Open to opportunities

Martina Martini

@martinamartini

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I lead B2B demand generation and GTM marketing, driving pipeline growth through data-driven ABM and AI initiatives.

Czechia

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What I'm looking for

I’m looking to lead B2B demand generation and GTM growth where I can partner closely with Sales and Product, use ABM, marketing automation, analytics and AI, and deliver measurable pipeline and revenue impact.

I drive regional and global B2B marketing programs across EMEA, focused on demand generation, pipeline growth and revenue outcomes. With 15+ years of experience partnering with Sales, Product and cross-functional stakeholders, I turn complex technologies into compelling, measurable value propositions.

I’ve owned go-to-market strategy and enterprise value propositions for cybersecurity solutions, directing partner ecosystem growth and cross-functional delivery to accelerate customer value. I also build scalable programs—regional GTM messaging, industry-specific content, and account-based marketing approaches—so teams can consistently convert opportunities across EMEA, APAC and the Americas.

Earlier, I led product and innovation work that strengthened commercial performance, including embedded insurance strategy and lifecycle marketing initiatives that improved retention and adoption. I started my career in integrated employer branding and continued evolving into partner and channel marketing leadership, managing multi-country budgets and measurable ROI through analytics, forecasting and experimentation.

Experience

Work history, roles, and key accomplishments

Head of Products & Innovations

International Personal Finance

Jan 2022 - Jan 2023 (1 year)

Built and led a product team and owned end-to-end product strategy, GTM, pricing, and lifecycle management for embedded insurance products. Drove customer journey and targeted marketing campaigns, negotiated strategic partnerships, and delivered an AI-powered loan engine to improve operational efficiency.

Product Strategy Go To Market (GTM)Pricing Strategy Lifecycle Management Customer Journey Embedded Insurance Revenue Growth Strategy A B Testing Marketing Campaign Management Salesforce Marketing Automation Marketo HubSpot Power BI Negotiation

E-commerce Growth Strategist

Nuspring.cz & Start-ups

Jan 2019 - Jan 2021 (2 years)

Managed business operations and P&L, using lifecycle marketing, conversion optimization, and experimentation to drive revenue growth. Led e-commerce and customer journey improvements, including platform redesign and demand generation supported by CRM and digital marketing.

Business Operations Revenue Growth Strategy Lifecycle Marketing Experimentation Customer Journey Design Demand Generation CRM Marketing Analytics SEO Paid Media Optimization

Partner Marketing Leader

Avast / AVG

Jan 2011 - Jan 2018 (7 years)

Owned regional channel, CRM, and partner ecosystem marketing strategy across 12 countries, including demand generation and field/partner marketing to accelerate pipeline growth. Launched partner-facing programs and managed MDF investments to deliver measurable partner engagement, retention, and ROI.

Regional Marketing Channel Marketing Partner Ecosystem Demand Generation Go To Market Strategy Field Marketing MDF Account Based Marketing Sales Enablement CRM Strategy Partner Program Management Marketing Automation

European Employer Branding Lead

Accenture

Jan 2008 - Jan 2010 (2 years)

Led European employer branding strategy by defining the employer value proposition (EVP) and executing digital marketing across paid, social, and content channels. Managed pan-European campaigns, analytics and forecasting, and omnichannel initiatives to improve employer brand visibility and reduce cost per hire.

Employer Branding Employer Value Proposition (EVP)Digital Marketing Strategy Paid Media Marketing Analytics Budget Management Team Leadership Data Driven Decision Making

Global Value Proposition Lead

ESET

Jan 2025 - Present (1 year 6 months)

Led global go-to-market strategy and owned enterprise value propositions for cybersecurity solutions, including scanning, SOC, privacy, B2B2X, and threat intelligence. Built regional partner and demand generation initiatives to support pipeline and commercial performance.

Go To Market Strategy Demand Generation Account Based Marketing Marketing Automation AI Driven Marketing Sales Enablement