Driving Scalable Growth through Data-Driven Strategy, Bold Innovation, and Inclusive Leadership
Biography
Latina Global executive with +20 year experience across Large and Small companies driving transformation.
Two-time CMO (Russell 2000, Private Equity) , Multi-billion dollar P&L accountability, Global leader.
Board Member: University of Texas CBG, Latinitas Non Profit, Raven + Lily B-Corp, Fast Company Executive Board.
My Secret Sauce
What’s in my secret sauce? Innovation fueled by data, creativity, and analytics, with a deep understanding of multi-industry, multi-functional marketing and AI-driven customer success journeys. This enables me to build strong connections with customers, employees, stakeholders, boards, investors, and partners while generating growth.
Keywords: Strategic Growth | Data-Driven | Innovation | B2B | B2C | Technology | SAAS | Global Public | PE | AI | Agile Leader | Customer-Centric | Demand Gen | GTM Strategy | Revenue Focus | Inclusive Leadership
What I Bring to a Role
Experience
Industries: Technology, SAAS, Smart Manufacturing, Fintech, Government, Education, Healthcare, Enterprise, SMBs, Legal, Accounting, Aerospace, Semiconductors, Automotive, Electronics, Engineering, Finance.
Case Studies
Affinipay, Austin, TX (Fintech SAAS – +220M ARR) 10/2022-10/2023
Chief Marketing Officer
- Led marketing efforts for all customer segments, products and solutions, and verticals. Focused across acquisition of new logos and growth of payments that resulted in an increase of +27% in Revenue YtoY to $225M, and a reduction in Margin by 10%
- Built brand architecture to incorporate 8 acquisitions, into a cohesive story, with a unified mission, purpose, value and strategic pillars.
- Modernized marketing organization. Aligned functions across all brands, new campaign capabilities, holistic KPIs aligned to sales results, demand motion, and full funnel plan to drive ROI. Achieved a +15% budget optimization, drove +20% growth in results, and shifted dollars from non-working to working.
- Evolved marketing organization culture to drive agility and transformation with strong ENPS results.
National Instruments (NI)
National Instruments, Austin, TX (Engineering Global Software + Hardware) +$2.2B Revenue 10/2019-10/2022
Chief Marketing Officer 01/2021 – 10/2022
- Drove $1.5B+ global marketing efforts for all customer segments, business units and regions, APAC, Americas, and EMEA. Generating an increased NI Revenue of +27% (2021/2022) to $1.65B and a solid +74% margin
- Built brand message aligned to purpose and value, employee value proposition, corporate impact message and campaign and, brand portfolio architecture. Ensured brand campaign message and plan aligned with business goals.
- Evolved organization to have customer at the center, driving agility paired with creativity.
- Drove brand awareness and increased share of voice by +40%.
- Evolved demand, events, ABM, CRM, content, creative, field to enable a digital first strategy. Achieved higher event ROI, increased customer experience and decreased non-working by +20%.
- Built mass-market offerings capabilities, first in the history of the company, contributing 35% YoY growth.
- Enabled channel growth through distributors with +25% YoY growth.
Vice President Global Marketing 10/2019 – 01/2021
Demand Generation, Acquisition, Campaign management, Marketing Operations, Events, ABM and Field
- Oversaw Global demand gen efforts, supporting all customer segments, business units and regions including, APAC, Americas and EMEA.
- Launched multi-million brand to demand NI campaign that drove 65M impressions, an increase of 23% in inbound leads, +4X% increase in click through rate, and 1M in opportunity pipeline, in the first 4 weeks.
- Re-engineered budget approach to close+15% variance to under 1%. Built a demand engine from the ground up, driving +30% of the business.Led marketing efforts for all customer segments, products and solutions, and verticals. Focused across acquisition of new logos and growth of payments that resulted in an increase of +27% in Revenue YtoY to $225M, and a reduction in Margin by 10%
Dell – 2003 to 2019
Vice President
- Responsible for B2B Digital Marketing, Omni-channel nurture, CRM, Business Insights, Lead Operations, Reporting and Analytics.
- Led North America Commercial/Enterprise $100M+ Marketing budget through demand generation efforts, customer journey, contact strategy and demand gen operations that increased +40% in the Business Unit Revenue to $40B
- Led Demand Gen integration with Acquisition Brands (EMC the largest) across all B2B verticals
- Led omni-channel customer journey multi-touch nurture programs, leveraging data/insights/propensity models.
- Built a 360-contact strategy, with the customer at the center, handling audience plan across all marketing vehicles and customer segments
- Led Digital marketing strategy, leveraged next gen technologies to find the best ways to reach customers, with the right content, at the right time.
- Drove innovation across the organization in the form of contests, conferences and roadmap, across B2B North America marketing. Speaker at industry forums.
Dell – Director
- Responsible for North America Commercial/Enterprise Demand Generation Plan – drove a +16% Revenue to $28B
- Oversaw a 20+ person North America B2B Marketing strategy team and 360 marketing plan including, lead generation, media, direct, event, sales plays, sales enablement activities and seeds.
- Led Marketing Demand Generation programs for B2B solutions across all segments (B2B Digital & Marcom, Omni-channel nurture, Planning, and Budget)
- Optimized marketing budget investment across solutions, segments, vehicles and retention/acquisition/development funnel.
- Led B2B digital transformation, leveraged new technologies to find the best way to reach customers with the right content, at the right time.
- Developed methodologies to improve measurement of marketing programs, driving improvement in digital investments, with 4X engagement at the content level and providing real time feedback to creative team, on how content was working.
- Spoke on digital marketing topics at ANA (Social Media conference), Digiday (Brand), Event Tech, Shortie Awards, Incite Programmatic Summit, Digiday Programmatic, Ad Tech San Francisco, ClickZ, and United Conference.
- Dell Adelante ERG Board member.
- Recognized with the ‘Michael Dell’ award (2014 and 2015) and the ‘Rock Star Manager’ award (2014 and 2015).
Dell – other
- B2B Advertising, Social Media and Email Director – Small and Medium Business – +80M budget, Improved ROAs/MOAs by 35%, Launched B2B social media, +40% of testing efforts were successful
- Senior Manager, CMO Office – Launched marketing curriculum for Dell marketers, +4K employees, +40 topics, +400 sessions, held in more than 25 cities around the world.
- Digital UX Manager, Global Ecommerce, Consumer and SMB – lead +40 cross functional team, Lead dell.com user experience transformation (9 platforms, +600 page, delivered +60M revenue)
- Global Digital Manager, Global Online – Implemented improvements that generated +10% increase in Margin and ++12%increase in Revenue, Launched first Voice of the Customer research and expanded globally
- Digital Manager, US Consumer Ebusiness – Handled P&L for $4B notebook and desktop business, Reduced online leakage by 55% and increased convergence by 1.3pts. Led online conversion BPI, increasing annualized margin $9M.
- Operations marketing lead, US Consumer – Built the Predictive model for Consumer products that provided an accuracy of 99%, built a daily/hourly forecast that enabled supply/demand and sales capacity better planning.
Banco de Credito
Executive Director – B2B Fintech products
- Oversaw a 35+ person team and marketing for online banking products including, Product launches, creative, Marcom campaigns, sales strategy and agency management. Customers included Frito Lay, P&G, Nestle, Nextel, and Colgate.
- Increased profits by 38% in 2 years.
Argenta
Chief Marketing Officer
- Led marketing strategy including, branding, demand generation, creative, Marcom campaigns, sales strategy, agency management, and a 15+ person team.
- Increased Marcom ROI by 40%.
Awards
- Change Maker Austin Woman Magazine (2024)
- Top 100 Latinas (2023) Top 100 Latinas (2022)
- Silver Stevie Award – Marketing Executive of the Year (2022)
- OnCon Icon Award – Top 50 Marketer (2022)
- Finalist for Top 100 Marketer award (2021)
- Finalist The CMO Equality Leadership award (2021)
- ANA Echo award (2021)
- Webby Award Honoree (2021)
- NI Gold Award for Media Plan ANA B2 Awards (2021)
- Digiday Best Branded B2B Content Program Finalist (2021)
- 25 Women of Color who rocked b2b marketing in 2021
Education
References
Juan Miguel Bakula
CEO/Founder/Board
Ana exceeded every objective we set, delivering results that directly boosted our profitability beyond expectations. She was, without question, the best leader I have worked with in my career. Had she not pursued an opportunity in the U.S., she would have been promoted to CEO of our financial group in Peru. She is a rare talent and an invaluable asset for any organization.
Sheila Ketzer
Former Team Member Dell & Affinipay
I had the privilege of reporting to Ana at both Dell and Affinipay, where she consistently demonstrated visionary and inclusive leadership. Ana is a true innovator who champions her team, fostering an environment rich in diversity of thought and collaboration. She is deeply committed to supporting and developing her people, and her caring nature shines through in every interaction. Ana’s ability to drive business growth and build partnerships across the organization has been transformative, and her dedication to driving meaningful change has left a lasting impact. Her leadership inspires and empowers those around her.
Amanda Hodges
EVP/CMO/Board
Ana is a powerhouse of strategic thinking and data-driven decision-making. Her ability to navigate ambiguity and turn it into actionable strategy made her invaluable to Dell’s Demand Gen transformation. Known as our ‘Data Queen,’ Ana re-engineered the customer journey, pioneering new digital channels and driving real business outcomes. Her innovative mindset elevated her team and influenced the broader organization. Ana’s leadership is magnetic—people want to work for her and follow her from role to role. Her contributions set a new standard for innovation and excellence.”
Jeanette Tena
Vice President Payments
Working with Ana at Banco de Crédito Peru was a true pleasure. Her agility in connecting the dots between marketing, sales, and IT product teams was remarkable. Ana brought fresh ideas, always prioritized the customer, and was dedicated to understanding their needs firsthand. Her collaborative spirit, unwavering support for her team, and positive attitude made a real impact. She was a driving force for innovation and excellence.
Christian Fadel
Affinipay CFO
Ana was an invaluable partner on Affinipay’s Executive Leadership team. Her agility, resilience, and customer focus made her an exceptional leader who motivated her team and consistently brought fresh ideas. Ana’s ability to translate marketing into quantifiable insights was instrumental for decision-making—critical for a CFO to have a CMO who speaks finance. A fast learner with a positive attitude, she elevated our strategic discussions with her unique perspective and dedication.