Linette Zanona Atterbury

Pro-Bono Marketing & Campaign Strategist | Animal Advocacy & Impact

May 2026 - Present

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Availability: 5 to 10 hours per week 
Provide focused, high-level "strategic air cover" and campaign consulting to grassroots animal welfare organizations and local rescues completely free of charge.

• Digital Infrastructure & Web Redesigns: Direct end-to-end website remapping, content architecture, and site-wide copywriting. Experience includes managing cross-functional teams of graphic designers, social media volunteers, and external web development agencies.

• Crisis & Rapid-Response Campaigns: Design and shepherd urgent email and social media blitzes for sudden medical emergencies or intake surges, including high-speed drafting, leadership review, and copy-editing within tight 5-hour windows.

• Year-End Giving & Major Campaigns: Build and manage segmented, multi-channel blueprints (up to 33 touchpoints) that incorporate corporate donation matches and digital merchandise sales to maximize seasonal funding.

• Community & Social Media Stewardship: Structure intentional frameworks on Facebook and Instagram to source permission-secured alumni success stories and convert passive digital followers into active donors.

• Editorial Copy Reviews & Workflow Audits: Serve as an objective advisor to review current donor pipelines, optimize communication workflows, and mentor green marketing staff.

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Director, Interim Head of Enterprise Marketing,  PayPal Holdings, Inc. 

February 2024 - September 2024

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As the interim leader for PayPal's Enterprise (B2B) Marketing organization, I was accountable to the President of Global Markets and the EVP & GM of our Enterprise business unit and led a team of 15 marketers to support business priorities. The team developed and executed cohesive content and channel strategies to provide integrated and full-funnel marketing for our large enterprise customers. The content we created strategically supported our customers in four key areas: Growth, Profitability, Simplicity, and Innovation. Our amplification efforts spanned a variety of channels, including our website, owned social media, ABM campaigns, sponsored content, owned events, and industry-specific and vertical conferences.

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I was also responsible for key strategic executive customer initiatives, including our C360 executive customer events globally and the creation and launch of our enterprise customer reference program designed for our most strategic customers and partners.​

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Director, Global Enterprise Strategy & Integrate Marketing,  PayPal Holdings, Inc. 

May 2021 - February 2024

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Responsible for driving the strategy and integrated marketing for PayPal's Enterprise Segment globally. Focused on creating brand awareness and thought leadership content, including customer success videos to support business needs and end-to-end marketing plans. I also led the program development and customer panel recruitment for our exclusive strategic customer events.

 

​Inspired a team of nine: three marketing strategists, five content marketers, and one MBA intern. Received multiple Key Talent Equity Awards. Honored with four spot awards for exceeding expectations and delivering exceptional program results.​

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Vice President of Marketing, EIS

2017 - 2020

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Led the global business-to-business marketing for a software company serving the worldwide insurance industry. Managed all marketing activities from strategy and branding to enablement and customer advocacy. Produced and launched the new corporate brand – name, identity, messaging, and guidelines. Led and motivated the marketing team for impactful work production.

 

Added Sales Development for lead nurturing. Oversaw agency relationships, analytics and reporting, and budget.

 

Led the expansion of the MarTech stack with new productivity tools, content experience platform, media monitoring, and account-based marketing. Rearchitected website.

 

Conceived and delivered a thought leadership program for CEO Staff. Introduced an internal communication program for employees and an external communications program for customers. Developed a customer advocacy program & oversaw the production of the first hosted customer event. Shifted all events online in 2020.

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Senior Director, Alliances & Product Marketing, EIS  

2015 - 2017

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Provided leadership to the organization in dual roles of partner and cloud marketing. Led the marketing for the company's strategic partnerships with global system integrators including PwC and Cognizant, and cloud providers Amazon Web Services and Microsoft Azure to extend the reach and strengthen the commitment to the P&C and Group and Voluntary Benefits insurance community. Led initiative to become a founding member of the AWS Financial Services Competency Program partner.

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Promoted to Vice President of Marketing to assess, restructure, lead, and expand the marketing organization.

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Head of Sales Enablement & Events, PayPal

2012 - 2015

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Led the B2B marketing team for the large enterprise business unit to drive adoption within new and existing retail customers. Enabled solution selling and storytelling by delivering best-in-class sales training and marketing programs.

 

Launched an internal communication program to advise on industry trends and inform on company news. Grew distribution 6x.

 

Oversaw annual sales meetings and President’s Club incentive programs and led the production and program development of annual events for most strategic executive customers. Designed the first Customer Advisory Board.

 

Selected for Emerging Leaders and Investment in People Managers programs.

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Senior Marketing Manager, PayPal

​2008 - 2012

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Drove B2B marketing for growth and incubator programs: Developed North American partner marketing program. Expanded into non-traditional industries, including government, education, digital media, and financial services. Developed messaging and positioning, GTM plans, sales and marketing tools, social strategy, and more for each. The most successful launch, PayPal for Nonprofits, drives nearly $10B in donations today.

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Began by leading marketing for the PayPal Developer community.

 

Developed customized Creative Feedback training and established a marketing think tank. 5-time award recipient for marketing excellence.

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Head of Online Marketing, AAA of NorCal, NV & UT

​2007 - 2008

 

Directed business-to-consumer (B2C) marketing team to drive revenue through digital channels. Managed a $4.7M budget. Exceeded growth goals for both membership at 105.5% and insurance at 127.1%. Led process improvement of the creative process, including implementation of creative briefs, resulting in a 50% increase in on-time campaign launches and a 9% increase in campaign performance. Developed the first insurance retention plan with contact and cross-sell strategies.

 

Principal Consultant, Marketing Services

​2005 - 2007

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Provided both B2B and B2C marketing consultative services to start-ups and large organizations such as CSAA.

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Head of Online Marketing, Robert Mondavi Corporation

2004 - 2005

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Managed the B2C online marketing for wine industry leader Robert Mondavi. Quadrupled website engagement with expanded content. Designed the first integrated campaign incorporating in-store and online advertising to exceed target leads by 109%.

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Online Marketing Consultant, Yahoo! Inc.

2003 - 2004

 

Facilitated development of all Yahoo! Finance and Yahoo! Games B2C advertising campaigns. Managed high-profile programs and partnerships, including the launch of Money Matters with Suze Orman and the most extensive campaign to date, Intuit’s Turbo Tax, with 7B impressions and 160 creatives, resulting in 5% YOY revenue growth. Experimented with broadcast (radio) and out-of-home (OOH) advertising.

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Additional Experience

1995 - 2003​​

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Marketing Consultant | Sole Proprietor

Provided Business-to-Business marketing services and support to the high-technology industry, including Oracle Corporation.

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Marketing Director | Bidcom 

Led company rebranding and launched multiple products to market. Built the alliance and marketing teams.

 

Channel Marketing Director | Sqribe 

Developed the channel program and co-marketing plans for global strategic partnerships with PeopleSoft and Sun.

 

Global Alliance Manager | Oracle Corporation

Established and managed the marketing for strategic partners SAP and PeopleSoft. Managed a $2M budget. Led market research and launched the vertical markets program for Alliances.  Earned the Rookie of the Year award.