Lauren Vaccarello

Lauren Vaccarello

SVP of Marketing at Sysomos

Location
San Francisco Bay Area
Industry
Marketing and Advertising

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Lauren Vaccarello's Overview

Current
  • SVP of Marketing at Sysomos
Past
  • Director of Search, Display and Social Advertising at Salesforce.com
  • Senior Search Engine Marketing Manager at Salesforce.com
  • Founder at lv logic
  • Cofounder at Broad Street Management
  • Director of Search Marketing and Analytics at FXCM
Education
Connections

500+ connections

Lauren Vaccarello's Summary

Lauren Vaccarello (@laurenv) is a business leader with a proven track record of building high performing marketing teams and accelerating revenue growth. With a strong background in demand generation, she excels at building scalable integrated campaigns that leverage cutting edge marketing techniques. Although performance is at the core of who she is as a marketer, she believes businesses need to tell compelling stories and build a brand if they want to own a category.


Lauren also co-authored the highly-regarded books “The Retargeting Playbook” and “Complete B2B Online Marketing.” She has held executive leadership roles at AdRoll, where she led global marketing and at Salesforce. She was a member of the Google Tech Advisory Council and is a popular speaker at industry events such as ad:tech, South by Southwest, ClickZ Live, eMetrics and the Online Marketing Summit. In 2014, Lauren was honored by the San Francisco Business Times and named to their list of “Influential Women in Business.”

Lauren Vaccarello's Experience

SVP of Marketing

Sysomos

September 2014Present (2 months) San Francisco Bay Area

VP of Marketing

AdRoll

Privately Held; 201-500 employees; Marketing and Advertising industry

June 2013July 2014 (1 year 2 months) San Francisco

• Built and scaled a 25 person global marketing department from scratch
• Developed core brand strategy and messaging that differentiated AdRoll in a crowded market
• Launched EMEA and APAC operations through corresponding flagship PR and event launch, one of which included the Prime Minister of Ireland, and follow up integrated marketing programs
• Led employer branding resulting in several best places to work awards
• Drove digital overhaul including website redesign, marketing automation, social, search and retargeting
• Created corporate social giving program, AdRoll Gives Back
• Developed positioning and launched several new products including mobile
• Built a solid marketing infrastructure that can support fast growth and team efficiency
• Created a best in class global public relations program
• Helped triple company revenue from $50M to $150M in one year
• Responsible for 60% of customer growth through new lead acquisition

Head of Online Marketing

salesforce.com

Public Company; 10,001+ employees; CRM; Internet industry

August 2012June 2013 (11 months) San Francisco Bay Area

• Member of executive staff with direct pipeline responsibility
• Oversaw all online marketing functions
• Responsible for lead and pipeline generation across all segments and core products
• Charged with driving physical and virtual event registration, which included 40k registrations for Dreamforce
• Part of acquisition integration process to align acquisitions with corporate marketing

Senior Director of Online Marketing

Salesforce.com

Public Company; 10,001+ employees; CRM; Internet industry

February 2012August 2012 (7 months) San Francisco Bay Area

• Directed global online marketing for Salesforce including email, display and retargeting, SEO and SEM, mobile, video advertising and social media advertising
• Drove all activities towards global lead and sales pipeline targets
• Led small business marketing efforts for the US region.
• Managed a team of 15 online marketers

Director of Search, Display and Social Advertising

Salesforce.com

Public Company; 10,001+ employees; CRM; Internet industry

February 2011February 2012 (1 year 1 month)

• Led demand generation efforts across search engine marketing, display and social
• Direct revenue responsibility
• Achieved a 19:1 ROI for search and 17:1 ROI for retargeting
• Owned advertising program for North America
• Managed a team of 5
• Launched the social advertising program, which became a net new way to drive leads

Senior Search Engine Marketing Manager

Salesforce.com

Public Company; 10,001+ employees; CRM; Internet industry

20092011 (2 years) San Francisco Bay Area

• Managed search engine marketing program in US, Canada and Latin America
• Increased regional ROI by 60%
• Launched the company's first landing page testing program
• Built retargeting from the ground up, which became one of the most profitable marketing programs at the company
• Developed search and display comarketing program with several enterprise partners

Founder

lv logic

December 2003December 2010 (7 years 1 month)

• Marketing strategy consulting for small- and medium-sized businesses
• Developed lead generation plans across search, display, retargeting and social channels
• Built and executed conversion optimization plan resulting in 3X increase in sales for some clients
• Deployed web analytics infrastructure and developed best practice documentation
• Analyzed results and provided actionable plans for clients
• Acted as outsourced marketing team from strategy to execution with ROI targets

Cofounder

Broad Street Management

20082010 (2 years) San Francisco

• Co-created a series of high-traffic, high-conversion websites in competitive verticals such as finance, real estate, travel and education
• Led domain acquisition efforts
• Managed outsourced team of developers, writers and designers to build and launch websites
• Grew website traffic to 1.5 million visitors per month through organic search and social

Director of Search Marketing and Analytics

FXCM

Public Company; 501-1000 employees; Financial Services industry

January 2005September 2008 (3 years 9 months) New York and San Francisco

• Managed global search (paid and organic) and web analytics programs.
• Led the implementation of Salesforce for marketing
• Implemented Omniture on the web analytics side
• Ran the publishing arm of the business including content development, website and blog launches, website optimization, and site monetization
• Helped open San Francisco office
• Decreased cost per acquisition by 50%+
• Managed up to 10 people per project

Lauren Vaccarello's Honors and Awards

  • San Francisco Most Influential Women in Business

    San Francisco Business Times
    • May 2014

Lauren Vaccarello's Publications

  • The Retargeting Playbook

    • Wiley
    • March 24, 2014

    The Retargeting Playbook is a complete guide for digital marketers about how to reach the 95 to 98 percent of people who leave a brand's website without converting. Retargeting gives advertisers the ability to stay in front of those people to bring them back and close the deal. For that reason, retargeting has emerged as a must have marketing channel, yet there is a lack of content that explains how the technology actually works and best practices for using it. Even marketing managers at large, sophisticated brands and agencies don’t have a strong grasp of this evolving channel, and there are few good neutral sources on the topic. Meanwhile, retargeting is the cornerstone of any holistic digital advertising strategy since it improves the results of every other channel if implemented correctly.

  • Complete B2B Online Marketing

    • 2012
    • August 1, 2012

    Business-to-business marketers have been slow to enter the online marketing arena, but now that the impact of search and social media marketing in the consumer marketplace is clearly documented, B2B marketers are ready for a complete guide to making the most of the medium. Written by experts with first-hand knowledge of the field, this book clearly explains how to leverage today's search engine marketing and social media technologies to get, nurture, and convert leads. Topics include strategy, branding, monitoring, resource allocation, and much more.

    B2B marketers need detailed, practical guidelines and strategies for how best to gain, nurture, and convert leads using today's Internet technologies and strategies
    This ultimate how-to guide examines strategic and branding considerations, search engine optimization techniques, and how to maximize the impact of banner ads and landing pages
    Explains how to use social media listening and monitoring tools, how to engage visitors, and how to allocate resources to ensure success
    Covers measuring results, improving web site usability, using metrics, and nurturing leads

    Skilled B2B marketers who are ready to take advantage of all that online marketing has to offer will find this guide provides exactly the know-how they need.

Lauren Vaccarello's Organizations

  • Google Technology Council

    • January 2011 to June 2013

Lauren Vaccarello's Skills & Expertise

  1. Conversion Optimization
  2. SEM
  3. Web Analytics
  4. PPC
  5. SEO
  6. Online Advertising
  7. Google Adwords
  8. Lead Generation
  9. Landing Page Optimization
  10. Google Analytics
  11. Omniture
  12. Analytics
  13. Affiliate Marketing
  14. Digital Marketing
  15. Social Media Marketing
  16. Direct Marketing
  17. Digital Strategy
  18. Link Building
  19. Online Marketing
  20. Web Marketing
  21. Salesforce.com
  22. B2B Marketing
  23. E-commerce
  24. Customer Acquisition
  25. Organic Search
  26. Demand Generation
  27. Strategy
  28. Blogging
  29. Display Advertising
  30. Marketing
  31. B2B
  32. Advertising
  33. Search Advertising
  34. Mobile Marketing
  35. Email Marketing
  36. CRM
  37. Content Development
  38. Online Lead Generation
  39. Search
  40. Interactive Marketing
  41. Content Marketing
  42. Marketing Automation
  43. Social Marketing
  44. Digital Media
  45. Integrated Marketing

View All (45) Skills View Fewer Skills

Lauren Vaccarello's Education

Bronx High School of Science

Emerson College

BS, Marketing

Activities and Societies: Magna Cum Laude

Lauren Vaccarello's Additional Information

Honors and Awards:

Presented and/or keynoted at the following events:
SXSW Interactive
Pubcon
Search Love
Search Engine Strategies
Online Marketing Summit
Search Marketing Expo
eMetrics
Online Marketing Bootcamp
Focus Interactive
Dreamforce
Conversion Conference
Marketo User Summit

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