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Over 20 years of experience leading GTM operations, marketing technology, digital, and demand generation teams for multimillion-dollar companies across diverse industries. Recognized for my ability to navigate between strategic priorities and execution details, I specialize in setting up and running intricate, scalable processes and optimizing technology environments. Results-oriented, with a solid track record of delivering positive outcomes in a dynamic, high-growth environment with shifting priorities.I bring together people, processes, and technologies to enable companies to achieve funnel transparency and scale teams globally.• Proven experience in building and creating scalable GTM systems, processes, and teams, reducing the cost of contractors and agencies, and establishing in-house centers of excellence while doubling output.• Extensive M&A experience leading due diligence efforts and successfully integrating systems, processes, and teams post-acquisitions.• Experience in building full-funnel attribution models, pipeline forecasting, creating and refining tech stacks, and establishing systems/processes for scale.• Experience with running process and operational enablement for GTM teams to ensure smooth integration of acquired products after acquisition. • Cross-cultural leadership experience with teams in the US, Europe, Asia, Latin America, and India.• Extensive experience managing agencies as well as developing in-house talent.• Proficient in CRM tools (Salesforce, Hubspot), CS platforms (Gainsight), CMS (Drupal, WordPress, Sitecore, Contentful), marketing automation (Marketo, Hubspot), intent data and predictive platforms (LeanData, DemandBase, 6sense, G2), enrichment (ZoomInfo, LeadIQ, Clearbit), web analytics (Adobe, Google Analytics), conversational marketing (Drift), SEO platforms (BrightEdge, SEMRush), ABM platforms (Terminus, DemandBase, 6sense, Metadata), UX (Optimizely), project management (Monday, Asana, Wrike, Smartsheets, Trello), event platforms (Cvent, Bizzabo, Splash, Hopin), gifting (Sendoso), video (Vidyard).Specialties: GTM operations, M&A, digital and ABM strategy, ROI and attribution, web strategy, visitor experience, CRO, demand generation, martech stack, B2B marketing, SaaS, SEM, SEO, web analytics, user testing, UX, AI, ML technologies, web operations and localization.
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Vp, Gtm EffectivenessArticulate Mar 2024 - PresentNew York, UsLeading a team dedicated to optimizing and scaling go-to-market programs to drive revenue growth and enhance customer success. We leverage data, technology, and cross-functional collaboration to ensure the successful execution of strategic marketing, sales, and customer success initiatives. -
Vp, Marketing Technology And EffectivenessGainsight Oct 2021 - Sep 2023San Francisco, California, UsLed a diverse team overseeing marketing operations, technology investment, forecasting, analytics, web development, and program management. Operationalized and expanded marketing programs, utilized data for strategic campaign planning, and executed technology integration projects. Key achievements include:- Established the first marketing technology center of excellence in India, ensuring clear structures from the outset. - Successfully led due diligence and integrated marketing systems and processes during acquisitions, and created a productive operating rhythm to support the expansion of our marketing team from 10+ to 60+.- Established Reporting & Analytics team, refining marketing metrics/KPIs, improving forecasting, automating reports, and contributing to weekly, monthly, and quarterly business reviews, as well as board presentations.- Assisted the CMO in developing frameworks for team effectiveness, capacity planning, and performance measurement. Proposed a new operating rhythm aiming to boost alignment and effectiveness.- In collaboration with Demand Generation and Revenue Ops teams, I’ve optimized pipeline forecasting and reporting, leading to more accurate funnel conversion and pipeline targets.- Led operational enablement initiatives aimed at streamlining workflows, optimizing resource allocation, and enhancing cross-functional collaboration, resulting in increased operational efficiency and agility within the sales and marketing organization.- Owning the technology budget, I’ve championed the adoption of revenue generation technology such as 6sense and Drift, enhancing our predictive capabilities and business outcomes, while consolidating a disparate tech stack. - Reduced dependency on external agencies and created a robust in-house team that implemented agile methodologies, and owned the website roadmap.- Fostered efficient cross-functional collaboration and maintained strong team culture consistently achieving high engagement scores. -
Senior Director, Digital Demand & Marketing OperationsDelphix Feb 2019 - Oct 2021Redwood City, Ca, UsResponsible for global digital strategy, marketing operation, technology investment and measuring marketing effectiveness. I led teams responsible for global campaigns, growth marketing, marketing ops, analytics, reporting, and web strategy. - Established the Marketing Operations function at Delphix from a team of one and several agencies to a global central service team of experts developing, scaling, and automating demand generation, reducing cost of contractors/agencies and doubling marketing output. My team was responsible for marketing automation administration and campaign production for high volume email, lead generation, webinar, and events programs, enabling consistent program execution in support of global demand gen, field marketing and sales development teams.- Implemented a best-in-class account-based marketing attribution framework, aligning the marketing organization around key revenue performance indicators.- Established a multi-year roadmap for marketing technology investments by consolidating disparate marketing technology workstreams into a single, cohesive, strategic program. - Built a global team of web experts to develop scalable revenue-generating digital programs, owning web strategy and roadmap for scaling our web presence. - Led strategy of all performance and growth marketing activities to drive traffic, acquire new customers, and drive engagement across the full lifecycle of the customer journey. Managing a team of internal digital marketers and external agencies responsible for developing compelling growth marketing campaigns, from go-to-market planning and strategy to execution to reporting/analysis and iteration across global sales regions. -
Head Of Digital MarketingZuora Dec 2013 - Feb 2019Redwood City, California, UsDrove the global digital marketing strategy for Zuora to grow inbound and accelerate demand for their products, solutions and services. - Delivering ongoing initiatives to optimize the web for efficient and effective generation of demand, including global search program, web analytics and testing, user experience design, technology and operations, content optimization and publishing operations, localization, global campaign support and other digital aspects for zuora.com.- Responsible for driving awareness and demand through paid media strategy and execution of both account-based and persona-based programs (SEM/SEO, paid social, display, retargeting, content syndication and other lead gen and nurture programs).- Launched several web initiatives focused on generating demand and increasing lead velocity on zuora.com including web content personalization, progressive profiling, and live chat targeting key accounts.- Implemented world-class SEO strategies that improved SERP and volume of external traffic coming from organic search to zuora.com. Executed set of initiatives to improve both on- and off-page optimization, including responsive pages, data markup, external linking campaigns and other content optimization projects.- Launched our first pilot ABM program and personalized digital campaigns which resulted in 50% lift in engagement from target accounts. - Achieved record marketing-influenced pipeline from integrated search and paid media campaigns in multiple markets. -
Senior Manager, Web Content And SeoInformatica Dec 2012 - Dec 2013Redwood City, Ca, UsResponsible for global web content and search marketing strategies. Leading an internal group of digital marketers and external agencies.- Editor-in-Chief of corporate websites determining content priorities and managing the editorial calendar.- Managed global paid search program driving pipeline for multiple global territories.- Developed and managed SEO strategies to ensure higher rankings, traffic and organic conversions.- Increased global organic search traffic by 25% in just a year by focusing on international SEO, refining priority keywords, and increasing backlinks by 300% y/y.- Implemented and rolled out SEO platform across all regions to better measure organic traffic and conversions. - Co-led cross-department efforts to re-launch web tracking and analytics in order to get a holistic view of the business by turning customer interactions into actionable insights.- Optimized performance of the SEM program, reducing CPA by 20%, increasing CVR by 25%, and generating over 3.5M in pipeline per quarter from the SEM program alone. -
Senior Manager, Web Marketing TeamEfi Jan 2011 - Dec 2012Londonderry, Nh, UsResponsible for setting the web strategy to optimize both the user experience and conversion funnel for EFI's product offerings. Areas of focus include: Information architecture, web analytics, web governance, content management, integration of SEO and lead capture. • Managed and developed a team of web marketing professionals, including a user experience manager, an information architect and several visual designers.• Responsible for driving qualified new visitors to the corporate website and other web properties, and contributing to site optimization efforts to improve the performance of this traffic.• Worked with different product groups on content and keyword strategies for SEO and PPC campaigns; directed projects and vendors; and analyzed metrics to assess success and additional opportunities. • Supported the implementation of new CMS and rolled out template based approach for easy maintenance and addition of content. • Grew organic traffic to corporate site by 40%. • Rolled out new corporate email templates increasing CTR by 150%.• Managed the optimization of product pages, web-to-lead form and landing pages generating an increase in web leads by 100%. • Optimized PPC campaigns for different business units achieving a 20% lead to opportunity conversion rate. • Teamed with Channel Marketing on streamlining the lead generation process, conversion follow up, and integration of Salesforce.com and marketing automation software to several web properties. • Launched new corporate career site in record time. • Received MVP award in Q1, 2011. -
Sr. Marketing Communications ManagerEfi Jul 2007 - Jan 2011Londonderry, Nh, UsResponsible for the global marketing communications activities for the Fiery BU, $400M division of EFI.• Responsible for planning, development and coordination of all Fiery marketing communications activities and programs.• Project managed internal and external resources to produce marketing communications materials /deliverables including sales collateral, training material, email campaigns, websites, webinars, direct mail, and tradeshow material.• Consulted with BU management, product marketing, sales departments and advertising agencies.• Developed the marketing communications strategy and supported initiatives for the OEM/agent channel to help grow revenue and capture market share.• Executed lead generating email campaigns that drove pipeline growth/revenue for the sales teams.• Supported the BU in 100+ successful product launches.• Generated campaign response rates of between 6% and 8%.• Received MVP award in 2008.
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Marketing ManagerIntrax Mar 2004 - Jul 2007San Francisco, Ca, UsManaged all marketing and communications for Intrax Career Development and Intrax International Institute, $8M divisions of Intrax Cultural Exchange. • Developed and executed marketing communications campaigns, ensuring effective messaging, design, localization and printing schedule.• Initiated and supervised a series of website improvement projects to boost customer acquisition and allocated tasks to teams of designers, copywriters and developers.• Managed relationships with outside vendors, international partners and internal customers to facilitate creation of marketing kits in multiple languages.• Teamed with International Sales Unit to develop, execute, and evaluate all marketing and communication activities, including the governance of key messages, tactics, budgets, timing and measurements.• Developed weekly email campaigns targeting appropriate recipients based on database segmentation, and monitored sales and responses.• Performed quarterly content updates to website, ensuring accuracy of product information and pricing.• Assisted in the development of new direct to customer services in collaboration with Product Manager; led the creation and execution of marketing and sales strategies.• Created online sales process, database and user interface enhancement projects that reduced average online sale transaction time by 35%.• Grew pay-per-click campaign sales by 50% with no increase in cost.• Created an increase in online inquiries by 709% and online sales by 92%.• Grew marketing budgets by 50%, ensuring positive return on investment for all marketing tactics. -
Marketing ConsultantSelf-Employed Sep 2002 - Mar 2004Moved to San Francisco, CA and continued providing consulting services in digital marketing and website development to a variety of US and Latinamerican clients.
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Marketing ManagerHytera America, Inc. Aug 2000 - Aug 2002Irvine, California, UsMarketronics Corporation - Acquired by Hytera AmericaResponsible for the development and implementation of all marketing communication efforts in Argentina.• Helped to establish presence in Argentina increasing Motorola’s market share by 15%.• Managed advertising, trade shows, industry events, and targeted print/media campaigns.• Developed and implemented channel sales, marketing, and PR strategies to acquire new customers and retain existing accounts.• Led market research to expand the potential market and to measure the success of Motorola’s radio communication and networking products in the region.• Led corporate identity, website strategy, digital and creative projects for Latin America and the U.S.
Silvina El Baba Skills
Silvina El Baba Education Details
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University Of Buenos AiresCommunication And Media Studies
Frequently Asked Questions about Silvina El Baba
What company does Silvina El Baba work for?
Silvina El Baba works for Articulate
What is Silvina El Baba's role at the current company?
Silvina El Baba's current role is VP, GTM Effectiveness at Articulate.
What is Silvina El Baba's email address?
Silvina El Baba's email address is s_****@****hoo.com
What is Silvina El Baba's direct phone number?
Silvina El Baba's direct phone number is +165024*****
What schools did Silvina El Baba attend?
Silvina El Baba attended University Of Buenos Aires.
What skills is Silvina El Baba known for?
Silvina El Baba has skills like Lead Generation, Email Marketing, Web Analytics, Seo, Online Marketing, Salesforce.com, Digital Marketing, Strategy, Crm, Online Advertising, Marketing, Sem.
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