Sierra Vandermeeden
Cleveland
Summary
Marketing Operations leader with a robust track record in architecting systems and automation frameworks that drive B2B revenue. Contributed $2.6M to quarterly pipeline while optimizing Marketo and Salesforce ecosystems, facilitating over 50% ARR growth. Known for diagnosing issues swiftly and enhancing collaboration across Marketing, Sales, and RevOps.
Overview
8
8
years of professional experience
Work History
Marketing Operations Manager
FMX
01.2022 - Current
- Engineered AI-driven workflow automations across lead routing, data sync, and audience management, cutting speed-to-lead by 24+ hours and contributing to $2.6M+ in quarterly pipeline.
- Owned and optimized Marketo and Salesforce end-to-end - including integrations, lead scoring, routing, lifecycle nurturing, audience segmentation, and compliance - supporting 50%+ ARR growth over four years.
- Tripled event execution capacity from 15 to 50+ events per quarter by building a scalable operational framework across Marketo and Swoogo - without adding headcount.
- Automated customer anniversary email program via Salesforce custom flows, saving 5 hours of manual work monthly and increasing referral form submissions by 12%.
- Developed pipeline attribution infrastructure and real-time KPI dashboards, enhancing GTM leadership's full-funnel visibility into campaign performance and pipeline influence.
- Documented workflows, SOPs, and system configurations; provided training and enablement to scale a data-driven marketing team.
- Coordinated alignment of funnel definitions, journey logic, and SLAs across Marketing, Sales, Product, and RevOps to support a cohesive customer lifecycle.
- Conducted regular audits and root cause analysis across the GTM stack, independently identifying and resolving data quality issues before they impacted pipeline.
Marketing Manager, Data & Strategy
Bridge Credit Union
01.2018 - 01.2022
- Led end-to-end execution of annual auto loan campaign using behavioral and demographic segmentation, driving $2.5M in loan originations.
- Architected a full member lifecycle marketing program from scratch - building 6+ automated journey programs annually across acquisition, onboarding, cross-sell, and retention.
- Developed a SQL-based behavioral analytics model to surface anomalous transaction patterns, safeguarding $100M+ in assets and directly uncovering internal theft resulting in terminations.
- Owned marketing automation platform and CRM integrations, enforced data governance standards, and achieved 100% compliance with TCPA and CAN-SPAM across all channels.
- Acted as marketing's primary liaison to IT and data engineering, managed integrations, system governance, and streamlined cross-functional data workflows.
- Built and maintained dashboards to track campaign KPIs and ROI across email, digital, and direct channels, providing actionable insights for leadership.
- Financial Services
- 10,000+ Member Database
Education
Bachelor of Science - Business Administration
Capella University
Minneapolis, MN06-2015
Skills
- Marketing automation
- Marketo administration
- Salesforce administration
- HubSpot proficiency
- Lead generation strategies
- Account-based marketing
- Funnel analytics
- KPI reporting
- Lifecycle design
- ABM support
- Campaign strategy
- Data analysis
- Google Analytics
- Tableau visualization
- Dashboard skills
- Lead scoring
- Process optimization
- Project management
- Problem-solving skills
- CRM management
- Data compliance frameworks
Certifications And Development
- Marketo Engage Business Practitioner
- Google Analytics 4 Certified
- Demandbase Marketing Operations & IT Learning Path
- Covey Leadership Training
Core Competencies
Marketo (Admin & Lifecycle Programs), Salesforce, HubSpot, GA4, Swoogo, Tableau, Chili Piper, RevenueHero, Leadfeeder, Storylane, ZoomInfo, Demandbase, Qualified.com, SQL, Pipeline Attribution, Funnel Analytics, KPI Reporting & Dashboards, Data Quality & Governance, Lead Lifecycle Design, Lead Scoring & Routing, ABM Support, Segmentation, AI & Workflow Automation, MarTech Architecture, Cross-Functional GTM Alignment, Process Documentation & SOPs
Timeline
Marketing Operations Manager
FMX
01.2022 - Current
Marketing Manager, Data & Strategy
Bridge Credit Union
01.2018 - 01.2022
Bachelor of Science - Business Administration
Capella University