Annabel Custer

Marketing Program Operations @ Anthropic

About

Revenue-focused Marketing Operations Leader with deep expertise in attribution, funnel analytics, and MarTech optimization to accelerate pipeline and ROI. Technology Used: Marketing Automation & CRM (Marketo, Hubspot, Salesforce - SFDC) | Data & Analytics (Tableau, Power BI, Looker, Google Analytics (GA4), Marketo Measure / Bizible, SFDC Dashboards, Excel, PowerPoint) | Data Warehousing & Coding (Oracle, BigQuery, SQL, Apex Code) | ABM & Intent Platforms (6sense, Bombora, TechTarget Priority Engine ) | Webinar Platforms (On24, BrightTALK) | Sales & Engagement Tools (SalesLoft, Outreach, Qualified, Drift, 6sense) | Data Enrichment & Management (Clearbit, ZoomInfo, RingLead, 6sense) | Web, Content & Personalization (WordPress, Uberflip, Folloze, Knack) | Gifting (Alyce) Strategic GTM Projects: Funnel model & Forecasting | Multi-touch attribution | Lead Lifecycle Strategy | Lead scoring, routing, and qualification | Campaign planning & performance optimization | Sales and marketing alignment | Data Governance & Segmentation | Cross-functional stakeholder management | Vendor evaluation & tech stack optimization | Team enablement & Process documentation | Project management | Executive reporting

Country

United States

City

Boulder

Industry

Computer Software

Skill

HubSpot, Data Analytics, Marketing Campaign Management, Teaching, Music History, Microsoft PowerPoint, Event Planning, Relationship Building, Smartsheet, Management, Sales Trainings, Aventri, Stakeholder Management, Sales, Customer Engagement, Relationship Development, Marketing Technology, Salesforce Marketing Cloud, Customer Journeys, Funnel Optimization

Experience

Marketing Program Operations

Anthropic

2025-8 - Present · 1 yr 1 mo

Lead, Marketing Operations Manager

Lakeside Software

2023-7 - 2025-6 · 2 yrs

Key Projects: Attribution Modeling (Single & multi-touch) | Build & document Data Architecture & Data Governance Framework | Funnel Model Creation & Forecasting | Manage, Implement & Optimize MarTech Stack | Marketo Administration | Cross-Functional Alignment with RevOps, Sales, CS, Enablement, etc.)

Marketo Architect, Google Cloud

Google via Algomarketing

2022-7 - 2023-5 · 11 mos

Key Projects: Campaign Production in Marketo | Train & Onboard new architects

Sr. Demand Generation Manager (Martech Strategy and Data Analytics)

Windstream

2022-4 - 2022-7 · 4 mos

Key Projects: Partner with Sales to develop BDR processes, reporting, and enablement | Manage, Implement & Optimize MarTech Stack | Data Analytics (reporting for goals, channel performance & pipeline) | Built integrated campaign framework | Campaign Operations in Marketo | Marketo Administration | Enable sales team on marketing-owned tools such as Outreach, Alyce, 6sense, Marketo Sales Intelligence | Lead Implementation for new technologies

Demand Generation Manager (Martech Strategy and Sales Enablement)

Windstream

2021-6 - 2022-7 · 1 yr 2 mos

Email Marketing Manager

Windstream

2020-10 - 2022-4 · 1 yr 7 mos

Customer Success Manager

Adobe Marketo

2020-2 - 2020-10 · 9 mos

Denver, CO

Key Projects: Managed a portfolio of SMB Marketo & Bizible accounts | Maintained executive alignment to influence product adoption, renewal strategy, and upsell opportunities | Obtained MCE Certification | Lead proposal & presentation to leadership to evolve the "Renewal Coordinator" role to "Customer Success Manager", expanding responsibilities to cover full customer lifecycle