Christi J Olson
Director, Integrated Marketing & Programs |
GTM Orchestration |
B2B SaaS Growth
Duvall, WA
|
(509) 869-7545
|
christi@christijolson.com
linkedin.com/in/christijolson | christijolson.com
linkedin.com/in/christijolson | christijolson.com
Executive Profile
63% YoY Pipeline Growth | 9x Marketing ROI | 33% SQL→Closed-Won | Microsoft + Enterprise Technology
Marketing and growth executive with 20+ years connecting company strategy to integrated market execution across B2B SaaS, enterprise technology and Microsoft businesses. Interim VP and senior marketing leader experienced serving as an operating partner to the CMO, orchestrating Product Marketing, Demand Generation, Sales, Field, Partner Marketing, Communications, RevOps, lifecycle, digital and analytics.
Built integrated GTM systems, marketing calendars, planning cadences and program-management frameworks connecting audience strategy, campaigns, execution, measurement and investment decisions. Increased enterprise pipeline contribution 63% YoY, delivered 9x marketing ROI and drove digital-sourced SQLs to a 33% Closed-Won conversion rate.
Professional Experience
AZUL SYSTEMS – Sunnyvale, CA (Remote) | 2022 – 2026
Interim VP, Digital Marketing | 2023 – 2026;
Sr. Director, Marketing (Consultant → FTE) | 2022 – 2023
Scope:
30+ markets |
6 direct reports + 15+ agency partners |
dotted-line leadership: 4 SDRs & 2 BDR |
$3.6M+ operating budget
- Served as chief operating partner to the CMO, translating company, product and revenue priorities into Marketing OKRs and coordinated plans while building leadership rhythms spanning annual offsites, biannual planning, monthly scorecards, quarterly business reviews and GTM planning.
- Established the integrated marketing calendar and program-management operating model , connecting project intake, campaign planning, product launches, ownership and deadlines across Product Marketing, Demand Generation, Field, Partner Marketing, Communications, Sales, RevOps, lifecycle, digital and agency teams. Implemented RACI/OARPI accountability frameworks with strategic planning two quarters ahead and integrated campaign planning extending six months forward.
- Coordinated Marketing's executive and Board reporting on behalf of the CMO , organizing inputs for Board presentations, CEO scorecards and leadership updates while leading quarterly business reviews with Sales to connect Marketing priorities to revenue objectives and surface cross-functional gaps.
- Orchestrated integrated campaigns across digital, lifecycle, field, events and partner channels , aligning audiences, messaging, timing and activation while building the operating approach for adapting core campaign content into partner-ready marketing and enablement. Led programs including Duke Turns 30, AI4J and State of Java; Duke generated 3,900+ registrations, 1,560 attendees and a six-figure Closed-Won opportunity .
- Built performance scorecards across pipeline contribution, funnel conversion and ROI , increasing enterprise pipeline 63% YoY, supporting 35% revenue growth, delivering 9x marketing ROI and driving digital-sourced SQLs to 33% Closed-Won versus 25% modeled.
- Led team, budget and investment management across a $3.6M+ budget, six direct reports and 15+ agency partners; sustained growth through a 50% budget reduction by reallocating investment toward higher-value audiences and programs while reducing operating costs $35K+ per month.
MICROSOFT – Redmond, WA | 2006 – 2012, 2016 – 2023
Head of Paid Search & Retail Advertising | 2020 – 2023
Scope:
30+ business lines |
100+ markets |
8 direct reports + 40+ BI & agency partners |
$500M+ global acquisition investment
- Led global acquisition strategy, portfolio investment and operating governance across $500M+ annually, spanning 30+ Microsoft businesses and 100+ markets while aligning Product, Finance, Analytics, Engineering, Brand, regional Marketing and agency teams. Led eight direct reports and 40+ partners through shared planning rhythms, execution standards and performance accountability.
- Built measurement and experimentation frameworks connecting product economics and customer value to investment decisions, reducing CPA 76%, increasing customer lifetime value 308% and growing conversions 50% through value-based optimization.
Head of Evangelism – Microsoft Advertising & Bing | 2016 – 2020
Scope:
Global |
Microsoft Advertising Brand Marketing |
Practitioner + Executive Audiences |
Fortune 100 Customer Advisory Boards
- Led integrated brand and market activation within Microsoft Advertising, co-owning brand stewardship, content, market education and messaging while coordinating with Field and Events on external-facing narratives, booth messaging, speaker strategy and the global event calendar; developed presentation materials and executive-ready content for both my own and Microsoft leadership appearances at global industry events.
- Translated complex technical products into practitioner and executive narratives, partnering with Product Marketing, Product and Engineering on positioning, content, market education, launches and adoption.
- Built Voice-of-Customer and Fortune 100 Customer Advisory Board programs and led analyst relations, executive briefings and 100+ global speaking engagements, connecting customer feedback to product roadmaps, launch strategy, messaging and market adoption.
OLSON CONSULTING – Duvall, WA | 2010 – Present
Fractional Growth & AI Workflow Consultant |
Select Consulting Engagements
- Build integrated marketing and program-management operating models connecting GTM strategy, quarterly planning, campaign execution, CRM, customer communications, workflows and measurement for technology and multi-program organizations.
- Redesigned and automated an end-to-end program intake and execution process, standardizing quarterly planning, intake forms, CRM workflows and recurring program setup to reduce execution time 75% while improving operational consistency.
Core Leadership Capabilities
Integrated Marketing Strategy & Campaign Orchestration
Marketing Calendar & GTM Planning
Marketing Program & Project Management
Marketing Operations & Workflow Design
CMO Operating Partnership & Special Projects
Executive & Board Reporting
Enterprise IT & Technical Buyer Marketing
Product Marketing, Demand Generation & Sales Alignment
Field, Event, Lifecycle, Web, Paid & ABM Activation
Partner & Channel Marketing Integration
Pipeline, Funnel & ROI Measurement
Budget & Vendor Management
Cross-Functional Leadership
People Leadership & Talent Development
Marketing & Program Systems
CRM & Marketing Automation: Salesforce Marketo HubSpot Drift
Program Ops & Workflow Management: Asana Jira RACI/OARPI Accountability Frameworks Campaign & GTM Calendars
ABM & Revenue Measurement: 6sense Bizible Mutiny Pipeline & Attribution Reporting
Analytics & Optimization: GA4 Adobe Analytics Power BI Tableau Looker Qlik Optimizely
AI & Workflow Automation: ChatGPT Claude Gemini AI-enabled workflow and process automation
Education & Advisory Leadership
B.S., Business Management: Marketing — University of Idaho
University of Idaho School of Business –
Advisory Board | 2018 – Present
Internet Marketing Association –
Advisory Board | 2019 – Present
XP Foundation, a Shadow Jumpers initiative –
Founding Advisory Board Member | 2026 – Present