Spring SanchezSpring SanchezSenior Manager, Demand & Growth, SynackPreviously Zscaler, Airgap Networks, CEIPAL, Gartner Learn More About Spring

I build demand engines for cybersecurity companies.

Multichannel, multitouch programs across ABM, paid social, paid media, digital and field events, and SDR enablement, tied to pipeline through a real partnership with sales.

$19.4MMarketing-sourced pipeline in one fiscal yearZscaler, FY25
$4.3M+Pipeline built from zero in six months, 200+ meetings bookedAirgap Networks
90 → 14Days from event to opportunity after redesigning the post-event offerZscaler
59%Lower cost per lead after rebuilding paid search in two weeksSynack, 2026

Every number is from a program I owned. See all eight results and where they came from.

How I build pipeline

A past manager put it best: hand me a problem and I'll come back with a dozen things to try.

01

Build it, then scale it

I build multichannel, intent-driven demand engines from scratch and scale them globally into repeatable programs across ABM, paid social (OpenAI, Reddit, LinkedIn, Facebook, Instagram), paid media, digital and field events, and SDR enablement.

02

Find the real blocker

When a funnel stalls, I find what is actually stuck and fix it: a journey that starts with a postcard and cuts time to opportunity from 90 days to two weeks, or a misattribution where 82% of reported conversions were page views, not form submits.

03

AI-first execution

I engineer Claude-powered agents and workflows that compress multi-week campaign builds into days: a skill that turns brand guidelines into on-brand ad creative, and a prompt chain that automates weekly paid-media reporting.

Selected work

Paid social, direct mail, nurture, landing pages, and field events. Select any sample to see it full size.

Full portfolio by discipline →

What people say

From the people I've reported to, worked beside, and led.

All recommendations on LinkedIn →
“Spring Sanchez is an incredibly talented individual who has a solid grasp of internet technologies and programming as well as a keen business sense that enables her to put together very effective internet marketing initiatives. Through her efforts we have been able to experience continuous and significant lead generation. Spring’s enthusiastic, professional work ethic makes her a valuable member of our marketing organization. She continues to be a solid team player who is always interested in discovering new marketing ideas to drive business development.”
William (Will) Smith
William (Will) SmithFractional Marketing Leadership & Consulting for B2B CompaniesManaged Spring directly
“I worked with Spring at Airgap. When she came aboard she looked at how we were doing our marketing and where we were spending most of our time and presented some new ideas which were fantastic. Then once she took charge of Demand Generation I saw a big increase in real leads with solid potential and pipeline growth and closed business. I’d highly recommend Spring to any company!”
Brian Redding
Brian ReddingRegional Sales Director, HuskeysWorked with Spring at Airgap Networks
“Spring is an ROI driven marketer. She challenges me on the media side to provide quantitative results. She is a hard working employee of Performance Technologies. We consider our business dealings with her and Performance Technologies more than a client and company based relationship, but a partnership where we team together to attain mutually agreed upon goal. She is valuable asset to our partnership.”
Patrick Hopper
Patrick HopperPublisher and President, OpenSystems MediaMedia partner while Spring was at Performance Technologies
“Spring is an incredibly hard-working marketing leader. She came into our team and learned our product and value proposition like an absolute sponge. Spring leveraged AI and other automated processes to speed up content creation, multi-channel campaign execution, and other disciplines such as graphic design and field event management. She is also an excellent culture builder, leading our internal meetings in a collaborative and fun way. She is an asset to any team!”
Chris Keesling
Chris KeeslingCybersecurity MarketingReported to Spring directly
“Throughout my tenure working closely with Spring, I have been consistently impressed by her strategic vision, innovative thinking, and unwavering dedication to achieving results. Under Spring's guidance, our marketing efforts have not only met but exceeded expectations, resulting in significant growth and success for our organization. Beyond her professional expertise, Spring is a pleasure to work with on a personal level. She possess excellent communication skills, a positive attitude, and a genuine concern for the well-being and development of her team members.”
Tasneem Kausar
Tasneem KausarDirector of Strategic Growth, Talentin.aiSpring was senior to Tasneem but didn’t manage her directly

Where I've done it

Full experience →
  • SynackSenior Manager, Demand and Growth2026
  • ZscalerSenior Global Campaigns Manager2024 – 2026
  • Airgap NetworksHead of Growth Marketing2022 – 2024
  • CEIPALDirector of Digital Marketing and Lead Generation2021 – 2022
  • Springtime MarketingFounder and Director of Digital Marketing2009 – 2021
  • Boston Financial Data ServicesMarketing ExecutiveEarlier
  • Performance TechnologiesDigital Marketing DirectorEarlier
  • Gartner GroupMarketing ManagerEarlier
  • Ultimate CookieDirector of MarketingEarlier

Hiring for demand gen?

I'm looking for a senior demand generation or growth role at a cybersecurity company, remote or in New York.

Case studies

The problem, what I did about it, and what changed.

Nine programs across three cybersecurity companies. Each one starts with the number it produced.

Results, with where they came from

Each number below is from a program I owned. The case studies show how.

$19.4MMarketing-sourced pipeline in one fiscal year across Zero Trust Cloud and Zero Trust BranchZscaler, FY25
$10M+Pipeline built solo across two business areas in 1.5 quarters, with no team supportZscaler
90 to 14Days from event to opportunity after I redesigned the post-event offerZscaler
46%Lower cost per lead after rebuilding paid digital, with LinkedIn CTR 85% above company benchmarkZscaler
$4.3M+Pipeline built from zero in six months, with 200+ meetings bookedAirgap Networks
1 to 10Google Ads form submissions in the first month after I rebuilt paid search, with cost per lead down 59%Synack, 2026
0 to 6Form submissions from ChatGPT ads in 30 days, the highest-engagement paid channel on the siteSynack, 2026
82%Share of reported ad conversions that were really page views, found and fixed so bidding chases leadsSynack, 2026

Synack

AI-powered penetration testing, 2026

Rebuilt four paid channels, fixed the measurement underneath them, and led a team of five and four agencies through the NetSPI merger, while taking interim ownership of a 48-event field program.

Rebuilding paid search in two weeks

Google Ads

Problem

The inherited agency program had produced five conversions in its lifetime. Bids were uncapped, and most ad groups reused the same headlines.

What I did

Rebuilt it as 6 campaigns and 23 ad groups with manual bids, budget set by funnel stage, a landing page, demo, and trial ad in every group, 48 pain-point ads, and 108 negative keywords.

What changed

In 30 days, form submissions went from 1 to 10, non-brand CTR rose 48%, CPC fell 34%, and cost per lead fell 59%. Sales engaged every new MQL within a week.

Fixing the numbers everyone was reading

GA4, Tag Manager, website health

Problem

82% of reported Google Ads conversions were page views. Real demo requests weren't tracked, Reddit clicks lost their tags, and site health sat in the low 70s.

What I did

Cut GA4 key events down to real form fills, wrote an 8-point fix list for the agency, isolated a duplicate GA4 property, standardized tagging, and worked through broken links and redirects.

What changed

Bidding now optimizes on real leads, leadership reports match the CRM, and website health reached 95%, above the top-10% benchmark.

Two new channels: ChatGPT and Reddit

OpenAI ads, Reddit Max

Problem

OpenAI's ad policy limits offensive-security language, and Synack had never run on Reddit, where technical communities punish hard-sell ads.

What I did

Re-angled ChatGPT ads to continuous testing and cyber resilience, built from short intent phrases. Launched Reddit in one week across nine practitioner subreddits and negotiated a spend match.

What changed

ChatGPT ads went from zero to 6 form submissions in 30 days, with the highest engagement of any paid channel. Reddit reached 88K impressions in under three weeks.

LinkedIn as a brand and retargeting engine

LinkedIn Ads, persona offers

Problem

Security executives and hands-on practitioners were getting the same ads and the same offer.

What I did

Split every message by buyer. Executives see ungated thought leadership, then an executive briefing. Practitioners see research, then a free trial.

What changed

97K impressions to 25.8K target members in 30 days, building retargeting pools. Reworking a conference landing page cut bounce from 91% to 69% and raised time on page from 15 to 123 seconds.

Reopening lost deals with their own objections

Closed-lost win-back

Problem

120 closed-lost accounts had heard the same pitch already. Generic "checking in" outreach wasn't going to move them.

What I did

Mined 4,189 recorded sales calls for the objections that actually came up, including a competitor that had just merged with us.

What changed

Four objection tracks, each with its own emails, social ads, and banners, so every message had a reason to exist.

Making Claude the team's working layer

AI workflows, prompt engineering

Problem

Four paid channels needed a steady flow of on-brand creative and weekly reporting, and the designer was the bottleneck.

What I did

Built a Claude skill that renders on-brand ads from the real logo, fonts, and colors, and a prompt chain that pulls, cleans, and compares weekly paid-media data.

What changed

The designer moved from production to proofing. The reporting chain caught a misreport that had shown 54 sessions and no conversions when there were really 629 sessions and 5.

Zscaler

Zero Trust Cloud and Zero Trust Branch, 2024 to 2026

Cutting time to opportunity from 90 days to 2 weeks

Events, post-event conversion

Problem

Hands-on lab attendees were engaged in the room, but follow-up stalled. Opportunities took about 90 days to open.

What I did

Put a postcard with an AirPods case in every attendee backpack: "Got the case? Get the AirPods." Scanning booked a deep dive with a senior engineer.

What changed

Opportunities opened in about two weeks. 79% of people never redeemed the gift and still advanced to Stage 3 within 30 days.

$19.4M in pipeline in one fiscal year

Full-funnel campaigns, $2M budget

Problem

Two specialty product lines, 35+ sales leaders to support, and a crowded zero trust market.

What I did

Ran paid social, syndication, webinars, labs, executive dinners, direct mail, and competitive takeout plays, plus SDR kits and weekly sales updates for every campaign.

What changed

$19.4M marketing-sourced pipeline and $8M in Stage 3 support. One executive dinner with CISOs and CIOs produced $2M+ in opportunities.

Airgap Networks

Acquired by Zscaler, 2022 to 2024

Building demand gen from zero

Head of Growth, first marketer in seat

Problem

An early-stage OT security company with no demand engine and a sales team that needed meetings.

What I did

Built paid, events, vendor programs, "Ask the Engineer" webinars, customer and partner newsletters, and a video academy, while tracking cost per MQL by source.

What changed

MQLs grew about 4x in one quarter, $4.3M+ pipeline and 200+ meetings booked in six months, and $600K from one product launch.

See the work behind the numbers

Ads, emails, landing pages, direct mail, and event creative, organized by discipline.

Portfolio

Work samples by discipline, with the results each one drove.

Select any sample to see it full size.

Paid social

LinkedIn, Reddit, and Meta programs built around how each buyer actually decides.

97KLinkedIn impressions to 25.8K target members in 30 days, building retargeting poolsSynack
85%LinkedIn CTR above company benchmark, with cost per lead down 46%Zscaler
60%More meetings booked from intent-driven LinkedIn and Facebook, with CPL down 50%+ and CTR up 95%CEIPAL
1 weekTo launch Synack's first Reddit program, with 88K impressions in under three weeksSynack

Synack

Zscaler

Demand generation

Landing pages, email nurture, and digital ads that move a buyer from first touch to a sales conversation.

$19.4MMarketing-sourced pipeline in FY25Zscaler
59%Lower cost per lead after rebuilding paid search; form submissions from 1 to 10 in a monthSynack
4xMQL growth in one quarter while building demand gen from zeroAirgap

Landing pages

Email nurture

Email to landing page

Third-party program: Beyond the Firewall

CIO.com content syndication

Field events

Curated experiences people want to attend, and follow-up that turns attendance into meetings.

90 to 14Days from event to opportunity with a post-event deep-dive offerZscaler
79%Of attendees advanced to Stage 3 within 30 days without redeeming the giftZscaler
52%Registration-to-attendance at an AWS re:Invent happy hour, with 12% becoming $1M in opportunitiesZscaler
$2M+In opportunities from one curated executive dinner with CISOs and CIOsZscaler

Creativity that books meetings

Every hands-on lab attendee got a postcard with an AirPods case: "Got the case? Get the AirPods." Scanning the QR code booked a deep dive with a senior engineer, which opened the opportunity. Most people booked and never claimed the gift.

Experiences people show up for

Labs paired technical depth with a networking lunch, golf, or an Oura Ring experience, promoted with several creative variants per event. "Ask the Engineer" sessions at Airgap averaged 75 attendees, with 12% converting to completed demos. At Synack I took interim ownership of a 48-event program.

Event promotion

Account-based marketing

Enterprise ABM across three tiers, in manufacturing, healthcare, and fintech.

1:1

Named strategic accounts

Custom direct mail and swag for top accounts nominated by sales, executive dinners, and account-specific SDR plays.

1:few

Industry clusters

Campaigns built for one industry's pain: manufacturing and healthcare OT security at Airgap, financial services compliance at Synack.

1:many

Intent-driven programs

6sense and Bombora intent, G2 buyer-intent audiences, and matched LinkedIn audiences, refreshed as accounts surge.

  • Manufacturing
  • Healthcare
  • FinTech and financial services
  • Energy
  • Transportation
60%More meetings from 1:1 and 1:few ABM, with BDRs mentored to open net-new logosCEIPAL
$4.3M+Pipeline from enterprise accounts in manufacturing, healthcare, energy, and transportationAirgap
100Target accounts selected for a Lunch & Learn ABM programSynack

Awards and earned media

Recognition that gave a small company the credibility of a large one.

Airgap Networks

  • Secured 10+ industry product awards, including Most Comprehensive Micro-Segmentation and Most Comprehensive Remote Work Security.
  • CEO interview for an Enterprise World cover story on the most trusted security and networking providers of 2024.
  • Featured in The Silicon Review's Top 50 Companies to Watch in 2024.
  • CEO interview in Network World on how remote work keeps driving network innovation, plus a CIO Bulletin cover feature.
  • Launched a CEO blog series and a LinkedIn Live on practical zero trust with industry CTOs.
  • Earned coverage including "Security startup Airgap Networks brings telco technologies to the LAN" and "Nerd to Nerd Sales."
  • Built relationships with industry analysts and editors to keep placements coming.

Customer and partner marketing

Programs that keep customers close and give partners something to sell with.

Customers

Launched Airgap's monthly customer newsletter, the Airgap Academy video series, and a monthly "Cyber Coffee Club" hosted by our principal engineer. At Zscaler, hands-on labs targeted existing customers to expand into Zero Trust Cloud.

Partners

Launched Airgap's first partner newsletter, with ready-to-use creative partners could post and send, upcoming events, and product updates for their sales teams.

Synack concept ads recreate my campaign copy in the brand template; live placements may differ. Internal reports are summarized rather than shown.

Want the story behind a sample?

The case studies cover the problem, the play, and the result for the programs above.

About

A creative problem solver who brings a dozen ideas, tests them fast, and keeps what books meetings.

I build multichannel, multitouch, intent-driven demand engines from scratch and scale them globally into repeatable programs, and I foster strong partnerships with the sales organization to tie all of it to pipeline.

Bachelor of Science in Psychology, minor in Photography, Hunter College, City University of New York.

  • Salesforce
  • HubSpot
  • 6sense
  • Bombora
  • Outreach
  • LinkedIn Ads
  • Google Ads
  • Reddit Ads
  • OpenAI Ads
  • GA4
  • Tag Manager
  • Tableau
  • Claude agents and workflows
  • Facebook and Instagram Ads
Spring Sanchez

Experience

A track record of building programs that produce.

Download resume

Synack

AI-Powered Penetration Testing · Remote

8/2026 – Present

Senior Manager, Demand and Growth

Synack was acquired by KKR and the team was impacted. I’m staying on through the transition or until I find my next opportunity. In the first seven weeks, while managing a five-person team, I developed strategy and implemented both new and re-engineered campaigns for Google Ads, Reddit, OpenAI, and LinkedIn.

  • Re-engineered Google Ads in two weeks (6 campaigns, 23 ad groups, 108 negatives): non-brand CTR up 48%, CPC down 34%, cost per lead down 59%; form submissions rose from 1 to 10 in 30 days.
  • Found that 82% of reported ad conversions were page views and led the GA4 cleanup so bidding optimizes on real leads; restored website health from the low 70s to 95%.
  • Launched two new paid channels: ChatGPT ads, which went from zero to 6 form submissions in 30 days with the highest engagement of any paid channel, and Synack’s first Reddit program, live in one week with a negotiated spend match.
  • Rebuilt LinkedIn as an always-on brand and retargeting engine with persona-specific offers, reaching 25.8K target members with 97K impressions in 30 days.
  • Introduced structure across the team, including a monthly social media calendar across 10 channels with four channel-specific copy options and custom graphics for every post.
  • Took an AI-first approach to execution, building custom Claude agents and workflows: a skill that turns brand guidelines into on-brand ad creative, moving design from production to proofing, and a prompt chain that automates weekly paid-media reporting.
  • Mined 4,189 recorded sales calls to build a 120-account closed-lost win-back campaign, with a dedicated track for each top objection.
  • Led the team through the NetSPI merger, took interim ownership of a 48-event field program, and provided multi-channel demand strategy announcing the new brand, spanning Forrester analyst and performance-based programs for qualified meetings held.

Zscaler

Silicon Valley, CA · Remote

4/2024 – 6/2026

Marketing & Field Enablement / Senior Global Campaigns Manager

As part of the Global Specialty GTM team, I owned the full-funnel strategy and execution for Zero Trust Cloud and Zero Trust Branch, generating $19.4M in marketing-sourced pipeline in FY25. In FY26, annual marketing budget grew to $2M and on target to achieve 2.5x growth.

  • Designed and launched multi-channel demand programs driving qualified discovery meetings. Re-engineered lead nurture via email, digital and in-person events to accelerate MCI-to-MQL conversion and opportunity creation.
  • Ran ABM programs across 1:1 and 1:many tiers, from personalized outreach and executive engagement for named strategic accounts to intent-driven campaigns at scale.
  • Managed solution-area webinars: pitched topics to internal teams, developed abstracts, and ran promotion, registration and follow-up to convert attendees into pipeline.
  • Activated retargeting and nurture campaigns converting leads through high-impact networking events, technical workshops, and webinars. Optimized SDR performance with campaign-aligned outreach sequences, lead-journey overviews, and meeting-maker execution.
  • Pitched, piloted and scaled new motions, including in-person technical workshops paired with curated networking experiences, accelerating S1–S3 pipeline and increasing marketing-sourced opportunities. Built global playbooks to operationalize and expand these programs.
  • Planned and executed a happy hour at AWS re:Invent with memorable swag and a QR code that turned attendees into hand-raisers for whiteboard sessions: 52% registration-to-attendance and 12% attendance-to-S1 opportunity ($1M) conversion.
  • Re-engineered paid digital strategy, reducing CPL by 46% while increasing lead quality.
  • Partnered with product marketing, design, and operations to take campaigns from brief to launch, and supported 35+ Global Specialty Sales leaders through field events, executive programs, targeted engagement initiatives and two product launches.

Airgap Networks

Acquired by Zscaler · Silicon Valley, CA · Remote

10/2022 – 4/2024

Head of Growth Marketing

Established the demand generation strategy and execution of multichannel programs targeting enterprise accounts in manufacturing, hospitals, energy, and transportation, resulting in a scalable, healthy pipeline in under six months. Managed all paid acquisition campaigns and budgets, with optimization driving an average of 35% lower acquisition cost. Cultivated relationships with industry analysts and editors to secure earned media, ran prospect nurture campaigns and monthly customer and partner newsletters, and prepared weekly marketing reports for the GTM strategy.

  • Implemented scalable demand generation programs across multiple channels, resulting in 200+ qualified meetings within six months and a healthy pipeline valued over $4.3M.
  • Organized and managed digital and field events, including in-person conferences, live webinars, customer roundtables, and “Ask the Engineer” virtual events, averaging 75 participants with a 12% conversion from webinar attendee to booked and conducted demo.
  • Orchestrated marketing and demand generation for a new product launch, resulting in over $600K pipeline in the first 2 months alone.
  • Managed vendor programs and negotiated annual contracts, securing new deals and renewals with substantial discounts.
  • Trained and coached a content writer, sales development representative, and website developer, and managed and mentored 2 interns on paid programs, ad development, competitive research, and lead generation.
  • Applied for and received over 10 coveted product awards.

CEIPAL

Rochester, NY · Hybrid

06/2021 – 10/2022

Director of Digital Marketing and Lead Generation

Led digital marketing and demand generation globally by establishing strategy and managing multidisciplinary teams. Set and tracked KPIs, managed external resources for SEO and website usability, built HubSpot automation to track customer journeys, and mentored two interns.

  • Allocated and managed a $750K annual budget across every digital platform.
  • Implemented more than 10 new lead generation programs, including PPC, PPL, email syndication, chatbot, and intent data, resulting in a 40%+ increase in new contacts and leads year over year.
  • Optimized Facebook and LinkedIn paid programs with intent data: 60% increase in meetings booked for sales, 50%+ reduction in cost per lead, and 95% increase in click-through rate.
  • Integrated a chatbot to improve website engagement, resulting in a 16% close rate and more than $8K in closed revenue in the first 60 days.
  • Drove ABM program development, including strategy, process documentation and mentoring BDRs to secure net new logos and penetrate new markets.
  • Directly managed the SDR team and developed enablement with email pursuit sequences, call scripts, and LinkedIn engagement sequences.

Springtime Marketing LLC

Rochester, NY

2009 – 2021

Founder and Director of Digital Marketing

As a sole entrepreneur, built a boutique digital marketing agency from the ground up, with clients from Fortune 500 organizations such as Bausch & Lomb and Chevrolet to large and mid-size companies across SaaS, technology, healthcare, legal, automotive, professional services, higher education, health and beauty, retail, real estate, and finance.

  • Supported clients with brand management, SEM, PPC, PPL, digital ad management, email development and deployment, content creation, website development, social media advertising, lead generation programs, and reputation management.
  • Ranked in the Top 5% of revenue-producing publishers for 6 consecutive years across the affiliate marketing space, by developing websites, search engine alternatives, and job boards promoted through high-volume display advertising and SEO.

In their words

What the people I've reported to, worked beside, and led say about working with me.

All recommendations on LinkedIn →

From managers

“Spring Sanchez is an incredibly talented individual who has a solid grasp of internet technologies and programming as well as a keen business sense that enables her to put together very effective internet marketing initiatives. Through her efforts we have been able to experience continuous and significant lead generation. Spring’s enthusiastic, professional work ethic makes her a valuable member of our marketing organization. She continues to be a solid team player who is always interested in discovering new marketing ideas to drive business development.”
William (Will) Smith
William (Will) SmithFractional Marketing Leadership & Consulting for B2B CompaniesManaged Spring directly

From co-workers and partners

“I worked with Spring at Airgap. When she came aboard she looked at how we were doing our marketing and where we were spending most of our time and presented some new ideas which were fantastic. Then once she took charge of Demand Generation I saw a big increase in real leads with solid potential and pipeline growth and closed business. I’d highly recommend Spring to any company!”
Brian Redding
Brian ReddingRegional Sales Director, HuskeysWorked with Spring at Airgap Networks
“Spring is an ROI driven marketer. She challenges me on the media side to provide quantitative results. She is a hard working employee of Performance Technologies. We consider our business dealings with her and Performance Technologies more than a client and company based relationship, but a partnership where we team together to attain mutually agreed upon goal. She is valuable asset to our partnership.”
Patrick Hopper
Patrick HopperPublisher and President, OpenSystems MediaMedia partner while Spring was at Performance Technologies

From people I led

“Spring is an incredibly hard-working marketing leader. She came into our team and learned our product and value proposition like an absolute sponge. Spring leveraged AI and other automated processes to speed up content creation, multi-channel campaign execution, and other disciplines such as graphic design and field event management. She is also an excellent culture builder, leading our internal meetings in a collaborative and fun way. She is an asset to any team!”
Chris Keesling
Chris KeeslingCybersecurity MarketingReported to Spring directly
“Throughout my tenure working closely with Spring, I have been consistently impressed by her strategic vision, innovative thinking, and unwavering dedication to achieving results. Under Spring's guidance, our marketing efforts have not only met but exceeded expectations, resulting in significant growth and success for our organization. Beyond her professional expertise, Spring is a pleasure to work with on a personal level. She possess excellent communication skills, a positive attitude, and a genuine concern for the well-being and development of her team members.”
Tasneem Kausar
Tasneem KausarDirector of Strategic Growth, Talentin.aiSpring was senior to Tasneem but didn’t manage her directly

Hiring for demand gen?

I'm looking for a senior demand generation or growth role at a cybersecurity company, remote or in New York.

Contact

Hiring for growth or demand gen? Let's talk.

I'm looking for a senior growth or demand marketing leadership role at a cybersecurity company, remote or in New York.