Since 2017, I’ve been helping B2B SaaS companies scale revenue with a modern approach to branding, content, and demand generation. I have an extensive background in ABM strategy, thrive in creative leadership positions, and have an ongoing curiosity for new tools and tactics that lead to operational efficiency and measurable results.
My previous experience working in the public sector and non-profit management have given me a unique perspective that results in an empathetic, human-centric approach to my work. Below is a snapshot of noteworthy results from my past roles.
Britive
Cloud Identity Security Platform
Remote
Sr. Marketing Program Manager • 2022-2024
- Oversaw development of new brand identity and website, resulting in 212% increase in site conversion rate in first quarter post-launch.
- Launched ABM strategy across GTM teams resulting in improved team alignment and 80% MQL to SAL conversion rate.
- Built scalable event marketing program including field and virtual events.
- 2023.Q3 events garnered 4 TAL sales opps and
1 closed-won deal. - Increased live virtual event attendance by 233%
- 2023.Q3 events garnered 4 TAL sales opps and
- Created partner marketing program and increased partner network by 4X
Certain, Inc.
Event Marketing Platform
San Francisco / Remote
Content Marketing Manager • 2017-2021
- Built #EVENTS360 community program with participation from enterprise TAL prospects including Adobe, IBM, and Zoom.
- Drove 6 opportunities and 1 closed-won deal.
- Grew online global events community resulting in 2x increase in LI followers.
- Increased monthly organic web traffic by 370% through SEO analysis and optimization; 20% increased engagement time.
- Developed a full-funnel, multi-channel editorial calendar, resulting in 460% follower growth and 5x audience engagement.
- Worked with CMO to established Customer Advisory Board; hosted introductory CAB Summit, exceeded customer participation goals by 120%.
EIL Ireland
Non-Profit Intercultural Learning Organization
Cork, Ireland
Brand Strategist, Program Lead • 2015-2016
- Oversaw the re-branding, launch and promotion of international scholarship program. Increased program applicants by 134%.
- Collaborated with IT and program leads to develop UX-driven website. Increased site traffic YOY by 112% in first year.
- Finalist for best new website at the Cork Business Awards.
- Finalist for best social media campaign at the Cork Business Awards.
University College Cork
Higher Education
Cork, Ireland
Marketing Consultant • 2016
- Oversaw strategy and implementation of the Springboard program launch campaign, an initiative to offer free adult education for jobseekers. Exceeded target applicant numbers by 180%.
- Revised department website in order to optimize landing pages, improving user journey and path to conversion; increased MOM conversion rate by 16.7%.
Marcela Ricci 