About Ro Maldonado

15+ years.
Three industries.
One outcome.

I'm a bilingual, revenue-focused marketing executive who has spent 15+ years turning fragmented acquisition programs into predictable, data-driven growth engines — for financial institutions, fintech startups, and B2B SaaS companies. The industries change. The discipline doesn't.

$2B+
Pipeline influenced across career
$30B+
AUM influenced through campaigns
8
Industry marketing awards won
3
Industries: FinServ, FinTech, B2B SaaS

Career Progression

From brand builder to revenue architect.

A sequential track from creative direction and community marketing — through digital transformation at scale — to enterprise B2B demand generation and full-funnel revenue ownership.

Chapter 01
Multi-Industry Agency Healthcare / Dental Fortune 500 Clientele

Foundation: Brand, Media & Community Growth

Began career managing brand strategy, media buying, and campaign production for a full-service agency serving Fortune 500 clients across retail, hospitality, and electronics — alongside a healthcare brand role building community-first acquisition from the ground up. Negotiated media rates across TV, radio, print, and digital, achieving savings of over 50% off rate card and reallocating budget to higher-performing channels.

Brand Identity Media Buying & Negotiation Creative Direction Community & Sponsorship Marketing Multi-Channel Campaign Management B2C Customer Acquisition
Chapter 02
Retail Banking Regional Community Bank 40+ Branches $500M+ Deposits $1M+ Budget Managed

Digital Transformation: Turning a Regional Bank into a Data-Driven Acquisition Engine

Directed omni-channel demand generation across 5+ retail banking products for a $500M+ deposit institution, leading the bank's first social media programs and paid search campaigns. Managed a $1M+ budget across TV, digital, SEM, direct mail, email, and social. Presented quarterly to EVP of Consumer Products and annually to the CEO. Supervised 230+ cross-functional projects, mentored acquisition teams, and oversaw agency and vendor relationships across search, mobile, and SEO.

+700%
Auto loan sales growth via award-winning SEM & social
+421%
Mortgage revenue YOY, outperforming in 5 months
17%
Deposit growth rate lifted from 1.8% baseline
Omni-Channel Demand Generation SEM / SEO Digital Transformation Product Marketing Customer Segmentation Predictive Analytics Regulatory Compliance Marketing 🏆 3x Crystal Award Winner
Chapter 03
Wealth Management National Tax-Focused Advisory Network B2B Advisor Recruitment 20+ Person Team

Enterprise B2B: Building the ABM Engine for National Advisor Recruitment

Led demand generation strategy for a national independent financial advisor network, architecting full-funnel B2B acquisition across ABM, paid media, email, content, and events. Mobilized a 20+ person cross-functional team of marketing and business development consultants. Reactivated dormant CRM segments, overhauled content strategy, and reduced average advisor onboarding time by 56% YoY through refined nurture programs. Reported pipeline growth and channel ROI directly to EVP of Business Development and VP of Marketing.

+70%
Paid channel conversion lift
−61%
Acquisition cost reduction
+249%
Goal completions YOY on Analytics
Account-Based Marketing (ABM) B2B Pipeline Acceleration CRM Segmentation Lead Nurture & Scoring Customer Journey Mapping Advisor Recruitment GTM Cross-Functional Team Leadership
Chapter 04
WealthTech / FinTech B2B2C SaaS Platform Mission-Driven Startup Recruited by CEO

Startup GTM: Full-Funnel Ownership & Proving a Business Model at Scale

Recruited by the CEO to own revenue growth, GTM strategy, and demand generation for a mission-driven investment platform targeting underserved communities. Built the entire multi-channel acquisition engine — paid media, content, lifecycle email automation, and B2B2C partnerships — from zero, while managing the marketing P&L and reporting directly to executive leadership. Evolved the platform from pre-launch into a growth-stage SaaS with institutional partnership pipeline.

603%
Member growth in 90 days
−92.5%
CAC reduction achieved
+220%
Email engagement growth
98%
Monthly paid user retention
GTM Strategy CAC Optimization Lifecycle Marketing Marketing P&L Ownership B2B2C Partnerships HubSpot CRM Persona Development
Chapter 05
Independent Wealth Management $160B+ AUA Network 2 B2B Business Lines National Scale $1M+ Budget

Enterprise Revenue Marketing: Transforming Marketing Into a Predictive Revenue Engine

Own B2B demand generation, omni-channel strategy, and pipeline growth for a $160B+ AUA national independent wealth management network across two business lines. Architect and execute integrated ABM, paid media, email, and digital campaigns, managing a $1M+ annual budget. Lead segmentation, predictive lead scoring, and nurture strategy in partnership with Sales, Product, and Executive Leadership. Regularly present pipeline performance, revenue impact, and growth forecasts directly to C-Suite and Board. Named a 2024 Marketing Disruptor of the Year.

+97%
MQL increase through segmentation & scoring
11.2x
ROAS across managed campaigns
+180%
Campaign output scaled via agile ops
ABM at Scale Salesforce CRM Predictive Lead Scoring MQL-to-SQL Conversion Optimization Martech Stack Integration C-Suite Revenue Reporting 🏆 4x 2024 Award Winner

Skills & Competencies

The full stack.

Revenue & Growth Strategy
◆Demand Generation Strategy
◆Full-Funnel Strategy & Pipeline Acceleration
◆Go-To-Market (GTM) Execution
◆Revenue Marketing & Marketing P&L
◆Lifecycle Marketing & Retention
◆Customer Acquisition & CAC Optimization
◆LTV-to-CAC Ratio Optimization
Performance & Paid Media
◆Account-Based Marketing (ABM)
◆Paid Social (LinkedIn, Meta, YouTube)
◆Paid Search (Google Ads / SEM)
◆SEO / Organic Search Strategy
◆Conversion Rate Optimization (CRO)
◆Multi-Channel Surround-Sound Campaigns
◆A/B Testing & Experimentation Culture
Data & Analytics
◆Lead Scoring Models & Predictive Analytics
◆Attribution Modeling & ROAS Analysis
◆Segmentation & Persona Development
◆KPI Tracking & Marketing Dashboards
◆Forecasting & ROI Modeling
◆Customer Journey Mapping
◆Performance Insights & Executive Reporting
Leadership & Operations
◆Cross-Functional Team Leadership
◆C-Suite & Board-Level Communication
◆Budget Management ($1M+)
◆Martech Stack Ownership
◆Marketing-Sales SLA & Alignment
◆Agile Marketing Operations
◆Agency & Vendor Oversight
Brand & Content Strategy
◆Brand Stewardship & Positioning
◆Product Marketing Alignment
◆Inbound Content Marketing
◆Reputation Management
◆Email Marketing & Automation
◆Personalization at Scale
◆Customer Advocacy Programs
Industry Expertise
◆B2B SaaS Marketing
◆Financial Services & Wealth Management
◆FinTech & WealthTech Platforms
◆Regulated & Compliance-Sensitive Environments
◆Retail Banking & Consumer Lending
◆Global & Emerging Market Campaigns
◆Bilingual Marketing (EN / ES)

Awards & Recognitions

Recognized by the industry's
most competitive programs.

2024
Marketing Disruptor of the Year
Silver. Recognized for transforming marketing into a predictive revenue engine through data-driven strategy, ABM, and measurable pipeline impact.
Marketing Department of the Year
Silver. Awarded for operational excellence, cross-functional leadership, and scaling campaign output 180% through agile methodology.
Lead Generation — Small & Medium Business
Silver / Top 3 Finalist. Precision-targeting campaign recognized alongside Carhartt (Gold) and Amazon Ads (Bronze) for measurable B2B lead generation outcomes.
B2B Marketing Strategy — Lead Gen
Shortlisted. One of a select group of campaigns globally nominated for innovation in B2B lead generation strategy and pipeline contribution.
2016 — 2017
Best Search Engine Marketing Campaign
2017. Auto loan SEM campaign that reversed a negative growth rate to a record high, earning national recognition.
Best Business-to-Consumer Campaign
2017. Recognized for driving measurable consumer acquisition through integrated auto loan campaign strategy.
Best 2D Direct Mail Campaign
2016. Home Equity campaign recognized for creative excellence and measurable deposit growth contribution.

Certifications & Platform Expertise

Certified. Practiced. Proven.

Formal certifications backed by 15+ years of applied expertise across the platforms that actually move pipeline.

Certifications
G
Google Ads Certified
Search, Display, Performance — Google Skillshop
GA
Google Analytics (GA4) Certified
Attribution, conversion tracking, funnel reporting
Li
LinkedIn Marketing Solutions Certified
B2B paid campaigns, ABM targeting, lead gen forms
Fb
Meta Blueprint Certified
Facebook & Instagram paid media, audience strategy
HS
HubSpot Marketing Certified
Inbound marketing, CRM, email automation
Platform Expertise
Salesforce CRM
Lead scoring, pipeline, workflows
Marketo
Marketing automation & nurture
HubSpot
CRM, automation, reporting
Google Ads
Search, display, performance max
LinkedIn Campaign Manager
ABM, message ads, lead gen
Meta Ads Manager
Facebook, Instagram, Audience Network
Heap Analytics
Behavioral data & funnel analysis
Google Analytics 4
Attribution, events, conversions
Adobe Creative Suite
Illustrator, Photoshop — creative direction
Brevo / Email Platforms
Automation, sequencing, A/B testing

How I Work

The discipline behind
the results.

01 — PHILOSOPHY
Scale what works. Don't build what's missing.

Every new client has already found something that converts. My job is to systematize it, pressure-test it, and scale it — not rebuild from scratch.

02 — METRICS
Four numbers. Nothing else.

CPL, demo/trial rate, pipeline value, and top experiment. Every week. Vanity metrics are how agencies justify retainers without delivering results.

03 — SCOPE
Out-of-scope requests get declined. Always.

Every engagement has a defined scope. When founders ask for things outside it, the answer is no — because saying yes is how you lose focus and results.

04 — ALIGNMENT
I only take clients I believe I can win with.

The funnel audit exists so both of us can see if there's something worth scaling before committing. If there isn't, I'll tell you.