Hello! I'm Andy
Marketing leader with strong product background. Four very successful exits out of seven startups. Have grown businesses from $0 to $20+ million and scaled from $12m to over $150m as well as ran GTM for businesses of $350m-$450m.
Extensive B2B cybersecurity SaaS experience. Signature themes are account-based, intent-based and agile marketing that is radically aligned with sales and product. Capture demand, don't create demand.
Leadership style is 50% operational and 50% inspirational. Nothing more I enjoy than creating products people love!
Andy Smith
CHIEF MARKETING OFFICER
+1-510-386-8318
Email:
Location:
Pleasanton, California (SF Bay Area)
Phone:
EXPERIENCE
EXPERIENCE
2023 - Present
CMO
CYBER GTM CONSULTING, Pleasanton, CA
Go to market and marketing consulting on strategy and execution for cybersecurity startups
2021 - 2023
CMO
LAMINAR, Tel Aviv, IL
Established Data Security Posture Management (DSPM) category and successful exit to Rubrik for ~$200m
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Growth from $0 to $5m. Joined at seed stage. Sold to Rubrik in 2 years for reported $200+m.
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Launched company 3 months after start with over 1,000 attendees at virtual industry launch event.
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Founding marketeer, grew to team of 7.
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Established new DSPM market category with Gartner and led the market.
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Marketing engine built on intent and account-based strategies.
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Implemented agile marketing practices.
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Responsibilities included marketing, revops as well as SDR functions.
Laminar was leader in Data Security Posture Management including data discovery and classification, data access governance and data detection and response.
2021 - 2021
CMO
QUALYS, Foster City, CA
Re-engineered marketing engine for effective demand generation and launched 4 major new products.
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Managed team of 30 marketers at $350m+ global, public, cybersecurity leader.
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Fixed broken marketing practices and implemented revtech to measure marketing effectiveness.
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Team included PR, field/channel marketing, demand generation, marketing ops, community and design.
Qualys is leader in vulnerability management, asset management, and threat detection and response. They pioneered cloud-based SaaS in cybersecurity.
2017 - 2021
SVP Marketing
2019 - 2021
CENTRIFY, Santa Clara, CA
Led team of 24+ through growth from $70m to $170m. Drove pipeline creation of up to $450m annually.
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Led a global team of 24+ incredible marketeers in Digital, Channel, Field, Demand Gen, Product Marketing, PR, AR, Customer Advocacy and Marketing Ops.
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Re-branded to "zero trust privilege" leader after split of Idaptive from Centrify
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Utilized both account-based and intent-based practices for effective pipeline creation
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Managed efficiency gain after PE acquisition by Thoma Bravo.Led team of 24+ through growth from $70m to $170m. Drove pipeline creation of up to $450m annually.
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Led a global team of 24+ incredible marketeers in Digital, Channel, Field, Demand Gen, Product Marketing, PR, AR, Customer Advocacy and Marketing Ops.
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Re-branded to "zero trust privilege" leader after split of Idaptive from Centrify
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Utilized both account-based and intent-based practices for effective pipeline creation
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Managed efficiency gain after PE acquisition by Thoma Bravo.​
VP of Product Marketing
2017 - 2019
Managed AR, content, sales enablement, positioning and messaging for $100m PAM leader.
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Created sales playbook and enabled field with 13 detailed sales play.
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Managed AR function that included leadership positions in Gartner MQ, Forrester Wave and Kuppinger Cole Leadership Compass.
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Added Customer Advocacy function and drove rollout of Customer Advisory Board.
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Managed small team of 5 PMMs and Technical Marketing.
Centrify was pioneering Privilege Access Management (PAM) leader and thought leader in IAM space.
2014 - 2017
Sr Director of Product Management
ORACLE, Redwood Shores, CA
Responsible for go-to-market and strategy for Oracle's $500m global Security and Identity Management business.
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Drove Oracle’s entry into cloud security including IDaaS, SIEM and CASB.
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Ran Oracle Security and IAM annual Customer Advisory Board.
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Enabled global field sales force of over 250 to transition from on-premises license to cloud.
2011 - 2014
VP of Product Management
BITZER MOBILE, Sunnyvale, CA
Drove growth from $0-$10m and successful exit through sale to Oracle in 3 years.
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Employee #5
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Managed critical pivot, production deployments at Chevron and Exxon, hired team, developed and launched new product in 4 months.
Bitzer Mobile delivered enterprise mobility solution to allow employees to safely access enterprise data from consumer mobile devices.
2007 - 2011
VP of Products
PURFRESH, Fremont, CA
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Delivered world's first ever "freshness index" SaaS software, Intellipur, that tracked trip conditions in refrigerated containers and predicted shelf life of produce.
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Successfully introduced new solution for global marine export containers that grew 200% and 400% in first 2 years.
Purfresh is a "clean tech" company focused on bringing environmentally friendly technology solutions to help keep food and water fresh and safe.
2006 - 2007
VP of Product Management
APEXON, San Jose, CA
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Adjusted business strategy to focus on SaaS supplier collaboration.
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In three months delivered re-vamped UI as well as new pricing and go to market strategy.
Apexon delivered a targeted business intelligence solution for supply chain organizations based on Oracle OLAP engine.
2004 - 2006
Director of Product Marketing
VIRSA SYSTEMS, Fremont, CA
Scaled business from $10m to $120m. Successful sale to SAP for $450m.
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Established ground up branding and pipeline marketing effort beginning with no leads or brand awareness with 35 customers to globally recognized brand with over 400 customers worldwide.
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Successfully managed launch activities for four new solutions and helped drive brand coverage from 13 articles in 2004 to over 120 in 2005.
Virsa was market leader in Governance, Risk and Compliance (GRC) software for ERP systems.
2001 - 2004
Sr Solutions Marketing Manager
ACTIVCARD, Fremont, CA
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Grew product line from $4 to $8m in one year.
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Drove shift towards vertical market and solutions approach to selling.
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Introduced cross disciplinary product launch process.
ActivCard delivered enterprise security software for smart cards.
2000 - 2001
Director of Product Management/Marketing
VERIDICOM, Santa Clara, CA
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Managed software and hardware product management as well as marketing communications.
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Split time between outward focused product evangelism and training with inward focused strategic direction and project management.
Veridicom delivered fingerprint biometric solutions for strong authentication use cases.
EDUCATION
MBA
SANTA CLARA UNIVERSITY, Santa Clara, CA
BA in Mathematics/Economics
OCCIDENTAL COLLEGE, Los Angeles, CA
SIGNATURE THEMES AND STRENGTHS
CATEGORY CREATION
Extensive thought leadership, analyst relations, content and influencer marketing
STRONG LEADERSHIP FOCUS
An aptitude for mentoring, combination of operational and inspirational leadership
STRATEGIC THINKING
Discerning of patterns and cut through the clutter. First principles problem solving
EFFECTIVE COMMUNICATOR
Technology savvy and persuasive, clearly articulate business problems by relentlessly listening to customers
CHIEF "MARKET" OFFICER
Build out marketing engine as well as leader for GTM strategy
PARTNER WITH SALES
Always an advocate for the field, expect team to be responsive to requests as well as listen and act on feedback