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Carrie Zheng

@zhengjr

B2B demand generation and growth marketing leader at a B2B SaaS company who grew an enterprise ABM program to $6M in influenced pipeline.

United States

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What I'm looking for

A B2B SaaS marketing leader (20+ years) of demand generation, ABM and growth marketing, driving $6M influenced pipeline and 50%+ of company pipeline at ServiceChannel. I am seeking new Senior Manager/Director roles in Demand Gen, ABM, Growth or Integrated Marketing.

At ServiceChannel, I own paid media, growth, and demand generation for the North American B2B SaaS business. I grew the enterprise account-based program across 700+ target accounts to $6M in influenced pipeline and 15% year-over-year growth, while improving CPA by 15%.

Across my previous roles at DocuSign, Atana, Spansive, Anker Innovations, Microsoft, and other companies, I’ve worked on paid acquisition, integrated campaigns, digital marketing and general marketing management. My work has included improving conversion and marketing ROI, launching and revamp B2B and B2C businesses, and building marketing teams and programs.

Experience

Work history, roles, and key accomplishments

Current

Senior Manager, Demand Generation Marketing

Current

ServiceChannel

Feb 2023 - Present (3 years 8 months)

Owns end-to-end paid media, growth, and demand generation for the NA B2B SaaS business, including channel strategy, budget allocation, funnel conversion, and measurement. Improved CPA 15%, built enterprise growth program to $6M influenced pipeline, and embedded AI-powered workflows.

Paid Media Account Based Marketing Budget allocation Funnel Conversion AI Measurement LLM workflows Experimentation Salesforce HubSpot 6Sense Google Analytics Optimizely LinkedIn Ads Google Ads Meta Ads

Director, Global Talent Performance Marketing

DocuSign

Jan 2022 - Dec 2022 (11 months)

Led global talent performance marketing and acquisition strategy to build high-quality talent pipelines and elevate company reputation at scale. Delivered 2x conversion-rate improvement, 65% CPA reduction YOY, and cost performance 50% better than tech industry benchmarks.

Performance Marketing Talent Acquisition Campaign Strategy Budget allocation Agency Management Paid Media Organic Programs Content Marketing Digital Marketing Social Media Email Marketing PR Field Enablement

Director of Digital Marketing

Atana

Dec 2019 - Nov 2021 (1 year 11 months)

Led full-scope B2B digital marketing to drive demand generation and scale digital capability for an eLearning SaaS business. Generated $2M in demand for new training solutions and improved marketing spend ROI 50% through data-informed reallocation.

Digital Marketing Demand Generation PPC SEM Paid Social SEO Email Marketing Content Marketing Marketing Automation KPI Dashboards Team Leadership Agency Management

Marketing Director

Spansive

May 2018 - Dec 2019 (1 year 7 months)

Led end-to-end marketing to launch and grow a $3M D2C wireless power business from the ground up. Directed rebrand and site rebuild that delivered 600%+ increase in website traffic, and built D2C e-commerce and CRM programs.

Marketing Strategy Rebranding Web Development D2C E Commerce CRM A B Testing Product Market Fit Segmentation Pricing Packaging Team Leadership Agency Management

Global Director, Brand & Product Marketing

Anker Innovations

Sep 2017 - Mar 2018 (6 months)

Led global acquisition and brand marketing for a $500M+ charging business across online and offline channels. Oversaw paid acquisition across search, social, email, Amazon media, affiliate, and influencer programs, delivering double-digit growth in sales and customer lifetime value.

Brand Marketing Product Marketing Paid Acquisition Search Social Media Email Marketing Amazon Media Affiliate Marketing Influencer Marketing Customer Lifetime Value Brand Strategy Budget Management

Senior Marketing Manager, Global Advertising

Microsoft

Jul 2015 - Sep 2017 (2 years 2 months)

Oversaw global advertising strategy and measurement across B2B and B2C hardware, software, and cloud portfolios. Defined global campaign objectives, architecture, and KPIs, achieving a 15% lift in brand awareness and purchase intent.

Advertising Strategy Measurement B2B Marketing B2C Marketing Campaign Management KPI Definition Multichannel Analysis TV Video Print OOH Digital Social SEM ROI Optimization

Senior Manager, Brand & Corporate Marketing

Outerwall

Sep 2013 - Apr 2015 (1 year 7 months)

Led corporate branding and marketing for the parent company of Redbox, Coinstar, and ecoATM retail kiosk businesses. Directed integrated campaigns across email, mobile, social, web, and PR generating 30M+ impressions and a 28% conversion rate against a 20% industry benchmark.

Corporate Branding Integrated Marketing Email Marketing Mobile Marketing Social Media Web PR Campaign Management Conversion Rate Optimization Co Branded Programs Cost Savings

Senior Partner & Channel Marketing Manager

Microsoft

Aug 2011 - Sep 2013 (2 years 1 month)

Spearheaded global research and retail channel marketing strategy to drive device sell-through with worldwide retail partners. Designed retail pilot programs that increased purchase baskets 6% and purchase conversion 38%, then scaled the winning mechanics into worldwide GTM strategy.

Channel Marketing Retail Marketing Global Research Consumer Journey Segmentation Go To Market Strategy Pilot Projects Test Learn Scale Purchase Conversion Retail Partnerships

Category Marketing Manager

Starbucks Coffee Company

Aug 2009 - Jul 2011 (1 year 11 months)

Owned category strategy and the $1B global blended beverage portfolio, managing a team of 2 product marketing managers. Built the innovation roadmap targeting $250M in incremental sales and 10 points of share growth over five years.

Category Management Product Marketing Portfolio Management Innovation Roadmap Team Leadership Beverage Industry

Brand Manager

Sara Lee Food & Beverage

Sep 2003 - Aug 2009 (5 years 11 months)

Managed the $80M Senseo premium single-serve coffee P&L and $12M in consumer activation. Led digital media strategy for the $850M Hillshire Farm master brand, delivering 250M impressions and a 5.6% referral rate.

Brand Management P&L management Consumer Activation Digital Media Strategy Impressions Referral Rate Category Leadership