Hi. I'm Dayna Rothman.
CMO for high-growth B2B SaaS. Content fueled. Demand focused. Results delivered.
Architecting growth engines
I'm a B2B SaaS marketing executive who's scaled companies from $6M to $80M+ ARR. I build and scale demand engines, elevate brand strategy, deliver creative storytelling, and lead high-performing GTM teams.
CMO Impact Highlights
OneLogin - From Recovery to Revenue
Situation:
Joined after major security breach that had shaken market trust. Growth was stagnating ~20% YOY) and marketing lacked a scalable demand engine.
Action:
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Rebuilt full-funnel demand strategy across all segments and regions
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Developed content-led thought leadership campaigns
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Stood up global team of 50 marketers and SDRs
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Developed clear funnel definitions, hand-off rules, and KPIs
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Reinforced brand trust through re-positioning, PR outreach, and analyst outreach
Results:
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Company successfully exited in 2022 at $80M ARR
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Scaled company from $40M - $80M ARR with 50% YOY growth in net-new revenue
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Marketing sourced 80% of all net-new revenue
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Earned first-ever leadership placement in Gartner Magic Quadrant and Forrester Wave
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Built a scalable demand engine that directly fueled company momentum towards acquisition
Censys - Defining Category and Scaling Growth
Situation:
Censys needed to accelerate growth across commercial and government sectors, raise a Series C round of funding, refine their market positioning, and mature their marketing team and infrastructure.
Action:
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Built and led a 26 person global team across marketing and SDRs
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Rebuilt the marketing operations stack from the ground up (Marketo, Salesforce, Bizible, Domo)
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Rebuilt full funnel demand and acceleration strategy across all segments
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Define positioning across a complex ICP that included open source users, small businesses, enterprise B2B, and State, Local, and Federal Government
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Led brand and positioning refresh in preparation for raising a round of funding
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Embedded AI into campaign execution, content workflows, and performance optimization
Results:
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Drove 86% YOY growth in net-new business, with 80% sourced from marketing programs
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Scaled community users to 350k and launched website PLG effort
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Successfully raised $75M Series C, positioning marketing as a key growth lever
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Elevated brand presence and internal marketing alignment with measurable efficiency gains
Awards & Achievements
International Business Times
Comparably
Software Report
A Better Jones
Killer Content Award: Best ROI
DataCaptive
Content Marketing Institute
Author of
Lead Generation for Dummies
Content & Campaign Portfolio
Work Experience
2022-2024
Censys | Chief Marketing Offer
2019-2022
OneLogin| Chief Marketing Officer
Series C security company. Built and led a global marketing team of 26 marketers and SDRs, rebuilt entire ops infrastructure, and launched PLG motion. We achieved 86% YOY net-growth, with 80% of revenue sourced by marketing programs. Additionally, we raised a $75M Series C.
Series D cybersecurity company. Joined to rebuild brand and demand post security breach. Owned full-funnel strategy, scaled marketing and SDR team to 50, and restructured GTM engine to deliver 80% of net-new revenue sources by marketing. Achieved 50% YOY growth (2x what it was before) which supported a successful exit.
2018-2019
Mesosphere | VP of Marketing
2017-2018
SaaStr | Chief Revenue Officer
Series D infrastructure company. Led full company re-brand and built high-performing GTM engine. I co-led the name change to D2iQ, developed all new messaging and brand assets, and rebuilt the marketing team and revenue model. This work led to 178% QOQ growth in leads, 135% QOQ more MQLs, and 78% more marketing attributed revenue.
Led revenue across SaaStr's growing media and events platform. I scaled a cross-functional revenue team of 20, ran the global P&L, and delivered $10M in revenue across ticket sales and sponsorships with a 25% margin. I led strategy for SaaStr Annual (10,000+ attendees) and SaaStr Europa
2016-2017
BrightFunnel | VP of Marketing
2016-2017
EverString | VP of Marketing
Series B Martech company. Built and scaled the marketing and SDR orgs from scratch and owned the full tech stack, with 90% of pipeline and revenue sourced by marketing programs. Achieved 350% growth in MQLs and opportunities while driving personalized, multi-channel programs across email, digital, ABM, and events. Company was acquired during my tenure.
Series A martech company. Brought in to scale demand and content-led growth. Built and led a team of 10 across demand gen, product marketing, content, and events. Grew MQLs by 170% YOY, increased website traffic by 1000% YOY and marketing sourced 70% of all revenue.
2012-2015
Marketo | Senior Content Marketer
Hired to build and scale a content engine that would help fuel Marketo's IPO. Scaled content output by 200%, developed company's content governance and production systems, and created assets that drove over 500,000 engagements. I also served as executive editor of the blog, generating $2M in directly attributed revenue.
Videos & Interviews
“Dayna is amazing to work with. She is an expert at demand generation marketing and was able to leverage our limited budget to gain awareness and was a true partner to sales. She held targets that drove the company and put rigor into things like BDR lead conversion and MQL's to a level I have rarely seen. I'd cherish the opportunity to work with Dayna again.
Matt Hurley, CRO OneLogin
