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MEET THE TOP 10 EMERGING
WOMEN MARKETERS IN
TECHNOLOGY
WHO’S WHO
IN MARTECH
Before we jump into the details about our
rising star marketers, let’s take a step back—
how did we find these amazing women and
how did we decide who to feature? The women
featured in this ebook are actually finalists and
winners for the EverString Discovery Awards,
an award that honors emerging women
marketers in technology.
We know that there are a lot of women in
technology awards, however, typically the
people who win these awards are tenured
in their career—they have been in the
industry for many years and have built up an
impressive resume of companies, roles, and
accomplishments. Of course we love these
types of awards and we look up to the winners,
but there wasn’t an award that honored up-
and-coming talent—the career changers or the
women just starting out.
Marketing is such a fast-changing space.
And because of the swift pace of innovation,
marketers that don’t have decades of
experience can quickly find their place. And
some of the most creative marketers are just
starting out! So, EverString decided to honor
these women marketers that had eight years
of experience or less with an award—The
Discovery Award.
We received submissions from all over North
America with incredible stories from rising
marketing stars in technology. The women
featured in this ebook are the top 10 finalists
from The Discovery Awards—they are truly the
“who’s who” of today’s women marketers that
are redefining the craft and driving business
results.
FINDING RISING STAR WOMEN MARKETERS
INTRODUCTION:
2
As a true technologist on the marketing team, Shalin’s job as a marketing
operations expert is to ensure that all marketing and sales systems are singing
in concert with one another. It is also her job to optimize for conversion.
Shalin works cross-functionally to find and implement new functionality on the
EventBrite website. From coming up with brand-new features, to implementing
technology, to measuring success, Shalin is always looking for the next best thing.
Since joining Eventbrite, Shalin has implemented new A/B testing tools, heat
mapping and scroll tracking, video lead capture, new webinar registration
pages, fully customizable templates, visual CTAs, new search filters, and full
mobile optimization.
Thanks to her contributions, Eventbrite has seen a 69% increase in content
downloads and a 81% increase in new leads generated.
Fun Fact
Shalin can’t swim, but she has been swimming with
Galapagos sharks twice!
Shalin Bhandari
THE WEBSITE GURU
Marketing Operations at Eventbrite
3
Lindsay joined Augment as the first marketing hire and has grown her team
from one to six people across Europe and the US. She’s worked hard to establish
augmented reality-as-a-service as a category and a space. Since Augment is
the first of it’s kind, she has been challenged to go beyond traditional marketing
strategies to build and execute an innovative marketing strategy for a new
industry vertical.
In response to the need for education on the space, and education being
essential to the growth of Augment, Lindsay and her team hosted a fireside
panel with other vendors in the augmented and virtual reality space with
developers, marketers, AR/VR enthusiasts and students for an intimate
conversation around the future of the industry.
Lindsay and her team at Augment are off to a good start! She’s been part of the
team that have brought in clients like Coca-Cola, Siemens, and L’Oreal.
Lindsay has been an entrepreneur from a young age. She started her own
company during her time at Cornell called WeareverYouGo that helps travelers
pack for their trips abroad.
Fun Fact
Lindsay has been to over 60 countries.
Lindsay Boyajian
THE ENTREPRENEUR
Chief Marketing Officer at Augment

4
Aya is a one-woman marketing team at Captora and she manages to do it all.
She is responsible for coordinating all events, and managing all social channels.
She is also held accountable for driving demand and moving leads down the
funnel, and delivering on co-marketing opportunities through webinars and
blog posts.
As with any savvy marketer, Aya understands that she is responsible for the full
funnel—from lead acquisition, all the way to close, and beyond into customer.
At the top-of-the-funnel Aya actively collaborates with the sales team to ensure
pipeline and revenue goals are met with the help of marketing assets.
And a bottom-of-the-funnel and beyond, she’s also responsible for customer
marketing. She established regular ‘lunch-a-thons’ that serve as customer
advisory board sessions and an incredible opportunity to collect insights for
multiple customers. We are incredibly impressed by her ability to take on as
much as she does as well as she does!
Fun Fact
Aya has been to 6 different countries and 4 U.S. states just
in 2016! She is always looking for a new adventure.
Aya Fawzy
THE DO-IT-ALL MARKETER
Marketing Manager at Captora
5
Meghan was the first marketing hire at MongoDB. When she began in her role,
the organization had little to no infrastructure in place. She singlehandedly
launched all of MongoDB’s demand generation programs, developer community,
and events. She’s always looking to optimize both the prospect and customer
experience with tools that enable personalized messaging and advocacy.
Additionally, Meghan plays a huge role in events. Meghan launched the first
MongoDB World in 2010 which hosted 200 developers. The event continues to
gain traction. MongoDB World hosted 2,000 developers at their 2016 conference.
Fun Fact
Meghan has dyed her hair over 13 different colors
including, but not limited to—pink, purple, green, blue,
and orange.
Meghan Gill
THE BUILDER
Director of Demand Generation & Community at MongoDB
6
Leyda has been the Head of Marketing for several companies in the enterprise
technology and ecommerce space, including Priori Legal and Chocomize, where
she specialized in helping to scale marketing growth and processes.
As the Director of Marketing at iSpot.tv, she built the marketing team from
the ground up and worked with with the sales team to restructure their sales
systems to help with process automation and database maintenance. Due to
these efforts, the team nearly tripled early stage conversions. With the marketing
team, she focused on targeted digital campaigns and maintaining a significant
presence at industry events. Due to these efforts, the team saw a 350% increase
in qualified inbound leads.
In addition to her work as a marketing leader, Leyda has taught and developed
digital marketing and analytics courses at New York University, The Fashion
Institute of Technology, and General Assembly, and she also sits on the Board
of Trustees for MarketingEDGE, an organization dedicated to developing college
students in the field of marketing.
Fun Fact
Leyda is all about adventures. She’s lived in Spain and
Panama, hiked the Swiss Alps last year, and has been to
Carnival in Rio de Janeiro, Miami and Toronto.
Leyda Hernandez
THE PLAYER/COACH
Director of Marketing at iSpot.tv // Adjunct Faculty at New York
University and General Assembly //Board Member, Trustee at
MarketingEDGE
7
Emily is the Marketing Director at Centercode. She started out as a marketing
team of one and eventually expanded the team to six.
Under Emily’s direction, Centercode transitioned from a sales-led organization
to a marketing machine. Due to Emily’s leadership, the marketing department is
now the company’s primary quality lead generator. Having a seat at the revenue
table and becoming a marketing led organization is on every marketer’s bucket-
list and Emily was able to spearhead that move.
Emily not only played a leading role on the marketing team, but she also helped
define the company’s core values internally and externally and established
Centercode as the thought leader in the customer validation industry through
speaking engagements and quality content. She was also the champion of
Centercode’s maternity leave policy and the first to use it.
Emily Hossellman
THE INTERNAL MARKETING
EVANGELIST
Marketing Goddess at Centercode
8
Cassandra is a leading influential content marketer and leader in the marketing
technology industry. She is widely known in her organization as “the voice
of Influitive”. In her current role, her content has defined and expanded the
category of advocate marketing, and she has earned two Killer Content Awards
as a result.
Cassandra runs a four-person team that encompasses content marketing,
design, and public relations. In addition to her incredible impact on Influitive, she
is a leader in the community, speaking about advocate marketing at industry
events and working on the Diversity Committee at Influitive, which proactively
engages young women and minorities in STEM to join the company.
Fun Fact
In the Summer and Fall months you can find Cassandra on
backcountry camping trips exploring the lakes and rivers of
Canada in a canoe!
Cassandra Jowett
THE CATEGORY CREATOR
Senior Content Marketer at Influitive
9
Shae started her career at SailPoint on the HR team, helping marketing on an
ad-hoc basis. It wasn’t long before she discovered a passion for marketing
and joined the team! Shae’s first project was to establish the company’s first
marketing infrastructure.
Through this pivotal project, Shae effectively brought modern demand
generation to her organization. She drove the adoption of marketing automation
and spearheaded the creation of an automated lead assignment process that
has eliminated an estimated 750 hours per year. She singlehandedly launched
Sailpoint’s global targeted display advertising and retargeting program, and built
the company’s first lead scoring program. She is now exploring an Account-
Based Marketing effort for the organization.
Sailpoint’s team credits Shae’s efforts for being able to scale their efforts and
keep up with a growing organization!
Fun Fact
Shae has been playing the flute since age 5.
Shae Mann
THE DEMAND GENERATOR
Demand Generation Marketing Manager at Sailpoint
10
Nikki is credited for bringing the well-known #FlipMyFunnel brand to the world.
#FlipMyFunnel is a community centered around events and thought leadership
on the topic of Account-Based Marketing, Sales, and Customer Success. Nikki
coordinated six major conferences for the community in less than 16 months
with more than 1,800 attendees. Nikki also launched the #FlipMyFunnel VIP Club
and Slack Community which has grown to more than 1,000 members.
Through Nikki’s efforts, #FlipMyFunnel has become the first community for
Account-Based Marketing. Nikki joined the Terminus team as employee #5 in
2015 when they had about six customers and has been a key player in helping
the company expand to over 60 employees and 200 customers. Before her time
at Terminus, Nikki was Marketing Technology Manager with Salesloft, working
on SEO strategy, email campaign conversions, and creating game changing
interactive infographics for the business.
Nikki has won Marketing Technologist of the Year, Part of the Heinz Marketing
Top 40 Demand Marketers Game Changers 2016, and Heinz Marketing Top 30
Most Influential Women in B2B Technology.
Fun Fact
Nikki dabbles in Bollywood dance.
Nikki Nixon
THE COMMUNITY BUILDER
Director at #FlipMyFunnel
11
Emily created a unique and interactive demand generation campaign for
Blackbaud called Blackbaud University. It is a business unit that delivers training
to organizations using Blackbaud software. Emily went on to win a Killer Content
Award, Snappy Award and Revvie Award for her efforts around Blackbaud
University and helped the sales team exceed quota by 141%.
Emily co-creates and produces Blackbaud’s new thought leadership podcast,
Raise+Engage, that has had more than 10,000 downloads in its first four
months. And this year she created a new nurture campaign framework that has
sustained average open rates of 74%, click-through-rates of 68%, and click-
to-open rates of 72% for more than eleven months. She continues to leverage
customer insights, analytics, and interactive content to create new content
experiences for her market that increase engagement, conversion and ROI.
Fun Fact
Emily has gone paragliding off of the top of the Swiss Alps!
Emily Popson
THE INNOVATOR
Senior B2B Marketing Manager at BlackBaud
12
We are so proud of these incredible women that
are redefining what it means to be a marketer.
Thank you to all who sent in submissions. It
was not an easy task to identify these top 10.
We are so excited to see what 2017 brings for
women marketers in technology!
CONCLUSION
13
EVERSTRING.COM/CONTACT
650.425.3937
1850 GATEWAY DRIVE
SAN MATEO, CA 94404

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discovery-awards-2016

  • 1. MEET THE TOP 10 EMERGING WOMEN MARKETERS IN TECHNOLOGY WHO’S WHO IN MARTECH
  • 2. Before we jump into the details about our rising star marketers, let’s take a step back— how did we find these amazing women and how did we decide who to feature? The women featured in this ebook are actually finalists and winners for the EverString Discovery Awards, an award that honors emerging women marketers in technology. We know that there are a lot of women in technology awards, however, typically the people who win these awards are tenured in their career—they have been in the industry for many years and have built up an impressive resume of companies, roles, and accomplishments. Of course we love these types of awards and we look up to the winners, but there wasn’t an award that honored up- and-coming talent—the career changers or the women just starting out. Marketing is such a fast-changing space. And because of the swift pace of innovation, marketers that don’t have decades of experience can quickly find their place. And some of the most creative marketers are just starting out! So, EverString decided to honor these women marketers that had eight years of experience or less with an award—The Discovery Award. We received submissions from all over North America with incredible stories from rising marketing stars in technology. The women featured in this ebook are the top 10 finalists from The Discovery Awards—they are truly the “who’s who” of today’s women marketers that are redefining the craft and driving business results. FINDING RISING STAR WOMEN MARKETERS INTRODUCTION: 2
  • 3. As a true technologist on the marketing team, Shalin’s job as a marketing operations expert is to ensure that all marketing and sales systems are singing in concert with one another. It is also her job to optimize for conversion. Shalin works cross-functionally to find and implement new functionality on the EventBrite website. From coming up with brand-new features, to implementing technology, to measuring success, Shalin is always looking for the next best thing. Since joining Eventbrite, Shalin has implemented new A/B testing tools, heat mapping and scroll tracking, video lead capture, new webinar registration pages, fully customizable templates, visual CTAs, new search filters, and full mobile optimization. Thanks to her contributions, Eventbrite has seen a 69% increase in content downloads and a 81% increase in new leads generated. Fun Fact Shalin can’t swim, but she has been swimming with Galapagos sharks twice! Shalin Bhandari THE WEBSITE GURU Marketing Operations at Eventbrite 3
  • 4. Lindsay joined Augment as the first marketing hire and has grown her team from one to six people across Europe and the US. She’s worked hard to establish augmented reality-as-a-service as a category and a space. Since Augment is the first of it’s kind, she has been challenged to go beyond traditional marketing strategies to build and execute an innovative marketing strategy for a new industry vertical. In response to the need for education on the space, and education being essential to the growth of Augment, Lindsay and her team hosted a fireside panel with other vendors in the augmented and virtual reality space with developers, marketers, AR/VR enthusiasts and students for an intimate conversation around the future of the industry. Lindsay and her team at Augment are off to a good start! She’s been part of the team that have brought in clients like Coca-Cola, Siemens, and L’Oreal. Lindsay has been an entrepreneur from a young age. She started her own company during her time at Cornell called WeareverYouGo that helps travelers pack for their trips abroad. Fun Fact Lindsay has been to over 60 countries. Lindsay Boyajian THE ENTREPRENEUR Chief Marketing Officer at Augment  4
  • 5. Aya is a one-woman marketing team at Captora and she manages to do it all. She is responsible for coordinating all events, and managing all social channels. She is also held accountable for driving demand and moving leads down the funnel, and delivering on co-marketing opportunities through webinars and blog posts. As with any savvy marketer, Aya understands that she is responsible for the full funnel—from lead acquisition, all the way to close, and beyond into customer. At the top-of-the-funnel Aya actively collaborates with the sales team to ensure pipeline and revenue goals are met with the help of marketing assets. And a bottom-of-the-funnel and beyond, she’s also responsible for customer marketing. She established regular ‘lunch-a-thons’ that serve as customer advisory board sessions and an incredible opportunity to collect insights for multiple customers. We are incredibly impressed by her ability to take on as much as she does as well as she does! Fun Fact Aya has been to 6 different countries and 4 U.S. states just in 2016! She is always looking for a new adventure. Aya Fawzy THE DO-IT-ALL MARKETER Marketing Manager at Captora 5
  • 6. Meghan was the first marketing hire at MongoDB. When she began in her role, the organization had little to no infrastructure in place. She singlehandedly launched all of MongoDB’s demand generation programs, developer community, and events. She’s always looking to optimize both the prospect and customer experience with tools that enable personalized messaging and advocacy. Additionally, Meghan plays a huge role in events. Meghan launched the first MongoDB World in 2010 which hosted 200 developers. The event continues to gain traction. MongoDB World hosted 2,000 developers at their 2016 conference. Fun Fact Meghan has dyed her hair over 13 different colors including, but not limited to—pink, purple, green, blue, and orange. Meghan Gill THE BUILDER Director of Demand Generation & Community at MongoDB 6
  • 7. Leyda has been the Head of Marketing for several companies in the enterprise technology and ecommerce space, including Priori Legal and Chocomize, where she specialized in helping to scale marketing growth and processes. As the Director of Marketing at iSpot.tv, she built the marketing team from the ground up and worked with with the sales team to restructure their sales systems to help with process automation and database maintenance. Due to these efforts, the team nearly tripled early stage conversions. With the marketing team, she focused on targeted digital campaigns and maintaining a significant presence at industry events. Due to these efforts, the team saw a 350% increase in qualified inbound leads. In addition to her work as a marketing leader, Leyda has taught and developed digital marketing and analytics courses at New York University, The Fashion Institute of Technology, and General Assembly, and she also sits on the Board of Trustees for MarketingEDGE, an organization dedicated to developing college students in the field of marketing. Fun Fact Leyda is all about adventures. She’s lived in Spain and Panama, hiked the Swiss Alps last year, and has been to Carnival in Rio de Janeiro, Miami and Toronto. Leyda Hernandez THE PLAYER/COACH Director of Marketing at iSpot.tv // Adjunct Faculty at New York University and General Assembly //Board Member, Trustee at MarketingEDGE 7
  • 8. Emily is the Marketing Director at Centercode. She started out as a marketing team of one and eventually expanded the team to six. Under Emily’s direction, Centercode transitioned from a sales-led organization to a marketing machine. Due to Emily’s leadership, the marketing department is now the company’s primary quality lead generator. Having a seat at the revenue table and becoming a marketing led organization is on every marketer’s bucket- list and Emily was able to spearhead that move. Emily not only played a leading role on the marketing team, but she also helped define the company’s core values internally and externally and established Centercode as the thought leader in the customer validation industry through speaking engagements and quality content. She was also the champion of Centercode’s maternity leave policy and the first to use it. Emily Hossellman THE INTERNAL MARKETING EVANGELIST Marketing Goddess at Centercode 8
  • 9. Cassandra is a leading influential content marketer and leader in the marketing technology industry. She is widely known in her organization as “the voice of Influitive”. In her current role, her content has defined and expanded the category of advocate marketing, and she has earned two Killer Content Awards as a result. Cassandra runs a four-person team that encompasses content marketing, design, and public relations. In addition to her incredible impact on Influitive, she is a leader in the community, speaking about advocate marketing at industry events and working on the Diversity Committee at Influitive, which proactively engages young women and minorities in STEM to join the company. Fun Fact In the Summer and Fall months you can find Cassandra on backcountry camping trips exploring the lakes and rivers of Canada in a canoe! Cassandra Jowett THE CATEGORY CREATOR Senior Content Marketer at Influitive 9
  • 10. Shae started her career at SailPoint on the HR team, helping marketing on an ad-hoc basis. It wasn’t long before she discovered a passion for marketing and joined the team! Shae’s first project was to establish the company’s first marketing infrastructure. Through this pivotal project, Shae effectively brought modern demand generation to her organization. She drove the adoption of marketing automation and spearheaded the creation of an automated lead assignment process that has eliminated an estimated 750 hours per year. She singlehandedly launched Sailpoint’s global targeted display advertising and retargeting program, and built the company’s first lead scoring program. She is now exploring an Account- Based Marketing effort for the organization. Sailpoint’s team credits Shae’s efforts for being able to scale their efforts and keep up with a growing organization! Fun Fact Shae has been playing the flute since age 5. Shae Mann THE DEMAND GENERATOR Demand Generation Marketing Manager at Sailpoint 10
  • 11. Nikki is credited for bringing the well-known #FlipMyFunnel brand to the world. #FlipMyFunnel is a community centered around events and thought leadership on the topic of Account-Based Marketing, Sales, and Customer Success. Nikki coordinated six major conferences for the community in less than 16 months with more than 1,800 attendees. Nikki also launched the #FlipMyFunnel VIP Club and Slack Community which has grown to more than 1,000 members. Through Nikki’s efforts, #FlipMyFunnel has become the first community for Account-Based Marketing. Nikki joined the Terminus team as employee #5 in 2015 when they had about six customers and has been a key player in helping the company expand to over 60 employees and 200 customers. Before her time at Terminus, Nikki was Marketing Technology Manager with Salesloft, working on SEO strategy, email campaign conversions, and creating game changing interactive infographics for the business. Nikki has won Marketing Technologist of the Year, Part of the Heinz Marketing Top 40 Demand Marketers Game Changers 2016, and Heinz Marketing Top 30 Most Influential Women in B2B Technology. Fun Fact Nikki dabbles in Bollywood dance. Nikki Nixon THE COMMUNITY BUILDER Director at #FlipMyFunnel 11
  • 12. Emily created a unique and interactive demand generation campaign for Blackbaud called Blackbaud University. It is a business unit that delivers training to organizations using Blackbaud software. Emily went on to win a Killer Content Award, Snappy Award and Revvie Award for her efforts around Blackbaud University and helped the sales team exceed quota by 141%. Emily co-creates and produces Blackbaud’s new thought leadership podcast, Raise+Engage, that has had more than 10,000 downloads in its first four months. And this year she created a new nurture campaign framework that has sustained average open rates of 74%, click-through-rates of 68%, and click- to-open rates of 72% for more than eleven months. She continues to leverage customer insights, analytics, and interactive content to create new content experiences for her market that increase engagement, conversion and ROI. Fun Fact Emily has gone paragliding off of the top of the Swiss Alps! Emily Popson THE INNOVATOR Senior B2B Marketing Manager at BlackBaud 12
  • 13. We are so proud of these incredible women that are redefining what it means to be a marketer. Thank you to all who sent in submissions. It was not an easy task to identify these top 10. We are so excited to see what 2017 brings for women marketers in technology! CONCLUSION 13