Mariana Alencar

Senior marketing and GTM strategy for B2B companies.

I'm a senior marketing leader and fractional consultant helping B2B startups and service-based businesses build the marketing foundations and GTM strategy that drive revenue growth.

Book a callSee my work
Mariana Alencar, Senior Marketing Consultant

Mariana Alencar

Senior Marketing Consultant & Fractional Product Marketer

About me

10+ years building marketing inside the businesses you're building now

Over a decade inside SaaS and tech companies, I've seen what actually helps businesses grow. It takes product-market fit alongside clarity of audience and positioning, alignment of the team, and discipline in execution.

I've worked with both service-led businesses and product-led growth (PLG) SaaS companies, from early-stage startups finding their footing to scaling teams launching globally.

  • MBA, Auckland University of Technology
  • Harvard Business School, Innovation & Strategy
  • Fluent in English, Portuguese, and Spanish
  • Mentor at Antler and Ministry of Awesome for early stage startups
  • Marketing Lead and Co-founder of Good Growth Studio
  • Based in Auckland, New Zealand
Connect on LinkedIn →

Trusted by teams at

XeroKamisimpact AIDellWayBeyond

What I Do

Four ways I help B2B teams grow with intent.

Whether you're sharpening the story, launching the next thing, or building a sustainable pipeline, it starts with clarity, structure, and early wins that build momentum.

Foundations

ICP, positioning and messaging that gives your team a single source of truth — so every channel, asset and conversation pulls in the same direction.

Go-to-Market Strategy

Amplify awareness, launch new products and enter new markets with a sharp, sequenced plan that aligns marketing, product and sales.

Demand Generation

Qualified leads and a sustainable pipeline built on the channels and content that match how your buyers actually buy.

Lifecycle Marketing

Mapping the full customer journey from awareness through onboarding, retention, and expansion. Building the content and enablement tools that help your sales team convert, and your customers stay and grow.

How I Work

A simple framework, applied to your business needs.

01

Clarity

Get the story straight.

We pressure-test your positioning, sharpen the message and align stakeholders on the one thing your market needs to hear.

02

Cohesion

Connect the dots.

Product, marketing and sales stop running in parallel. We design a system where every motion supports the next.

03

Consistency

Show up, repeatedly.

Repeatable systems, content engines and clear measurement so momentum keeps building.

Selected Work

Over a decade working inside tech companies. Launches, GTM strategy, and marketing foundations.

simpact AI

Impact Reporting Startup

Fractional Product Marketing

2026

GTM StrategyPositioningMessaging90-day Plan

Built go-to-market strategy, positioning and messaging to sharpen focus and drive early traction in the impact reporting space.

  • ·Reviewed target audience and ideal customer profile to sharpen market focus and align the team on who to serve.
  • ·Reviewed positioning and messaging to ensure clear, differentiated communication in the impact reporting space.
  • ·Built a 90-day GTM plan and initiatives to guide launch execution and early traction.
  • ·Defined core success metrics to track progress and measure what matters.

Kami

EdTech SaaS

Senior Product Marketing Manager

2025 – 2026

ICP ResearchSales EnablementProduct AdoptionDemand Gen

Built audience intelligence and a sales enablement function so the revenue team could close with confidence.

  • ·Conducted deep-dive Ideal Customer Profile and persona research, moving from broad segments to buyer profiles grounded in real behavioural insight.
  • ·Built the sales enablement function and hub from scratch, giving the revenue team a shared source of truth for messaging, positioning, and objection handling.
  • ·Relaunched the What's New campaign to drive product adoption, turning release updates into a structured communication rhythm that kept customers engaged.

WayBeyond

AgriTech SaaS

Senior Product Marketing Manager

2023 – 2025

PMM FunctionGTM StrategyProduct AdoptionDemand Generation

Joined as the first PMM hire, building the entire function from zero including positioning, messaging, and go-to-market frameworks.

  • ·Designed and executed integrated GTM campaigns for key product releases across global markets.
  • ·Equipped sales with playbooks that shortened the deal cycle.
  • ·Led new pricing and packaging strategy through customer research and cross-functional alignment.

Xero

Accounting SaaS · Xero Analytics

Global Product Marketing Manager

2020 – 2023

Global LaunchGTM StrategyMulti-market Launch

Led the global launch of Xero Analytics across more than ten markets, achieving 90% of the annual signup target.

  • ·Led full go-to-market strategy and launch across NZ, AU, UK, US, Canada, South Africa, Singapore, Hong Kong, and more.

Xero

Xero Reporting · Platform Migration

Global Product Marketing Manager

2020 – 2023

Migration GTMChange ManagementMulti-channel Campaign

Led the marketing workstream for the largest platform migration in Xero's history.

  • ·Built and executed a year-long, multi-channel GTM campaign and education hub, translating a complex technical transition into clear customer communications that built trust and drove adoption to the new platform.
  • ·Developed internal enablement for sales, customer success, and partner channels to ensure consistent messaging across every customer touchpoint.
  • ·Maintained detailed stakeholder reporting and programme management across product, marketing, and regional teams.

Dell

Regional Product and Marketing Manager · Enterprise Tech

Regional Product Manager, LATAM

2014 – 2018

Market StrategyStrategic PartnershipsLATAM

Delivered 75% year-on-year growth in Mexico and earned a Dell Gold Award for market execution.

  • ·Drove 75% YoY growth in Mexico's distribution and retail business through structured market strategy and disciplined execution.
  • ·Won internal Gold Award for highest-performing growth in LATAM region.
  • ·Led strategic partnerships with Intel, McAfee, and Microsoft across co-marketing and joint go-to-market initiatives.
  • ·Coordinated 45+ regional contributors across Merchandising, Trade Marketing, Pricing, Sales, and Finance.

In Their Words

What it's like to work with me.

"

Mariana has improved our sales and marketing assets. She always knows where to tighten the message, sharpen the strategy and elevate the customer story. Nothing is ever treated as done and forgotten. She continuously improves every touchpoint to keep us aligned with our GTM direction.

LM

Lotte Maxwell Bayly

Sales Director, WayBeyond

"

Mariana brings senior level clarity and strategic thinking to everything she touches. She builds strong cross-functional partnerships, drives alignment and consistently delivers high quality work that moves the business forward.

JT

JT Schutte

Head of Product, Xero

10+

Years in B2B SaaS & tech marketing

10+

Worked across local and global markets including NZ, AU, UK, US, Canada, Latin America and more.

75%

YoY growth delivered at Dell. Gold Award winner.

90%

Of annual signup target achieved at global Xero launch

FAQ

Questions, answered.

Ready to chat?

Let's spend 30 minutes on where your marketing and GTM are now and where it could be.

Book a 30 min chatConnect on LinkedIn

It's a free chat — no pitch, no pressure.