Resume
LARA BERENDT
B2B DEMAND GENERATION LEADER
Program Architect | Data Distiller | ABM Authority | Storyteller
Experience
Enterprise Demand Generation Campaigns Manager, Miro, 2021–present
Develop and execute integrated campaign strategies to drive product signups, qualified leads and sales opportunities for our enterprise new-logo business
Partner with sales and operational stakeholders to continuously optimize our lead-scoring and handoff model
Work with cross-functional teams to amplify content, events, product launches using the right channel mix to reach enterprise decisionmakers
Managed programs in 2022 that generated $1.96M in qualified new-logo pipeline and $489K in closed-won revenue
Director of Demand Generation, LeanDNA, 2021
Drive demand-gen strategy, including paid media, content marketing, nurture and ABM programs
Partner with exec team to develop, manage and optimize demand-gen forecast and reporting framework
Manage 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
Develop and execute account-based marketing strategy in close partnership with sales
Manage campaigns across awareness, lead-gen, lead-nurture and outbound sales
Execute diverse tactics to engage accounts, generate opps and boost pipeline velocity
Implement/operationalize 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
Salesforce
Pardot, Marketo, HubSpot
Outreach
Google Analytics
Terminus
Sendoso
Wordpress
HTML & CSS