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I’m Kristi Cates, a marketing and demand generation leader focused on driving pipeline growth through go-to-market (GTM) strategy, integrated campaigns, and high-impact executive and partner events. I partner closely with sales, business development, and executive leadership to align marketing investments to revenue goals. Across SaaS, cloud, cybersecurity, and enterprise technology, I’ve led corporate and field marketing programs, ABM and partner demand initiatives, and conference/event strategies while leveraging Salesforce and HubSpot for measurement and ROI optimization.…I’m Kristi Cates, a marketing and demand generation leader focused on driving pipeline growth through go-to-market (GTM) strategy, integrated campaigns, and high-impact executive and partner events. I partner closely with sales, business development, and executive leadership to align marketing investments to revenue goals. Across SaaS, cloud, cybersecurity, and enterprise technology, I’ve led corporate and field marketing programs, ABM and partner demand initiatives, and conference/event strategies while leveraging Salesforce and HubSpot for measurement and ROI optimization.

Kristi Cates

Marketing Strategist, Growth Marketer, Content Strategist, +5

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I’m Kristi Cates, a marketing and demand generation leader focused on driving pipeline growth through go-to-market (GTM) strategy, integrated campaigns, and high-impact executive and partner events. I partner closely with sales, business development, and executive leadership to align marketing investments to revenue goals. Across SaaS, cloud, cybersecurity, and enterprise technology, I’ve led corporate and field marketing programs, ABM and partner demand initiatives, and conference/event strategies while leveraging Salesforce and HubSpot for measurement and ROI optimization.…I’m Kristi Cates, a marketing and demand generation leader focused on driving pipeline growth through go-to-market (GTM) strategy, integrated campaigns, and high-impact executive and partner events. I partner closely with sales, business development, and executive leadership to align marketing investments to revenue goals. Across SaaS, cloud, cybersecurity, and enterprise technology, I’ve led corporate and field marketing programs, ABM and partner demand initiatives, and conference/event strategies while leveraging Salesforce and HubSpot for measurement and ROI optimization.

Available to hire

I’m Kristi Cates, a marketing and demand generation leader focused on driving pipeline growth through go-to-market (GTM) strategy, integrated campaigns, and high-impact executive and partner events. I partner closely with sales, business development, and executive leadership to align marketing investments to revenue goals.

Across SaaS, cloud, cybersecurity, and enterprise technology, I’ve led corporate and field marketing programs, ABM and partner demand initiatives, and conference/event strategies while leveraging Salesforce and HubSpot for measurement and ROI optimization.

Skills

Experience Level

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Intermediate

Intermediate

Intermediate

Language

English

Fluent

Work Experience

Director, Corporate Marketing, Partner & Alliance Relations, Event Strategy at CloudFirst Global

January 1, 2021 - January 1, 2026

Directed corporate marketing strategy, GTM execution, executive events, and partner marketing initiatives across North America and the UK. Developed integrated GTM strategies to drive pipeline generation and sales growth. Led executive events, customer conferences, partner programs, and strategic sponsorships. Built alliance marketing programs to expand partner engagement and revenue opportunities. Managed digital marketing, social, email, and thought leadership initiatives, collaborating with executive leadership and sales to align marketing investments with revenue goals. Used Salesforce and HubSpot to measure performance and optimize marketing ROI.

Senior Manager, Partner & Marketing Programs – North America at BuildXact

January 1, 2021 - January 1, 2021

Led market expansion initiatives for an Australian SaaS company entering the U.S. market. Established the North American go-to-market framework and event strategy; developed thought leadership campaigns and represented the company at key industry conferences; built strategic partnerships across construction and manufacturing sectors; improved pipeline generation and sales enablement processes for regional teams.

Director, Corporate Marketing, Partner & Alliance Relations and Event Strategy at CloudFirst Global

January 1, 2021 - January 1, 2026

Directed corporate marketing and event strategy initiatives supporting North American and UK sales organizations while driving partner engagement and pipeline growth. Deployed integrated go-to-market campaigns leveraging Salesforce and HubSpot; created and executed customer, partner, and executive events; built strategic alliances and co-marketing programs; directed digital and social media campaigns; aligned marketing investments with revenue objectives.

Sr. Manager, Partner & Marketing Programs – North America at BuildXact

January 1, 2021 - Present

Launched thought leadership campaigns and established a U.S. presence at key industry events; built strategic relationships with construction and manufacturing industries to define GTM frameworks; optimized prospecting and pipeline development by implementing streamlined processes for North American sales.

Sr. Manager, Partner & Marketing Programs – North America at Build Xact

January 1, 2021 - December 31, 2021

Launched thought leadership campaigns and established a presence at key U.S. industry events. Built strategic relationships with construction and manufacturing industries to establish GTM frameworks. Optimized prospect pipeline development by implementing streamlined processes for the North American sales team.

Director of Corporate Marketing, Partner & Alliance Relations and Event Strategy at CloudFirst Global

January 1, 2021 - Present

Strategic thought leader driving brand positioning and sales enablement initiatives. Architect GTM strategies, social media frameworks, and revenue-generating event programs. Orchestrates integrated campaigns for North American and UK sales teams; develops partnerships and high-impact programs to accelerate growth.

Senior Manager, Field Marketing – Contact Center & Unified Communications at Vonage

January 1, 2019 - December 31, 2020

Led integrated field marketing initiatives supporting enterprise sales, channel partners, and strategic alliances. Designed multi-channel campaigns generating qualified pipeline opportunities. Launched virtual customer engagement programs and executive webinars. Partnered with Salesforce alliance teams on joint marketing initiatives. Implemented campaign reporting and performance measurement to improve marketing effectiveness.

Senior Manager, Field Marketing – Contact Center and Unified Communications at Vonage

January 1, 2019 - January 1, 2020

Designed integrated field marketing programs supporting direct sales, strategic alliances, and channel partners. Developed multi-channel campaigns and personalized webinars to accelerate pipeline growth; created innovative virtual experiences and digital events; partnered with Salesforce alliance teams; implemented campaign tracking and ROI measurement.

Sr. Manager, Field Marketing – Contact Center and Unified Call Center at Vonage

January 1, 2019 - December 31, 2020

Integrated cross-functional marketing strategy connecting field sales, Salesforce, and channel partners; delivered personalized webinars and GTM assets, driving pipeline growth for North American sales; coordinated cross-channel campaigns and partner engagement.

Sr. Manager, Field Marketing – Contact Center and Unified Call Center at Voyage

January 1, 2019 - December 31, 2020

Integrated cross-functional marketing strategy connecting field sales, strategic alliances (Salesforce), and channel partners. Improved collaboration with the Salesforce platform by implementing agile nurture-stream processes. Delivered personalized webinars and GTM assets, driving pipeline growth in North America. Innovated experiential virtual event formats and developed comprehensive campaign tracking systems.

Senior Manager, Channels & Demand Generation Marketing at IBM Corporation

January 1, 2017 - December 31, 2019

Directed partner demand generation and MDF programs across North America. Developed integrated campaigns increasing lead generation and partner engagement. Provided executive reporting, marketing analytics, and recommendations for campaign optimization.

Senior Manager, Channel & Demand Generation Marketing, North America at IBM Corporation

January 1, 2017 - January 1, 2019

Directed co-marketing programs for IBM Business Partners, delivering integrated campaigns and revenue growth; managed partner marketing investments and optimized campaign performance through data-driven insights; served as subject matter expert for MDF strategy and demand generation.

Sr. Manager, Channels & Demand Gen Marketing, North America at IBM Corporation

January 1, 2017 - December 31, 2019

Delivered world-class co-marketing programs for Business Partners; served as SME on co-marketing processes; led joint marketing initiatives that grew revenue while improving budget optimization.

Worldwide Event Strategy & Marketing Manager (IBM Commerce) at IBM Corporation

January 1, 2015 - December 31, 2017

Owned worldwide event strategy supporting enterprise sales and product organizations. Managed global conferences, executive briefings, customer events, and third-party sponsorships. Directed event planning, logistics, registration, agencies, vendors, and multimillion-dollar budgets. Developed integrated drive-to campaigns to increase attendance and accelerate sales pipeline. Implemented lead capture, reporting, and ROI measurement processes.

Worldwide Event Strategy & Marketing Manager, IBM Commerce at IBM Corporation

January 1, 2015 - January 1, 2017

Owned global event strategy and execution for IBM Commerce, managing budgets and delivering high-impact experiences. Developed worldwide event portfolios including conferences, third-party sponsorships, executive forums, and customer experiences; led end-to-end planning, vendor negotiations, registration, content development, and on-site execution; partnered with sales and product teams to drive drive-to campaigns and maximize post-event ROI.

World Wide Event Strategy and Marketing Manager, IBM Commerce at IBM Corporation

January 1, 2015 - December 31, 2017

Defined end-to-end event strategies including logistics, drive-to-plan, lead capture, and post-event follow-up; managed global budgets and cross-functional teams to maximize event-driven demand.

Social Collaboration Demand Generation at IBM Corporation

January 1, 2013 - December 31, 2015

Generated $5M+ in quarterly validated pipeline through integrated marketing campaigns. Increased social engagement 35% YoY using targeted digital marketing strategies.

Social Collaboration Demand Programs at IBM Corporation

January 1, 2013 - December 31, 2015

Generated over $5M in validated lead revenue quarterly through strategic campaign execution. Increased social media engagement by 35% YoY through targeted LinkedIn and Twitter strategies.

Midmarket Marketing & Communications at IBM Corporation

January 1, 2009 - January 1, 2013

Increased web traffic through integrated content and digital campaigns; developed over 150 customer references and case studies supporting sales initiatives.

Mid Market, Marketing and Communications at IBM Corporation

January 1, 2009 - December 31, 2013

Increased web traffic by 40% and developed over 150 partner references and case studies.

Additional IBM Experience at IBM Corporation

January 1, 2004 - January 1, 2009

Gained broad IBM marketing exposure across multiple partner programs, MDF planning and demand generation execution.

World Wide Marketing Program Manager at IBM Corporation

January 1, 2004 - December 31, 2009

Managed global marketing programs; delivered end-to-end program management and strategic initiatives across markets.

World Wide Event Strategy and Marketing Manager, IBM Commerce at IBM Corporation

January 1, 2004 - December 31, 2009

Executed strategic demand generation opportunities through third-party events, managing substantial budgets. Developed end-to-end event strategies including logistics, go-to planning, and lead capture.

Worldwide Marketing Program Manager (ISV, OEM & Partner Marketing) at IBM Corporation

January 1, 1997 - December 31, 2009

Held worldwide marketing program management responsibilities focused on ISV, OEM, and partner marketing.

ISV, Partner & OEM Marketing at IBM Corporation

January 1, 1997 - December 31, 2004

Managed co-marketing programs with independent software vendors and OEM partners to extend IBM's reach.

Sr. Manager, Channels & Demand Gen Marketing, North America at IBM Corporation

January 1, 1997 - December 31, 2019

Delivered world-class co-marketing programs for Business Partners, driving integrated lead generation strategies. Served as SME on co-marketing processes, resulting in measurable lead revenue growth and budget optimization.