Anne Casanova

About Anne Casanova

With over 15 years of experience in revenue marketing, demand generation, product marketing, lifecycle & retention, and brand strategy, I specialize in scaling B2B startups and Series D companies across SaaS, fintech, technology, insurance, and healthcare.My core focus is revenue growth, not just lead generation—ensuring marketing efforts translate into measurable business impact. I work at the intersection of strategy and execution, aligning GTM strategy, demand generation, digital marketing, and AI-driven marketing operations to accelerate pipeline, sales velocity, and retention.I bring a unique blend of executive leadership and tactical expertise, seamlessly transitioning between high-level strategy and hands-on execution. Whether leading teams, optimizing CAC efficiency, or driving AI-powered marketing automation, my focus is building scalable, revenue-generating marketing engines that drive sustainable growth.Career Highlights & AccomplishmentsScaled Companies from $10M to $200M+ by building and optimizing full-funnel B2B marketing programs at UStream, Dealix, and Boomtown that led to acquisitions by IBM, ADP, and Ovation CXM Grew Revenue & Pipeline by 5-10x through strategic GTM, demand generation, and AI-driven automation at Eltropy to increase revenue from $12M to $33M in 24 months.Implemented AI & Automation Platforms to increase efficiency, ROAS, and marketing performance, reducing the acquisition cost from $638 to $421. Reduced CAC & Payback Period by optimizing marketing spend and improving lead quality to achieve a Increased Net Revenue Retention (NRR) by implementing lifecycle marketing and customer advocacy programs. Increased NRR from 71% to 93% Built & Led High-Performing Marketing Teams, developing talent and driving alignment across GTM functions. 93% retention rate of marketing team members through two acquisitions.Expanded Total Addressable Market (TAM) through market research, ICP refinement, and data-driven expansion strategies and reached a revenue multiplier of 23% before the funding round. Launched Global Brand Campaigns that increased brand awareness, customer trust, and inbound pipeline while gaining six speaking opportunities in one year for C-SuiteMarketing should be a revenue driver, not a cost center. My demand generation strategies focus on quality over quantity, ensuring every marketing dollar spent contributes to pipeline velocity, deal acceleration, and revenue growth.

Experience

1. Vice President Marketing

   Eltropy

   Jun 2022 — Present · Milpitas, CA, US

   As VP of Marketing at Eltropy, a fintech company with an AI platform serving community banks and credit unions, I led the global marketing organization to drive aggressive growth and market expansion. I managed a team of 5 marketers, developing and executing comprehensive go-to-market strategies across customer acquisition, retention, and expansion. I spearheaded multi-channel demand generation initiatives – including SEO/SEM, ABM, paid media, events, and content marketing – to fuel pipeline and revenue. In close partnership with Sales and RevOps, I aligned marketing campaigns with pipeline targets and optimized SDR processes. I introduced customer lifecycle programs to boost upsells, customer satisfaction, and net revenue retention. I also oversaw all PR and analyst relations efforts to elevate Eltropy’s brand visibility and drove post-acquisition branding strategy while successfully integrating two global marketing teams.Key Accomplishments:Revenue Growth: Increased annual revenue from $12M to $36M (+230% in 2 years) by implementing robust GTM strategies that accelerated new customer acquisition and expanded existing accounts.Pipeline Expansion: Improved the sales pipeline by 450%(from $6M to $33M in 6 months) through optimized SDR outreach, better marketing-sales alignment, and high-impact demand gen campaigns.Brand Visibility: Boosted PR mentions by 150%(from 3 to 21 per year) and secured significant industry awards, enhancing brand recognition and credibility in fintech.Sales Conversion: Raised the close rate from 12% to 23% by closely aligning Sales and Marketing efforts and focusing on higher-quality leads and targeted enablement strategies.Customer Retention: Improved Net Revenue Retention from 79% to 91% by introducing quarterly business reviews (QBRs) and proactive customer health monitoring, driving upsells and reducing churn.

Education

• University of California, Berkeley

  Bachelor's degree