Tobias Del Fa
📍 Austin, TX
About Me
I am a seasoned marketer with a passion for helping B2B tech startups achieve their hyper-growth goals. Here are my top 5 strengths:
- Strategic Thinker: I develop and execute comprehensive demand generation strategies to attract net new leads, increase MQL-to-QSO conversion rates, and drive pipeline acceleration.
- Multi-channel Campaign Expert: I excel at planning and launching full-funnel integrated marketing campaigns across digital channels to drive new business and customer expansion.
- Data-driven Decision Maker: I analyze campaign performance and attribution data to optimize conversion rates and effectively allocate marketing resources to increase ROI.
- Marketo Certified Professional: I am proficient in marketing automation platforms, CRM systems, multi-touch attribution tools – leveraging them to streamline processes and reduce operational friction.
- Team Leader and Mentor: I foster a collaborative environment where my team members feel empowered to contribute ideas and take ownership of their projects – and provide coaching and feedback to help them develop their skills and advance their careers.
Experience
Guild
Austin (Apr. 2025 — Present)
Director of Growth Marketing
- Leading the global demand generation and integrated campaign strategy, aligning multi-channel programs with revenue goals to drive awareness, acquisition, and growth within the enterprise segment.
- Defining campaign KPIs, budgets, and reporting frameworks, leveraging multi-touch attribution to optimize performance and improve ROI across campaigns and channels, including: ABM, LinkedIn, Google, and email marketing.
- Serving as a cross-functional leader in partnership with product marketing, content, brand, and sales to promote operational rigor, cohesive messaging, and a full-funnel strategy across tactics and channels.
- Managing and mentoring a team of campaign managers and digital marketers, building a culture centered on data-driven optimization, and streamlining processes to improve conversion rates at every stage of the funnel.
Work Samples
Weka
Austin (Dec. 2023 — Apr. 2025)
Director of Demand Generation
- Drove the global demand generation strategy in alignment with marketing and sales leaders, which contributed to $35M in newly-sourced pipeline and influenced $51M in ARR in 2024.
- Optimized a $1-million digital acquisition budget across Google, LinkedIn, and Demandbase remarketing, which accelerated MQL-to-QSO conversion by 23% while lowering CAC by 8% in 2024.
- Designed and executed a global ABM program targeting key enterprise and mid‑market accounts, focused on building relationships within the buying committee, which influenced $26M in pipeline in 2024.
- Built Salesforce dashboards to track demand waterfall KPIs against revenue targets, to identify top performing programs and conversion gaps, and to measure multi-touch attribution metrics via Bizible.
- Architected the lead scoring engine, lead lifecycle management workflow, audience segmentation, and persona-based nurture streams to increase engagement and conversion rates using Marketo.
- Built a team of 3 high-performing marketers to deploy multi-channel, integrated campaigns spanning digital, paid advertising, email marketing, ABM, and webinar programs that support enterprise AI use cases.
Work Samples
AlertMedia
Austin (July 2021 — Nov. 2023)
Director of Growth Marketing
- Led a team of seasoned marketers and oversaw a $2-million budget to run AlertMedia’s digital acquisition efforts, including: corporate website, SEO strategy, paid search and social channels (Google Ads, Bing, LinkedIn, Facebook, YouTube), inbound chatbot experiences, CRO tests.
- Measured the demand waterfall KPIs against quarterly targets to meet lead generation goals, lead-to-opportunity conversion rates, pipeline ARR by market segment – leveraging Salesforce reporting and Microsoft Excel pivot tables and advanced formulas.
- Fostered an extensive experimentation roadmap through our digital properties to increase conversion rate using A/B testing, organic keyword research, innovative web tools and platforms, new paid channel activations and ad bidding strategies.
- Implemented best-in-class solutions with marketing operations to streamline the demand funnel efficiency: lead scoring, lead lifecycle management, lead routing, Salesforce reports and dashboards, Marketo automation best practices, Bizible multi-touch attribution, among others.
Achievements
- Exceeded MQL generation goals by 12-16% quarterly since Q4’21.
- Delivered 18-20% organic web traffic growth quarterly since Q1’22.
- Improved cost-per-lead on Google Ads between 14-17% since Q1’23.
- Reengineered inbound lead routing from a manual process to a fully automated engine that shortened marketing-to-sales lead assignment time to 3-5 minutes.
- Deployed new website conversion technologies for chatbot conversations (Qualified) and virtual product demos (Navattic).
Work Samples
Nexthink
Austin (Oct. 2020 — July 2021)
Senior Growth Marketing Manager
- Developed the company’s campaign framework that was implemented for all net new lead-generation campaigns as well as upsell campaigns targeting existing customers.
- Spearheaded Nexthink’s global go-to-market campaign efforts and served as project liaison across teams to deploy every campaign from planning to execution.
- Collaborated with executive management to model upcoming campaign themes, program timelines, and resources needed to ensure successful and timely campaign launches.
- Leveraged intent data in 6sense to improve target account conversion and build custom account-based experiences (ABX) to target key stakeholders.
- Identified relevant third-party vendors to partner with and help expand the company’s demand generation efforts to new audiences.
Feedvisor
New York (Nov. 2017 — Oct. 2020)
Director of Digital Marketing
- Articulated Feedvisor’s marketing plan and go-to-market strategy to deliver on the company’s growth goals and reach the relevant target personas.
- Conceptualized every campaign and touchpoint in the demand generation plan to attract marketing qualified leads (MQLs) and accelerate them down the funnel.
- Orchestrated account-based marketing (ABM) programs, nurture programs, weekly newsletters, customer communication, and all other email marketing initiatives conducted through Marketo.
- Led the website’s optimization roadmap, front and back-end web development, and A/B tests to drive higher conversion.
- Managed the referral and affiliate partnership programs to build strategic relationships with key industry vendors.
- Oversaw a team of 4 direct reports and a group of third-party agencies (SEO, PPC, PR, developers, among others).
Work Samples
Mediaplanet
New York (Nov. 2014 — Nov. 2017)
Head of Digital Marketing
- Assembled and managed a global 5-person team of digital analysts responsible for online content distribution, content measurement, and customer-facing reporting.
- Partnered with 20 vendors to grow Mediaplanet’s content distribution network across North America and Europe.
- Redefined and launched a consolidated website “hub” strategy for all of Mediaplanet’s microsites in U.S. and Canada.
- Conducted training with power users on ad operations and analytics tools: Adobe Analytics, Moat Analytics, and Google Ad Manager.
- Produced a series of marketing best-practices collateral including: how-to’s, handbooks, video tutorials and product decks.
- Achieved a reduction in global digital traffic acquisition costs by 14% in 2016.
Education & Certifications
Marketo Engage Business Practitioner
Adobe Certification Program
Account-Based Experience (ABX)
Demandbase Academy Certification
B.S. in Marketing
Universidad de Ciencias Empresariales y Sociales (UCES)