Sarah Howard
Pleasanton
Summary
Data and revenue driven marketing executive with 15+ years of experience in B2B SaaS, on-prem data sources, and the modern data stack technology, including data integration, analytics, governance, security, privacy, and AI. Proven leader in researching, developing, and executing customer-centric growth revenue marketing strategies that have consistently driven double-digit pipeline growth, increased revenue, product adoption, and customer expansion across commercial and enterprise segments. Experienced in leading direct and cross-functional teams and collaborating with sales, customer success, and product marketing to develop impactful integrated programs that deepen engagement and retention. Adept at data analytics, experimentation, and segmentation insights to optimize campaign performance, demonstrate ROI, and drive more strategic marketing and business decisions.
Overview
18
18
years of professional experience
Work History
Sr Manager, Global Campaigns, Customer Marketing
Workday
06.2022 - 05.2025
- Developed, executed, and optimized strategic plans to drive growth and profitability through the IT sector (CIOs-Developers) for the customer base, including upsell and cross-sell campaigns, enhanced customer penetration, reduced churn, and cultivated customer advocates.
- Achieved a 95% year-over-year increase in global MQLs by the end of FY24 and drove a 34% year-over-year growth in S1 ACV.
- Facilitated cross-functional team meetings and workshops to align goals and strategies to achieve milestones, report KPIs, and shared wins and lessons learned.
- Created strategic AI/ML and Responsible AI campaigns, including content development, brand awareness and demand generation.
- Provided leadership, insight and mentoring to newly hired employees.
Sr Demand Generation Marketing Manager
PingCAP
10.2021 - 04.2022
- Developed annual campaign plan to drive awareness, customer acquisition, implemented product led growth tests, and grew pipeline/revenue for North America, with KPI/Executive reporting.
- Execution and optimization of campaign tactics across all channels, including events (conferences to field marketing), email marketing, digital channels, and SEO/SEM.
- Moved marketing dept. back to China in 2022 - Remote
Sr Director, Marketing [Demand + Partner Marketing]
Datasguise
05.2019 - 12.2021
- Established the Ideal Customer Profile (ICP), key partners, and created a holistic go-to-market plan, supporting content strategy, field marketing, events, digital, email marketing, paid media, operations, and KPI reporting. [Budget management]
- Managed partner marketing relationships with Snowflake and AWS—joint marketing goals, strategies, supporting content and demand generation/events, sales enablement, KPIs, and managed MDF.
- Managed one employee who developed marketing operations expertise and assisted with events.
- Acquired by PKWARE
Marketing Director, Thought Leadership & Campaigns
Teradata
01.2014 - 12.2019
- Lead global, business-focused, thought leadership and integrated demand generation campaigns including go-to-market themes to build pipeline/revenue and new business contacts in key accounts [including IoT, Cloud, AI, Digital Transformation].
- Worked across multiple channels and teams to execute Brand, Demand Generation and Customer campaigns based on personas and content strategy (or by Industry) including Digital, Email Marketing, Events.
- Developed the business audience content strategy that included Teradata Voice on Forbes.com and published “The Sentient Enterprise” book [WS] Best Seller), which drove awareness and leads as well as provided a framework for our consulting team. Increased business contacts by 65% in 12 months.
- Managed the partner event within our annual User Conference and drove approximately $100K in revenue from events and activities.
Marketing Director, Big Data Center of Innovation
Teradata
01.2011 - 01.2014
- Created the digital marketing strategy and managed a team of three while leveraging shared services for execution and optimization, while collaborating with multiple stakeholders and outside vendors.
Sr Integrated Campaign Manager
NetApp
01.2009 - 01.2011
- Developed global campaign strategies, enabling regional customization and integration with field marketing efforts.
- Managed campaign execution, optimization, and delivered KPI reporting against agreed upon business goals.
- Collaborated with cross-functional team leads to secure support for campaigns, exceeding all goals and timelines.
Sr Campaign Mgr./Acting Marketing VP for 2 Years
Mimosa Systems
01.2007 - 01.2009
- Spearheaded Microsoft Partner Marketing initiative and joint funding, including, planning, execution, optimization, and reporting.
- Created a Demand Gen model from scratch, hired a team of four, and executed integrated marketing campaigns aligned with sales needs.
- Developed marketing operations tech stack and processes to enhance efficiency across digital properties and reporting.
- Acquired by Iron Mountain
Education
MBA Program Coursework -
Northeastern University
Boston, MAB.A. - Economics
St. Lawrence University
Canton, NYSkills
- Revenue Marketing
- Marketing strategy
- Demand generation
- Integrated campaigns (Global)
- Digital marketing strategy/SEO
- Segmentation & ABM
- Influencing and negotiation
- Cross-team collaboration
- Content strategy
- Event & Field marketing
- Market research / data analysis
- Creative problem-solver
- Budget oversight
- Operations management
- Tools & Platforms: Salesforce, Demandbase [implemented], Tableau, Smartsheet, Marketo, Hubspot, and more
- Partnership development
Timeline
Sr Manager, Global Campaigns, Customer Marketing
Workday
06.2022 - 05.2025
Sr Demand Generation Marketing Manager
PingCAP
10.2021 - 04.2022
Sr Director, Marketing [Demand + Partner Marketing]
Datasguise
05.2019 - 12.2021
Marketing Director, Thought Leadership & Campaigns
Teradata
01.2014 - 12.2019
Marketing Director, Big Data Center of Innovation
Teradata
01.2011 - 01.2014
Sr Integrated Campaign Manager
NetApp
01.2009 - 01.2011
Sr Campaign Mgr./Acting Marketing VP for 2 Years
Mimosa Systems
01.2007 - 01.2009
B.A. - Economics
St. Lawrence University
MBA Program Coursework -
Northeastern University
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