Marcia Acosta Kobarg

Especialista em Marketing @ Donaldson

About

Senior B2B Marketing Professional with 25+ years of experience driving demand generation, Account-Based Marketing (ABM), and data-driven growth in industrial and complex B2B environments. Currently working in a highly autonomous role within a global organization, reporting directly to international stakeholders and partnering closely with sales and leadership teams to build full-funnel strategies focused on pipeline creation, conversion performance, and commercial impact. My expertise spans ABM programs by vertical and strategic accounts, combining digital campaigns, intent data, CRM insights, and targeted content to shift marketing from broad, generic approaches to precise, account-focused demand generation — moving from “fishing with a net” to “fishing with a spear.” I have a strong background in leveraging CRM platforms, digital channels, and performance analytics to identify high-value customer profiles, prioritize accounts, and translate data into actionable insights that support sales acceleration and revenue growth. In addition to digital and ABM initiatives, I have extensive experience leading high-impact B2B events, including workshops, technical trainings, webinars, and trade shows — often integrated into ABM and demand generation programs to strengthen relationships, accelerate opportunities, and build trust with key accounts. Known for operating effectively in lean structures, I am comfortable working without a large internal team, coordinating agencies and external partners while maintaining strategic ownership, budget control, and KPI accountability. I continuously invest in professional development, with recent training in Account-Based Marketing, Intent Marketing, and AI applied to Sales and Marketing, ensuring my approach remains current, practical, and results-oriented. My profile combines strategic vision, hands-on execution, and strong stakeholder communication, enabling me to contribute at a senior level to organizations seeking measurable growth, disciplined marketing execution, and closer alignment between marketing and sales.

Country

Brazil

City

Itatiba

Industry

Mechanical Or Industrial Engineering

Skill

Marketing baseado em contas, Marketing Strategy, Product Development, Product Marketing, Market Planning, Cross-functional Team Leadership, Marketing, Sales Operations, Sales, Strategy, Market Research, Competitive Analysis, Sales Management, Strategic Planning, Team Building, Forecasting, Market Analysis, Management, Sales Process, Negotiation

Experience

Especialista em Marketing

Donaldson

2023-12 - Present · 2 yrs 10 mos

Itatiba, São Paulo, Brasil

Supervisora de Marketing

Spirax Sarco

2017-1 - 2023-12 · 7 yrs

Cotia

Responsible deploying and implementing B2B marketing strategies, including inbound content & digital marketing strategies, social media management, brand positioning, product promotion campaigns. Demand Genararion: Tradeshow Execution, Developement o marketing campaign, Lead Management, Social media execution and Social media monitoring. Business Intelligence and Reports. Internal and external communication, announcements, content editing of corporate TV and other innovative projects. Responsible for structuring and managing the entire operation of Online Sales Channel - E-commerce. Main Results: Contribution to the projection of the company's image through advertising and digital campaigns, reaching a 10% increase in the active customers. Increase of sales of new products introduced in the Brazilian Market. Deployment of CRM providing a 15% increase in business. Online incentive campaign increasing sales volume by 40%.

Coodenadora de Marketing

Hiter Controls

2016-7 - 2023-12 · 7 yrs 6 mos

São Paulo Area, Brazil

Marketing Coodinator

Spirax Sarco Brasil

2016-3 - 2023-12 · 7 yrs 10 mos

São Paulo Area, Brazil

Responsible deploying and implementing B2B marketing strategies, including inbound content & digital marketing strategies, social media management, brand positioning, product promotion campaigns, sales tools development and CRM culture implementation, company´s participation in industrial exhibitions, organization of corporative events with customers, production of institutional and product literature. Responsible for supporting sales department by analyzing and interpreting customer’s data and translating them into actionable operational plan, ensuring alignment of marketing activities with the sales and operations.

Supervisora de Marketing

Spirax Sarco Brasil

2016-2 - 2023-12 · 7 yrs 11 mos

Cotia, SP, Brazil

Business Analyst

Spirax Sarco Brasil

2016-2 - 2016-2 · 1 mo

Cotia, SP, Brazil

Responsible for supporting new business strategy by analysing and interpreting customers data and translanting them into actionable operational plans.

Gerente de desenvolvimento de negócios

SF International

2009-11 - 2016-1 · 6 yrs 3 mos

São Carlos Area, Brazil

Responsible for ensuring the execution of revenues, in conjunction with sales team, develop and execute marketing plans for market segments and products. Identify and develop opportunities to apply products and technical capabilities to meet customer requirements.

Marketing coordinator

Spirax Sarco

1996 - 2009 · 13 yrs

Responsible for development, management and execution of marketing strategies and product launching activities. Support the strategic planning processes, being responsible for market forecasts; Responsible for partners incentive campaigns. Development of internal tools for Business Intelligence implementation (Excel spreadsheets). Work closely to Sales Teams, suporting Sales Director and Sales Managers in Sales Reports Responsible for internal and external communication, internal campaigns and journal. Organization and coordination of trade shows and events. Responsible to the institutional website.