Summary
Overview
Work History
Education
Skills
Websites
Certifications And Clearance
References
Timeline
Generic
Christine Arella

Christine Arella

Dallas,GA

Summary

Accomplished Director of Marketing with expertise in GTM strategy, digital marketing, and cybersecurity. Proven ability to drive impactful marketing initiatives and foster cross-functional collaboration for superior business outcomes.

Overview

30
30
years of professional experience

Work History

Director of Marketing

Global Ordnance
03.2022 - 08.2025
  • Led go-to-market (GTM) strategy across four divisions—three B2G (government contracting) and one B2C (consumer firearms).
  • Balanced marketing support for e-commerce, wholesale, retail, and direct sales channels.
  • Developed launch plans, messaging frameworks, enablement materials, and KPIs to align cross-functional teams.
  • Directed digital marketing (Google Ads, programmatic, social), analytics (Microsoft Dynamics, SEMrush, Google Analytics), and website management for 12 sites.
  • Spearheaded digital transformation via Smartsheets, and Figma.
  • Delivered company-wide cybersecurity and compliance training aligned to NIST 800-171, CMMC2, CUI, and ITAR standards.
  • Key Skills: GTM Strategy
  • B2G/B2C Marketing
  • Cybersecurity
  • Compliance
  • Digital Transformation
  • Sales Enablement
  • KPI Development
  • Cross-Functional Leadership
  • Smartsheets
  • Click Up
  • Figma

Project Manager/Training Lead

Spathe Systems
07.2020 - 02.2022
  • Served as Product Owner for a DevSecOps training product for USSOCOM (B2G).
  • Directed 20 staff across three teams to develop courses on Linux, Python, Docker, Kubernetes, OpenShift, and Jenkins.
  • Built realistic cloud computing environments using AWS EC2.
  • Delivered agile and Scrum training, embedding practices into curriculum.
  • Managed Jira and Confluence for collaboration and tracking.
  • Key Skills: Cloud Computing
  • AWS
  • DevSecOps
  • Cybersecurity
  • B2G Marketing
  • Product Ownership
  • Agile/Scrum
  • Jira
  • Confluence
  • Technical Training

Strategic Growth Marketing Lead

Resident Home (Nectar & DreamCloud)
Clearwater
03.2018 - 03.2020
  • Coordinated all aspects of the marketing team for the VP and oversaw full-funnel growth marketing across B2C e-commerce brands (Nectar & DreamCloud), managing a $10M budget across SEM, paid social, programmatic advertising, affiliate marketing, retargeting, and content strategy.
  • Developed and executed digital campaigns focused on customer acquisition, retention, and lifetime value.
  • Oversaw conversion rate optimization (CRO), A/B testing, and landing page development.
  • Implemented AI-driven persona segmentation to refine targeting and messaging.
  • Introduced Asana and Monday.com to streamline project management and OKRs across distributed teams in six countries.
  • Collaborated with product, creative, and analytics teams to ensure alignment and performance tracking.
  • Key Skills: B2C Marketing
  • Growth Strategy
  • SEM
  • Paid Social
  • Programmatic
  • Affiliate Marketing
  • CRO
  • A/B Testing
  • Content Strategy
  • Persona Segmentation
  • Digital Campaigns
  • AI Tools
  • Asana
  • Monday
  • Cross-Functional Collaboration
  • E-commerce
  • Customer Acquisition
  • Retention
  • LTV

Senior Director Sales Operations

Catalina
St. Petersburg
03.2014 - 03.2018
  • Directed revenue operations for 120+ sales reps serving B2B clients (CPG manufacturers and retailers).
  • Led Salesforce.com reporting, dashboards, and forecasting.
  • Partnered with Bain and McKinsey on enterprise-level GTM strategy, aligning teams around segmentation and sales acceleration.
  • Offshored 15,000+ hours of workload, saving $700K.
  • Used Target Process and Jira for project tracking.
  • Key Skills: Revenue Operations
  • GTM Strategy
  • B2B Marketing
  • Salesforce
  • Sales Enablement
  • Strategic Planning
  • Target Process
  • Jira
  • Forecasting

Director Sales Operations

Catalina
03.2009 - 03.2014
  • Launched Deal Desk and Salesforce forecasting (99% adoption).
  • Automated client feedback via Qualtrics (NPS).
  • Led product requirements and commercialization for MicroStrategy dashboards.
  • Served as Product Owner for Salesforce.com launch and internal analytics tools.
  • Used Jira and Target Process to manage cross-functional projects.
  • Key Skills: Revenue Operations
  • Product Ownership
  • CRM
  • Data Analytics
  • GTM Enablement
  • Jira
  • Target Process
  • Deal Management
  • B2B Marketing

Director Product Management

Catalina
03.2005 - 03.2009
  • Owned end-to-end GTM execution for 10+ product launches in digital advertising for B2B clients.
  • Defined positioning, pricing, channel strategy, and enablement.
  • Led roadmap development using Stage Gates, Jira, and Trello.
  • Served as Product Owner for inventory tracking tool and SaaS platform for retailer self-service marketing.
  • Key Skills: Product Management
  • GTM Strategy
  • Product Ownership
  • Stage Gates
  • Jira
  • Trello
  • SaaS
  • B2B Marketing
  • Sales Enablement

Sales Manager B2B Grocery Retailers

Catalina
03.2002 - 03.2005
  • Managed strategic accounts (Wakefern, Ahold), driving revenue growth through planning and relationship management.
  • Defined KPIs—sales growth, loyalty, frequency, redemption—and delivered insights to optimize performance.
  • Key Skills: B2B Marketing
  • Account Strategy
  • KPI Development
  • Relationship Management
  • Strategic Planning

Contracts & Revenue Forecasting Manager

Catalina
12.1995 - 03.2002
  • Led contract management, pricing, and revenue forecasting for B2B clients.
  • Built and mentored a specialized team for billing, A/R, and contracting.
  • Served as Product Owner for multiple internal tools including revenue tracking, billing automation, and contract lifecycle systems.
  • Fostered a collaborative leadership style through 1-on-1 mentoring and strategic alignment.
  • Key Skills: Product Ownership
  • Leadership
  • Contract Lifecycle
  • Forecasting
  • Team Development
  • A/R Automation
  • Mentorship
  • B2B Marketing

Education

Bachelor of Arts - Management

University of South Florida
St. Petersburg, FL
08.2010

Skills

  • A/B Testing
  • Account Planning
  • Artificial intelligence (AI)
  • AWS
  • Brand Management
  • Budgeting
  • Forecasting
  • Contract Lifecycle
  • CRM/Salesforce
  • Customer Segmentation
  • DevSecOps
  • Digital Marketing
  • ECommerce
  • Google Ads
  • Growth Marketing
  • Jira
  • Asana
  • Smartsheets
  • Leadership
  • Marketing Strategy
  • Off-Shore Resourcing
  • People Management
  • Performance Management
  • Policy & Compliance
  • Pricing
  • Deal Desk
  • Product Management
  • Project Management
  • Sales Operations
  • Scrum
  • Agile
  • SEMRush
  • Targeted Marketing
  • Training & Development
  • User Personas
  • Vendor Management
  • VOC
  • Surveys
  • GTM strategy
  • Digital marketing
  • KPI development
  • Sales enablement
  • Revenue operations
  • B2G marketing
  • Project management
  • Cross-functional collaboration
  • Team leadership
  • B2B marketing
  • Affiliate marketing
  • Campaign development
  • Project planning
  • B2C marketing
  • CRM management
  • Marketing campaign development
  • Campaign management
  • Product marketing
  • Product development
  • Effective communication
  • Strategic planning
  • Staff management
  • Marketing
  • Marketing analytics
  • Brand positioning
  • Campaign planning
  • Media buying
  • Business administration
  • Cost management
  • Direct mail marketing
  • Market planning and execution
  • Influencer partnerships
  • Communications management
  • Mobile marketing
  • Customer segmentation
  • Branding
  • Advertising campaigns
  • Product promotions
  • Program development
  • Marketing lead generation
  • Client relationship management
  • Detail-oriented
  • Marketing strategy development
  • Multitasking
  • Computer proficiency

Websites

Certifications And Clearance

  • Professional Scrum Product Owner (PSPO)
  • Certified ScrumMaster (CSM)
  • Google Search Ads Certification
  • AWS Certified Cloud Practitioner
  • TS Clearance / SCI Eligible, 03/16/26

References

References available upon request.

Timeline

Director of Marketing

Global Ordnance
03.2022 - 08.2025

Project Manager/Training Lead

Spathe Systems
07.2020 - 02.2022

Strategic Growth Marketing Lead

Resident Home (Nectar & DreamCloud)
03.2018 - 03.2020

Senior Director Sales Operations

Catalina
03.2014 - 03.2018

Director Sales Operations

Catalina
03.2009 - 03.2014

Director Product Management

Catalina
03.2005 - 03.2009

Sales Manager B2B Grocery Retailers

Catalina
03.2002 - 03.2005

Contracts & Revenue Forecasting Manager

Catalina
12.1995 - 03.2002

Bachelor of Arts - Management

University of South Florida

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Christine Arella