ABOUT ME
I am a seasoned marketing executive with over 20 years of experience driving product innovation, global marketing strategies, and data-driven solutions across diverse industries. I thrive on agile methodologies and pragmatic and automation marketing approaches that adjust to market dynamics. I consistently delivered measurable growth in everything from SaaS applications to financial products, and my blend of technical expertise and leadership skills has taken me to technology, finance, agriculture, and other industries in leadership roles.
Marketing is my game, and I play it like a championship team! My strategy is like a quarterback’s playbook—analyzing trends and adapting in real time for maximum impact. Collaboration is my core strength, seamlessly passing the ball between teams like a point guard, while my data-driven decisions help me innovate like a seasoned analyst. My storytelling skills captivate audiences across cultures, and with a keen understanding of global nuances, I adjust my playbook to resonate with every market. My game is all about teamwork, trust, and making sure we bring home the win!
SUMMARY OF EXPERIENCE
Highlights of Experience
Product Marketing Leadership at Paychex: Led dual roles in Product Management and Product Marketing, driving significant customer retention and new product adoption through innovative go-to-market strategies.
Global Marketing in the Agricultural Space: Directed successful marketing campaigns for Fall Creek Nursery and Agtools, scaling SaaS-based applications to reach diverse agricultural markets across LATAM, EMEA, and North America.
Strategic Partnerships: Established key partnerships with industry leaders like Bluebook, International Fresh Produce Association (IFPA), and Fruitnet, increasing brand visibility and securing new growth opportunities.
Fintech Marketing Growth: Built segment product programs and executed marketing campaigns to increase market share for USBank, Paychex, Bank of America, and MidCountry Bank, which helped them secure segment preference.
Companies with Proven Impact
Paychex: Spearheaded the product marketing efforts for SaaS HR and payroll solutions, collaborating with segment associations, accountants, and tax preparers to drive market penetration. Launched a 120-million-dollar annual growth program.
Agtools: Developed data-driven marketing strategies that empowered farmers across the U.S. with real-time insights for better decision-making, leading to a nearly 100% growth from the previous year.
Fall Creek Nursery: Orchestrated multi-regional marketing campaigns that expanded the company's footprint in the agricultural sector, leading to increased adoption of sustainable farming technologies. Managed a 250 million Product Marketing portfolio.
USBank: Deployed Go-to-Market strategies to launch a diverse portfolio of financial products, reaching emerging segments from checking, savings, and affinity credit solutions for small business owners and the general market. 100 million segment portfolios.
Additional Projects & Achievements
Innovation (Department of Transportation): Developed a leading transformational digital application for the MN Department of Transportation procurement area that collected documentation via a private server and qualified vendors.
Customer Journey and Automation Marketing: Leveraging my expertise with platforms like HubSpot, Salesforce, Marketo, and other AI tools, I’ve implemented automation strategies that create real-time customer engagement throughout the customer journey, driving seamless interactions and personalized experiences at every touchpoint.
AI and Fintech Market Expertise: In-depth AI-product implementation and development knowledge. Strong focus on bringing transformative fintech solutions and technologies to market.
Mentorship & Leadership Development: Established mentorship programs to train cross-functional teams in best practices, fostering an environment of continuous learning and promoting growth.
CORE VALUES
Strategic Thinking
I prioritize developing and executing marketing strategies that align with product and business objectives. I analyze market trends and adapt using Agile practices to anticipate customer needs and position products for maximum global impact.
Building Trust Through Collaboration
I emphasize strong collaboration across Product Management, Sales, Engineering, and Customer Success teams. I excel at influencing without direct authority to drive alignment and initiatives. Integrity is at the core of my approach, as I build trust with teams and partners by consistently delivering value and upholding ethical standards.
Data-Driven Decision and Innovation
I’m skilled in interpreting qualitative and quantitative metrics to measure campaign effectiveness and understand customer behavior. I constantly push the boundaries to create unique solutions that resonate with market needs.
Storytelling & Communication
My key strength is crafting compelling narratives that resonate with diverse audiences. I tailor messaging to connect with customers and stakeholders, adapting communication to different social contexts.
Cultural Awareness and Adaptability
My global experience has taught me the importance of understanding cultural nuances and customizing strategies to meet local market needs. I ensure that every campaign is sensitive to regional preferences for maximum effectiveness, but it should also be aligned with the global scope.
CASE STUDIES
Get in Touch
Ready to take your company's marketing strategy to the next level? Antonio Lizano is your go-to leader for driving innovation, aligning product vision with market needs, and delivering exponential growth. Let's connect to discuss how his experience can shape your organization's future and propel your brand to new heights.
+1 585 748 2016