Marcela Heywood

VP of Marketing

Replicant

Nov 2025 - Current (10 months)

Promoted to lead the full marketing function at Replicant. Responsibilities span across Demand Generation, Product Marketing, Brand, and RevOps. Member of the executive leadership team, reporting directly into the CEO.

Senior Director of Marketing

Replicant

Sep 2023 - Nov 2025 (2 years 3 months)

Led Demand Generation, Business Development, and Revenue Operations teams at Replicant. Reported into the CMO.

Head of Marketing

CastorDoc

Jul 2022 - Jul 2023 (1 year 1 month)

Led the marketing function to support CastorDoc's ambitious growth goals following a $25M Series A fundraise. Hired a team and directed marketing initiatives across product marketing, paid media, demand generation, SEO, content, events, and website. Led a rebrand to move CastorDoc up-market and create an approachable yet polished identity, and the associated campaign led to 52% growth in web traffic and 98% growth in demo requests in one month. Designed and directed the marketing strategy and go-to-market motion to grow qualified leads and demos month over month. Reported into the Co-Founder & COO.

VP of Growth

Passbase

Apr 2021 - Jul 2022 (1 year 4 months)

Professionalized seed-stage Marketing function as first executive marketing hire, leading growth through Passbase's $10M Series A. Built a team and managed activity across digital marketing, product marketing, content, PR, and events, while testing new channels to reach scale-up and mid market audiences. Collaborated closely with Sales to achieve an inbound engine that successfully drove 95%+ of the sales pipeline. Member of the Passbase executive team, reporting directly into the CEO.

Director, Enterprise Marketing

General Assembly

Dec 2019 - Apr 2021 (1 year 5 months)

Built B2B Marketing function from the ground-up, developing strategy and leading a team to drive growth and improve brand awareness. Led campaigns across digital and traditional channels to boost demand generation and thought leadership. Partnered cross-functionally to set KPIs, and designed reporting to track performance while ensuring high ROI.

Director, Standards & Credentials

General Assembly

Jan 2019 - Dec 2019 (1 year)

Shaped go-to-market for GA’s assessments business, managing a team of three to increase adoption, expand distribution, and develop new products. Facilitated GA’s executive Standards Boards (25+ C-level executives) to inform assessment product strategy. Responsible for Standards P&L, and outperformed budget by over 15%.

Growth Manager, Credentials

General Assembly

Jan 2018 - Dec 2018 (1 year)

Scaled GA's credentials business through new product development and go-to-market activities. Highlights include producing the CM1 assessment, which became GA's best-selling enterprise product; planning GA's first blind hiring campaign for 4K registrants and 30 companies; and partnering with enterprise sales to pitch assessments to F500 clients.

Consultant

The Boston Consulting Group BCG

Aug 2017 - Dec 2018 (1 year 5 months)

Associate

The Boston Consulting Group BCG

Aug 2015 - Aug 2017 (2 years 1 month)

Summer Analyst

HSBC Global Banking and Markets

Jan 2014

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