CYNTHIA
PENROD
Global Channel Strategy &
Technology Marketing Executive
Bridging the gap between corporate strategy and field-level execution, I design global channel strategies that deliver results.
About Me
- Born in San Francisco, CA
- Studied Japanese at Waseda University in Tokyo, Japan
- Surfed at Pavones, Costa Rica (longest left in the world)
- Lived in Singapore and Japan
- Raised 2 children in Pittsburgh, PA
- Joined Daughters of the American Revolution
- Relocated to Austin, Texas to design a world-class Channel Partner Program
- Moved to Florida for work/life balance
Global Channel Experience
- Hold 25+ years of experience in global Channel, Product Marketing and Field & Channel Marketing roles
- Designed eCommerce, Subscription & Hosting strategies that became the foundation for Autodesk’s business
- Designed Global Channel Partner Program (with $0 budget!) for EFI
- Designed world-class Global Channel Partner Program for Resideo
- Designed strategic incentive programs at VMware
- Designed Global Channel Partner Program at LogicMonitor
- Relocated to Singapore & Tokyo, Japan
- Delivered $3M/$5.5M in incr. rev. in FY02/03
- Increased channel revenue by 24%
- Added $20M in 2020 & $48M in 2021
- Delivered 11x ROI on $124M program
- Delivered 15x ROI on $32M program
- Grew $230M SaaS business to $300M
Operations Background
- Hold 12+ years of experience working directly with Operations to design channel programs on a global scale
- Managed $3M technology implementation project at Resideo
- Operationalized $124M incentive program to automate workflow and improve partner experience
- Experienced in JIRA and Confluence
- Autodesk Subscription Program
- EFI GTM strategic programs
- Resideo Channel Partner Program
- VMware Channel Programs
- LogicMonitor Channel Program
Financial Competency
- Hold 18+ years of experience managing program budgets
- Managed partner profitability across all routes to market
- Developed financial models for use in channel & incentive program design
- Analyzed large data sets to report insights to Sr. Leadership
- Managed SOX-Compliant programs
- Studied Finance post grad at University of San Francisco Masagung Graduate School of Management
"
Recommendation from Sr. Director
Cynthia is a tenured member of the team, although her time here at VMware is still under 2 years. She has become our trusted advisor for some of our largest, most complex programs.
She has a very steadfast work ethic, and she is successful at managing in the ‘gray’. She is comfortable in the unknown and is very good at being proactive during times of uncertainty.
As a senior member of the team, Cynthia is really running her business with excellence. Most recently, she led the v-team brilliantly, staying calm when it was chaotic and driving clarity when it would get confusing. She was very impressive as she successfully implemented multiple strategic channel programs that were critical to our business.
I can rely on Cynthia to deliver on anything I ask her to do."
Jo Amato-Tuck
Sr. Director, Incentives at VMware
"
Recommendation from Peer
It is difficult to narrow down how much Cynthia has brought to me and to VMware in a few words as there are so many great examples of her skills, talent and ability to lead and drive Partner incentives in an impactful and meaningful way.
- Cynthia takes ownership
- Cynthia manages with integrity
- Cynthia is a problem-solver
- Cynthia leads with actions
Cynthia acts to drive change instead of just talking about it. This has allowed her to take on strategic tasks such as leading the definition of the team’s strategy for the next year.
I look forward to working with her again in the future and believe she is a true asset and a great addition to any team."
Virginia Marchioro
Dir, Multi-Cloud SaaS and Subscription Program Acceleration at VMware
Honors & Awards
- CRN Women of The Channel 2024
- CRN Women of the Channel 2024, Channel Innovator Award Nominee
- VMware “Achieve Our Best” Award in June 2022
- VMware “EPIC2 Achievement Award” in March 2022
- VMware “Accelerate Our Best” Award in February 2022
- EFI “Most Valuable SPRINTer” in Q2 2018
- EFI “Courageous Leadership Program” graduate in 2018
- EFI “Digital StoreFront Excellence” Award in June 2013
- Autodesk ”Leadership Program” graduate in 2001
CYNTHIA PENROD
130 Sandpine Loop
Inlet Beach, FL 32461
cynthiapenrod@gmail.com
1-412-780-6924