Elizabeth Villarreal

About Elizabeth Villarreal

Marketing teams usually start breaking before they realize it. Campaigns are running. Leads are coming in. The pipeline looks healthy. But underneath, the systems, data, and workflows are straining.That’s typically where I get brought in.My work focuses on building the operating model behind the marketing engine. Lifecycle architecture, routing logic, martech consolidation, attribution integrity, and the governance that makes reporting trustworthy. The goal isn’t more tools. It’s clarity. When infrastructure is sound, teams move faster, forecasting improves, and revenue becomes more predictable.Over the past decade, I’ve led global marketing operations and automation teams of up to 17, managed $10M+ budgets, eliminated $5M in tech debt, and modernized systems that supported 30% revenue growth in a single year. Much of that work has taken place in private equity-backed and venture-backed B2B SaaS environments navigating acquisitions, leadership transitions, and rapid scale.The role often extends beyond marketing itself. Partnering with Sales, RevOps, Finance, and executive leadership to align lifecycle definitions, scoring models, and attribution frameworks is where real leverage tends to sit. When those systems are aligned, the organization gains visibility and confidence in how growth is generated.I’m most effective in environments that are scaling quickly or going through structural change, where the marketing engine has momentum but the infrastructure needs to catch up.

Experience

1. Director, Marketing Automation

   Abnormal AI

   Dec 2024 — Present

   Abnormal AI is a high-growth cybersecurity company protecting enterprises from advanced email and collaboration threats using behavioral AI.Joined during rapid growth to stabilize and modernize marketing automation infrastructure with an AI-forward lens. Focused on visibility, lifecycle architecture, and scalable execution across the martech stack.• Managed a $2M annual marketing technology budget; identified contract overlap and redundant tooling, reducing tech debt and delivering ~$400K in annual savings• Built and led the marketing automation function, expanding capacity from 3 to 4 FTE plus contractors while maintaining zero voluntary turnover• Rebuilt scoring and routing logic and transitioned from single-touch to custom multi-touch attribution, improving funnel transparency and executive-level forecasting accuracy• Launched AI chat via Qualified and deployed AI-driven personalization through Marketo to scale engagement without increasing headcount• Led MAP warm-up and martech rebrand initiatives to improve deliverability, system health, and operational reliability

Education

• University of Phoenix

  Bachelor of Business Administration - BBA

Skills

• Marketing
• Individualization
• Account Management
• Leadership
• Customer Experience
• Training
• Saas
• Creative Problem Solving
• Technical Support
• Oracle Applications
• Solution Selling
• Learners
• Team Leadership
• Cloud Computing
• E-Commerce
• Self-Driven
• Self Management
• Organizational Leadership
• Time Management
• Managed Hosting
• Wordpress
• Networking
• Enterprise Software
• Email Marketing
• Channel Partners
• Microsoft Office
• Sales
• Team Management
• Strategic Planning
• Social Networking
• Management
• Team Building
• Marketing Strategy
• Crm
• Focused Execution
• Lead Generation
• Project Management
• Salesforce.com
• Strategic Partnerships
• Business Development