Crystal West

About Crystal West

I lead global demand across network and AI security portfolios at Palo Alto Networks, bringing complex technical solutions to market with compelling positioning and a clear buyer path from awareness to adoption.Over the past few years, I’ve led the launch of Quantum, OT, and Medical IoT security offerings shaping how enterprise buyers understand, evaluate, and adopt next-generation security capabilities.Earlier in my career at IBM, I led global integrated marketing across 100+ countries, managing a $10M budget and cross-functional teams while driving measurable growth across enterprise technology portfolios.I’m motivated by the challenge of translating technical depth into clear positioning, disciplined execution, and meaningful business impact.

Experience

1. Sr Global Integrated Campaigns Manager Network & Ai Security

   Palo Alto Networks

   Nov 2022 — Present · Santa Clara, CA, US

   Lead and execute global integrated demand generation campaigns for Network & AI Security, partnering across brand, product marketing, digital, content, creative, social, and regional field teams.Shape strategic direction for campaigns, developing and executing integrated marketing plans across journey mapping, events, programs, and digital channels to drive qualified pipeline, supported by Salesforce and Marketo as the core automation and measurement backbone.Integrate AI tools as a collaborative partner across campaign design, content development, and workflow execution to elevate competitive insight generation, sharpen messaging, and accelerate delivery.Partner with external agency teams and internal Creative Services to deliver compelling campaign concepts, messaging, and deliverables for demand generation and awareness.Partner with content marketing, product marketing, enablement, and sales teams to align messaging to target markets, personas, and priority use cases.Drive end-to-end demand generation across the funnel, aligning account targeting, campaign execution, and BDR engagement to close coverage gaps and accelerate pipeline.Measure, analyze, and optimize program performance in partnership with data operations and sales teams, using insights to refine strategy and improve conversion across regions.

Education

• Texas Woman's University

  Executive Masters of Business Administration, Small Business Administration/Management

  2013 — 2015

• Texas Woman's University

  Bachelor's degree, Business, Management, Marketing, and Related Support Services

  2010 — 2013