Ben Castelli
Senior Director of Demand Generation @Bonusly
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WORK HISTORY
Senior Director of Demand Generation @Bonusly
Drove pipeline growth and led demand generation strategies across paid media, organic social, AEO/SEO, email marketing and events. Partnered with sales and RevOps to connect marketing performance to bookings outcomes and optimize full-funnel efficiency.Key Achievements: 60% YoY increase in DS1 pipeline with a 73% reduction in program spend, achieved by cutting low-ROI channels, optimizing partner and tech stack spend, and building owned and earned programs in-house. Activated new martech platforms, intent data, and AI workflows to re-engage past users, champions, and in-market buyers, improving conversion efficiency across the funnel. Led AEO (Answer Engine Optimization) strategy, optimizing for LLM responses and citations, resulting in a 50% increase in high-converting LLM-driven traffic. Onboarded CRO platform and implemented structured A/B testing program, increasing form conversion by 38% and CTA engagement by 22%. Managed high-performing team across paid search, social, SEO, email and events — consistently outperforming ICP pipeline goals
EDUCATION
University of Colorado Boulder
Graphics and Web Design Certificate, Web Graphics and Web Design, HTML
Penn State University
Bachelor of Science in Marketing and International Business, Global Marketing, International Business Relations, International Economics
University of Sydney
Study Abroad Program, Economics, Web Design and Graphic Design
SKILLS
ABOUT BEN CASTELLI
Results-driven Senior Director of Demand Generation with deep experience driving pipeline growth for B2B SaaS and technology companies. I specialize in building scalable, data-driven marketing engines that connect strategy, content, and revenue, blending paid, organic, owned, and ABM with the latest AI, intent data, and martech innovations to deliver efficient, measurable growth.At Bonusly, I helped transform marketing into a high-efficiency growth engine, achieving double-digit pipeline growth while dramatically improving ROI through smarter channel strategy, intent-signal targeting, and operational excellence.What I bring: Proven track record of full-funnel marketing leadership, from awareness through conversion Deep experience in paid media, SEO/AEO, ABM, social media, and email nurture programs Passion for optimizing the marketing engine: martech, attribution, experimentation, conversion rate optimization (CRO) and team enablement Collaborative, metrics-obsessed leadership style that aligns closely with sales and revenue teams Strong team leader and hands-on marketer; equally effective guiding teams or acting as a super IC, leveraging martech and AI to execute and scale impact.I’ve had the privilege of helping a range of B2B and tech-driven companies scale growth and performance, including: Samsung • Panasonic • Xactly • Trimble • LogRhythm • Rally Software (Broadcom) • Techstars • TrueLark • Pivot • Rapt Media • BonuslySpecialties: Demand Generation • Growth Marketing • Digital Strategy • Hubspot • ABM • AEO/SEO • Paid Media • CRO • AI in Marketing • RevOps Alignment • Marketing Analytics
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