You’re making your first senior marketing hire
Define the role, sequence the work, and avoid hiring for the wrong stage.
Experience matters when the gate opens.
Building programs that turn momentum into growth.
2nd Rodeo helps founders and marketing leaders build field marketing, partner, event, launch, and customer engagement programs that support sales, drive growth, and create moments people remember.
What I do
Practical marketing leadership without the overhead.
I work with teams that need senior marketing judgment before they need another full-time executive: building field and partner motions, making events worth the spend, planning launch activities, and giving marketing teams the structure they deserve.
When to bring me in
The moments when Marketing experience matters most.
I’m most valuable when growth creates new challenges, the team is moving fast, and experience can help avoid expensive mistakes.
Your Field Marketing Program needs to prove pipeline impact
Move from event activity to regional plays that sales trusts and leadership can measure.
You're not sure which trade shows are worth the investment
Choose the right events, invest at the right level, and build a strategy that turns conference spend into measurable business impact.
Avoid looking like everyone else
From experiential events and creative ABM campaigns to memorable conference activations, bring a creative edge to programs people actually remember and talk about.
Where I can help
Advisory Services
My lane is the work that brings your market strategy to life: field marketing, partner programs, events, launches, customer engagement, creative campaigns, and the teams that run them.
Best fit for founders and marketing leaders building field, partner, event, launch, and customer engagement programs in cybersecurity.
Launch & Campaign Programs
Build launch activities, campaign moments, and sales-aligned programs that help cybersecurity companies earn attention, create momentum, and move the right audiences to action.
Field Marketing
Create a field marketing engine that connects sales, regional strategy, and customer engagement. From team structure and territories to regional plays and executive programs, turn field marketing into a growth engine that sales values and leadership can measure.
Conference Programs
Tradeshows are expensive. The goal isn't collecting badges—it's rounding up the right prospects. I help build the strategy, team, and measurement framework to make every event count.
Customer and executive engagement
Create meaningful moments with prospects, customers, executives, and advisors through boards, dinners, and curated experiences.
Building marketing teams
Help founders make their first marketing hires and help growing teams define roles, operating rhythms, and career paths that scale.
Creative Program Strategy
Before you build the program, make sure it's worth remembering. Bring a sharper creative lens to campaigns, events, and experiences people actually talk about.
Kristin Liu
Founder, 2nd Rodeo
Field, Partner & Event Marketing Advisor
Experience across high-growth cybersecurity companies
IDT
Check Point Software
Infoblox
Dyn
Centrify
Skybox Security
Lacework
Observe by Snowflake
Who's in the saddle
Built by someone who has done the work.
After many years building marketing teams inside high-growth technology companies, I started 2nd Rodeo to do the work I love on my own terms.
I've built teams from the ground up, scaled global marketing organizations, and led programs that contributed more than 40% of company revenue. Along the way, I've launched products, built conference and field marketing programs, and partnered closely with sales teams during periods of rapid growth.
Most of my experience has been in cybersecurity, where credibility, clarity, and memorable customer experiences matter.
Tools from the field
A few practical things worth having before the next big spend.
These starter templates are examples of the practical tools and playbooks 2nd Rodeo can help build. They are intentionally high-level; the real value often comes from getting more granular for your programs, sales motion, and team.
Conference Readiness Checklist
Pressure-test the plan before you commit the budget, book the booth, or send the team into another badge scan marathon.
Field Marketing Program Scorecard
See where your field motion is strong, where it’s fuzzy, and what to fix first.
Event Debrief Template
Capture what worked, what didn’t, and what sales needs next while the signal is still fresh.
Get in touch
Let’s talk.
No sales pitch. No pressure. Just a conversation.
Let’s figure it out together.
Whether you're making your first marketing hire, rethinking your conference strategy, looking for an experienced sounding board, or exploring what's next, I'd be happy to connect.
connect@2ndrodeoadvisors.com Connect on LinkedIn
Mentorship
I’m especially happy to connect with marketers early in their careers, particularly those in field and partner marketing—roles that often have an outsized impact but don’t always get the attention they deserve.