Malinda Monterrosa
Carlsbad,CA
Summary
Marketing executive with extensive experience at AXOS Financial, specializing in SaaS growth strategies and optimizing customer acquisition costs. Proven ability to lead cross-functional teams, resulting in enhanced operational efficiency and faster market readiness. Strong expertise in full-funnel marketing and performance analytics, fostering effective partnerships and collaboration with executives.
Overview
4
4
years of professional experience
Work History
FVP, Head of Marketing Strategy & Enterprise Engagement
AXOS FINANCIAL
01.2024 - Current
- Senior executive responsible for unifying brand, performance, lifecycle, and partnerships into a single enterprise growth system across multiple financial technology platforms.
- Built and executed a unified, data-backed marketing strategy aligned to revenue growth, CAC efficiency, LTV expansion, and pipeline velocity.
- Led 13+ marketing functions and 80+ team members spanning demand generation, lifecycle, brand, content, PR, events, social, product marketing, partnerships, and martech.
- Partnered directly with the CEO and executive leadership team on growth strategy, forecasting, board reporting, and long-term positioning.
- Designed and implemented a modern marketing operating model, delivering 15% efficiency gains and 18% faster speed-to-market in one quarter.
- Installed rigorous performance infrastructure including dashboards, KPIs, weekly reviews, OKRs, and forecast models tied to revenue outcomes.
- Led enterprise initiatives across attribution, segmentation, personalization, lifecycle automation, and funnel optimization.
- Integrated and scaled a modern marketing stack including CRM, automation, analytics, and campaign management to support experimentation and growth.
Head of Commercial & Securities Marketing
AXOS FINANCIAL
01.2022 - 01.2024
- Owned GTM and growth strategy for SMB and B2B segments with high-velocity and long-consideration purchase paths.
- Built full-funnel acquisition engines spanning awareness, acquisition, activation, retention, and advocacy.
- Partnered with Sales, Product, Growth, and Customer teams to align MQL/SQL definitions, pipeline development, and handoff processes.
- Established attribution and measurement frameworks across paid, organic, lifecycle, events, and partnerships to improve CAC efficiency and conversion velocity.
- Influenced product roadmap through customer insights and led high-impact feature launches and GTM motions.
- Scaled partner and co-marketing programs, enabling channel-led demand generation and pipeline contribution.
- Led content, thought leadership, executive forums, and community-driven programs to strengthen brand preference and trust.
Education
MBA - Change Management And Leadership
York St. John University
UKSkills
- SaaS growth strategy
- ARR scaling
- Full-funnel marketing
- Customer acquisition cost modeling
- Lifetime value modeling
- Forecasting and analytics
- Attribution analysis
- Funnel performance metrics
- Performance marketing strategies
- Lifecycle marketing initiatives
- Marketing automation tools
- Brand and category positioning
- Partnerships and channel marketing
- Product marketing strategies
- Go-to-market planning
- Executive leadership skills
- Board reporting expertise
Education Affiliations
Rotary International – District 5280, Leadership & Community Engagement
Why This Resume Matches The Role
- SMB SaaS mindset: High-velocity funnel, CAC/LTV focus, experimentation, and PLG-friendly language
- Hands-on operator: Systems, dashboards, attribution, and execution infrastructure
- Revenue-first: Marketing explicitly tied to ARR, conversion speed, and efficiency
- Executive-ready: CEO partnership, board insights, forecasting, and category leadership
- Builder profile: Ideal for Series A → growth-stage scale
Websites
Growth Transformation Highlights
- Built scalable systems for rapid experimentation across ad creative, landing pages, lifecycle flows, onboarding journeys, and pricing/packaging tests.
- Reduced friction across the funnel by tightening analytics, attribution, CRM hygiene, and lifecycle automation.
- Elevated brand from functional support to strategic growth lever, driving demand, education, and category credibility.
- Operationalized cross-functional GTM collaboration across Product, Sales, Growth, Finance, and Customer Success.
Core Expertise
- SaaS Growth Strategy & ARR Scaling
- Full-Funnel Marketing (Awareness to Retention)
- CAC / LTV Modeling & Forecasting
- Attribution & Funnel Analytics
- Performance Marketing (Paid, Organic, PLG)
- Lifecycle Marketing & Automation
- Brand & Category Positioning
- Partnerships & Channel Marketing
- Product Marketing & GTM
- Executive Leadership & Board Reporting
Timeline
FVP, Head of Marketing Strategy & Enterprise Engagement
AXOS FINANCIAL
01.2024 - Current
Head of Commercial & Securities Marketing
AXOS FINANCIAL
01.2022 - 01.2024
MBA - Change Management And Leadership
York St. John University