Resume

LARA BERENDT

B2B TECH MARKETING LEADER
Campaign Architect | Demand Driver | Storyteller

Experience

Global Campaigns Lead, Miro, 2023–present

• Owned our first revenue marketing campaign and content strategies for Security and Diagramming themes

• Led demand-gen and field marketing rollout of integrated security campaign and product launch event

• Steered content and messaging stream of our 2024 global executive roadshow, the Innovation Imperative

• Increased inventory of demand-gen content offers by 66% in Q1 2024, with 29 new assets added

Enterprise Demand Generation Campaigns Lead, Miro, 2021–2023

• Delivered 114% of 2023 goal for new-logo enterprise qualified (S2) opportunities

• Delivered 138% of 2023 goal for new-logo enterprise MQLs

• Developed full-funnel offer, channel, and tactic strategy infused with business-wide campaign themes

• Executed multichannel promotional activities, consistently exceeding lead-gen goals

• Led a cross-functional initiative to validate persona messaging with quantitative and qualitative testing

• Piloted our first content syndication tactic; 81% of captured leads were new names to our database

Director of Demand Generation, LeanDNA, 2021

• Drove demand-gen strategy, including paid media, content marketing, nurture and ABM programs

• Partnered with execs to develop, manage and optimize demand-gen forecast and reporting framework

• Managed digital marketing agency and oversee demand-gen budget

• Delivered 468% YOY increase in leads, 200% increase in marketing-sourced opportunities

Senior Growth Marketing Manager, LeanDNA, 2018–2021

• Developed and executed account-based marketing strategy in close partnership with sales

• Managed campaigns across awareness, lead-gen, lead-nurture and outbound sales

• Executed diverse tactics to engage accounts, generate opps and boost pipeline velocity

• Implemented new tech stack components to support sales and marketing

• Drove 65% QOQ increase in new sales meetings in 2019

Brand Manager, AffiniPay, 2017–2018

• Re-launched CPACharge brand, leading 300% leads growth, 76% sales growth YOY

  • Messaging and visual branding overhaul; complete website redesign

  • Competitive analysis, market research and buyer persona development

  • Buyer’s journey mapping and content strategy development

• Led cross-functional teams in integrated demand-generation campaigns

• Launched 12 email nurture programs to qualify leads, increase conversions

• Built frameworks for campaigns, messaging, editorial calendars and style guide

• Created e-books (4), blogs, emails, websites, ads, videos, webinars and sales tools

Freelance Content Marketer, 2015–2017

• Produced blogs, newsletters, emails, ads for B2B tech and agency clients

• Advised on branding, digital marketing strategy and content strategy

• Worked with Indeed, Somnio, Kuno Creative and Amherst InsightLabs

Content Marketing Manager, Indeed, 2015

• Owned thought-leadership content strategy for Indeed's global events program

• Identified speakers and delivered content for more than 50 events worldwide

• Produced event presentations, agendas, blog content, emails, videos and case studies

• Inventoried, audited event content and defined processes to govern its use

Web Content Specialist, National Instruments, 2012–2015

• Inventoried, audited content to manage content lifecycle and optimize web traffic

• Developed Americas web content strategy and information architecture

• Built web dashboards to track and optimize traffic, user behavior and leads

• Launched social advertising strategy to meet regional marketing objectives

Copy Editor and Wires Chief, Austin American-Statesman, 2011–2012

• Edited major metropolitan daily newspaper for style, grammar and accuracy

• Selected national/international wire stories that were most relevant to local audience

• Managed workflow calmly and independently in an intense, deadline-driven environment
  
  

Education

Bachelor of Journalism
University of Texas at Austin
Summa Cum Laude

Technical Skills