Hi. I'm Dayna Rothman.
CMO for high-growth B2B SaaS. Content fueled. Demand focused. Results delivered.
Architecting Revenue 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.
Selected Growth Stories
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
Career Highlights
2025 - Present
FusionAuth
Chief Marketing Officer
Leading global marketing and sales development at FusionAuth, a growth equity backed developer-first identity provider. Driving a GTM transformation focused on integrated demand generation, positioning, ideal customer profile development, and integrated demand generation. Shaping the company's narrative around AI, agentic identity, and emerging security challenges. Aligning product marketing, brand, demand generation, and SDRs around a more cohesive, scalable growth strategy.
2025
Vendavo
Interim
Chief Marketing Officer
Brought in to lead a strategic marketing transformation at Vendavo, Private Equity backed, $100M ARR CPQ software. Led the evolution of corporate and product positioning around a unified commercial platform and spearheaded the go-to-market strategy for Vendavo AI. Restructured the marketing organization and drove greater alignment across Marketing, Sales, and Product to support a major platform launch and the company's next stage of growth.
2022 - 2024
Censys
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.
2019 - 2022
Onelogin
Chief Marketing Officer
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
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.
2017 - 2018
SaaStr
Chief Revenue Officer
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
2017 - 2018
BrightFunnel
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.
2016 - 2017
EverString
VP of Marketing
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 - 2016
Marketo
Sr 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.
Content & Campaign Portfolio
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
