Open to opportunities

Sonia Lacayo

@sonialacayo

Message

I build AI-driven B2B campaigns that increase pipeline, revenue, and conversion across complex buying journeys.

Spain

Message

What I'm looking for

I'm looking to lead integrated B2B growth and GTM campaigns where I can use AI-driven insights, customer journey design, partner routes, and cross-functional alignment to increase pipeline and revenue.

I've built integrated B2B campaign strategies for Dell Technologies and Google, using intent data, predictive scoring, and funnel analytics to improve complex customer journeys.

At Dell Technologies, I generated 30% of FY24 Midmarket segment pipeline and acquired $10M in new customer revenue through AI-driven journey modeling and intent scoring. I also managed a $100K+ annual media budget, developed partner enablement playbooks, and created the segment's first digital B2B portfolio interactive catalog.

In my current work supporting Google, I design multi-channel campaign architectures for technical buying committees, combining paid search, targeted media, landing-page testing, ad personalization, and persona-based messaging.

I'm fluent in English and Spanish, and I enjoy aligning Sales, Product, Content, and regional teams around unified GTM propositions that reduce lead-handover friction and improve revenue visibility.

Experience

Work history, roles, and key accomplishments

Current

Senior Integrated Campaign Manager

Current

Teleperformance for Google

Jul 2025 - Present (1 year 1 month)

Built multi-channel campaign architectures for complex B2B product portfolios, aligning intent-driven paid search and targeted media to engage technical buying committees. Deployed AI-assisted experimentation frameworks to test growth hypotheses and increase conversion.

B2B Go To Market Value Proposition A B Testing Friction Analysis AI Paid Search Media Planning Salesforce Measurement Attribution

Senior Field Marketing Analyst

Dell Technologies

Feb 2020 - Aug 2024 (4 years 6 months)

Spearheaded integrated and segment-led campaign strategies for Midmarket accounts, generating 30% of total FY24 segment pipelines. Deployed AI-driven customer journey modeling and intent scoring, acquiring $10M in new customer revenue.