Resume

LARA BERENDT

B2B TECH MARKETING LEADER
GTM Builder | Positioning Strategist | Pipeline Driver

 

Experience

Miro | 2021–present

Product Marketing Lead, 2024–present

  • Pioneered Miro's first multi-product solution strategy, leading the company's shift from product-led to solution-selling GTM, generating $3M nnARR and $7M+ in pipeline in first six months post-solution launch

  • Defined ICP, built buying committee personas (Eng/Product/Design leadership), and developed a comprehensive messaging house aligned to Command of the Message sales framework; research included primary interviews on how technical buyers are navigating AI transformation

  • Led packaging strategy for 10 products, partnering with CPO, finance, growth, and GTM stakeholders to define pricing/licensing, website UX, and commercialization plans

  • Owned product launch for Miro Roadmaps, from GTM strategy through messaging, web presence, demo video, and field enablement, delivering on an accelerated timeline while managing parallel workstreams

  • Coached and aligned PMMs across the solution, establishing repeatable frameworks for multi-product narrative and GTM execution

Demand Generation Lead / Global Campaigns Lead, Miro, 2023–2024

  • Architected Miro's first integrated campaign framework for Security and Diagramming themes, including the Enterprise Guard product launch, establishing a repeatable cross-functional execution model

  • Led a cross-functional team in validating Eng/Product/Design persona messaging with quantitative and qualitative testing

  • Partnered with executive leadership on Innovation Imperative global roadshow, leading content and messaging strategy

  • Delivered 114% of new-logo qualified opportunity goal and 138% of MQL goal in 2023; piloted content syndication generating 81% new-to-database leads

  • Increased demand-gen content inventory 66% in a single quarter (29 new assets)

Enterprise Demand Gen Campaigns Manager, 2021–2023

  • Built Miro's first buyer/influencer messaging and positioning framework, establishing the foundation for enterprise GTM

  • Partnered with marketing ops to design and launch new Marketo lead-scoring model; increased marketing-sourced qualified opportunities by 112% through rollout of new lead types

  • Launched digital ads, email nurture, and more to reach 104% of handraiser, 278% of PQA goals in 2021

  • Built the company's first bottoms-up MQL forecast model by channel and offer, enabling predictable pipeline planning

LeanDNA | 2018–2021

Director of Demand Generation, 2021

  • Built and led a high-performing team of campaign and marketing development professionals

  • Drove end-to-end demand-gen strategy, including paid media, content, nurture, and ABM, delivering 205% database growth and $2M in pipeline in 6 months

Senior Growth Marketing Manager, 2018–2021

  • Built LeanDNA's ABM strategy from scratch in partnership with sales leadership, designing precision targeting across ads, email, and outbound for a narrow manufacturing ICP with a constrained budget, consistently engaging 60+% of top-tier target accounts

  • Managed multi-channel campaigns across the full funnel, including awareness, lead-gen, nurture, and outbound sales motions, and implemented tech stack to support sales-marketing alignment

AffiniPay, 2017–2018

Brand Manager

  • Re-launched CPACharge brand, with full messaging overhaul, website redesign, and integrated campaigns, driving 300% leads growth and 76% sales growth YOY

  • Built campaign frameworks, personas, messaging architecture, brand style guide, and a content ecosystem of e-books, blogs, webinars, and sales enablement tools

Freelance Content Marketer, 2015–2017

Strategic content and brand advisory for B2B tech clients, producing blogs, newsletters, landing pages, email and ad campaigns for Indeed, Somnio, Kuno Creative, and Amherst InsightLabs.

Indeed, 2015

Content Marketing Manager

Owned thought-leadership content strategy for Indeed's global events program (50+ events worldwide), producing full event agendas, speakers, and content, campaign content, and case studies.

National Instruments, 2012–2015

Web Content Specialist

Developed Americas regional webinar marketing presence, web content strategy, and information architecture; built analytics dashboards to optimize traffic and lead generation; launched regional social advertising program.

 

Education

Bachelor of Journalism
University of Texas at Austin
Summa Cum Laude

 
 
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