities within North America; defined custom 1:1 or 1 few programs
- Delivered strategic, innovative & creative programs to drive awareness, education and demand
Director of Customer Acquisition
SIOS Technology, Corp.
10.2010 - 03.2011
- Developed and executed demand creation/lead generation launch strategy for North America
- Created market strategy to increase brand awareness
- Executed tactics including: targeted email campaigns, on-line and print advertising, speaking engagements, list acquisition and webinars
- Increased prospect universe by 300%
- Increased webinar registrations by 50%, weekly
- Managed and implemented processes to re-brand company by working cross functionally to renew brand image, messaging, appearance, and overall company scope
- Directed all aspects of content creation
- Provided direction to external agencies for design and creative
Director, Corporate & Field Marketing
Chordiant (acquired by Pegasystems)
04.2008 - 07.2010
- Developed, implemented and managed overall marketing strategy and programs, defining areas of opportunity, focus, audience and budget
- Developed, launched and managed company’s first North American awareness demand creation and lead generation programs; leveraging direct mail, email marketing, blogs and banner and print advertising
- Contributed to $30.5 million in sales pipeline within 12 months
- Managed inside sales team, process and campaigns
- Developed and executed all corporate collateral including: sales enablement, datasheets, case studies and whitepapers
- Oversaw all areas of corporate website including strategy of re launch, design, content development and implementation of SEO
- Developed strategy to improve and managed all activities for PR & AR and social media
Sr. Marketing Manager
Business Objects (acquired by SAP)
04.2004 - 04.2008
- Developed and executed National and Global marketing campaigns, defined scope, strategy, audience and budget
- Responsible for gaining cross-functional buy-off and Executive level approval
- Developed, launched and managed North American lead-generation and marketing programs for top enterprise and industry accounts
- Partnered with the North America sales teams to drive pipeline and move top deals through the sales cycle to closure
- Increased pipeline by 3X–5X
- Managed annual budget for key customer retention and development programs including Executive Briefings, conferences, webinars and on-site seminars
- Defined a lead follow-up strategy and worked closely with sales to coach the teams through effective lead follow-up and pipeline development
Education
Graduate -
Women Unlimited
06.2007
General business curriculum -
DeAnza College
Cupertino, CA01.1991
Skills
- Demand Generation & Growth Strategies
- ABM
- Digital Marketing: SEM & SEO Optimization
- Marketing Operations: pipeline management
- Lead Qualification: create an end-to-end lifecycle
- Field Marketing: regional events
- Global Events: awareness & lead generation
- Partner & Channel: collaborate on GTM opportunities
- Customer Marketing: build customer relationships with major accounts
- Sales Development: build and manage process & teams
Timeline
Vice President, Growth
Conversica
12.2022 - Current
Vice President, Growth
Optimizely
12.2021 - 12.2022
Vice President, Global Demand Gen & Field Marketing
Wrike (acquired by Citrix)
02.2020 - 12.2021
Vice President, Demand Generation & Field Marketing
Vera
07.2018 - 01.2020
Senior Director, Demand Generation & Field Marketing
Bromium (aquired by HP, Inc
08.2016 - 07.2018
Director, Demand Generation
Platform9 Systems
01.2016 - 08.2016
Director, Demand Generation
Pantheon Systems
04.2014 - 08.2015
Senior Director, Demand Generation
Marble Security (acquired by Proofpoint)
01.2013 - 03.2014
Senior Director, Global Demand Generation & Field Marketing
AlienVault (Acquired by ATT)
01.2012 - 01.2013
Senior Field Marketing Manager
HP Enterprise Security
03.2011 - 01.2012
Director of Customer Acquisition
SIOS Technology, Corp.
10.2010 - 03.2011
Director, Corporate & Field Marketing
Chordiant (acquired by Pegasystems)
04.2008 - 07.2010
Sr. Marketing Manager
Business Objects (acquired by SAP)
04.2004 - 04.2008
Graduate -
Women Unlimited
General business curriculum -
DeAnza College
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