Alyssa Rolfe

About Alyssa Rolfe

Strategic marketing executive with a proven track record of driving pipeline growth through omnichannel demand generation and account-based marketing campaigns. Adept at aligning global marketing and sales teams, building and executing audience centric campaigns and optimizing marketing spend to accelerate revenue impact.

Experience

1. Director, Demand Strategy

   IBM

   Jun 2022 — Present · Austin, TX, US

   Lead a team of 25 individuals responsible for global, full funnel campaign strategy and execution, designed to reach our most valuable enterprise clients, delivering 15% marketing contribution to total pipeline.•Deep understanding of business strategy, sales territory alignment, global pipeline targets and routes to market (inclusive of field, channel and digital sales).•Interlock with product marketing and global sales teams on demand generation priorities for new client acquisition and large enterprise ABM motions for IBM Software and Infrastructure•Translate business objectives into full funnel marketing outcomes, inclusive of brand health, leads, buying group engagement and SQL generation.•Build, execute and optimize omnichannel campaigns across paid media, events, search, social & influencers; brief and execute with functional and agency partners; maximize cost per lead efficiency and improve conversion to SQL.•Partner closely with colleagues across the world to localize and land campaigns in priority markets.•Perform root cause analysis to understand pipeline gaps and optimize campaign mix and performance.

Education

• General Assembly

  Digital Marketing

  2017 — 2017

• The University of Texas at Austin

  Advertising with Business Foundations, Texas Media Sequence

  2008 — 2012