Shelley Cernel

About Shelley Cernel

B2B SaaS marketing executive focused on driving measurable growth in fintech, CRE, and sales enablement technology. I build and scale marketing engines that connect strategy to revenue — from positioning and demand generation to SDR alignment, analytics, and pipeline performance.I’ve led go-to-market transformations, launched new brands, built SDR programs, and architected end-to-end analytics and reporting infrastructures that improve visibility, forecasting accuracy, and executive decision-making. My approach combines strategic clarity with operational rigor — aligning teams, processes, data, and dashboards to create accountability and predictable growth and drive consistent results.With a Master of Science in Global Marketing (MBA-equivalent) and executive education in AI Applications for Growth, I specialize in translating data into insight — applying AI and advanced reporting frameworks to optimize workflows, performance tracking, and revenue outcomes.My focus is building scalable marketing systems where positioning, demand generation, SDR execution, analytics, and executive reporting operate as a unified revenue engine — enabling faster decisions, clearer attribution, and more predictable growth.#fintech #b2bsaas #leadership #martech

Experience

1. VP of Marketing

   Defease With Ease Thirty Capital

   Mar 2022 — Present

   Lead marketing strategy and revenue enablement across a portfolio of eight fintech and commercial real estate technology and services brands, with primary focus on scaling Lobby CRE as a growth engine.• Built and lead a multi-disciplinary marketing organization spanning demand generation, SDR, product marketing, brand, PR, events, and digital performance• Designed and executed portfolio-wide GTM strategies aligned to revenue targets and pipeline goals• Built and scaled an SDR program integrated with inbound/outbound demand generation to drive qualified meetings and marketing-sourced pipeline• Led CRM migration from HubSpot to Salesforce; architected workflows, reporting structures, data governance policies, and cross-functional visibility to improve sales follow-up and funnel transparency• Drove enterprise-wide brand repositioning and multi-brand replatforming, including messaging architecture, websites, and event strategy• Partner with Sales leadership on enablement systems, messaging, training, and conversion optimization to shorten sales cycles• Integrated data-driven reporting and performance dashboards to align marketing investment with measurable ROI• Exploring AI-enabled workflows and reporting enhancements to improve speed, accuracy, and marketing-to-revenue alignment.

Education

• North Carolina State University

  Bachelor of Science (BS), Fashion and Textile Management, Brand Management and Marketing

• North Carolina State University

  Minor, Business Administration, Management Focus

• North Carolina State University

  Masters of Science (MS) [MBA-equivalent], Textile Technology Management , Global Marketing

• Northwestern University - Kellogg School of Management

  AI Applications for Growth Executive Education

• Lorenzo de' Medici Institute

  Fashion Anthropology

• Enloe High School

  High School