Celena Friday

I’m a B2B marketing leader with 15+ years of experience helping organizations grow smarter—through go-to-market clarity, customer-centric execution, and sales alignment.

Across Fortune 100s and high-growth sectors, I’ve built and led marketing programs that drive revenue, strengthen brand performance, and accelerate pipeline. At Shell, I shaped marketing strategy for key business units in North America—impacting $24M+ in gross margin and managing a $5M+ annual budget.

🔹 Core Strengths:

• Go-to-market strategy & integrated execution
• Pipeline acceleration & sales enablement
• Brand positioning & value proposition design
• Marketing spend optimization & KPI tracking
• Team leadership & cross-functional collaboration

I thrive where strategy meets storytelling—translating customer insight into scalable programs that build trust and deliver results. Whether optimizing spend or aligning martech with sales cycles, I lead with strategic thinking and human insight.

Let’s connect and build something better.

PROFESSIONAL SUMMARY

B2B marketing leader with 15+ years of experience driving measurable growth through brand clarity, go-to-market strategy, and sales alignment. Skilled at translating complex challenges into scalable, customer-focused programs that strengthen brand performance, optimize marketing spend, and accelerate pipeline.

Experienced across energy, tech, and B2B services, with a track record of leading cross-functional teams, managing multi-million-dollar budgets, and improving marketing’s commercial impact. Combines strategic vision with operational precision—bringing clarity, momentum, and measurable outcomes to fast-moving organizations.

CORE COMPETENCIES

• Strategic Marketing • Go-to-Market Strategy • Integrated Campaigns • Brand Positioning • Customer Value Propositions • Revenue Growth • Sales Enablement • Digital Marketing • Marketing Ops & Automation • B2B Customer Insights • Executive Stakeholder Engagement • Marketing Spend Optimization • Analytics & KPIs • Commercial Impact Measurement • Strategic Planning & Budget Forecasting • Executive-Level Communications • Change Leadership

PROFESSIONAL EXPERIENCE

SHELL ENERGY | 2019–2025 

B2B Marketing Integration Team Lead | 2023–2025

• Led marketing planning for Shell’s Direct Sales and Integration Channels across the Americas, impacting $24M in Gross Margin.
• Designed integrated marketing plans aligned with sales and GM targets, increasing pipeline coverage by 15% in 12 months.
• Developed CVPs and insights-driven messaging that improved solution performance by 10%.
• Improved ROI through optimized budget allocation, channel analysis, and spend efficiency.
• Strengthened sales alignment via lead generation strategies tied to tracked pipeline KPIs.
• Managed cross-functional marketing team of 8 and budgets exceeding $5M annually.

B2B Product Manager – Energy Solutions | 2022–2023

• Developed go-to-market strategy for energy efficiency and renewable categories.
• Created targeted campaigns and sales enablement tools that improved close rates by 5–7%.
• Introduced budget tracking methods to evaluate solution marketing ROI and resource allocation.

Global Digital Marketing Manager | 2019–2022

• Executed digital strategy across solar, retail, and efficiency solutions in North America.
• Increased digital engagement (+27% social, +23% traffic); email CTR grew from 0.5% to 2%.
• Collaborated with sales to align KPIs, improve digital funnel conversion, and attribute marketing to revenue.

ELL CREATIVE | 2018–2019

Director of Strategy and Transformation

• Led strategy workshops on brand positioning, journey mapping, and messaging.
• Managed project delivery and creative teams to ensure high-quality execution and measurable results.
• Increased campaign ROI by 15% by aligning roadmaps with client business and financial goals.

SHELL OIL PRODUCTS US | 2015–2018

Loyalty and Retention Manager, North America | 2017–2018

• Created B2B loyalty framework for Commercial Fleet, improving retention through targeted programs.
• Strengthened CVPs via customer research and market segmentation insights.

Brand & Marketing Communications Manager, North America | 2015–2017

• Strengthened Shell Lubricants' B2B brand presence through integrated campaigns and awareness strategy.
• Launched lead generation programs that increased marketing pipeline contribution by 9%.

WASTE MANAGEMENT, INC. | 2011–2015

Director of Marketing, North America

• Managed B2B marketing for business units representing $14B+ in revenue.
• Generated $3.5M+ in direct revenue through targeted campaigns and retention strategies.
• Launched WM’s first mobile app, diverting 8,000+ service calls in 6 months.
• Increased CTR by 17% and reduced bounce rate by 9% through data-driven optimization.

RELIANT ENERGY | 2004–2011

Summary of Key Roles

Progressive Marketing Roles, including Senior Brand & Advertising Manager

• Built and led in-house creative team, saving $73K annually.
• Delivered 16% YoY growth in acquisition via channel marketing programs.
• Supported major product launches including smart meters and home energy tools.

EDUCATION

• MBA, University of St. Thomas
• BS, Marketing, Franklin Pierce University

EXECUTIVE DEVELOPMENT

• Selected for 12-month Senior Leadership Mentor-Protégé Program at Waste Management (Top 10 of 43,000 employees).

AFFILIATIONS

• National Association of Women MBAs member and American Marketing Association member

CERTIFICATION

• Fundamentals of Next-Gen Marketing – 6sense (Issued Jan 2025)

LET’S CONNECT: Building teams, simplifying complexity, and leading high-impact marketing.