Farnaz Erfan Email & Phone Number

Cupertino, Ca, Us

San Francisco, Ca, Us

First business hire and GTM exec. I built and grew the marketing function from the ground up, shaping its strategic direction to drive growth and awareness for the company. Established the company in a new category with clear messaging, content, and storytelling. Built brand awareness and market leadership with strong customer success stories, competitive positioning, press announcements, thought leadership articles, and active presence in data communities, podcasts, and events. Led analyst relations, instrumental in securing Telmai’s prominent leadership position in GigaOm’s Data Observability Radar report. Earned credibility and 5-star customer ratings in G2. Conduct in-depth interviews with target personas to inform product development, ICP research, brand narrative, positioning, and channel distribution.Led the growth and experimentation across marketing channels, achieving 8,700% increase in web traffic and 215% increase in followers YoY, and 20% conversion rates from MQL to SQL. Channel experimentation spanned across SEO, SEM/Google Ads, LinkedIn (paid & organic), outbound using intent data, email, and events.Implemented sales qualification processes, conducted discovery calls, and delivered demos to identify customer pain points and generate leads. Created ROI frameworks to articulate business value and drive sales. Built strategic partnerships with all three major infrastructure providers – Snowflake, Databricks, and Google – to raise brand awareness and drive pipeline.

Oakland, California, Us

Joined the company pre-IPO to build out a new product marketing function from the ground up, hiring and growing a high-performing team of Product Marketing, Solution Marketing, Developer Relations, and Competitive Intelligence across different product lines. Advocated and launched Marqeta’s first developer community.Positioned Marqeta as a category leader with differentiated messaging and product narratives. Led Marqeta’s new website content, built platforms and solutions decks for the field, and defined technical content strategy.Established the GTM framework for product launches, leading my team to drive 3 successful releases with notable metrics, namely 10+ press mentions, 100%+ web traffic increase, and 2X contact sales form completes.Partnered with demand gen to design inbound and outbound/ABM campaigns that drove 121% net revenue growth, 99% increase in marketing-sourced pipeline, and 36% increase in marketing-influenced pipeline.Partnered with sales leadership to enable and train the field and accelerate sales cycles and cross-selling.

Boston, Massachusetts, Us

Built and scaled product marketing, hired and coached a new team responsible for product messaging, content, product launches, community, and free trial self-service experience.Established a repeatable GTM strategy focused on product use cases. Developed messaging, customer journeys, and integrated marketing campaigns to drive demand. Led sales enablement and certifications. Built the PLG strategy and the entire visitor-to-funnel user experience, content, and customer acquisition metrics. Created the analyst program and led the analyst relations function. Build relationships with industry analysts that resulted in Paxata’s leadership position in two Forrester Waves.Played a key role in PR, crafting compelling stories and writing thought leadership bylines.

New York, Ny, Us

GM-like role, leading the GTM, product, and marketing for the OEM business, growing the segment from 10% to 35% of ARR, with YoY revenue growth of 50%. Sales enablement collateral including business value assessment (BVA)/Value Engineering frameworks in collaboration with the field. Key wins: TransUnion, Acxiom, Trimble. Created the business case and the cross-functional discipline around Birst’s new applications. Built products (e.g., marketing analytics) from concept to launch, conducted customer research to lead product development, and built demand gen and sales strategies that led to 45% YoY growth. Key wins: CA Tech, Genesys, CheapCaribbean.Managed the content planning and speakers for multiple annual conferences, spearheaded product launches, win/loss analysis, and self-service trial. Recognized with the CEO award and promoted to Sr. Director in 2015.

Santa Clara, Ca, Us

Led the messaging, product launches, content, and sales collateral, achieving YoY revenue growth of 75%.Re-defined the company from open source toolsets to an enterprise platform, re-designed pricing and packaging that led to an ACV increase of 200%, and partnered with the CRO to enable and scale his team from 2 to 20 reps.

Armonk, New York, Ny, Us

Led the messaging and product launches for data integration suite of products, partnering with a global team of 40+ people across different product lines, customer support, services, and sales. Led IBM’s first Software/Hardware/Service Appliance, developed the project charter, defined roles and responsibilities, and managed the launch across 3 distinct business units.Spearheaded the redesign of pricing/packaging across 40+ acquired and homegrown products, forecasting the financial performance of the portfolio to drive positive revenue growth.

Armonk, New York, Ny, Us

Led a team of engineers who designed, built, and tested data integration products, scaling the team of 2 to 8.

Executive Training, Business

Product Management Certification, Practical Product Management

Bs, Computer Science