Heather
Rolette

Orchestrated integrated demand generation programs and cross-functional GTM execution as the strategic connector across Revenue Operations, Sales, Marketing, and SDR — building the operating frameworks and alignment that converted field activity into measurable pipeline.

• [Field & ABM] Architected integrated demand and field marketing programs spanning ABM, field events, and account-based selling motions — driving $650M in qualified pipeline in FY25 and increasing sales efficiency 30% through redesigned lead capture, campaign sequencing, and sales enablement.
• [ABM] Engineered a global account-based demand program for Workday Rising that engaged 96% of 5,150 key accounts in 15 days, directly influencing $140M in Americas S1 ACV pipeline — translating field marketing investment into measurable, account-level revenue impact.
• [SDR / Sales] Founded and led a global Demand Squad — a cross-functional scrum program of 200+ sales and marketing leaders — executing 300+ agile demand and GTM innovation initiatives, scaling the top 15% of tests into repeatable pipeline programs that modernized how SDR and sales teams engage and convert accounts.
• [Alignment] Built the cross-functional operating framework connecting Demand Gen, Field Marketing, Sales, SDR, Analytics, and Systems — establishing shared dashboards, campaign governance, and accountability rhythms that created a repeatable demand architecture across global GTM teams.
• [Enablement] Designed and delivered sales and SDR training programs tied directly to demand campaign execution — reaching audiences of 10 to 500+ sales personnel globally with a scalable, repeatable communications cadence that closed the gap between marketing-generated pipeline and field conversion.
• [Recognition] Earned Outstanding Contributor Award – Profitability (Dec 2025), granted to fewer than 1% of the Workday workforce for measurable fiscal impact — alongside five additional team and leadership recognitions between 2023 and 2025
• [Technical stack] Salesforce, Clari, Outreach, Marketo, Tableau, Rainfocus, Vivastream, Sigma, AI tools

Led field marketing strategy and end-to-end program execution for Hewlett Packard Enterprise across Americas, EMEA, and APAC - translating GTM objectives into operational reality for executive, sales, and partner audiences.

• [Field & pipeline] Owned end-to-end design and execution of field marketing programs supporting HPE's demand strategy — translating high-level GTM objectives into operational reality for executive, sales, and partner audiences, with full accountability from program design through field delivery and no requirement for day-to-day direction.
• [Partner demand] Built and scaled $9M partner demand programs across more than 100 partners for Sales Kick-Off and 20,000-attendee global conferences — structuring sponsorship frameworks that tied partner investment directly to joint pipeline development and field sales activation.
• [C-suite influence] Served as the primary strategic partner to C-suite and senior HPE leadership — presenting integrated program plans, performance frameworks, and GTM recommendations at the executive level, consistently earning trust and approval without revision cycles.
• [Scale & efficiency] Managed $25M annual budget with rigorous commercial discipline — reducing operational costs by $1M+ while securing $7M+ in conference sponsorships, demonstrating the financial accountability and program governance expected at the principal level.

Operated across a portfolio of complex, cross-functional GTM programs at one of the world's largest enterprise software companies — spanning global field marketing, executive engagement, partner demand, and sales incentive programs.

• [Enterprise scale] Served as a single owner across a broad, matrixed GTM program portfolio — with scope spanning thousands of attendees and dozens of internal stakeholders across Sales, Marketing, Product, and C-suite.
• [Partner revenue] Secured $7.5M in partner sponsorship revenue for SAP SAPPHIRE — managing joint content, co-marketing, and field activation for 8,000+ attendees while increasing sponsorship revenue 37% YoY, demonstrating early commercial accountability tied directly to pipeline and partner demand.
• [Cross-functional ownership] Led integrated field programs connecting Sales, Marketing, Product, and C-suite stakeholders — including Tier 1 Leadership Summits for Fortune 500 executives and global Sales Incentive programs for 3,500 top performers, building the cross-functional muscle that has defined every role since.

Directed 100+ high-profile social and government functions while pioneering digital marketing and communications for America’s premier military educational institution.

• Managed high-protocol events and ceremonies for senior military and government dignitaries
• Pioneered digital marketing and communications for the organization

Recruited into an elite 15-person Management Development Program from 400+ candidates. Coordinated affinity card advertising projects while reporting directly to the SVP.

• Selected from 400+ candidates into elite 15-person Management Development Program
• Reported directly to SVP on affinity card advertising and marketing projects
• Led corporate participation in affinity marketing events including World Cup Soccer, Ohio Balloon Festival, and The Great American Race