Lauren Vaccarello (@laurenv) is a business leader with a proven track record of building high performing marketing teams and accelerating revenue growth. With a strong background in demand generation, she excels at building scalable integrated campaigns that leverage cutting edge marketing techniques. Although performance is at the core of who she is as a marketer, she believes businesses need to tell compelling stories and build a brand if they want to own a category.
Lauren also co-authored the highly-regarded books “The Retargeting Playbook” and “Complete B2B Online Marketing.” She has held executive leadership roles at AdRoll, where she led global marketing and at Salesforce. She was a member of the Google Tech Advisory Council and is a popular speaker at industry events such as ad:tech, South by Southwest, ClickZ Live, eMetrics and the Online Marketing Summit. In 2014, Lauren was honored by the San Francisco Business Times and named to their list of “Influential Women in Business.”
VP Demand Generation and Operations @ From July 2015 to Present (5 months) San Francisco Bay AreaSVP of Marketing @ • Led marketing organization, reporting the CEO with regular presentations to Board of Directors
• Developed worldwide marketing strategy to support relaunch of Sysomos including creation of: new brand, core positioning, sales enablement materials and company wide messaging
• Worked on legal separation of Sysomos from Marketwired
• Relaunched Sysomos.com in 8 weeks resulting in 2x increase in web leads in the first quarter From September 2014 to July 2015 (11 months) San Francisco Bay AreaVP of Marketing @ • Built and scaled a 25 person global marketing department from the ground up
• Developed core brand strategy and messaging that differentiated AdRoll in a crowded market
• Launched EMEA and APAC operations through corresponding flagship PR and event launch, one of which included the Prime Minister of Ireland, and follow up integrated marketing programs
• Led employer branding resulting in several best places to work awards
• Drove digital overhaul including website redesign, marketing automation, social, search and retargeting
• Created corporate social giving program, AdRoll Gives Back
• Developed positioning and launched several new products including mobile
• Built a solid marketing infrastructure that can support fast growth and team efficiency
• Created a best in class global public relations program
• Helped triple company revenue from $50M to $150M in one year
• Responsible for 60% of customer growth through new lead acquisition From June 2013 to July 2014 (1 year 2 months) San FranciscoHead of Online Marketing @ • Member of executive staff with direct pipeline responsibility
• Oversaw all online marketing functions
• Responsible for lead and pipeline generation across all segments and core products
• Charged with driving physical and virtual event registration, which included 40k registrations for Dreamforce
• Part of acquisition integration process to align acquisitions with corporate marketing From August 2012 to June 2013 (11 months) San Francisco Bay AreaSenior Director of Online Marketing @ • Directed global online marketing for Salesforce including email, display and retargeting, SEO and SEM, mobile, video advertising and social media advertising
• Drove all activities towards global lead and sales pipeline targets
• Led small business marketing efforts for the US region.
• Managed a team of 15 online marketers From February 2012 to August 2012 (7 months) San Francisco Bay AreaDirector of Search, Display and Social Advertising @ • Led demand generation efforts across search engine marketing, display and social
• Direct revenue responsibility
• Achieved a 19:1 ROI for search and 17:1 ROI for retargeting
• Owned advertising program for North America
• Managed a team of 5
• Launched the social advertising program, which became a net new way to drive leads From February 2011 to February 2012 (1 year 1 month) Senior Search Engine Marketing Manager @ • Managed search engine marketing program in US, Canada and Latin America
• Increased regional ROI by 60%
• Launched the company's first landing page testing program
• Built retargeting from the ground up, which became one of the most profitable marketing programs at the company
• Developed search and display comarketing program with several enterprise partners From 2009 to 2011 (2 years) San Francisco Bay AreaFounder @ • Marketing strategy consulting for small- and medium-sized businesses
• Developed lead generation plans across search, display, retargeting and social channels
• Built and executed conversion optimization plan resulting in 3X increase in sales for some clients
• Deployed web analytics infrastructure and developed best practice documentation
• Analyzed results and provided actionable plans for clients
• Acted as outsourced marketing team from strategy to execution with ROI targets From December 2003 to December 2010 (7 years 1 month) Cofounder @ • Co-created a series of high-traffic, high-conversion websites in competitive verticals such as finance, real estate, travel and education
• Led domain acquisition efforts
• Managed outsourced team of developers, writers and designers to build and launch websites
• Grew website traffic to 1.5 million visitors per month through organic search and social From 2008 to 2010 (2 years) San FranciscoDirector of Search Marketing and Analytics @ • Managed global search (paid and organic) and web analytics programs.
• Led the implementation of Salesforce for marketing
• Implemented Omniture on the web analytics side
• Ran the publishing arm of the business including content development, website and blog launches, website optimization, and site monetization
• Helped open San Francisco office
• Decreased cost per acquisition by 50%+
• Managed up to 10 people per project From January 2005 to September 2008 (3 years 9 months) New York and San Francisco
Bronx High School of ScienceBS, Marketing @ Emerson College Lauren Vaccarello is skilled in: Conversion Optimization, SEM, Web Analytics, PPC, SEO, Online Advertising, Google Adwords, Lead Generation, Landing Page..., Google Analytics, Omniture, Analytics, Affiliate Marketing, Digital Marketing, Social Media Marketing, Direct Marketing, Digital Strategy, Link Building, Online Marketing, Web Marketing, Salesforce.com, B2B Marketing, E-commerce, Customer Acquisition, Organic Search, Demand Generation, Strategy, Blogging, Display Advertising, Marketing, B2B, Advertising, Search Advertising, Mobile Marketing, Email Marketing, CRM, Content Development, Online Lead Generation, Search, Interactive Marketing, Content Marketing, Marketing Automation, Social Marketing, Digital Media, Integrated Marketing, Marketing Strategy, Product Marketing, Management, Social Media