Marketing in a scale-up is not for everyone. There are no blueprints, no ready-made processes, no safety net. You build as you go, and the train is already moving.
nLighten is a European edge data center operator navigating rapid growth. I joined as their Senior Marketeer, responsible for strategic marketing at group level and field marketing in Spain, Belgium and the Netherlands. For 18 months, I built, ran and handed over a full marketing engine.
No marketing foundation, no systems and no structure to connect marketing to sales.
nLighten was growing fast, but marketing was not yet set up to support that growth. There was no demand generation engine, no digital infrastructure, no lead management process. Nothing to build on. Just a company with ambition and a blank page.
Building the full marketing engine from scratch: strategy, systems, demand generation and field marketing.
I started by setting up the digital infrastructure. HubSpot integrated with Salesforce. A lead management process defined and launched with our agency partner. From there, a real marketing-to-sales flow was born.
At the same time, I built and ran demand generation strategies on two levels: group level across EMEA and locally in Spain, Belgium and the Netherlands. I designed and executed a digital campaign targeting hosting providers across 6 European markets, ran field marketing to deepen customer relationships, and built a thought leadership content program from zero.
I also delivered:
- 6 newsletters keeping prospects and customers close
- 1 white paper and multiple blogs to build credibility and visibility
- PR, events and activations to build trust in the market
I left nLighten with clear systems, a way of working, and a foundation the team could build on.
My specialisms
| Demand Generation | Digital Marketing | Field Marketing | Scale-up Marketing | HubSpot | Salesforce |
Results
- Full marketing-to-sales flow built: HubSpot integrated with Salesforce
- Lead management process defined and launched from zero
- Digital demand generation campaign running across 6 European markets
- Thought leadership content program live: blogs, white paper and 6 newsletters
- Field marketing active in Spain, Belgium and the Netherlands
- Team left with clear systems, processes and a way of working to build on
What the client said
“Cristina has that rare ability to combine strategic vision with hands-on execution, making sure great ideas turn into real results. In the fast-paced scale-up environment, she brought structure, creativity, and reliability, while always keeping a smile and motivating those around her.” —Eva Bischoff, Marketing Director, nLighten
“Cristina understands that even the best strategies are meaningless without strong execution and she delivered. She adapted quickly to the dynamic scale-up environment, showing tenacity and successfully implementing several key projects.” —Christian Zipp, CSO, nLighten
Building your marketing from the ground up? Let’s talk about what we can build together.