Following the Cisco acquisition in April 2024, delighted to continue the journey and lead the Global Marketing Team for Isovalent within the Security Business Group at Cisco.

Isovalent is the company founded by the creators of Cilium and eBPF. Isovalent builds open-source software and enterprise solutions solving networking, security, and observability needs for modern cloud native infrastructure. The flagship technology Cilium is the choice of leading global organizations including Adobe, Ikea, AWS, Capital One, Datadog, GitLab, Google, and many more. My role as VP of Marketing was to build and lead a diverse team to generate brand awareness, drive adoption of our open source projects, and identify our user base to build marketing-sourced pipeline.

Throughout my time at Snyk, I identified, hired, coached, mentored and managed a team of specialist regional marketers (aka regional CMO’s) across 9 time zones in EMEA, APJ and AMER. Lead my team to define the local marketing pipeline generation programs that aligned to the specific sales segments as part of our GTM motion. From bottom-up Community and Product Led Growth (PLG) initiatives for developers to engage and drive user awareness and product adoption, to top down decision-maker and C-Suite campaigns in the Enterprise segment for deal acceleration and expansion. Aligned to this supported the broader GTM team to identify and generate customer references and testimonials weaving them into the regional marketing strategy. Embraced full accountability for positive alignment across cross-functional teams, and with key stake holders, whilst assuring we achieved the desired company wide business goals and objectives supporting the ARR growth to triple within 18 months.

Joined Snyk in the scale-up phase and played a pivotal role in the 3x growth within 18 months of joining. KPI's were mapped to Sales & Marketing goals, with accountability for full-funnel demand generation from all marketing sources (website, PQL's, events & programs) to drive pipeline and revenue. Under my leadership, the team executed lead-generation campaigns, ABM marketing, webinars (in local language if needed), Snyk proprietary & third party events, regional PR & media relations and much more. Following the success in EMEA & APJ, I took on responsibilities within a year of joining for building out the function in Americas.

Responsible for the EMEA marketing strategy, working closely with the VP EMEA Sales, predominantly focussing on the UK, France, Germany, Benelux & Nordics, but also emerging markets across the Middle East, Africa, Italy, Russia and Poland. Program expertise spans from traditional field marketing programs, through to CXO executive round tables and thought leadership initiatives with industry specialists, to creating global sales plays in close collaboration with engineering and product marketing teams. Consistently analysing revenue impact from multi-million dollar marketing spend, and collaborating with regional sales leadership to evaluate program performance and implement improvements.Leading global key account-based marketing initiatives at companies like Barclays, Disney, Audi and T-Mobile to support sales on whitespace planning, cross sell / expansion opportunities and build programs for the field. Scope is to maintain developer relationships, while also elevating positioning and delivering greater value for the customer at an executive level. Initiated collaboration with Emissary, an executive access and human intelligence network to help us sell into our 46% Fortune 500 and 31% Forbes 2000 customer base. Objective is to help sales navigate in these accounts by having them connect directly with executives who worked at these companies. This program delivers detailed inside intelligence, guidance, and first-hand knowledge, helping shorten sales cycles, providing insights and help generate pipeline and close more deals.

Built the entire field / regional marketing team from scratch. Hired a distributed team of 30+ marketeers for global coverage to align to the Sales organisation across the US, UK, France, Germany, Benelux & Nordics, and across Asia in Japan, Korea, Singapore and Australia. Developed (where relevant, local language) programs to build pipeline, nurture leads and accelerate deals across all stages of the funnel, to support the rapid business growth from the pre-IPO $10m/ARR to over $400m/ARR post-IPO. Managed a multi-million dollar budget, with responsibility for regional GTM strategy (including US Federal & Partner Marketing), and developed sales playbooks for driving adoption & engagement. From lunch & learns to product power hours, to account specific programs and regional events, every execution was implemented to map to the user / customer journey.

One of the first 50 employees and Marketing hires at Elastic. Worked directly with the Founders and was responsible for the rebrand of Elasticsearch to Elastic, and what was then also the migration of the popular open source community .org site to the commercial company website. Supported multiple acquisitions, such as the integration of Found, a leading Elasticsearch SaaS provider. All milestones achieved, announced and launched at the first ever user conference with 1300 delegates in 2015 in San Francisco. Thereafter, continued to build out, manage and lead the in-house, distributed creative services team to support global program and event strategy with the best in class content, design and web specialists.

Following the acquisition of Orange11 role included leading all branding & marketing activities for Trifork Amsterdam & advised on effective marketing activities to drive awareness & sales for our global GOTO conferences. Working with a combination of Marketo & Salesforce, we directly measured the effectiveness of our campaigns and thereby the ROI, mapped directly to sales pipeline.

Responsible at the Management Team level for all brand, communications, marketing & lead generation activities at JTeam, later renamed to Orange11. Tasks included strategy & positioning formulation for our products & services and the development & implementation for all online/offline campaign activities.

Account Director responsible for the development & implementation of global marketing communications challenges for the B2B market from both a strategic & creative perspective. Projects varied from website development to sales incentive programs to product launches and integrated campaigns. Clients included TNT, HP, Océ & Sappi to name a few.

Worked on corporate identity projects for large clients like ASML & BAM.

Account Manager based initially in Eindhoven responsible for marketing communcations for clients including Sony, Nissan & DHL. Set up Amsterdam office in order to work more closely with key clients.

Feasibility study for the improvement of customer information systems within the Customer Services division of Airbus.