Lisa Baergen
Vancouver,Canada
Summary
Dynamic Chief Marketing Officer with over 25 years of experience in marketing strategy and execution across technology and financial services sectors. Proven expertise in leading marketing initiatives that drive significant revenue growth in private equity-backed environments. Strong background in B2B Enterprise SaaS, with a specific focus on fraud prevention and identity solutions. Demonstrated success in account-based marketing (ABM), optimizing digital marketing strategies, and enhancing customer engagement.
Overview
13
13
years of professional experience
1
1
Certification
Work History
Chief Marketing Officer
Lynx Tech
British Columbia, Canada
11.2023 - Current
- Dynamic Chief Marketing Officer with over 25 years of experience in marketing strategy and execution across technology and financial services sectors. Proven expertise in leading marketing initiatives that drive significant revenue growth in private equity-backed environments. Strong background in B2B Enterprise SaaS, with a specific focus on fraud prevention and identity solutions. Demonstrated success in account-based marketing (ABM), optimizing digital marketing strategies, and enhancing customer engagement.
Key Accomplishments:
Increased BehavioSec's Annual Recurring Revenue (ARR) from $8M to $20M with a concentrated effort on acquisition, leading to seamless integration with LexisNexis Risk Solutions.
Drove NuData Security's revenue from $0.5M to $45.2M over six years (6,000% growth), averaging a 30% annual increase while improving marketing contribution metrics.
Managed a marketing budget of $16M, resulting in a $42M attributed pipeline for LexisNexis, contributing to approximately $11M in marketing-generated revenue with strong ROI.
Vice President of North America Marketing
LexisNexis Risk Solutions
Vancouver, Canada
07.2022 - 11.2023
- Developed and executed integrated marketing strategies for a portfolio generating $1.45B in revenue, driving a fully attributable $42M sales pipeline that contributed $11M from marketing efforts
- Employed account-based marketing strategies targeting key enterprise clients, enhancing customer engagement and improving alignment between sales and marketing goals
- Spearheaded content marketing initiatives, leveraging subject matter experts to produce high-quality marketing materials, including white papers that supported strategic messaging
Chief Marketing Officer
BehavioSec
Vancouver, Canada
12.2021 - 11.2023
- Successfully accelerated ARR growth from $8M to $20M with a focused strategy designed to attract acquisition interest, culminating in the successful acquisition by LexisNexis
- Implemented comprehensive marketing programs that contributed to significant metrics, including:
- Lead Generation: Achieved a 200% increase in qualified leads through targeted campaigns, resulting in an expanded market footprint
- Marketing Contribution: Propelled marketing’s contribution towards revenue generation, supported by strategic ABM initiatives and integrated digital campaigns
- Customer Engagement: Improved online engagement metrics by 60% through revamped digital marketing strategies, including SEO, social media growth, and content marketing
- Sales Enablement: Developed high-value sales enablement tools that raised pipeline health by an average of 20% year-over-year
Vice President of Marketing
NuData Security (A Mastercard Company)
Vancouver, Canada
11.2018 - 12.2021
- Led the transformation of NuData Security into a fraud prevention leader, achieving a stunning 6,000% revenue enhancement from $0.5M to $45.2M through strategic marketing initiatives
- Instrumental in developing a comprehensive ABM framework targeting high-value enterprise clients, directly leading to a 30% improvement in customer acquisition rates
- Secured 119 speaking opportunities to enhance industry credibility and brand visibility, which contributed to a 3,763% growth in social media followers and engagement
- Increased brand recognition as a leader in the industry, resulting in a 579% increase in Share of Voice (SOV).
- Influenced pipeline revenue with strategic marketing and demand gen programs, increasing lead gen by 457%.
• Won 67 awards, including the “Most Critical Solution in the Last 30 Years” of Cybersecurity by SC Magazine.
Marketing Manager
Binary Stream Software
Burnaby, Canada
06.2012 - 02.2015
- Managed the execution of targeted marketing strategies that aligned with organizational goals, significantly boosting brand visibility and user engagement within the ERP market
- Drove year-over-year increases in opportunities of 31% in Year 1 and 45% in Year 2 through targeted marketing strategies.
- Boosted social media engagement with Twitter followers increasing 193% and LinkedIn followers by 224% since the launch of a new social strategy.
Skills
- Private Equity Experience
- B2B Enterprise SaaS Expertise
- Digital marketing
- Account-Based Marketing (ABM)
- Brand awareness
- Digital Marketing & SEO
Go-to-market Strategy, Positioning, B2B Marketing, Content Creation, Analytical business planning & execution, Value Proposition, Branding & Storytelling, Budget Management, SDR , Channel Marketing, Conferences and Exhibitions, Employer Branding, Customer Success, Thought Leadership, Demand Creation & Generation Campaigns, Pipeline Acceleration, SEO, PPC, Marketing Automation, Public Relations, Analyst Relations, Investor Relations, Awards, Social Media Marketing
Built the marketing infrastructure across all channels
Managed the marketing & sales operations team: Content, Web, Online Marketing, MarCom and SalesForce administration
Accomplishments
- Increased BehavioSec's Annual Recurring Revenue (ARR) from $8M to $20M with a concentrated effort on acquisition, leading to seamless integration with LexisNexis Risk Solutions.
- Drove NuData Security's revenue from $0.5M to $45.2M over six years (6,000% growth), averaging a 30% annual increase while improving marketing contribution metrics.
- Managed a marketing budget of $16M, resulting in a $42M attributed pipeline for LexisNexis, contributing to approximately $11M in marketing-generated revenue with strong ROI.
Certification
- Accredited Public Relations Professional
- Leading Strategic Growth - Columbia Business School
- Marketing Certified Consultant (MCC)
- Mandt Training - Relational + Conceptual + Technical + Advanced
- eCommerce Sales Professional Certificate
Honors and Awards
Woman Leader of the Year 2019 - CIO Look Women Leaders Making a DifferenceWoman Leader of the Year 2019 - CIO Look Women Leaders Making a Difference
Issued by CIO Look · Feb 2019
Biometrics Marketing Director of the Year - Canada (2017 Businesswomen of the year awards) Biometrics Marketing Director of the Year - Canada (2017 Businesswomen of the year awards)
Issued by TMT Magazine · Oct 2017
Marketing Team of the Year - Bronze Marketing Team of the Year - Bronze
Issued by The Golden Bridge Awards · Jun 2016
Timeline
Chief Marketing Officer
Lynx Tech
11.2023 - Current
Vice President of North America Marketing
LexisNexis Risk Solutions
07.2022 - 11.2023
Chief Marketing Officer
BehavioSec
12.2021 - 11.2023
Vice President of Marketing
NuData Security (A Mastercard Company)
11.2018 - 12.2021
Marketing Manager
Binary Stream Software
06.2012 - 02.2015
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