Digital Marketing Vice President
Resume:
PETRA CANALES
VP MARKETING FRACTIONAL CMO B*B SAAS GTM
STRATEGY PIPELINE & REVENUE GROWTH ABM EXPERT
DEMAND GEN LEADER
D E T A I L S
PHONE
************@*****.***
S K I L L S
Strategic Planning
Marketing Campaign
Management
Global Team Management
Partnership Development
Market Analysis
Brand Positioning
Lead Generation
Digital Strategy
Optimization
P R O F I L E
Dynamic marketer with over 20 years of expertise driving substantial growth within the B2B SaaS sector. Specialist in crafting and executing innovative go-to-market strategies that have been pivotal in increasing pipeline and revenue. Recognized for managing demand generation and account-based marketing initiatives that significantly enhance lead quality and conversion rates. Proficient in strategic planning and market analysis, strongly focusing on aligning marketing efforts with sales objectives to deliver measurable results. Committed to fostering partnerships that propel business success and growth.
E M P L O Y M E N T H I S T O R Y
CEO & CO-FOUNDER, Buckypaper Digital Marketing
Jun 2022 — May 2025
- Spearheaded a fractional CMO consultancy, forging partnerships with 15+ B2B brands and maintaining a 98% client retention rate
• Developed customized GTM strategies for tech clients, driving substantial revenue growth and market reach
• Orchestrated impactful marketing campaigns, boosting conversion rates by 35% and enhancing customer acquisition by 20%
• Led competitive market analysis and executed brand repositioning, resulting in a 25% decrease in customer acquisition costs
VICE PRESIDENT OF MARKETING, Input 1
Jan 2023 — Jun 2024
- Achieved 37% revenue growth target YoY through strategic demand generation and digital transformation initiatives
• Led in-depth competitive analysis and secured coverage in 6 top-tier publications within 6 months
• Designed scalable ABM campaigns improving lead quality and accelerating pipeline conversion rates
• Developed and launched integrated multi-channel campaigns, increasing website traffic by 45% and driving a 30% lift in inbound leads within the first six months
• Spearheaded cross-functional collaboration, optimized brand positioning, and enhanced customer engagement through innovative marketing strategies VICE PRESIDENT OF MARKETING, GCSIT Solutions
Sep 2019 — Jan 2023
- Spearheaded market positioning redefinition, product launches, and digital strategy optimization
• Strengthened channel partnerships to secure a 250% increase in marketing development funds
• Implemented a mar-tech stack, boosting marketing efficiency by 40% and enabling data-driven decision-making
• Led tailored ABM strategy, achieving a 40% increase in pipeline conversion rates
• Doubled annual revenue to $65M in 2 years, fueling market expansion and sales-marketing alignment
SENIOR DIRECTOR, DIGITAL MARKETING, Riverbed
Technology
Aug 2018 — Sep 2019
- Tripled marketing-sourced opportunities through global demand generation initiatives
• Reduced CPL by 47% and increased lead volume by 3x via search and digital media optimization
• Developed content strategy and field enablement programs, enhancing brand visibility by 40%
• Launched global nurture program to boost customer engagement and drive a 20% increase in marketing-sourced pipeline contribution
• Accelerated sales cycle velocity through strategic marketing efforts HEAD OF GLOBAL MEDIA & DIGITAL MARKETING
RSA, Dell
Apr 2017 — Aug 2018
- Transformed marketing strategies to boost revenue from $826M to $1.1B
• Enhanced qualified responder rates from 11% to 74% in 9 months
• Initiated global omnichannel campaigns exceeding engagement benchmarks by 2-4x
• Spearheaded data-driven audience segmentation and optimized campaigns
• Increased CTR by 3X and reduced CPC by 25%
DIRECTOR OF MARKETING
Feb 2016 — Apr 2017
Increased pipeline by 36% in the first fiscal year through high-impact outbound marketing campaignsImplemented a content-driven demand gen program, including lead scoring and SEO optimizationImproved meeting-to-opportunity conversion by 20% across key accountsDeveloped integrated inbound and outbound campaigns leveraging content syndication and social outreachAcquired by Virtual Instruments, Xangati, San Jose, CA
DIRECTOR OF MARKETING COMMUNICATIONS
Aug 2014 — Apr 2016
- Achieved 787% reduction in MQL cost and 350% increase in net-new prospects
• Led development of content marketing strategy for hybrid-cloud analytics solutions
• Orchestrated brand initiatives leading to 50% more media mentions and 30% higher analyst engagementInnovatively reduced MQL cost by 787% and boosted net-new prospects by 350%Developed content strategy for hybrid-cloud analytics solutionsManaged brand initiatives, increasing media mentions by 50% and analyst engagement by 30%
E D U C A T I O N
A.A., Phillips College Campbell
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