Sasha Emmerling

• Strategy, outcomes, execution, and accountability for new product-led growth go-to-market motion for VMware's SaaS solutions.
• Customer-centric "learn-try-buy-consume" programs to support Land, Expand, and Cross-Sell ARR goals.
• Value-first messaging and content strategy: webinars, SDR/BDR playbooks, blogs, website copy, outcome messaging (to balance the technical product materials).
• Content co-creation with the CTO office for the internal engineering conference, RADIO (15K registrants).
• Product-led growth product development and go-to-market standards for VMware's holistic portfolio, including a Cloud multi-product services platform.

This is a transformational role at VMware, a company that is not yet well-known for its Cloud solutions. The Growth Marketing team operates cross-functionally with product management, engineering, product marketing, CTO organizations, field solutions engineers, and marketing teams. We have direct influence on messaging and product roadmaps, including broad platforms that span multiple solutions.

Top performing solutions portfolio for 2021. Hit and exceeded quarterly and yearly goals.

Complex portfolio: NSX, NSX Security, NSX Advanced Load Balancer, SASE (+ SD-WAN). A mix of SaaS and perpetual licensing. Multiple discrete buyer and practitioner audiences.

• Go-to-market strategy from brand marketing and viral marketing to customer acquisition, adoption, and consumption.
• Content strategy and execution for each product line (working closely with the BU product marketing teams), VMworld and Gartner event(s) presentations. Sales enablement materials and BDR playbooks (SASE/SD-WAN BDRs were in my org).
• Execution of strategy across diverse marketing mix (SEO, SEM, email, virtual events, partner campaigns, social, viral). 100%+ pipeline goal achievement. (Pipeline goal was set at 4.3-5x won ACV goal for the period.)

VMware named a leader three times in a row in the Gartner Magic Quadrant for WAN Edge during my tenure as the SD-WAN marketing & GTM leader. In briefings Gartner specifically mentioned VMware SD-WAN's (VeloCloud) go-to-market framework and brand recognition as key differentiators. Extremely proud of the team!

Responsible for AR and briefings, messaging, industry awards, content strategy and execution, demand generation/customer acquisition (Land/Expand), product marketing (incl website content, webinar program, executive presentations and keynotes), sales enablement, marketing tech stack, operations and analytics, Telco GTM (incl business plans, marketing and sales enablement). Highlights include:

• Post-acquisition go-to-market strategy formulation and execution, including AR/PR, customer acquisition, consumption and retention, digital marketing, business analytics, and more. 60-70% direct marketing contribution and influence on TCV and ACV.
• Product marketing, messaging, and content strategy highlights: named Leader in Gartner MQ for WAN Edge (3X in a row); self-sustaining and popular webinar program (at 36K followers now); SD-WAN 101 book; Gartner, IDC, other tier 1 and tier 2 analysts; multiple VMware keynotes for BU leadership.
• Telecom sell-through go-to-market strategy and execution, supporting 70% of VMware SD-WAN TCV and ARR. P&L-level GTM partnerships with AT&T, SingTel, Vodafone, Telstra, Windstream, Vonage, and many more. Team developed content for sales and marketing GTM enablement materials.

From start-up that dared to stand up to Cisco in the WAN space and brought wide area networking into the Cloud to the leader in the Gartner MQ and a successful acquisition by VMware - an incredible journey of market category building, customer trust creation, innovative marketing strategy and tactics, and team collaboration.

• SD-WAN market category creation and brand awareness through customer-centric approaches (very risky for a startup to take on some of these tactics - but I was able to influence our leadership).
• Customer adoption grown from several early adopters to 10K+ consuming companies at acquisition by VMware in December 2017.
• Marketing drove 60-70% of ARR and customer counts globally.
• Messaging, content, and product marketing highlights: SD-WAN For Dummies book; webinar program (zero to 12K followers); all content on website, including a big re-launch before Series C; all BDR/SDR materials and playbooks; all viral marketing materials; Telco partner messaging; sales enablement decks; and more.
• SaaS marketing pioneer in the traditional networking market - it paid off! Plus: end-to-end marketing stack and automation, sales tools automation, robust BDR team as a training bench for Inside Sales; Inside Sales team creation; sales enablement; partner (MSP & OEM) program creation and implementation + partner sales and marketing enablement. The partner program is still active.

IPO in 2012. The customer acquisition model called out in S1 as a strategic differentiator.

• Customer acquisition strategy and execution, globally.
• Direct influence on freemium product roadmap(s).
• Marketing stack and automation, including business systems fabric (Oracle SOA stack) for enhanced customer experience.

Hired as a manager IC, promoted and empowered to build a world-class demand generation team.

• Demand generation and GTM strategy and execution
• Marketing and sales operations

• Pricing analytics supporting P&P for 60K SKUs
• CRM operations