Caitlin Axelowitz
Marketing Operations

Caitlin Axelowitz

Expert in Marketo, Salesforce, and HubSpot.
Work with Caitlin Work with a Marketing Operations

About

Caitlin Axelowitz is a marketing operations expert and experienced senior marketing manager with deep expertise in analytics and demand generation. Her career has been focused on B2B SaaS companies in Silicon Valley, where she has grown marketing-driven revenue through optimized processes and successful marketing programs. She has earned and renewed her Marketo Certification three times and is proficient in HubSpot and Salesforce.

Employment

10 roles
Jun 2021 - Present 4 years 11 months
Marketing Operations & Demand Generation Consultant
CTA Consulting, LLC

Lead consultant for marketing operations and demand generation projects with a specialty in B2B SaaS. As a 3x Marketo Certified Expert with a proficiency in Salesforce and HubSpot, I help companies drive success with their marketing automation tools and gain more value from their technology stack. Client projects include some of the following:

  • Built and executed Marketo operational programs from the ground up, including data normalization, new lead processing, subscription management and compliance, email deliverability management, and Salesforce sync rules.
  • Strategized and implemented lead lifecycle automations, lead source data automations, email strategy, and marketing KPI reporting in HubSpot.
  • Advised on demand generation, content, and overall marketing strategy to boost inbound lead numbers and achieve year-end goals.


Marketo-based projects include:

  • Launched a New Lead Processing operational program utilizing executable campaigns, which formalized the data management and order of operations for incoming leads.
  • Developed a data normalization operational process from the ground up to normalize values in various demographic, firmographic, and geographic fields.
  • Ideated and implemented a strategy for Marketing Attribution reporting, including back-end processes, utilizing Salesforce’s native Campaign Influence feature.
  • Designed the overarching Marketing Attribution dashboard in Salesforce, reporting on metrics such as net new leads, MQLs, SQLs, pipeline, and revenue.
  • Revamped the email subscription and compliance strategy, which included a formalized marketable email list and the supporting subscription management methodology.
  • Restructured Marketo for success by developing a foldering and naming convention strategy, consolidating channel tags, and implementing clear program statuses and successes.
  • Developed a new UTM strategy to record data points such as Original UTMs and UTM History that empowered the client to meticulously track the ROI of online advertising campaigns.
  • Developed tokenized program templates for common programs across all Marketo channels.
  • Established and managed integrations for new tools, including Uberflip, Drift, Stensul, and RingLead.
  • Streamlined the Marketo/Salesforce integration, from field mappings to program and campaign syncs.
  • Administered Marketo as the sole power user in support of the entire marketing organization and working cross- functionally with IT and Sales Operations.


HubSpot projects include:

  • Automated the lead lifecycle by creating workflows that moved a lead forward based on specific events or actions.
  • Ideated a reporting strategy from the ground up, including beck-end processes such as field value automations (lead source, lead source detail, latest lead source, etc.).
  • Designed and built an executive marketing dashboard that is reviewed weekly by the Head of Marketing and CEO.
  • Developed the first inbound lead nurturing program, from content mapping to email copy and execution. Monitored success and tweaked accordingly to improve results.
  • Formulated a website Chatbot strategy and implemented the chat flow from the ground up. 
Nov 2018 - Nov 2019 1 year
Sr. Demand Generation Manager
Handshake
  • Drove employer revenue from $5M ARR to $15M ARR year over year through demand generation leadership and execution.
  • Maintained a quarterly ratio of 50% marketing generated revenue versus sales.
  • Led Marketo evaluation and implementation. Completed a smooth migration from HubSpot in 7 weeks versus the 16-week average migration timeline.
  • Promoted into people management and made first hire for a Marketing Operations Manager within 40 days of job posting.
  • Executed 25 in-house webinars with an average of 400+ registrants and a 45% attendance rate per event.
  • Maintained a 99% inbound follow up rate with the Sales Development team via strong relationships and processes.
  • Developed the first employer nurture program, and subsequently built a total of 5 product-driven nurture campaigns from content to execution, with a 25% average open rate and 17% average click-through rate.
  • Administered Marketo for 6+ months. Sent 2.1M emails while maintaining a 17% open rate and 0.3% unsubscribe rate.
  • Tripled the size of Handshake's marketable employer email list, from 20,000 contacts to over 60,000.
  • Optimized Marketo program creation through tokenized program templates, saving the team hours of time.
  • Evaluated and implemented Knak.io to streamline email and landing page creation and approval processes.
  • Partnered with the product team to manage in-product ad campaigns promoting webinars, events, and programs.
  • Utilized product and employer data for highly personalized data-driven campaigns to pique interest & drive engagement.
  • Ideated and executed a number of other demand generation programs, including direct response email campaigns, direct mail campaigns, and online advertising.
  • Built custom attribution model in partnership with sales operations and defined marketing KPIs. 
May 2017 - Feb 2018 9 months
Sr. Demand Generation & Marketing Operations Manager
Dynamic Signal
  • Led demand generation efforts for a now successfully exited startup via acquisition.
  • Executed 20+ in-house webinars with an average of 350 registrants and 240 net new leads, overall driving 4,800+ net new leads and $700k in revenue. Oversaw multi-channel promotional campaigns and pre/post-event communications.
  • Successfully managed cost-per-lead content programs with 5 publication partners, driving 4,000+ net new leads, $27M in pipeline, and $1M+ in revenue.
  • Designed the first top-of-funnel nurture campaign, which drove 700+ new website visitors, 13 demo requests, and influenced $22.5M in opportunities within the first 6 months.
  • Led the Google AdWords campaign strategy, increasing the overall CTR by 2% and decreasing the cost-per-conversion by 42%.
  • Managed a team of cold contact acquisition freelancers for outbound campaigns. Acquired 20k+ new contacts and drove $6.7M in pipeline and $162k in revenue. 
  • Spearheaded tracking and analytics operations in Salesforce and Marketo. Implemented robust tracking and analytics with BrightFunnel.
  • Owned the partnership between the marketing and sales development teams and successfully maintained a 97% inbound lead follow-up rate.
  • Administered Marketo in support of the entire marketing organization. This includes sending 1.8M+ emails to customers and prospects, as well as implementing tokenized Marketo templates to streamline campaign setup. 
Jul 2016 - Apr 2017 9 months
Demand Generation & Marketing Operations Manager
Dynamic Signal
Feb 2015 - Jun 2016 1 year 4 months
Event Marketing Manager
Dynamic Signal
Nov 2014 - Mar 2015 4 months
Marketing Associate
Adaptive Insights
Jun 2013 - May 2014 11 months
Field Marketing Specialist, Enterprise
VMware
Jul 2012 - Dec 2012 5 months
Digital Marketing Co-op
TJX
Jul 2011 - Apr 2012 9 months
Field Marketing Co-op, Americas
VMware
Jul 2010 - Apr 2011 9 months
Marketing Assistant
Lexington Insurance Company (AIG)

Education

Sep 2008 - May 2013 4 years 8 months
BSBA, Business/Marketing
Northeastern University

Portfolio

1 item