Spring Sanchez Open to new roles, available January 2027

Spring Sanchez
Spring SanchezDemand Generation & Growth Marketing

I build demand engines for cybersecurity companies.

Fifteen years in demand generation and growth marketing, the last four in zero trust and offensive security. I start with buyer psychology, then build the ABM programs, paid media, events, and SDR plays that turn it into pipeline, across 1:1, 1:few, and 1:many enterprise accounts.

See case studies Let's Talk In their words Download resume

Results, with where they came from

Each number below is from a program I owned. The case studies show how.

$19.4MMarketing-sourced pipeline in one fiscal year across Zero Trust Cloud and Zero Trust BranchZscaler, FY25
$10M+Pipeline built solo across two business areas in 1.5 quarters, with no team supportZscaler
90 to 14Days from event to opportunity after I redesigned the post-event offerZscaler
46%Lower cost per lead after rebuilding paid digital, with LinkedIn CTR 85% above company benchmarkZscaler
$4.3M+Pipeline built from zero in six months, with 200+ meetings bookedAirgap Networks
1 to 10Google Ads form submissions in the first month after I rebuilt paid search, with cost per lead down 59%Synack, 2026
0 to 6Form submissions from ChatGPT ads in 30 days, the highest-engagement paid channel on the siteSynack, 2026
82%Share of reported ad conversions that were really page views, found and fixed so bidding chases leadsSynack, 2026

Case studies

The problem, what I did about it, and what changed.

Synack

AI-powered penetration testing, my first two months in 2026

I rebuilt four paid channels, fixed the measurement underneath them, and led a team of five and four agencies through the NetSPI merger, while taking interim ownership of a 48-event field program.

Rebuilding paid search in two weeks

Google Ads
Problem

The inherited agency program had produced five conversions in its lifetime. Bids were uncapped, and most ad groups reused the same headlines.

What I did

Rebuilt it as 6 campaigns and 23 ad groups with manual bids, budget set by funnel stage, a landing page, demo, and trial ad in every group, 48 pain-point ads, and 108 negative keywords.

What changed

In 30 days, form submissions went from 1 to 10, non-brand CTR rose 48%, CPC fell 34%, and cost per lead fell 59%. Sales engaged every new MQL within a week.

Fixing the numbers everyone was reading

GA4, Tag Manager, website health
Problem

82% of reported Google Ads conversions were page views. Real demo requests weren't tracked, Reddit clicks lost their tags, and site health sat in the low 70s.

What I did

Cut GA4 key events down to real form fills, wrote an 8-point fix list for the agency, isolated a duplicate GA4 property, standardized tagging, and worked through broken links and redirects.

What changed

Bidding now optimizes on real leads, leadership reports match the CRM, and website health reached 95%, above the top-10% benchmark.

Two new channels: ChatGPT and Reddit

OpenAI ads, Reddit Max
Problem

OpenAI's ad policy limits offensive-security language, and Synack had never run on Reddit, where technical communities punish hard-sell ads.

What I did

Re-angled ChatGPT ads to continuous testing and cyber resilience, built from short intent phrases. Launched Reddit in one week across nine practitioner subreddits and negotiated a spend match.

What changed

ChatGPT ads went from zero to 6 form submissions in 30 days, with the highest engagement of any paid channel. Reddit reached 88K impressions in under three weeks.

LinkedIn as a brand and retargeting engine

LinkedIn Ads, persona offers
Problem

Security executives and hands-on practitioners were getting the same ads and the same offer.

What I did

Split every message by buyer. Executives see ungated thought leadership, then an executive briefing. Practitioners see research, then a free trial.

What changed

97K impressions to 25.8K target members in 30 days, building retargeting pools. Reworking a conference landing page cut bounce from 91% to 69% and raised time on page from 15 to 123 seconds.

Reopening lost deals with their own objections

Closed-lost win-back
Problem

120 closed-lost accounts had heard the same pitch already. Generic "checking in" outreach wasn't going to move them.

What I did

Mined 4,189 recorded sales calls for the objections that actually came up, including a competitor that had just merged with us.

What changed

Four objection tracks, each with its own emails, social ads, and banners, so every message had a reason to exist.

Making Claude the team's working layer

AI workflows, prompt engineering
Problem

Four paid channels needed a steady flow of on-brand creative and weekly reporting, and the designer was the bottleneck.

What I did

Built a Claude skill that renders on-brand ads from the real logo, fonts, and colors, and a prompt chain that pulls, cleans, and compares weekly paid-media data.

What changed

The designer moved from production to proofing. The reporting chain caught a misreport that had shown 54 sessions and no conversions when there were really 629 sessions and 5.

Zscaler

Zero Trust Cloud and Zero Trust Branch, 2024 to 2026

Cutting time to opportunity from 90 days to 2 weeks

Events, post-event conversion
Problem

Hands-on lab attendees were engaged in the room, but follow-up stalled. Opportunities took about 90 days to open.

What I did

Put a postcard with an AirPods case in every attendee backpack: "Got the case? Get the AirPods." Scanning booked a deep dive with a senior engineer.

What changed

Opportunities opened in about two weeks. 79% of people never redeemed the gift and still advanced to Stage 3 within 30 days.

$19.4M in pipeline in one fiscal year

Full-funnel campaigns, $2M budget
Problem

Two specialty product lines, 35+ sales leaders to support, and a crowded zero trust market.

What I did

Ran paid social, syndication, webinars, labs, executive dinners, direct mail, and competitive takeout plays, plus SDR kits and weekly sales updates for every campaign.

What changed

$19.4M marketing-sourced pipeline and $8M in Stage 3 support. One executive dinner with CISOs and CIOs produced $2M+ in opportunities.

Airgap Networks

Acquired by Zscaler, 2022 to 2024

Building demand gen from zero

Head of Growth, first marketer in seat
Problem

An early-stage OT security company with no demand engine and a sales team that needed meetings.

What I did

Built paid, events, vendor programs, "Ask the Engineer" webinars, customer and partner newsletters, and a video academy, while tracking cost per MQL by source.

What changed

MQLs grew about 4x in one quarter, $4.3M+ pipeline and 200+ meetings booked in six months, and $600K from one product launch.

Portfolio

Work samples by discipline, with the results each one drove. Select any sample to see it full size.

Paid social

LinkedIn, Reddit, and Meta programs built around how each buyer actually decides.

97KLinkedIn impressions to 25.8K target members in 30 days, building retargeting poolsSynack
85%LinkedIn CTR above company benchmark, with cost per lead down 46%Zscaler
60%More meetings booked from intent-driven LinkedIn and Facebook, with CPL down 50%+ and CTR up 95%CEIPAL
1 weekTo launch Synack's first Reddit program, with a negotiated spend match and 88K impressions in under three weeksSynack

Synack

Zscaler

Demand generation

Digital ads, email nurture, and landing pages that move a buyer from first touch to a sales conversation.

$19.4MMarketing-sourced pipeline in FY25Zscaler
59%Lower cost per lead after rebuilding paid search; form submissions from 1 to 10 in a monthSynack
4xMQL growth in one quarter while building demand gen from zeroAirgap

CIO.com content syndication

Third-party program: Beyond the Firewall

Email nurture

Email to landing page

Landing pages

Field events

Curated experiences people want to attend, and follow-up that turns attendance into meetings.

90 to 14Days from event to opportunity with a post-event deep-dive offerZscaler
79%Of attendees advanced to Stage 3 within 30 days without redeeming the giftZscaler
52%Registration-to-attendance at an AWS re:Invent happy hour, with 12% becoming $1M in opportunitiesZscaler
$2M+In opportunities from one curated executive dinner with CISOs and CIOsZscaler
Creativity that books meetings

Every hands-on lab attendee got a postcard with an AirPods case: "Got the case? Get the AirPods." Scanning the QR code booked a deep dive with a senior engineer, which opened the opportunity. Most people booked and never claimed the gift.

Experiences people show up for

Labs paired technical depth with a networking lunch, golf, or an Oura Ring experience, promoted with several creative variants per event. "Ask the Engineer" sessions at Airgap averaged 75 attendees, with 12% converting to completed demos. At Synack I took interim ownership of a 48-event program.

Event promotion

Awards and earned media

Recognition that gave a small company the credibility of a large one.

Airgap Networks
  • Secured 10+ industry product awards, including Most Comprehensive Micro-Segmentation and Most Comprehensive Remote Work Security.
  • CEO interview for an Enterprise World cover story on the most trusted security and networking providers of 2024.
  • Featured in The Silicon Review's Top 50 Companies to Watch in 2024.
  • CEO interview in Network World on how remote work keeps driving network innovation, plus a CIO Bulletin cover feature.
  • Launched a CEO blog series and a LinkedIn Live on practical zero trust with industry CTOs.
  • Earned coverage including "Security startup Airgap Networks brings telco technologies to the LAN" and "Nerd to Nerd Sales."
  • Built relationships with industry analysts and editors to keep placements coming.
Aptori (consulting)
  • Add the awards and press placements you secured for Aptori, with publication names and dates.

Account-based marketing

Enterprise ABM across three tiers, in manufacturing, healthcare, and fintech.

1:1

Named strategic accounts

Custom direct mail and swag for top accounts nominated by sales, executive dinners, and account-specific SDR plays.

1:few

Industry clusters

Campaigns built for one industry's pain: manufacturing and healthcare OT security at Airgap, financial services compliance at Synack.

1:many

Intent-driven programs

6sense and Bombora intent, G2 buyer-intent audiences, and matched LinkedIn audiences, refreshed as accounts surge.

  • Manufacturing
  • Healthcare
  • FinTech and financial services
  • Energy
  • Transportation
60%More meetings from 1:1 and 1:few ABM, with BDRs mentored to open net-new logosCEIPAL
$4.3M+Pipeline from enterprise accounts in manufacturing, healthcare, energy, and transportationAirgap
100Target accounts selected for a Lunch & Learn ABM programSynack
Add sample: CEIPAL Sweet Treat campaignPhoto of the treat package, the note or insert, and the result.
Add sample: Airgap manufacturing campaignAd, email, or landing page for the manufacturing accounts.
Add sample: Airgap healthcare campaignAd, email, or landing page for the hospital accounts.

Customer and partner marketing

Programs that keep customers close and give partners something to sell with.

Customers

Launched Airgap's monthly customer newsletter, the Airgap Academy video series, and a monthly "Cyber Coffee Club" hosted by our principal engineer. At Zscaler, hands-on labs targeted existing customers to expand into Zero Trust Cloud.

Partners

Launched Airgap's first partner newsletter, with ready-to-use creative partners could post and send, upcoming events, and product updates for their sales teams.

Synack concept ads recreate my campaign copy in the brand template; live placements may differ. Internal reports are summarized rather than shown.

In their words

What the people I've reported to, worked beside, and led say about working with me.

Read my recommendations on LinkedIn

Experience

A track record of building programs that produce.

Synack

AI-Powered Penetration Testing · Remote

Aug 2026 – Present

Senior Manager, Demand and Growth

Own paid media, website health, and attribution across Google, LinkedIn, OpenAI, and Reddit, leading a team of five and four agencies. Role eliminated following Synack’s merger with NetSPI; continuing through December 2026.

  • Re-engineered Google Ads in two weeks: non-brand CTR up 48%, CPC down 34%, cost per lead down 59%; form submissions rose from 1 to 10 in 30 days
  • Found that 82% of reported ad conversions were page views and led the GA4 cleanup so bidding optimizes on real leads; restored website health from the low 70s to 95%
  • Re-engineered ChatGPT ads, taking form submissions from zero to 6 in 30 days with the highest engagement of any paid channel
  • Launched Synack’s first Reddit program in one week and rebuilt LinkedIn as an always-on brand and retargeting engine
  • Led the team through the NetSPI merger, took interim ownership of a 48-event field program, and mined 4,189 sales calls for a 120-account win-back campaign

Zscaler

Silicon Valley, CA · Remote

Apr 2024 – Jun 2026

Marketing & Field Enablement · Senior Global Campaigns Manager

Owned and executed the full-funnel demand strategy for Zero Trust Cloud and Zero Trust Branch within the Global Specialty GTM team. Managed a $2M annual budget. Stepped up to cover two high-priority business areas simultaneously with no additional resources — publicly recognized at all-hands for generating over $10M in pipeline solo in 1.5 quarters.

  • Generated $19.4M in marketing-sourced pipeline in FY25 across two major GTM tracks
  • Reduced CPL by 46% while simultaneously increasing lead quality through transformed paid digital strategy
  • AWS:reInvent happy hour: 52% registration-to-attendance + 12% attendance-to-S1 conversion = $1M in new pipeline
  • Pitched, piloted, and scaled a new in-person technical workshop motion — built global playbooks to operationalize and expand across regions
  • Enabled and supported 35+ Global Specialty Sales leaders through field events, executive programs, and targeted engagement

Airgap Networks

Acquired by Zscaler · Remote

Oct 2022 – Apr 2024

Head of Growth Marketing

First marketing hire. Built the entire demand generation strategy and multichannel execution from zero, targeting enterprise accounts in manufacturing, hospitals, energy, and transportation. Established a scalable, healthy pipeline in under six months — while managing all paid acquisition, field events, analyst relationships, and SDR enablement simultaneously.

  • $4.3M+ pipeline established and 200+ qualified meetings booked within six months — from a standing start
  • New product launch: $600K+ pipeline in the first two months alone
  • Webinar program: 75 avg. attendees with 12% conversion from attendee to demo booked
  • Reduced paid acquisition cost by an average of 35% through continuous program optimization
  • Applied for and received 10+ coveted product awards; secured earned media in prominent industry publications

CEIPAL

Rochester, NY · Hybrid

Jun 2021 – Oct 2022

Director of Digital Marketing & Lead Generation

Led global digital marketing and demand generation. Managed a $750K annual budget across all digital platforms. Built ABM strategy, HubSpot automation, SDR enablement, and over 10 new lead generation programs from the ground up.

  • Launched 10+ new lead gen programs (PPC, PPL, email syndication, chatbot, intent data) — driving a 40%+ increase in new contacts and leads YoY
  • LinkedIn and Facebook ABM: 60% more meetings booked, 50%+ CPL reduction, 95% CTR improvement
  • Chatbot integration: 16% close rate and $8K+ in closed revenue within the first 60 days
  • Directly managed SDR team and built full enablement — email sequences, call scripts, and LinkedIn outreach programs

Springtime Marketing

New York

2009 – 2021

Founder & Director of Digital Marketing

Built a boutique digital marketing agency from scratch. Served Fortune 500 companies including Bausch & Lomb and Chevrolet, plus SaaS, healthcare, legal, and technology clients. Full-service: SEM, PPC, email, web development, social advertising, content, and lead generation.

  • Ranked in the Top 5% of revenue-producing publishers for 6 consecutive years in the affiliate marketing space
  • Built and scaled multiple digital properties monetized through high-volume display advertising and SEO

How I work

I studied psychology at Hunter College, and it still shapes every campaign. Before I pick a channel, I want to know what the buyer is worried about and what would make them take the next step.

A past manager put it best: hand me a problem and I'll come back with a dozen things to try. I test them fast, report honestly, and keep what books meetings. I'm at my best with direct pipeline ownership and a sales team that wants a real partner.

  • Salesforce
  • HubSpot
  • 6sense
  • Bombora
  • Outreach
  • LinkedIn Ads
  • Google Ads
  • Reddit Ads
  • OpenAI Ads
  • GA4
  • Tag Manager
  • Tableau
  • Claude agents

Hiring for demand gen? Let's Talk!

I'm looking for a senior demand generation or growth role at a cybersecurity company, remote or in New York.

spring.sanchez@gmail.com 585.202.0332 linkedin.com/in/spring-sanchez