Diana Peña Email & Phone Number

Round Rock, TX, US

Armonk, New York, NY, US

Armonk, New York, NY, US

Built, led, and translated cross-functional business and strategic priorities into global integrated demand plans for IBM Systems to drive pipeline and revenue with speed and clarity of purpose.

Armonk, New York, NY, US

Leads a cross-discipline growth squad who drives revenue growth via full-funnel optimization for Storage for Data & AI business

Armonk, New York, NY, US

Led the WW Performance Marketing organization's overall Campaign Strategy and Execution teams for IBM Systems.

Austin, TX, US

• Led three Senior Campaign Managers located in the United Kingdom, Norway, and Austin, as well as the Customer Marketing Manger, a new function to Forcepoint
• Directed operations for the development and execution of three primary global campaigns for the first half of the year.
• Developed comprehensive campaign strategy for Forcepoint's Solution Operating teams including development of Create Demand Charter for Data & Intellectual Property Protection and Insider Threat businesses
• Partnered closely with Sales via ongoing strategy sessions and business development practices to align on planning, reasons to call, target accounts, and follow-up best practices
• Organized a framework for providing campaign program details to global marketing leadership for in-region execution
• Provided leadership on customer marketing priorities and recommendations regarding customer email nurture programs

Austin, TX, US

• Built, managed, and owned global integrated campaigns to drive pipeline generation for key solutions, including Forcepoint Data Loss Prevention, Forcepoint User & Entity Behavior Analytics (UEBA), Forcepoint Cloud.
• Drove 40% of total marketing-sourced pipeline - $179M
• Collaborated with Product Marketing to develop go-to-market strategy and content roadmap which aligned to the buyer's journey, messaging and value proposition, and personas, which established the model for the PMM and.
• Managed marketing execution of global, industry-defining solution launch in under 5 weeks
• Created and instituted a standardized framework for yearly global integrated marketing planning
• Collaborated with digital marketing partners including Integrate, IDG, Tech Target, BrightTALK, True Influence, and Madison Logic

Austin, TX, US

• Created, managed, and executed Alchemy's Demand Generation program to drive sales pipeline and support aggressive strategic growth initiatives
• Generated 61% increase in new contacts for marketing pipeline
• Introduced Marketing Qualified Leads to the pipeline
• Supported nine different Sales organizations
• Established structure and processes around the Marketing and Sales relationship including common terminology, lead management and flow, and SLAs
• Evaluated marketing automation platforms - standardized and implemented HubSpot

Austin, TX, US

• Developed and executed integrated marketing programs to maximize demand and conversion
• Generated 54% increase in North America enterprise leads and over $1 million in pipeline creation
• Established partnerships with content syndication vendors to support lead generation goals and analyzed results
• Identified trends in lead generation programs to determine message, asset type, and channel effectiveness
• Ensured inbound marketing focus by launching SEO audit, CMS migration, and content marketing strategy
• Drove alignment with Market Development team to adjust lead targeting based on qualification criteria

Austin, TX, US

A trusted advisor who provided integrated marketing expertise and recommendations to help maximize demand and conversion. Guided all aspects including lead management, demand generation, sales enablement, messaging, Web, strategic planning, marketing automation, and budget oversight.

Round Rock, Texas, US

• Supported the Strategy and Business Transformation team’s integration of Eloqua marketing automation platform for US SMB
• Delivered marketing feedback on go-to-market strategy for US SMB ($6 billion business)
• Contributed thought leadership on lead nurturing and demand generation concepts and recommended ways to improve practices
• Lead the execution of Dell’s first lead nurturing campaign through Eloqua
• Partnered with Sales to establish processes surrounding the management and flow of Eloqua leads
• Created online training module for Sales on Eloqua highlighting impact on Sales effectiveness

Aliso Viejo, CA, US

• Collaborated with leadership to create go-to-market strategy for Quest's Server Virtualization and Cloud business units
• Transformed go-to-market strategies into targeted, integrated global marketing campaigns
• Led post-acquisition integration efforts including Web, direct marketing, advertising, lead routing, and AR/PR relations
• Provided thought leadership to executive stakeholders on cloud automation strategy and marketing approach
• Partnered with Sales organization to identify criteria for sales accepted leads to increase pipeline and drive conversion to opportunity
• Led cross-functional team including Direct Marketing, Web, Multimedia, Advertising (electronic & print), Social Media, Corporate Communications, Events, and in-house creative agency to execute and measure effectiveness.

Austin, Texas, US

• Managed all marketing communications efforts for Surgient's enterprise cloud automation software
• Defined, developed, and delivered on all aspects of marketing programs including tradeshows, webcasts, direct marketing, print/online advertising, social media, website management, collateral, and sales enablement
• Worked with executives to develop product messaging and collateral
• Collaborated with sales to ensure compelling campaign programs met product booking objectives and quarterly lead generation and opportunity conversion goals
• Managed multiple agency relationships
• Led all marketing integration efforts when acquired by Quest Software

Austin, Texas, US

• Developed and executed integrated global marketing campaigns for Academic Product Line
• Provided strategic marketing leadership to NI acquired software company – NI Electronics Workbench Group
• Collaborated with NI EWB Sales team to drive conversion of high quality leads to sales interactions
• Led cross-functional team including Direct Marketing, Web, Multimedia, Advertising (electronic & print), Social Media, Corporate Communications, Events, and in-house creative agency to execute and measure effectiveness.
• Partnered with product teams to develop marketing strategies and compelling messages to targeted segments
• Tracked, reviewed, and reported campaign lead goals and metrics to executive stakeholders

Austin, Texas, US

• Scoped, defined, managed, and led the implementation of global online marketing campaigns for all NI software sites - 100,000 visits/month
• Managed synchronized global launches for flagship software in eight languages
• Guided Product Marcoms and Product Marketing Managers in the establishment and execution of Web strategy and goals
• Used customer-centric design approach ensuring alignment of target audience needs with company goals
• Defined best practices around technologies and processes such as search engine optimization and applied to site section management
• Partnered with Localization Producer to enhance efficiencies around globalization and content management

Chelmsford, MA, US

• Developed, established, managed and maintained global marketing programs for Lucent Technologies
• Recruited, trained, and managed/coached a team of more than 15 phone agents
• Promoted to Program Manager at specific request of Lucent, one of their most vocal clients
• Increased revenue and profitability by more than 50% in first two quarters alone
• Made strategic recommendations, which contributed to the efficiency of the account
• Prepared proposals/quotes for new business activities