Paola R.
✨ Newly AddedSenior Marketing Manager
Notable Highlight
Rebuilt and accelerated an underperforming Transportation and Logistics (TNL) pipeline from scratch.
Experience Summary
is a data-driven marketing executive with a 20-year career spanning corporate communications, B2B demand generation, and account-based marketing. She designed and executed go-to-market strategies aligned with business growth across niche industry verticals. Her leadership experience included directing multidisciplinary teams across Latin America, the United States, and Eastern Europe. Most recently, she drove large-scale digital initiatives, including integrating generative AI workflows into marketing operations and building targeted pipeline strategies.
Key Achievements
Successfully rolled out a comprehensive go-to-market and operational strategy for a new AI services unit. Secured budget approval from the CFO and partnered with the CMO and Chief People Officer to integrate AI tools into the team's CRM while embedding formal AI certifications into team members' professional development plans. Rebuilt and accelerated an underperforming Transportation and Logistics (TNL) pipeline from scratch. Leveraged Generative AI and search engine optimization to refine complex buyer journeys down to hyper-targeted decision-makers and budget owners, reducing the time gap between marketing lead and closed account by 35%.
Skills
Work Experience
Senior Marketing Manager
Lum. · Nov 2025 – Present
- Define KPI framework and weekly/monthly reporting to align marketing activities with revenue objectives; produce dashboards to track campaign performance through to revenue impact.
- Manage ABM campaigns end-to-end across TOFU–BOFU, improving funnel conversion through data-driven content and email sequences.
- Collaborate with sales operations on CRM data hygiene and reporting to improve MQL-to-SQL tracking.
Head of Marketing & Communications, LATAM & Mexico
GL(G · Jan 2022 – May 2025
- Led a multi-regional, cross-functional team executing ABM strategies and campaigns, resulting in M in new business generated and 112% ROI.
- Develop pipeline reporting to track opportunities originated by marketing campaigns.
- Design cross-functional dashboards and weekly performance reports to monitor pipeline, conversion rates, and ROI by channel.
- Manage budget tracking across employee and non-employee spend categories.
- Lead web and content performance measurement initiatives, applying SEO analysis and web analytics to guide content strategy and optimize organic traffic and engagement.
- Collaborate with finance and operations teams on marketing-sourced revenue attribution and prioritization of high-impact initiatives.
Head of Marketing Communications
Inc. · Apr 2021 – Jan 2022
- Lead account-based marketing initiatives to enhance lead generation and demand efforts in U.S. markets.
- Manage stakeholder engagement and budget allocation to optimize marketing communications strategies.
- Develop comprehensive dashboards for KPI and ROI reporting to track campaign performance and effectiveness.
Global Marketing & Communications Director
P(O · Jan 2020 – Nov 2020
- Leverage data-driven insights to optimize communications and channel mix, increasing the effectiveness of regional marketing and PR campaigns throughout the Overactive acquisition.
Head of Marketing & Communications, LATAM
GL(G · Apr 2018 – Jan 2020
- Develop and implement regional reporting standards and analytical frameworks to measure internal and external engagement; increase employee engagement metrics and regional brand performance.
- Support growth initiatives with data-backed recommendations for demand generation and PR investment.
Regional Head of PR & Communications, LATAM
O( · Sep 2016 – Jan 2018
- Optimize earned media ROI and digital acquisition through performance measurement and web analytics integration into performance reporting.
Senior Account Director
HK( · Aug 2008 – Feb 2015
- Lead client account management across diverse sectors (Automotive, Aviation, Technology, and Gaming), driving a 30% increase in engagement through tailored communication strategies and proactive media outreach.
- Develop and implement crisis communications and reputation management strategies, protecting client interests and enhancing brand perception.
- Build strong relationships with media and key opinion leaders across LATAM, resulting in significant brand visibility growth.