November 14, 2022 – Jay Millen and Carlos Cata of Toronto-based Caldwell recently assisted in the recruitment of Ana Villegas as chief marketing officer of AffiniPay, a leading SaaS for professionals. Following the news of AffiniPay’s acquisition of legal practice management software company MyCase, Ms. Villegas will lead marketing and help drive growth for AffiniPay’s payment and software offerings.
“As AffiniPay and MyCase join forces to empower professionals through best-in-class technology, Ana is the ideal fit to lead our marketing strategy as the fintech and legal tech markets continue to evolve,” said Dru Armstrong, CEO of AffiniPay. “We’re excited to add Ana to our executive team and will lean on her wealth of experience as we expand our technology-enabled products to allow professionals to get back to what matters most–their customers.”
A seasoned marketing and software executive with nearly 30 years of experience working with both consumer and B2B brands, Ms. Villegas brings a global perspective, a deep understanding of professional services verticals and passion for driving marketing ROI to her role at AffiniPay. Most recently, she served as chief marketing officer at National Instruments (NI), where she facilitated the company’s global rebrand and led worldwide marketing, corporate impact, and communications strategies to help engineers and enterprises improve business performance through test and measurement. Prior to that, she spent more than 16 years at Dell leading digital marketing initiatives, as well as launching digital payments in the financial sector in Peru.
“I am thrilled to join AffiniPay and its impressive suite of SaaS products serving the fintech and legal sectors,” said Ms. Villegas. “I look forward to leading digital marketing and strategy for this dynamic, high-growth company in its next phase to enhance the brand and bring technology-enabled innovation to our customers. I am especially energized to join a company that puts their people first and foremost.”
Headquartered in Austin, TX, AffiniPay is the market leader in professional services payments and project management software serving legal, accounting, architectural, engineering, and construction firms. AffiniPay has been recognized as one of Inc. 5000’s fastest growing companies for 11 years in a row.
The growth agenda is increasingly being defined by advanced marketing and sales approaches that leverage data, technology, AI and machine learning to drive digital strategies that connect with markets and customers. Caldwell developed the modern marketing and growth officers practice to define and focus its approach on leaders who are both creating value for new companies and transforming legacy companies to fit this new reality.
Mr. Millen is managing partner of Caldwell’s CEO and board practice and leads its Charleston office team. Working with publicly-traded and privately-held companies, he assists clients in senior-level recruitment and in the development of board and CEO succession plans as well as industry specific leaders at all levels in the natural resources and manufacturing sectors. Mr. Millen also has an extensive not-for-profit background at the board and senior executive level.
Mr. Cata is managing partner of Caldwell’s Chicago office and the modern marketing and growth officers practice, as well as a leader in DEI efforts both at the firm and client level. He is often asked to advise on strategies to unlock growth in the areas of marketing modernization, ESG/DEI and digital transformation. Mr. Cata excels at advising clients at the intersection of talent, growth and innovation where companies and brands seek to play a more relevant role in enhancing customer experiences. His search practice spans across the spectrum of commercial leadership functions for financial services, consumer, fintech and PE-backed companies. He also brings a special focus on coaching and developing Latino leaders as they embark on C-suite and board roles.
Contributed by Scott A. Scanlon, Editor-in-Chief; Dale M. Zupsansky, Managing Editor; and Stephen Sawicki, Managing Editor – Hunt Scanlon Media