Valerie Decosta
About
Detail
Head of Marketing Strategy & Operations
United States
Résumé
Jobs
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Head of Marketing Strategy & OperationsTremendousSep 2025 - Current (1 year)- Manager, Marketing OperationsCalmJan 2023 - Aug 2025 (2 years 8 months)- Scaled go-to-market operations as Calm transitioned from a wellness-focused Calm Business product to Calm Health, an evidence-based mental health app. - Delivered ROI analysis and deal velocity metrics that empowered marketing to refine channel strategies, reduce costs, and accelerate sales cycle progression - Spearheaded the rollout of 6sense, increasing lead and account conversion rates and driving measurable improvements in pipeline quality through targeted training and adoption strategies. - Revamped key backend systems such as LeanData routing and Salesforce integrations to scale marketing and sales functions, ensuring precision in lead qualification and assignment. - Partnered with cross-functional teams to deploy and optimize exist
- Marketing Operations ManagerCalmJan 2022 - Dec 2022 (1 year)- Implemented and enabled Calm's first multi-touch attribution model, leveraging it to drive strategic investment and campaign decisions based on ROI for the marketing team. - Led evaluation for new marketing automation and onsite chat technology vendors, partnering with internal stakeholders and external agencies to implement best practices. - Developed Marketing goals and KPIs with Finance, Revenue Operations, and Marketing leadership as part of a three-year planning cycle based on historical performance and expected efficiency gains. - Recipient of FY2022 Calm Business Core Values Award for exemplifying relentless and continuously pushing forward improvements for operational excellence.
- Manager, Marketing OperationsRapidDec 2018 - Dec 2021 (3 years 1 month)- Coach and manage members of the global marketing operations and technology team, partnering with them on their development. - Lead initiatives and work cross-functionally with IT and Sales Operations to optimize processes for the Marketing and BDR teams. - Oversee the marketing technology strategy, including partnering with procurement and legal teams on the evaluation of new vendors and renewals.
- Senior Marketing Operations SpecialistRapidSep 2017 - Dec 2018 (1 year 4 months)- Own and optimize the processes in Marketo and Salesforce that impact the generation of qualified pipeline sourced by our global Marketing and BDR teams. - Support the global demand generation and customer marketing teams on campaign execution with the implementation of segmentation and list building best practices. - Work with Marketing Technology (MarTech) vendors and internal stakeholders to implement and administer new technologies, such as On24, PathFactory (formerly LookBook HQ), and TechTarget Priority Engine. - Collaborate with our IT/Operations team to prioritize improvements and optimizations to drive speed and efficiency in systems.
- Lead Marketing Operations SpecialistUpserveMay 2015 - Sep 2017 (2 years 5 months)
- Marketing Operations ManagerSMARTBEAR SOFTWAREJun 2013 - May 2015 (2 years)
Education
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- Bachelor of Arts, MathematicsFranklin Pierce University
Projects (professional or personal)
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- DData Quality / Process Quality (SFDC & Marketo)Working with the Marketing Operations team to design and implement Data Quality / Process Quality flags in Salesforce.com. Develop an agreed upon list of Data Quality and Process Quality issues. Build fields and layouts in SFDC. Articulate needs and conditions for workflows in Marketo. Develop meaningful reporting on this data. Make available to sales executives and sales leadership for coaching and insight.
Awards
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- Marketo Champion - Winter 2017MARKETO
- Marketo Champion - Winter 2016MARKETO
- 2019 B2B Marketing Ops Pro to WatchDrifthttps://www.drift.com/blog/marketing-ops-pros/
- Marketo Champion - Winter 2015MARKETO