Steven Slasten

About Steven Slasten

After demand generation roles in a variety of B2B SaaS industries, I joined Mynd in 2018 as the first dedicated demand generation hire at an early-stage company. Over the next 7+ years, I grew into the Head of Marketing role as the business scaled aggressively, through multiple acquisitions, 40+ market expansions, and the merger that created Roofstock as it exists today.That trajectory shaped how I think about marketing: not as a function that runs campaigns, but as a system that drives revenue.The work spans four brands (Roofstock, Mynd, Stessa, and RentPrep) and two completely different buying motions running simultaneously. Stessa is PLG: 350K+ landlords who find the product, try it free, and convert. Roofstock\'s institutional segment is SLG/ABM: high-touch, multi-stakeholder, relationship-driven. Most marketers go deep in one. I\'ve had to make both work in parallel, on constrained budgets, across audiences with nothing in common except the asset class.The work I\'m most proud of isn\'t the awareness stuff. It\'s the revenue stuff:→ Recycled lead revenue:<5% → 15%→ Existing customer revenue: 15% → 25%→ Partnership channel:$250K incremental revenue in 6 months, built from scratch→ Demand Generation, lifecycle and ABM infrastructure built from zero, twiceI think about marketing the way an operator does, in terms of CAC, LTV, payback period, and where the highest-leverage bets are in the funnel. I\'ve managed marketers across every major marketing function: growth, lifecycle, brand, creative, product marketing, comms and partner marketing. I\'ve owned martech selection, negotiated contracts, and rebuilt stacks mid-flight through M&A.I\'m actively building AI into how I work, not as an experiment, but as a core operating layer. Prompt-driven workflows, AI-assisted ABM research, content acceleration — I treat it like a force multiplier on a lean team.

Experience

1. Senior Director of Marketing

   Roofstock

   Apr 2025 — Present · Oakland, CA, US

   Full marketing ownership across 4 brands (Roofstock, Mynd, Stessa, RentPrep) and 2 customer segments (retail investors via PLG and SLG, and institutional buyers via SLG/ABM). Team includes ICs, managers, and agency partners across growth, lifecycle, product marketing, SEO/AEO, content, design, and brand.• Driving AI-enabled workflow adoption across marketing, increasing campaign production velocity and creative testing throughput.• Leading brand consolidation initiative to unify fragmented multi-brand ecosystem under Roofstock, improving cross-sell efficiency and customer clarity.• Aligning marketing with product and finance on CAC:LTV targets to guide channel investment and sustainable scaling decisions.• Building and launching Roofstock\'s first ABM motion: ICP definition, account segmentation, multi-touch outreach, in close partnership with institutional sales team while incorporating AI-assisted account research and sequencing to reduce campaign setup time• GTM launch for Stessa Investment Property Marketplace, a new product integrating investor-grade property search, buy-box filters, automated underwriting, and vetted agent connections into the Stessa platform. Coordinated launch across in-product, lifecycle, paid, and content channels against a 350K user base.• Sourced and launched new partners, generating $250K in incremental revenue within 6 months and reducing CAC dependence on paid acquisition.

Education

• University of San Francisco

  Bachelor of Arts (BA), Advertising; Bachelor of Arts (BA), Communications

  2010 — 2014

Skills

• Time Management
• Employee Training
• Management
• Customer Service
• Editing
• Project Management
• Training
• Event Management
• Cross-Functional Team Leadership
• Strategy
• Crm
• Leadership
• Program Management
• Sales
• Salesforce.com
• Team Building
• Account Management
• Social Networking
• Competitive Analysis
• Lead Generation
• Fundraising
• Social Media
• Advertising
• Enterprise Software
• Saas
• Sales Process
• Strategic Partnerships
• Start-Ups
• Social Media Marketing
• Email Marketing
• Analytics
• Market Research
• E-Commerce
• Facebook
• Product Marketing
• Online Marketing
• Customer Relationship Management (Crm)