My Experience
Work History
Coursera
Marketing Operations directly supporting Growth and Web teams.
Appspace
- Established the Marketing Operations function and team
- Created campaigns, email, and webinar processes to ramp up from 7 to 34 emails
monthly and 3 to 20 webinars annually, supporting a 726% increase YoY in campaign
engagements (Salesforce + Pardot) - Developed a contribution model to enable the Revenue Org leadership to translate
bookings objectives into goals further up the funnel - Designed lead intake and development processes in support of a 72% YoY increase in
marketing originated pipeline and an 83% YoY increase in marketing influenced bookings - Managed the marketing tech stack
Omnitracs (Vista Equity Partners)
- Drove account scoring and prioritization model to support ABM refresh efforts resulting
in $2.3M of pipeline within the first six months (22% increase to base) - Rearchitected CRM marketing processes and data schema to support the go-to-market
strategy within a new salesforce instance - Implemented communications strategy to recover ~$3M in unrealized revenue
- Oversaw the consolidation of customer communications into Marketo
Jeff Westover
Luis is a smart guy. I mean a really, really smart guy. He can solve problems others can't. He can see creative paths to solutions that are both poetic and simple. I, generously, think of myself as kinda bright and I routinely have to ask Luis to slow down and start again. He's is still early in his career, but if I were starting a company, he'd be a very very early hire. And if he were starting a company, I'd be a very early applicant. While Luis has specialized in Marketing/Commercial Ops via Marketo and SFDC, he's unbelievably efficient at picking up new technology and making it submit to his whim. I'd be honored to work again with Luis Esquivel. He's A+.
Omnitracs (Vista Equity Partners)
- Defined a marketing attribution and measurement framework and established a quarterly
business review for the Executive and Senior Leadership teams - Created and managed dashboards for executive and tactical reporting
- Evaluated emerging technologies, built and managed tech stack and martech budget
Omnitracs (Vista Equity Partners)
- Re-established the Marketing Operations function for the org
- Updated lead flow, scoring, and opportunity stages within Marketo & Salesforce
- Produced scalable processes in alignment with SiriusDecisions best practices in
campaign and lead management - Developed cadenced reports on marketing originated and influenced contribution
- Designed and maintained data hygiene protocols for the marketing database
HealthMarkets
- Executed data-driven marketing programs in Marketo + Dynamics
- Optimized email marketing efforts through significant A/B testing to increase overall open
and click-through rates by 20-24% - Created dynamic email campaigns and provided detailed reporting on campaign and
individual creative asset performance through UTMs. - Proposed new marketing programs to capture new business and cross-sell opportunities
CVENT/Lanyon Solutions (Vista Equity Partners)
- Drove data capture and reporting strategy to best influence business decisions
- Worked as a liaison between the query development team in India and the product
marketing team for reporting requests - Drove the development of self-service reporting and database queries
Ebony Venters
Luis is an excellent addition to any team!
He balances technical and strategic viewpoints with ease. He was valued member of our Marketing Operations team and his scope continued to expand. Luis is smart, ambitious, professional and helpful. He not only learns quickly, he helps others learn the same way.
CVENT/Lanyon Solutions (Vista Equity Partners)
- Maintained, audited, and updated marketing databases
- Created and evolved analysis and reporting in Excel and Tableau
- Created a "data pond" and ETL processes to feed business intelligence
- Evaluated, deployed, and maintained Marketing tech and integrations
Benjamin Murray
Luis is one of those people that can look at a puzzle or problem and immediately see a variety of solutions. He is one of the sharpest people I have worked with. His ability to take the data from our systems and create useful, thoughtful reports was indispensable to the success of our marketing department. His brilliance and attitude lifted the team as a whole and pushed us to succeed. He set a high standard of work for the rest of us to live up to. I genuinely believe there are very few problems that Luis can’t solve when it comes to business. His passion for learning and growing, combined with his work ethic truly makes him a valuable asset to any team.
CVENT/Lanyon Solutions (Vista Equity Partners)
- Drove data capture and reporting strategy to best influence business decisions
- Worked as a liaison between the query development team in India and the product
marketing team for reporting requests - Drove the development of self-service reporting and database queries
Recommendations
Jeff Westover
Luis is a smart guy. I mean a really, really smart guy. He can solve problems others can't. He can see creative paths to solutions that are both poetic and simple. I, generously, think of myself as kinda bright and I routinely have to ask Luis to slow down and start again. He's is still early in his career, but if I were starting a company, he'd be a very very early hire. And if he were starting a company, I'd be a very early applicant. While Luis has specialized in Marketing/Commercial Ops via Marketo and SFDC, he's unbelievably efficient at picking up new technology and making it submit to his whim. I'd be honored to work again with Luis Esquivel. He's A+.
Ebony Venters
Luis is an excellent addition to any team!
He balances technical and strategic viewpoints with ease. He was valued member of our Marketing Operations team and his scope continued to expand. Luis is smart, ambitious, professional and helpful. He not only learns quickly, he helps others learn the same way.
Benjamin Murray
Luis is one of those people that can look at a puzzle or problem and immediately see a variety of solutions. He is one of the sharpest people I have worked with. His ability to take the data from our systems and create useful, thoughtful reports was indispensable to the success of our marketing department. His brilliance and attitude lifted the team as a whole and pushed us to succeed. He set a high standard of work for the rest of us to live up to. I genuinely believe there are very few problems that Luis can’t solve when it comes to business. His passion for learning and growing, combined with his work ethic truly makes him a valuable asset to any team.