Tobias Del Fa

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: 

1. Strategic Thinker: I develop and execute comprehensive demand generation strategies to attract net new leads, increase conversion rates, and drive pipeline acceleration.
2. 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. 
3. Data-driven Decision Maker: I analyze campaign performance and attribution data to optimize conversion rates and effectively allocate marketing resources to increase ROI. 
4. Tech-savvy Marketer: I am proficient in marketing automation platforms, CRM systems, and analytics tools, and leverage them to streamline processes and reduce operational friction.
5. 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.

Director of Demand Generation

• Develop and execute multi-channel demand generation campaigns spanning digital, social, email, ABM, content, and events.
• Create and manage nurture tracks, lead scoring, multi-touch attribution, and audience segmentation in marketing automation platforms such as Marketo and Bizible.
• Conduct weekly and monthly analyses of demand waterfall metrics to identify optimization opportunities as well as quarterly market research reviews to stay current on buyer trends.
• Oversee effective budget and resource allocation for integrated programs.
• Lead and mentor high-performing campaign management team and foster seamless collaboration between cross-functional teams to successfully launch global and localized campaigns.

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 as of Q1’22.
• Improved cost-per-lead on Google Ads between 14-17% since Q1’23.
• Reengineered inbound lead routing from an intensive 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

2023 State of Employee Safety Report

Emergency Mass Notification Solution Virtual Demo

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.

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

2020 Brands and Amazon in the Age of E-Commerce

Feedvisor.com Corporate Website Redesign

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.

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