Jessica Lorenzo
Union City
Summary
Strategic Go-To-Market Data Leader with extensive experience in designing customer data platforms and Master Data Management. Successfully established governance frameworks and aligned data across multiple platforms, enhancing operational productivity and supporting global sales initiatives. Expertise in leading cross-functional teams to drive data integrity and enable accurate territory planning.
Overview
10
10
years of professional experience
Work History
Lead Operations Program Manager, Customer Master Strategy & Governance
Dynatrace
04.2024 - Current
- Led enterprise strategy and operations for Customer Master Data across global GTM systems, establishing a trusted account data foundation supporting sales execution, territory planning, and enterprise reporting.
- Architected the GTM Account Master data model and integration architecture within Salesforce governing 150k+ global accounts.
- Designed and implemented global account data governance policies and standards, improving transparency and trust in enterprise customer data.
- Relaunched Traction Complete hierarchy framework, restructuring parent-child relationships for 1,200+ strategic accounts, 40K+ named accounts, and 3K+ partners to enhance data accuracy and accessibility.
- Built and led global data stewardship team of 7, ensuring hierarchy integrity and firmographic accuracy to enhance GTM data readiness and support strategic decision-making.
- Implemented account segmentation frameworks for Fortune 500, Global Fortune 500, Forbes Global 2000, and IT 500, enabling targeted outreach and refined sales strategies.
- Delivered operational impact including 3,000+ AI-native accounts validated, 600+ new prospects created, and 400+ hours of sales research time saved.
GTM Systems & Process Leader – Account Master Data
Splunk
11.2018 - 01.2024
- Led the enterprise Account Master Data program, establishing Salesforce as the system of record and implementing governance frameworks supporting global sales operations.
- Achieved 99.9% alignment between Salesforce and Anaplan, enabling reliable territory planning for 190K+ customers.
- Facilitated global territory planning for 800+ sales representatives and 400+ overlay specialists, efficiently assigning 94K active accounts each year.
- Led a global data operations team of 13 analysts, managing 1,500+ account data requests while maintaining 100% SLA compliance.
- Executed firmographic and hierarchy cleanup across 120K active accounts, enhancing segmentation accuracy for targeted sales strategies.
- Designed enterprise account data architecture supporting 220K+ global accounts across CRM and planning platforms.
- Implemented 8–10 CRM system enhancements monthly, driving operational productivity improvements of 30–50%.
Product Manager – Enterprise Data Management
Autodesk
01.2018 - 12.2018
- Led product strategy and development planning for enterprise Master Data Management initiatives aligned to Autodesk’s GTM strategy.
- Defined the Account Foundation data model and roadmap supporting scalable account-based selling.
- Documented 80+ use cases and business requirements to enhance enterprise account data management.
- Built prototype architecture to facilitate cross-functional account data integration.
Manager, Sales Operations
Symantec (formerly Blue Coat Systems)
10.2015 - 09.2016
- Managed the Customer Master Data operations function overseeing global data governance and hierarchy management.
- Led Customer Master integration across acquisitions, governing 3M+ account records.
- Implemented federated data governance frameworks defining ownership and stewardship roles.
- Managed data operations teams across U.S. and offshore locations supporting enterprise account data quality.
Manager, Sales Operations
Genesys
- Led CRM and data operations initiatives improving global sales productivity.
- Implemented MDM integration between Salesforce and ERP using Dell Boomi.
- Led global account data cleanup initiatives covering 100K+ records.
- Implemented sales productivity platforms including Data.com, SAVO, and CPQ solutions.
Education
Bachelor of Science - Business Administration and Management
California State University, East Bay
Hayward, CA04-1999
Skills
- Customer Master Data Strategy
- Master Data Management (MDM)
- Account Hierarchy & Data Governance
- GTM Data Architecture
- Salesforce Ecosystem Strategy
- Territory Planning & Account Segmentation
- Data Quality & Stewardship Programs
- RevOps Data Enablement
- Enterprise Data Platforms
- Cross-Functional Program Leadership
- Salesforce
- Traction Complete
- Anaplan
- Alteryx
- Tableau
- QlikSense
- Dun & Bradstreet
- HG Insights
- Informatica IDD
- EBX5 Orchestra
- Dell Boomi
- DemandTools
- ServiceNow
- Smartsheet
- JIRA
- Confluence
- Oracle
- PeopleSoft
- BigMachines CPQ
- SAVO
- HP ALM
- Visio
Core Expertise
- Customer Master Data Strategy
- Master Data Management (MDM)
- Account Hierarchy & Data Governance
- GTM Data Architecture
- Salesforce Ecosystem Strategy
- Territory Planning & Account Segmentation
- Data Quality & Stewardship Programs
- RevOps Data Enablement
- Enterprise Data Platforms
- Cross-Functional Program Leadership
Professional Highlights
- Architected and governed Customer Master Data programs supporting 220K+ global accounts within Salesforce ecosystems.
- Built global account hierarchy frameworks enabling territory planning for 800+ sales representatives and 400+ overlays.
- Designed enterprise data governance and stewardship models improving customer data quality, trust, and operational scalability.
- Led global data operations teams (up to 13 analysts) responsible for hierarchy integrity, firmographic enrichment, and account governance.
- Improved GTM productivity through data strategy initiatives that saved 400+ hours of sales research time and reduced transaction data errors by 42%.
- Delivered 99.9% data alignment between CRM and planning platforms supporting enterprise account planning and territory carving.
Timeline
Lead Operations Program Manager, Customer Master Strategy & Governance
Dynatrace
04.2024 - Current
GTM Systems & Process Leader – Account Master Data
Splunk
11.2018 - 01.2024
Product Manager – Enterprise Data Management
Autodesk
01.2018 - 12.2018
Manager, Sales Operations
Symantec (formerly Blue Coat Systems)
10.2015 - 09.2016
Manager, Sales Operations
Genesys
Bachelor of Science - Business Administration and Management
California State University, East Bay