Marcel Rivera Baillargeon

About Marcel Rivera Baillargeon

Most companies think their data is broken. It’s not — it’s stuck in systems that were never designed to work together.Director of Marketing Operations at the intersection of marketing, sales, technology, and compliance. I architect how platforms like Marketo Engage, Salesforce, CMSs, analytics, and custom APIs work as one system instead of many tools. I focus on lifecycle design, automation, and data governance so revenue teams can see clearly, move faster, and stay compliant in regulated or high-complexity environments where “move fast” has to coexist with “don’t break trust.”

Experience

1. Digital Marketing and Marketing Operations

   PlanMember Financial Corporation

   Oct 2018 — Present · Carpinteria, CA, US

   Driven by puting the customer at the heart of every journey.Reimagined marketing funnel operations by connecting Marketo and Salesforce, making lead scoring and routing a breeze—result: 40% boost in qualified engagement.Launched always-on nurturing workflows that met people where they’re at, not where we hoped they’d be. Increased conversions by 25%—because timing and context matter.Built real-time attribution dashboards in Salesforce, PowerBI, Tableau, and Looker so every partner—marketing, sales, product—had clarity on what’s working for growth. Drove a 35% jump in campaign ROI tracking.Automated the full customer lifecycle: integrated API webhooks between Marketo, ON24, and Zoom to instantly move leads into webinars, bumping attendance 50%—proving customers respond to frictionless experience.Upgraded our MarTech stack with tools like Discovery Data, ZoomInfo, and AI. Rolled up my sleeves so we could recognize, personalize, and retain more customers at every stage.Customer-Centric Tools: Marketo - Salesforce - Tableau - Zoom - ON24 - Looker - ZoomInfo

Education

• W. P. Carey School of Business – Arizona State University

  Bachelor of Science (BS), Marketing

  1997 — 1999