Jacquelyn Ponton
Virginia Beach,VA
Summary
Marketing operations leader with over ten years of experience in strategic marketing, content development, and communications. Marketo Certified Expert specializing in marketing automation, campaign execution, and performance measurement. Successfully managed and mentored high-performing marketing operations teams, driving operational excellence and innovation. Expertise in implementing scalable campaign management systems and optimizing lead scoring, routing, and attribution to enhance marketing ROI.
Overview
20
20
years of professional experience
1
1
Certification
Work History
SENIOR MANAGER, MARKETING OPERATIONS
Instructure, Inc.
Virginia Beach, VA
04.2024 - 03.2025
- Led and coached a 9-person marketing operations and GTM systems team, driving process improvements and operational efficiency while balancing strategic leadership with hands-on execution.
- Helped build a new Marketo instance from the ground up to consolidate systems post-merger, eliminating tech debt, and streamlining marketing automation for data standardization, scoring, segmentation, attribution, lead routing, email communications, and inbound record processing.
- Developed Instructure’s first Marketing Media Mix model in collaboration with a third party, leveraging data science to optimize budget allocation across marketing channels.
- Spearheaded marketing systems integrations with Salesforce, ensuring seamless connectivity across Marketo, Outreach, Traction, Demandbase, Qualified Chat, and data enrichment tools to enhance data accuracy and marketing operations.
- Optimized B2B email programs, ensuring compliance with privacy laws, and improving key email KPIs.
- Partnered with cross-functional teams to enhance engagement, conversion, retention, and customer loyalty through targeted campaigns, including nurtures, webinars, newsletters, and autoresponders.
MARKETING CAMPAIGN OPERATIONS SPECIALIST
Instructure, Inc.
San Diego, CA
11.2021 - 07.2023
- Collaborated with demand generation, marketing, product, and sales teams to drive opportunities through the Go-to-Market funnel.
- As the Marketo Admin, I designed lead generation programs in Marketo to score, prioritize, and assign qualified leads to SDRs.
- Maintained data integrity by troubleshooting Marketo issues, and developed SFDC dashboards to provide stakeholders with actionable campaign insights.
- Architected a multi-stage initiative to improve lead and contact data quality within Salesforce, reducing bad data, and optimizing sales efficiency.
U.S. COMMUNICATIONS AND EVENTS MANAGER
CGI Technologies and Solutions, Inc.
San Diego, CA
01.2012 - 11.2015
- Managed the end-to-end planning of 10–12 annual events at CGI, a global IT and business consulting firm, including executive meetings, client conferences, trade shows, and seminars.
- Oversaw budgeting, resource allocation, stakeholder communication, marketing production, and ROI reporting to ensure that events met strategic business goals.
- Directed CGI’s largest annual client event in North America (550+ attendees, $500,000 budget) for three consecutive years, consistently delivering on budget through strategic vendor negotiations and cost control.
- Coordinated the MarCom strategy for CGI’s largest North American trade show exhibit for two years, with the FY15 strategy driving 55 high-value meetings and progressing $80 million in sales opportunities.
- Introduced new event technology, implementing a mobile meeting app and online scheduling tool that became standard across all applicable U.S. events.
MARKETING SPECIALIST, BANKING
CGI Technologies and Solutions, Inc.
Fairfax, VA
11.2007 - 01.2012
- Developed and executed an integrated MarCom plan to promote CGI’s banking IT services.
- Managed budget tracking, forecasting, and reporting while overseeing PR efforts, including press releases, editorial pitches, and speaking engagements.
- Drove an integrated marketing campaign at a global trade show, increasing executive-level meetings by 60%, and advancing $196.7 million in sales opportunities.
- Developed a PR strategy and processes, increasing press releases by 200% in six months.
- Optimized budget management, identifying cost-saving opportunities that reduced expenses by 17% in FY 11.
- Led cross-functional teams of up to 10 members for event planning and execution.
CONSULTANT, HEALTHCARE
CGI Technologies and Solutions, Inc.
Fairfax, VA
05.2006 - 11.2007
- Organized CGI’s presence at healthcare trade shows, and led all healthcare advertising projects to drive lead generation.
- Oversaw proposal management, developing response strategies, and project plans for Requests for Proposals (RFPs).
- Strengthened business development initiatives by implementing a new proposal process that increased proposal production and decreased preparation time.
- Increased advertising projects from zero to 13, resulting in increased brand awareness among the target audience.
ASSISTANT BUYER
Hecht’s Department Stores
Arlington, VA
06.2005 - 05.2006
- Supported the financial and marketing operations of a $30 million Better Footwear Buying Office.
- Forecasted sales and markdowns, managed pricing for nine vendors, and maintained strong vendor relationships to align with financial goals.
- Exceeded the Fall Season gross margin plan by controlling costs through efficient inventory management across 82 stores.
- Consistently met the monthly receipt plan through effective vendor negotiations and shipment tracking.
Education
BACHELOR OF SCIENCE - COMMERCE, Dual Concentrations in Marketing and Management
University of Virginia
Charlottesville, VA05.2005
Skills
- Marketing automation and process optimization
- Data analysis and reporting
- Salesforce integration and management
- Email campaign strategy
- Cross-functional collaboration
Certification
- Marketo Certified Expert | Issued by Adobe, April 2025
Timeline
SENIOR MANAGER, MARKETING OPERATIONS
Instructure, Inc.
04.2024 - 03.2025
MARKETING CAMPAIGN OPERATIONS SPECIALIST
Instructure, Inc.
11.2021 - 07.2023
U.S. COMMUNICATIONS AND EVENTS MANAGER
CGI Technologies and Solutions, Inc.
01.2012 - 11.2015
MARKETING SPECIALIST, BANKING
CGI Technologies and Solutions, Inc.
11.2007 - 01.2012
CONSULTANT, HEALTHCARE
CGI Technologies and Solutions, Inc.
05.2006 - 11.2007
ASSISTANT BUYER
Hecht’s Department Stores
06.2005 - 05.2006
BACHELOR OF SCIENCE - COMMERCE, Dual Concentrations in Marketing and Management
University of Virginia
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