Carla Berman

About

GTM and product marketing leader with experience spanning sales enablement, vertical sales strategy, customer insights, and launch execution across Block (Square) and Ipreo. Recognized for high attainment (2018 Presidents Club, 147%) and for building scalable enablement/training programs that helped grow reps from 3 to 30, increase win rates by 10%, and drive major pipeline and signed business during industry events. Skilled at bridging marketing and sales to inform product roadmap and revenue growth, including managing client relations for major financial institutions and launching new products like RoadshowAccess.

Experience

• Product Marketing Lead - GTM Strategy & Enablement · Block Inc. (Square)07-01-2022

  Block Inc. (Square) 1st vertical hire to validate the product specialist business model, delivering the blueprint to scale from 3 to 30 reps Served as a liaison between sales, partnerships, and multiple product teams to help accelerate sales deals and increase win rates by 10% Led a weekly enablement meeting across Sales and Account Management with over 400 attendees on industry trends, product updates, and deal highlights Developed new hire and ongoing training programs for Sales and Account Management teams

• Product Marketing Lead - GTM Strategy & Enablement · Block Inc. (Square)07-01-2022

  Block Inc. (Square) Managed client relations for major financial institutions, including Bank of America, Morgan Stanley, Credit Suisse, Goldman Sachs, and Barclays. Assisted with daily needs, support during IPOs and follow-on deals, and product enhancements Oversaw a global team of engineers and led weekly meetings across Product, Quality Assurance, and Engineering teams Created marketing documents, collateral, and training programs for new clients Successfully launched a new product for Ipreo called RoadshowAccess, a platform for creating and broadcasting virtual management presentations for institutional investors

• Senior Product Analyst · Ipreo07-01-2012 – 12-31-2014

  Ipreo Executed 29 product GTM efforts and 5 new country launches, including tailored messaging and assets such as one-pagers, case studies, pitch decks, and training programs Drove $1.3B+ in pipeline and secured $120M+ in signed business during key industry conferences through targeted sales activity Delivered a comprehensive competitive analysis to the Board of Directors to inform investment decisions Led a team of 3, to drive the audience strategy to accelerate 50% upmarket sales adoption, improved outbound win rates and churn prevention Partnered with Sales, Account Management, Partnerships, and Product leadership to spearhead new GTM strategies; including pricing bundles, contracts, referral programs, and the creation of a separate channel sales function Managed the customer insights workstream, producing the quarterly “Voice of the Restaurants” report with actionable insights on market trends, sales, and account management feedback Launched a new web strategy to increase inbound leads by optimizing CTAs, implementing chatbot features, and adding interactive demos Advised on partner marketing for launches, enablement and events for tier 1 partnerships

• Senior Product Sales Specialist · Block Inc. (Square)01-01-2020 – 06-30-2022

  Senior Product Sales Specialist 1st East Coast Account Executive on the newly established Vertical Sales team As a team lead, contributed to weekly meetings and mentoring programs, earning recognition in the 2018 Presidents Club with an average attainment of 147% for the year Lead Account Executive on the “launch team,” a cross-functional sales and EPD role focused on taking beta products to general availability. Responsible for enablement and training across the sales organization a head of general availability launches Launched a multi-city campaign with local marketing teams and brand ambassadors to generate leads and negotiated new partnership opportunities with target accounts

• Senior Account Executive · Block Inc. (Square)07-01-2016 – 12-31-2019

  Senior Account Executive Built the 1st implementation team for Sales in New York to support the transition from a self- onboarded to sales-onboarded motion Developed best practices between Sales Account Executives and Implementation Specialists, including training guides, new hire training, collateral, service level agreements, and Salesforce processes Worked directly with Product Managers to identify bugs, provide feedback, and customer insights, and played a key role in Square beta programs

• Establishment Manager · Block Inc. (Square)11-01-2015 – 06-30-2016

  Establishment Manager Supported top seller inquiries through priority queue support Communicated the status of new Square features and backlog of feature requests to peer and operating stakeholders

• Customer Success · Block Inc. (Square)12-01-2014 – 10-31-2015

  Customer Success Executed 29 product GTM efforts and 5 new country launches, including tailored messaging and assets such as one-pagers, case studies, pitch decks, and training programs Drove $1.3B+ in pipeline and secured $120M+ in signed business during key industry conferences through targeted sales activity Delivered a comprehensive competitive analysis to the Board of Directors to inform investment decisions Led a team of 3, to drive the audience strategy to accelerate 50% upmarket sales adoption, improved outbound win rates and churn prevention Partnered with Sales, Account Management, Partnerships, and Product leadership to spearhead new GTM strategies; including pricing bundles, contracts, referral programs, and the creation of a separate channel sales function Managed the customer insights workstream, producing the quarterly “Voice of the Restaurants” report with actionable insights on market trends, sales, and account management feedback Launched a new web strategy to increase inbound leads by optimizing CTAs, implementing chatbot features, and adding interactive demos Advised on partner marketing for launches, enablement and events for tier 1 partnerships

Education

• University of Maryland, College ParkBachelor of Arts Degree, Communications

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