Renata Kelecom
Toronto,Ontario
Summary
Data-driven and strategic campaign leader with 7+ years of experience in B2B marketing, integrated campaigns, and growth-focused execution. I specialize in crafting full-funnel programs that turn strategy into measurable pipeline and revenue. Known for aligning cross-functional teams around customer-centric storytelling, I translate business goals into cohesive, high-impact campaigns that fuel acquisition, retention, and expansion.
Overview
9
9
years of professional experience
Work History
Demand Generation & Growth Marketing Manager
Informa Connect
11.2023 - 08.2024
- Spearheaded integrated campaigns targeting acquisition and upsell audiences, increasing marketing-sourced revenue by 25%.
- Partnered with Marketing and Sales to align messaging across webinars, nurture programs, and email series.
- Developed lifecycle workflows that improved conversion rates by 63%.
- Created and presented campaign performance dashboards to executive stakeholders.
- Boosted brand awareness and generated leads while managing internal and external marketing campaigns and programs.
Digital Marketing & Demand Generation Manager
Informa Connect
08.2021 - 10.2023
- Led campaign execution across digital and event channels, including webinars, email, and SEO.
- Developed segmented programs for mid-market and enterprise clients that improved SQL quality and conversion.
- Implemented campaign tracking systems in Salesforce and DOMO to measure ROI and conversion effectiveness.
- Collaborated with content and brand teams to craft channel-optimized messaging aligned to the buyer journey.
- Increased lead generation by developing and executing targeted marketing campaigns.
- Enhanced brand awareness through the creation of engaging content for various digital platforms.
- Conducted regular A/B testing on email campaigns and landing pages, optimizing content for maximum engagement from target audiences.
Senior Marketing & ABM Strategy Specialist
Oi Telecommunications
10.2017 - 11.2019
- Managed national ABM campaigns and co-branded programs with strategic partners, improving deal velocity by 43%.
- Directed cross-functional campaign planning to align GTM initiatives with enterprise customer needs.
- Supported lead qualification and pipeline acceleration through data-led customer segmentation.
- Collaborated with cross-functional teams to achieve project goals on time and within budget.
- Implemented new training programs for staff, leading to higher employee retention rates and better overall performance.
Marketing Specialist
The Coca-Cola Company
12.2015 - 07.2017
- Coordinated B2B and B2C field activations across retail networks, resulting in double-digit customer engagement growth.
- Developed and localized campaign content and distributor engagement strategies.
- Streamlined communication processes, leading to improved collaboration between departments.
Education
Diploma - Business Marketing
George Brown College
Toronto, ON04-2021
Agile Methodologies
FGV
Brazil10-2017
BBA - Business Administration
PUC-Rio
Brazil12-2015
Skills
- End-to-End Campaign Development & Execution
- Pipeline Generation & Marketing-Sourced Revenue Growth
- Multi-Channel Marketing (Email, Digital, Webinars, Direct Mail, Events)
- B2B Demand Generation ABM Lifecycle Marketing
- Cross-Functional Collaboration: Sales, Product, Brand, Content
- Buyer Journey Mapping Persona Segmentation
- Analytics, Reporting & Optimization
- Tools: HubSpot, Salesforce, Eloqua, DOMO, Google Analytics, AEM, CORE CMS
Languages
English (Fluent)
Portuguese (Native)
French (Intermediate)
Timeline
Demand Generation & Growth Marketing Manager
Informa Connect
11.2023 - 08.2024
Digital Marketing & Demand Generation Manager
Informa Connect
08.2021 - 10.2023
Senior Marketing & ABM Strategy Specialist
Oi Telecommunications
10.2017 - 11.2019
Marketing Specialist
The Coca-Cola Company
12.2015 - 07.2017
Diploma - Business Marketing
George Brown College
Agile Methodologies
FGV
BBA - Business Administration
PUC-Rio
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