Karina Estrada
Morrisville
Summary
Experienced with strategic marketing planning, team leadership, and multiple project management. Utilizes innovative problem-solving to drive success and efficiency. Track record of building strong partner relationships and achieving long-term objectives.
Overview
15
15
years of professional experience
Work History
Principal Partner Marketing Manager
Conga
01.2022 - Current
- Create and manage the marketing strategy for demand generation, sales acceleration, sales enablement, and awareness campaigns with AWS, Salesforce, ISV and RSI partners
- Manage Salesforce and AWS MDF funds to maximize influenced and sourced partner revenue
- Develop go-to-market strategy and co-marketing plan using various tactics, including social media, blog posts, press releases, email campaigns, banner ads, webinars, podcasts, eBooks, landing pages, account-based marketing (ABM,) exclusive events, sell sheets and more
- Support the strategy and execution of partner events and conferences such as Dreamforce and AWS re:Invent
- Monitored and optimized KPIs, resulting in generating 107% wins with AWS Marketplace from our goal (8 Million in ACV) and generating 30 million in pipeline with Salesforce campaigns
- Work with our Go to Market, sales, enablement and product teams to drive further business with partners through tactical campaigns that align to joint sales plays focused on high-value accounts
- Develop a partner strategy focused on engaging partners' internal sales organizations and stakeholders through win wires, newsletters, webinars, and internal events
- Create awareness and develop campaigns with partners focused on their vertical expertise
- Enable and train our sales organization on the value partners bring
- Create partner success stories, case studies and customer testimonials featuring partner collaborations and joint wins to build credibility
- Oversee our Partner Development Representative (PDR) team to drive the success of outbound and inbound partner campaigns
- Helped develop our AWS Marketplace program and strategy from the ground up with our Partner Alliance Manager
Intel Partner Marketing Manager
SAS
12.2017 - 01.2022
- Created and managed the marketing strategy for demand generation, sales acceleration, sales enablement, and awareness campaigns with Intel and SAS
- Managed Intel MDF funds to ensure that we have 12X ROI gains within my campaigns
- Developed Intel and SAS strategy by creating omni-channel marketing campaigns using multiple tactics such as social media, blog posts, press releases, email campaigns, banner ads, and others
- Tracked the KPIs of all our marketing activities
- Managed live events and webinars to drive further communication of the Intel and SAS partnership
- Worked with our Go to Market teams to drive further business with Intel and SAS through tactical campaigns
Partner Marketing Manager
Cisco
01.2017 - 11.2017
- Created and managed the marketing strategy for demand generation, digital, and awareness programs offered to our service provider partners
- Developed the partner’s strategy by creating omni-channel marketing campaigns using multiple tactics such as social media, blog posts, press releases, email campaigns, banner ads, and others
- Trained our service provider partners and internal Cisco stakeholders on demand generation campaigns
- Tracked and evaluated the KPIs of all our marketing activities
- Wrote the creative content for the partner team’s top priority campaigns
- Saved the company $7,000 a month by incorporating an internal lead process to track partner success
Partner Marketing Strategist
Harte Hanks / Cisco
06.2014 - 01.2017
- Created and managed the digital marketing strategy for demand generation programs offered through Partner Marketing Central (PMC), an online marketing tool for partners
- Led the creation of a global-scope process for executing digital, demand-generated campaigns for our partners
- Trained partners and internal Cisco stakeholders on PMC programs
- Conducted market research including partner interviews to optimize the PMC experience based on our partner’s needs
- Tracked and evaluated the KPIs of all our marketing activities
- Developed a Digital Strategy guide for our partners to educate themselves further on available digital capabilities
- Increased the engagement of our Partner Marketing Central programs by 200% and had an Y/Y $32M Digital SQL
Assistant Marketing Manager
Oxford U. Press
02.2010 - 06.2014
- Created and managed the marketing strategy for online products and journals in the US, Canadian, Latin American, and Caribbean library markets
- Managed all marketing activities for the above markets including directing print & online ad design, placement, and conference strategy
- Provided marketing support for the sales team, usage marketing to key accounts, social media/internet, email, and print marketing
- Launched the first Librarian Resource Center site in Spanish and Portuguese
- Launched the first Spanish E-newsletter for libraries in developing countries
- Conducted market research including market penetration and gap analysis, customer research and interviews, market analysis reports, competitor analysis
- Tracked and evaluated the ROI for all our marketing activities
Education
Bachelor of Arts - Communication & Public Relations
University of Puerto Rico Rio Piedras
Puerto Rico01.2008
Skills
- Partner Marketing
- Digital Marketing
- Event Coordination
- Social Media Advertising
- Design Thinking
- Customer Experience
- Content Marketing
- Eloqua
- Demand Generation
- Google Adwords
- Marketing Analysis
- Pay Per Click Advertising
- Microsoft Office Proficiency
- Marketing Automation Experience
- Relationship Management
- Strategic Leadership
- Social Media Marketing
- Marketing Automation
- Marketing Campaign Development
- Team Leadership
- Content Creation
- Campaign Management
- KPI Tracking
Websites
Languages
Spanish
Native or Bilingual
English
Full Professional
Timeline
Principal Partner Marketing Manager
Conga
01.2022 - Current
Intel Partner Marketing Manager
SAS
12.2017 - 01.2022
Partner Marketing Manager
Cisco
01.2017 - 11.2017
Partner Marketing Strategist
Harte Hanks / Cisco
06.2014 - 01.2017
Assistant Marketing Manager
Oxford U. Press
02.2010 - 06.2014
Bachelor of Arts - Communication & Public Relations
University of Puerto Rico Rio Piedras
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