Tonya Williams
I’m a B2B marketing leader with 16 years’ experience helping technology businesses turn marketing into measurable growth — pipeline, revenue, and credibility with sales. I specialise in scaling demand generation and revenue marketing, aligning marketing to commercial outcomes, and building the teams and infrastructure that make growth repeatable. I’m often brought into underperforming or fast-scaling environments to create clarity, focus, and momentum — from strategy and OKRs through to hands-on execution. I’ve led global and regional marketing across SaaS, professional services, and the Salesforce ecosystem, delivering outcomes including multi-million-dollar pipelines, 700%+ opportunity growth, increasing marketing’s direct activity contribution to sales from 3–8%, and double-digit revenue growth. People leadership and connection matter to me. I build high-performing teams through trust, clear standards, coaching, and ownership — combining strategic direction with hands-on support. My leadership approach is influenced by rugby and the RFU TREDS values: teamwork, respect, enjoyment, discipline, and sportsmanship. I’m looking for Marketing/Partner Marketing roles at Head/Director/Senior Manager level where marketing is expected to be a true commercial partner. If that’s your brief, I’d welcome a conversation.
Owned global marketing strategy and execution with accountability for pipeline contribution, revenue impact, and marketing ROI across multiple international markets. • Scaled demand generation, ABM, and integrated marketing programs, delivering 930% lead growth, 29% revenue increase, and 2.7x marketing ROI. • Increased direct marketing’s contribution to sales pipeline from 3% to 8% by improving funnel strategy and sales alignment. • Acted as senior marketing partner to Business Development, Customer Success, and Product leadership, aligning marketing priorities to commercial goals. • Defined and delivered 1- and 3-year marketing growth strategies using OKRs, aligned with executive objectives. • Scaled marketing operations across five global regions (US, UK, EU, Brazil, South Africa). • Built and led a high-performing global marketing team, introducing structured performance management and capability frameworks. • Implemented Salesforce Marketing Cloud, AI-enabled tools, and unified data processes and architecture to enable real-time analytics and executive reporting. • Led global GTM initiatives, integrated campaigns, and events, delivering 30+ events annually with measurable pipeline impact.
Led global revenue marketing and brand strategy for an enterprise Salesforce consulting organisation. • Generated $5M pipeline, 247% lead growth, and 790% increase in inbound opportunities through demand generation and ABM programs targeting enterprise buying committees. • Repositioned brand and messaging to support enterprise sales motion, delivering a 50% increase in engagement within six months. • Partnered with Product Leaders teams to launch eight Salesforce AppExchange products, supporting GTM expansion and new revenue streams. • Built and led a global marketing and BDR organisation (12 direct, 8 dotted line), improving operational efficiency by 30% through automation and process optimisation. • Designed companywide employee engagement program, leading to an increase in ambassadorship by 40%. • Optimised Salesforce CRM, process reengineering, and analytics to provide C-suite with real-time pipeline and ROI visibility. • Contributed to sustainability and ESG initiatives, including delivery of 10,000 trees planted in one year.
• Developed and executed regional marketing strategy aligned to regional growth initiatives • targeting B2C high-net-worth individuals and B2B retail/hospitality key accounts. • Generated 400+ qualified leads and delivered a regional TV advertising campaign. • Partnered with senior leadership on brand, customer experience, and team enablements.
• Led go-to-market execution for a Microsoft Azure SaaS product for the Facilities Management sector, generating 700+ leads, with a conversion rate of 25% to qualified opportunities • Built a team of 2, created lead generation process, managed omni-channel campaigns in MS Dynamics with ROI reporting to executives and reports for VC investors • Developed customer case studies, thought leadership and social media campaigns • Translated app into German, collaborated on autism app, and supported RFI/RFP process
Provided fractional Marketing leadership for B2B SaaS, FinTech, RegTech, EdTech, Marketing, Design and Manufacturing SMEs across the UK, Ireland, and South Africa. • Owned marketing strategy, GTM planning, demand generation, and brand management to support growth, scale, and commercial readiness. • Led website, SEO, content, sales assets, social media, and email via integrated campaign management. • Designed lead generation campaigns, Sales team enablements, Salesforce dashboards, and performance measurement frameworks to improve ROI and pipeline visibility.
• Delivered EMEA demand generation and channel partner marketing programs across UK, Germany, France, and Italy for Network Performance Monitoring solution • Led events including country-wide roadshows, large scale events, executive dinners generating over 400 leads resulting in 30% opportunity conversion • Supported regional sales teams with lead generation via Rainking, social media, AdWords campaigns, driving marketing funnel with Marketo/ Salesforce providing performance reports