CHRISTINA LICASTRO
Toronto,Canada
Summary
Revenue marketing professional with over 7 years of experience in field marketing, strategic campaigns, and partnerships. Proven ability to drive pipeline growth and revenue through innovative event strategies and data-driven insights. A results-oriented leader with expertise in optimizing marketing initiatives to align with organizational goals and enabling cross-functional success.
Overview
8
8
years of professional experience
1
1
Certification
Work History
SR. MARKETING MANAGER, ENTERPRISE FIELD MARKETING
Superside
01.2023 - Current
- Designed and executed strategic field marketing programs for the enterprise tech audience, driving pipeline acceleration and establishing field marketing as the top-performing channel growth
- Partnered with sales leadership to develop and execute targeted campaigns, providing tools and strategies that accelerated the pipeline and enhanced account engagement for tech industry
- Drove $1M in direct LTV (lifetime value) and influenced $3.96M in pipeline in a single month through strategic field marketing programs targeting enterprise accounts
- Increased direct enterprise SQLs from field marketing initiatives by 6x in a year
- Planned and executed ABM-focused field events and conference sponsorships, achieving a 3x ROI on investments in North America and Europe
- Partnered with B2B tech companies like Demandbase, Jasper and 6sense to collaborate on field events for a similar buyer persona
- Optimized campaigns for peak performance, leading to a 35% growth in enterprise pipeline quarter-over-quarter
MARKETING MANAGER, PARTNERSHIPS & FIELD MARKETING
Superside
01.2022 - 01.2023
- Built and launched Superside's first influencer and partnership marketing programs, generating high-quality SQLs
- Executed co-marketing campaigns with partners to increase brand visibility and drive engagement
- Managed cross-functional projects with creative, content, and growth marketing teams to deliver campaigns on time and to high standards
- Optimized influencer and partnership campaigns, delegating tasks to department leads for maximum efficiency and performance
- Presented detailed performance reports to the C-suite, showcasing a 140% increase in call requests and a 40% call completion rate, outperforming all other growth marketing channels
MARKETING SPECIALIST, STRATEGIC CAMPAIGNS
Ada
01.2021 - 01.2022
- Researched, planned, and executed multi-channel campaigns with pipeline targets ranging from $5M-$12M per quarter, achieving 118% of enterprise goals in a single quarter
- Collaborated with channel marketers (paid, email, events), product marketing, and sales teams to deliver high-impact campaigns aligned with business objectives
- Monitored and optimized campaign performance across the funnel using tools like HubSpot and Salesforce ensuring continuous improvement and alignment with revenue goals
- Led partner marketing initiatives with organizations such as Facebook, Salesforce, and Kustomer, driving awareness and engagement through co-marketing content, webinars, and events
- Developed and implemented mid- and post-campaign reporting frameworks to uncover actionable insights, driving improvements across marketing, sales, and partner teams
MARKETING ASSOCIATE, EVENTS & PARTNERSHIPS
Canon Canada
01.2020 - 01.2021
- Planned and executed virtual and in-person events, including community events, promotional activations, and tradeshows across Canada, increasing camera sales by $1.65M
- Managed vendor and stakeholder relationships, ensuring seamless event execution and saving over $500K through strategic negotiations
- Developed and analyzed social campaigns for sales events and product launches, providing actionable insights via monthly reports to senior leadership
- Cultivated new partnerships and maintained existing customer relationships, contributing to increased brand reach
- Earned recognition from Canon Americas for impactful contributions to customers, employees, and the community
MARKETING COORDINATOR
Canon Canada
01.2017 - 01.2020
- Launched and managed Canon Canada's first ambassador program, growing event attendance from 50% to 88% and expanding the event database by 67% through new programming and sponsorships
- Executed national events and influencer campaigns, driving $1.65M in incremental sales and delivering multi-channel content aligned with brand standards
- Managed multi-million-dollar budgets, optimizing resources and ensuring delivery of high-quality content for web, in-store, print, and digital campaigns
- Strengthened relationships with external vendors, enhancing campaign efficiency and brand consistency while negotiating savings exceeding $500K
- Produced detailed analytics reports for marketing initiatives, guiding strategic decisions and showcasing ROI to upper management
Education
BACHELOR OF ARTS - MEDIA PRODUCTION
Ryerson University
Skills
- Strategic Event Planning & Execution
- Pipeline Growth & Revenue Enablement
- Data Analysis & Campaign Optimization
- Cross-Functional Collaboration
- Budget Management & Resource Allocation
- Leadership & Team Development
Certification
Assertiveness Skills for Women in Business, Canadian Management Centre
Awards
- Canon Americas Spirit Award, 2020
- Canon Canada President's Award, 2018
- Canon Canada President's Award, 2017
Timeline
SR. MARKETING MANAGER, ENTERPRISE FIELD MARKETING
Superside
01.2023 - Current
MARKETING MANAGER, PARTNERSHIPS & FIELD MARKETING
Superside
01.2022 - 01.2023
MARKETING SPECIALIST, STRATEGIC CAMPAIGNS
Ada
01.2021 - 01.2022
MARKETING ASSOCIATE, EVENTS & PARTNERSHIPS
Canon Canada
01.2020 - 01.2021
MARKETING COORDINATOR
Canon Canada
01.2017 - 01.2020
BACHELOR OF ARTS - MEDIA PRODUCTION
Ryerson University
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