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As Chief Marketing Officer and Senior Vice President at IBM, Carla oversees all global marketing, brand initiatives and client feedback through NPS for the IBM company. Accountable for demand generation, her team includes marketing professionals located in dozens of countries worldwide. Carla brings to IBM more than 20 years of experience leading global marketing and sales organizations, with a passion for business strategy, customer-centric digital marketing, and social impact as IBM accelerates its transformation to an open hybrid cloud platform and AI company.
Prior to IBM, Carla spent two years as the Executive Vice President, CMO, and General Manager of the Portfolio Business unit of National Instruments (NI), where she served as the first CMO in NI’s history and focused on rebranding the 40+ year company. From 2015-2017, Carla served as the CMO of Rackspace, where she drove a repositioning campaign which doubled brand awareness and led to the successful private equity sale of the company in 2016. Prior to Rackspace, Carla spent 16 years at Dell, where she worked across every sales function and geography. Her roles included launching new businesses in emerging markets, running multiple P&Ls and modernizing the inside sales function. It was at Dell where Carla made her first move into marketing as the CMO of Latin America.
Carla is a recognized leader in building a better society by the Aspen Institute and a member of its Henry Crown Fellowship class of 2016. In 2017, she was named a Women to Watch by Inc. Magazine. The daughter of hardworking immigrants and entrepreneurs from Uruguay, and an immigrant herself, she is a champion for diversity and inclusion and was awarded “Top 50 Influential Hispanic” by Hispanic Business Magazine. She is the president of the board of the Texas Conference for Women and the incoming chair of the Austin Community Foundation. Above all else, Carla is a proud wife and mother. Carla is an alumna of the University of Texas at Austin, School of Architecture.