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Marketing Executive
Brand Strategy that Drives Performance.
I'm Victoria Planells. For 15+ years I've built brands that show up in the numbers — pairing real storytelling instincts with the systems, data and teams that turn marketing into revenue.
15+
years leading marketing across 4 countries
$8M
new pipeline built for a B2B services firm
10x
qualified lead growth in 12 months
200+
podcast episodes hosted
How I think
Most companies split brand and performance into two teams. I don't.
One team builds the brand. The other chases the numbers. Neither fully trusts the other, and growth stalls in the gap. I've led both sides. My work connects positioning, demand generation and marketing operations into one system, so brand investment shows up in pipeline, acquisition cost and retention.
Brand & positioning
Sharp positioning and messaging that differentiates in crowded markets and makes every channel work harder.
Demand & revenue systems
Funnels, attribution and weekly scorecards that connect every marketing dollar to pipeline.
Teams & leadership
Hiring, restructuring and coaching marketers into strategic operators who run the system without me.
Selected results
Leadership development firm
10x qualified leads, $8M pipeline
Rebuilt demand generation for a referral-dependent firm selling $50K+ engagements.
Commercial roofing company
$3M pipeline in 8 months
Turned marketing from an unmeasured cost center into a fully attributed revenue driver.
B2B education brand
$8M → $12M ARR in 6 months
Rebuilt the marketing function, team and lead nurturing as Interim Marketing Director.
Companies I've worked with
Victoria helped us connect every marketing activity to revenue and gave our team a repeatable system to grow on. We're no longer dependent on referrals alone — we have a demand engine that runs consistently and delivers qualified opportunities month after month.
As heard on
Host of The Scalable Marketing Machine Podcast
200+ conversations with founders and marketing leaders on building brands that grow. Formerly Marketing for Startups.
Listen & mediaBuilding a marketing team that needs to perform?
I'm exploring Director and VP of Marketing roles where brand and growth sit at the same table.