Erika Barbosa
Marketing Lead @Counterpart
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WORK HISTORY
Marketing Lead @Counterpart
Lead the marketing function, setting strategy and priorities across product marketing, lifecycle (i.e, HubSpot), sales enablement, content, social media, communications, and public relations (PR)- Define marketing vision and operating rhythms in close partnership with executive leadership and cross-functional teams- Own positioning and messaging frameworks that guide customer-facing channels, campaigns, and high-visibility initiatives- Scale the marketing organization during a high-growth phase, building, mentoring, and enabling a high-performing team with clear accountability and focus- Build foundational marketing systems to support the next stage of growth, including lifecycle marketing programs, account-based marketing (ABM), and performance measurement- Partner closely with sales and product to align marketing initiatives with pipeline priorities, revenue goals, and long-term growth- Drive responsible adoption of AI across marketing workflows to improve efficiency, scalability, and strategic focus.
EDUCATION
Harvard Business School Online
Certificate in Data Science Principles
SKILLS
ABOUT ERIKA BARBOSA
I’m a marketing and revenue leader with 16+ years of experience building and scaling growth engines for primarily B2B SaaS and digital-first companies, with additional experience supporting B2C growth at scale. I focus on creating clarity: clear strategy, clear systems, and clear priorities that translate into durable revenue growth.My background spans demand generation, product marketing, lifecycle marketing, sales enablement, content marketing, social media marketing, public relations, performance marketing, and SEO/AEO. I’ve led teams through moments of scale, transition, and reset, building marketing functions that can evolve as the business grows. I’m especially effective at connecting strategy to execution and ensuring marketing efforts support real pipeline and revenue outcomes.I’ve built and developed high-performing teams by setting clear goals, creating strong operating rhythms, and mentoring leaders who can think strategically and execute with confidence. I’m known as a pragmatic, revenue-minded partner to sales and product, with a bias toward data, experimentation, and thoughtful decision-making.More recently, I’ve focused on modernizing marketing systems and workflows, including the responsible adoption of AI, to increase leverage, improve efficiency, and help teams spend more time on high-impact work.Core strengths: marketing leadership, revenue marketing, demand generation, product marketing, lifecycle marketing, content marketing, social media marketing, SEO/AEO, performance marketing, public relations, ABM, marketing systems, analytics, team development, AI-enabled workflows
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