Vina E.
Director, Campaigns Marketing @Zendesk
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WORK HISTORY
Director, Campaigns Marketing @Zendesk
Strategic Leadership & Demand ArchitectureDemand Strategy: Architected the integrated campaign framework, moving from tactical lead generation to a high-velocity, full-funnel demand engine.Pipeline Accountability: Owned the strategic roadmap for MQL-to-SQL conversion, directly influencing pipeline targets through data-driven digital acquisition and lifecycle marketing.Budget & ROI Oversight: Managed largest marketing budget with a rigorous focus on CAC, multi-touch attribution, and optimizing spend across LinkedIn, Google, and third-party sponsorships.>Enterprise & ABM OrchestrationCross-Functional GTM Alignment: Partnered closely with Sales leadership and Product Marketing to refine ICP (Ideal Customer Profile) and ensure seamless hand-offs between marketing-generated intent and sales execution.Target Account Programs: Pioneered 1:many ABM Industry initiatives designed to penetrate senior leadership within enterprise accounts, utilizing intent signals to accelerate deal velocity.>Team Building & Operational ExcellenceScalable Playbooks: Developed repeatable GTM playbooks for new product launches and market expansions, transitioning complex product value propositions into high-converting enterprise campaigns.Leadership & Mentorship: Built and led a high-performing team of campaign managers and digital specialists, fostering a culture of \"test-and-learn\" and analytical accountability.
EDUCATION
University of Toronto
Honours Bachelor of Arts, Communications and IT Management, Specializing in Digital Enterprise Management
Sheridan College
Certificate, Digital Communication and Media/Multimedia
Humber Polytechnic
Business Management, Digital Marketing
ABOUT VINA E.
I’ve spent the last two decades at the intersection of data infrastructure and revenue growth. My career has tracked the evolution of storage—from the early days of legacy hardware at HPE to the disruptive all-flash era at Pure Storage, and finally to the high-velocity, cloud-native world of Zendesk.I enjoy the challenge of taking highly technical products and building the marketing systems that help them scale. To me, effective demand generation is about more than just running campaigns; it’s about creating a bridge between complex engineering and the priorities of technical leaders like CTOs, VPs of Infrastructure, and AI architects.How I approach growth:Deep Technical Context: Having spent years in the storage and data space, I’m comfortable speaking the language of the data center. I focus on translating technical capabilities—from software-defined storage to massive AI workloads—into clear business value.Building from the Ground Up: I’ve always been drawn to environments where the playbook is still being written. I value working closely with founders and sales teams to define the ideal customer profile, build reliable attribution models, and establish a repeatable path to revenue.Operational Accountability: I view marketing as a core driver of the business. Whether it’s architecting global ABM programs for the Fortune 500 or managing digital acquisition, my goal is always to ensure our efforts are measurable and aligned with the company’s bottom line.I am passionate about helping high-growth organizations navigate the current shift toward AI-ready architectures, ensuring that innovative technology is supported by a steady, data-driven go-to-market strategy.Specialties:Enterprise Demand Generation, Account-Based Marketing (ABM), GTM Strategy, Data Infrastructure, Full-Funnel Analytics, and Sales & Marketing Alignment.
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