About Me

Hi, I’m Juanita!

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I’m a Product Marketing & Go-To-Market Leader with 15+ years of experience across strategy, marketing, and operations in Fortune 500 companies, high-growth SaaS, and mission-driven nonprofits. I thrive at the intersection of storytelling, go-to-market strategy, and building from scratch — whether that’s launching new AI products, standing up global programs, or refreshing GTM approaches that help teams move with clarity and confidence.

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My journey started as a first-gen college student at Arizona State University, where joining the Hispanic Business Students Association opened the door to an internship (and later, a full-time role) at Xerox in Corporate Strategy. Since then, my career has taken me through global operations, B2B SaaS, and product marketing — always with a passion for turning ideas into impact and helping people do the best work of their lives.

 

What I bring

• Proven track record launching SaaS and AI-driven products

• Experience leading global, matrixed, and cross-functional teams

• Strength in GTM strategy, messaging, positioning, and enablement

• A warm, insight-driven approach that blends strategy and empathy

 

A few highlights

• Built and scaled global staffing centers from 14 → 300+ employees (India & Guatemala)

• Launched multiple SaaS and services solutions, driving revenue mix shifts

• Led a team of six to launch a new cloud-based enterprise content management product

• Spearheaded an AI-enabled autobiography app (Smarter Biography — my own startup attempt)

• Chaired the 29th Annual Xerox Women’s Conference as the first Hispanic & Millennial leader

• Helped secure a $1.5M enterprise deal through refreshed messaging, a new pitch deck, and demo experience

• Delivered 127% of multimillion-dollar pipeline goals over 5 quarters with a team of 3

• Launched a marquee GenAI product that drove +$6M in revenue within ~2 years

• Shaped the overarching brand narrative to clarify a multi-product SaaS portfolio

• Rebuilt the Product Marketing function while overseeing a product portfolio representing ~70% of annual revenue

 

How I Work Today

Today, my work centers around two core offerings designed to help both companies and individual leaders move with clarity, alignment, and momentum:

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1) Insight-Led GTM Consulting for B2B SaaS

I help organizations unlock deep insights, sharpen their narrative, and build aligned go-to-market strategies that actually scale. Whether you’re launching something new, refining your ICP, or trying to unify cross-functional teams — I bring structure, clarity, and strategy that lead to real business outcomes.

 

2) 1:1 Coaching for High-Impact Leaders

I also support leaders navigating complex organizations — helping them build confidence, influence, and clarity in their roles. I’m currently pursuing ICF certification, a process that strengthens the depth and ethics of my coaching approach (though certification isn’t required to coach). My style blends reflection, strategy, and warm accountability so leaders can thrive with intention.