Austin, TXTobiasDelFa
About Me
I am a seasoned marketer with over a decade of experience in digital and growth marketing at hypergrowth B2B tech startups.
- I specialize in digital marketing, growth marketing, demand generation, and inbound marketing.
- I focus on optimizing paid acquisition channels, ideating unique marketing campaigns, and delivering delightful website experiences.
- I am the person who generates leads/MQLs at the top of the funnel and helps accelerate them down-funnel.
- I am drawn to tech startups in the B2B SaaS space.
- I speak English and Spanish fluently.
Experience
Weka
Director of Demand Generation
Austin (Dec. 2023 — Present)
- Develop and execute multi-channel demand generation campaigns spanning digital, social, email, ABM, content, and events.
- Create and manage nurture tracks, lead scoring, multi-touch attribution, and audience segmentation in marketing automation platforms such as Marketo and Bizible.
- Conduct weekly and monthly analyses of demand waterfall metrics to identify optimization opportunities as well as quarterly market research reviews to stay current on buyer trends.
- Oversee effective budget and resource allocation for integrated programs.
- Lead and mentor high-performing campaign management team and foster seamless collaboration between cross-functional teams to successfully launch global and localized campaigns.
AlertMedia
Director of Growth Marketing
Austin (July 2021 — Nov. 2023)
- Leading a team of seasoned marketers and overseeing a $2-million budget to run AlertMedia’s digital acquisition efforts, including: corporate website ownership, SEO strategy, paid search and social channels (Google Ads, Bing, LinkedIn, Facebook, YouTube, Capterra), inbound chatbot experiences, CRO tests.
- Measuring the demand waterfall KPIs against quarterly targets to meet lead generation goals, lead-to-opportunity conversion rates, pipeline ARR by market segment – leveraging Salesforce reporting and Microsoft Excel pivot tables and advanced formulas.
- Fostering an extensive experimentation roadmap through our digital properties to increase conversion rate using A/B testing, organic keyword research, innovative web tools and platforms, new paid channel activations and bidding strategies.
- Implementing best-in-class solutions with marketing operations to streamline the demand funnel efficiency: lead scoring, lead lifecycle management, lead routing, Salesforce reports and dashboards across channels, Bizible multi-touch attribution, Marketo automation best practices, among others.
Achievements
- Exceeded MQL generation goals by 12-16% quarterly since Q4’21.
- Delivered 18-20% organic web traffic growth quarterly as of Q1’22.
- Improved cost-per-lead on Google Ads between 14-17% since Q1’23.
- Reengineered inbound lead routing from an intensive manual process to a fully automated engine that shortened marketing-to-sales lead assignment time to 3-5 minutes.
- Deployed new website conversion technologies for chatbot conversations (Qualified) and virtual product demos (Navattic).
Work Samples
Nexthink
Senior Growth Marketing Manager
Austin (Oct. 2020 — July 2021)
- Developed the company’s campaign framework that was implemented for all net-new lead-generation campaigns as well as upsell campaigns targeting existing customers.
- Spearheaded Nexthink’s global go-to-market campaign efforts and served as project orchestrator across teams to deploy every campaign from planning to execution.
- Collaborated with executive management to model upcoming campaign themes, calendars, timelines, and resources needed to ensure successful and timely campaign launches.
- Leveraged intent data to improve target account conversion and build custom campaigns to target key stakeholders.
- Identified relevant third-party vendors to partner with and help expand the company’s offering to new audiences.
Feedvisor
Director of Digital Marketing
New York (Nov. 2019 — Oct. 2020)
- Articulated Feedvisor’s marketing plan and go-to-market strategy to deliver on the company’s growth goals and reach the relevant target personas.
- Conceptualized every campaign and touchpoint in the demand generation plan to attract marketing qualified leads (MQLs) and accelerate them down the funnel.
- Orchestrated account-based marketing (ABM) programs, nurture programs, weekly newsletters, customer communication, and all other email marketing initiatives conducted through Marketo.
- Led the website’s optimization roadmap, front and back-end web development, and A/B tests to drive higher conversion.
- Managed the referral and affiliate partnership programs to build strategic relationships with key industry vendors.
- Oversaw a team of 4 direct reports and a group of third-party agencies (SEO, PPC, PR, developers, among others).
Senior Digital Marketing Manager
New York (Nov. 2017 — Oct. 2019)
- Conceptualized the demand generation and digital marketing strategies to generate qualified leads and strengthen the company’s thought leadership.
- Ideated acquisition and growth campaigns across online channels: Facebook, Google, LinkedIn, Reddit, Amazon Advertising.
- Analyzed the performance of all tactical and lead generation programs in Marketo and Salesforce.
- Spearheaded the corporate website’s redesign project following the company’s rebranding in 2018.
- Oversaw a team of 4 direct reports, a group of third-party agencies, and a $1.5M annual budget.
Work Samples
Mediaplanet
Head of Digital Marketing
New York (Nov. 2014 — Nov. 2017)
- Assembled and managed a global 5-person team of digital analysts responsible for online content distribution, content measurement, and customer-facing reporting.
- Partnered with 20 vendors to grow Mediaplanet’s content distribution network across North America and Europe.
- Introduced and trained power users on ad ops and analytics tools: Adobe Omniture, Moat Analytics, and Google Ad Manager.
- Produced a series of marketing best-practices collateral including: handbooks, video tutorials and product decks.
- Achieved a reduction in global digital traffic acquisition costs by 14% in 2016.
Digital Traffic Manager
New York (Nov. 2013 — Oct. 2014)
- Managed the day-to-day online traffic operations for 100+ quarterly campaigns in U.S. and Canada.
- Redefined and launched a consolidated website “hub” strategy for all the Mediaplanet-owned microsites in U.S. and Canada.
- Defined the methodology and key performance indicators to measure digital campaign’s success based on client’s needs.
- Introduced and trained power users on new analytics software: Adobe Omniture.
Work Samples
BuzzFeed
New York (Sept. 2013 — Nov. 2013)
- Published weekly stories about pop culture, entertainment, and technology ➔ work samples.
MIG
Marketing Coordinator
New York (Sept. 2012 — Oct. 2013)
- Defined the company’s key corporate message and product’s value proposition.
- Spearheaded email marketing strategy and automation.
- Created outbound lead-generation campaigns: email marketing and product webinars.
- Optimized corporate website by implementing SEO and SEM strategies with to increase lead generation.
Major League Soccer
Marketing Intern
New York (Feb. 2012 — Sept. 2012)
- Supported sales and business development teams with market research.
- Coordinated email marketing campaigns, email subscriber acquisition and CRM platforms.
- Assisted in the day-to-day administration of media assets and creative requests.
Microsoft
Account Manager
Buenos Aires (April 2011 — Jan. 2012)
- Developed customer relationships with C-level executives and business decision makers.
- Demonstrated Microsoft’s commitment to help customers improve their businesses.
- Managed sales pipeline, forecasting, lead generation, and product cross and up-selling.
Mindshare
Media Assistant
Buenos Aires (March 2008 — Feb. 2010)
- Implemented media plans and assisted in the selection and scheduling of online and offline channels.
- Gathered data for execution of media plans, including: target audiences delivery, rates, etc.
- Performed competitive and positioning reports to accomplish accurate strategic media planning.
Education
University of Michigan (Coursera)
"Python for Everybody" Online Course
New York (2016)
Adobe
Adobe Analytics User Certificate
Stockholm (2014)
Universidad de Ciencias Empresariales y Sociales (UCES)
B.S. in Marketing
Buenos Aires (2007–2011)
Skills
Team Leadership
100%
Google Analytics
100%
Español
100%
Marketo
90%
Salesforce
90%
WordPress
90%
Microsoft Excel
90%
LinkedIn Ads
90%
Facebook Ads
90%
Email Marketing
90%
Google Ads
80%
Account-Based Marketing
80%
HTML & CSS
80%
Tableau
80%
