I'm Lara Berendt — a marketing leader with depth in both product marketing strategy and demand-gen execution, which means I measure my work in pipeline and revenue, not just content and campaigns.
I'm a B2B tech marketing leader based in Austin, Texas, with 14 years of experience building the GTM infrastructure that companies scale on. My career spans product marketing, demand generation, ABM, and integrated campaigns — which is unusual, and intentional. Understanding how positioning performs in the real world makes me a sharper strategist and a more effective partner to sales.
Most recently at Miro, I've been leading the company's first multi-product solution strategy, defining ICP, packaging 10 products, building a full buying committee messaging house, and enabling the entire GTM org to sell a new solution. Before moving into product marketing, I built Miro's first integrated campaign frameworks and consistently delivered against aggressive pipeline goals. Earlier, at LeanDNA, I built their demand gen and ABM function from scratch, designing a precision targeting motion for a narrow manufacturing ICP. Before that, at AffiniPay, I rebuilt the CPACharge brand from foundational messaging all the way through to lead-gen engine.
I started my career in journalism, which shaped how I think about storytelling and clarity — two things I believe are at the heart of great marketing. I'm endlessly curious, I learn fast, and I do my best work in environments where strategy and execution are both valued.
My work spans the full GTM arc, from strategy and positioning to pipeline and revenue.
Solution packaging & positioning
Product & solution launches
Market research and customer interviews
Messaging & buyer persona development
Competitive positioning
Integrated campaign architecture
Account-based targeting & channel strategy
Lead scoring & pipeline programs
Content & offer strategy
Executive stakeholder alignment
Sales enablement & training
Cross-functional program management
GTM framework development
“Lara is an incredible strategic marketer well versed in integrated campaigns, demand gen and orchestrating complex customer journeys. She’s a strong communicator and excels in engaging with stakeholders at all levels in any organization. One of Lara’s super powers is her ability to effectively articulate complex ideas and strategies with clarity and precision. She has strong analytical acumen and her strategic thinking enables her to synthesize information and tackle challenges comprehensively, from strategy to execution.
Another super power of Lara’s is her incredible ability to build content and messaging strategies for large marketing programs from integrated campaigns through to global events. Her work on launching Miro’s first additional product SKU (Enterprise Guard) campaign as well as the Innovation Imperative global event series were two of many highlights showcasing this skillset, making her an invaluable asset to the team.
Lara is a senior level marketer who is an asset to any team. I am so grateful to have worked with her and learn from her over our three year plus tenure together at Miro.”
“I had the pleasure of working with Lara in her roles at AffiniPay, and what astounds me about her is that there is truly nothing that she cannot do or cannot learn! She is easily the most self-motivated colleague I have ever had. If there was a problem, Lara wouldn’t just come up with a way to solve it—she would have evaluated several different options and chosen the best one to move forward with, even if that required her to get a certification or read a book cover to cover to make that decision. She’s an incredibly gifted writer and thinker, a truly versatile marketer, and one of the most organized human beings I’ve ever met—and I say that as a hyper-organized person! She’s also a great person to be around, fun to work and collaborate with, and someone I could truly depend on. Any organization would be lucky to have her on their team. ”
“I had the pleasure of working with Lara in her role as brand manager at AffiniPay, as we launched new integrated technology partnerships for the CPACharge brand.
Her personal accountability and commitment to excellence meant that no stone was left unturned during the research and discovery phase of campaign planning, and the ultimate strategy was thoughtful, based on data-backed assumptions, and focused on achieving the stated goal, whether that was building overall awareness of a new technology integration or generating high-quality leads for the CPACharge sales team. Lara was able to provide her supporting team clear direction on promotional assets and tactics while owning responsibility for the strategic vision by testing, measuring, and correcting until the project goals were met.
Lara consistently asked for feedback that she would incorporate to accelerate her professional and personal development. I think she’s smart, brave, honest, very hard-working and committed to being successful, and I hope we work together again one day.”
“Lara is an exquisite writer and content strategist. She takes a thoughtful approach to every project or assignment and has an impeccable eye for quality content. I thoroughly enjoy working with strategic minds, and Lara has one of the brightest!”
“Lara is an outstanding content strategist and marketer. She is very organized and pays meticulous attention to detail. She’s a rapid learner and approaches projects with first understanding the objectives and then recommending a thoughtful strategy. Lara is an absolute pleasure to work with and gets my highest recommendation!”
“Lara is an outstanding strategist and project manager. She is insightful, motivated, organized, and proactive. She always delivers more than expected, and brings innovative ideas to increase the impact of the projects she manages. She positively enhances all the programs and projects that she works on with her insight, analytic eye, creativity, intuition, detail orientation, and drive for results.”
