Lisa Pacheco

Lisa Pacheco is a seasoned global B2B insights and analytics leader at VMware, where she serves as the Director of Marketing Insights and Analytics. With over 18 years of experience, Lisa has honed her expertise in enabling executive leaders and teams to harness data-driven decision-making across various marketing domains, including Go-to-Market (GTM) strategies, Account-Based Marketing (ABM), and Demand Generation. In her current role, she has been instrumental in transforming VMware’s marketing measurement framework to align with the company’s evolving GTM strategy. This transformation has not only enhanced the understanding of marketing achievements but has also established clear, measurable Global Marketing objectives and key results (OKRs) that drive accountability and performance.

One of Lisa's key projects involved collaborating closely with the data science team to deliver actionable insights that demonstrated a remarkable 4x impact of marketing campaigns on sales revenue. This collaboration underscores her ability to bridge the gap between data management and marketing execution, ensuring that insights translate into tangible business outcomes. Her skills in storytelling and cross-functional relationship building have been pivotal in fostering a culture of data literacy within the organization, empowering teams across IT, Sales, and Marketing to make informed decisions.

Lisa’s commitment to performance marketing is evident in her strategic approach to business intelligence and performance measurement. By leveraging her extensive background in database marketing and digital customer experience (CX), she continues to drive innovative solutions that enhance VMware’s marketing effectiveness and overall business performance. As a leader, Lisa is dedicated to nurturing talent and fostering collaboration, ensuring that her team remains at the forefront of industry trends and best practices in marketing analytics.