November 8, 2019 – Recently, executive search firm Polachi Inc. placed Elana Anderson as chief marketing officer of Veracode, a provider of application security testing solutions. Charley Polachi spearheaded the assignment.
Reporting to CEO Sam King, Ms. Anderson will head Veracode’s global marketing, branding and communications programs to help the company achieve its growth strategy.
“Elana’s success building global brands in established and emerging markets is testament to her deep technology expertise and marketing prowess,” said Ms. King. “She is a proven executive with boundless energy and innovative ideas that will help us further our mission to help our customers change the world securely and drive the next chapter of Veracode’s growth.”
Application security continues to be among the fastest growing areas within cyber security as companies seek solutions to help them reduce risk and adapt to pressures such as continuous software delivery models, expanding software supply chains and evolving cyber threats. With her deep expertise building global brands, driving thought leadership and scaling growth programs, Ms. Anderson will lead Veracode’s go-to-market strategies, create programs to drive customer growth and advocacy, and amplify Veracode’s global presence to reach new audiences and expand the company’s geographic footprint.
Ms. Anderson’s marketing background spans nearly three decades as a marketing executive, industry analyst and consultant working with Fortune 500 B2C and B2B enterprises. Previously, she led global marketing for SaaS e-commerce leader Demandware, which was acquired by Salesforce in 2016 for nearly $3 billion. Ms. Anderson also served as vice president of strategy and products at marketing technology provider Unica, which was acquired by IBM in 2011. From 2002 to 2007, she was a sought-after marketing thought leader at Forrester Research where she built and led the marketing practice and focused her own research agenda on customer relationship strategies, customer analytics and marketing technology.
“Today, most consumers can point to examples of how software is changing their lives for the better,” Ms. Anderson said. “But the businesses building that software need a platform like Veracode to ensure the software they are building is free and clear from security vulnerabilities that put us at risk. Veracode’s strategy to support the growing trend toward DevSecOps, empower developers with the tools and education to build security defect-free software, and provide corporate security teams with the platform to oversee and monitor the program is very compelling.”
Polachi Inc. provides access executive search services to technology, clean technology, private equity and venture capital companies. The firm recruits executive leaders for a client roster that includes Aspen Technology, Bottomline Technologies, Attunity, Cognizant Technologies, MAM Software, Trillium Software/Harte Hanks, FleetMatics, Lionbridge, Sparta Systems, Sevcon, Epsilon, Cognex, Plug Power, Mediamorph, Witricity, BlueConic, Perkins School, Knoa and Visual IQ, among others.
Chief Marketing Officers Gaining Momentum As Business Game Changers
Today’s CMO works with the CEO to accelerate the organization and drive transformation. CMOs also collaborate with other members of the C-suite, especially with a company’s top HR executive to shape the company brand.
Mr. Polachi recruits CEOs, board members and other officer-level executives for public and private technology companies. He also oversees Polachi Inc.’s venture capital and private equity specialty practice, which is dedicated to recruiting partners for leading venture capital and private equity firms around the world.
Chief Marketing Officers
As business becomes more global and complex, and power shifts from producers of goods and services to consumers, the chief marketing officer’s job of planning and coordinating marketing activities has become more challenging, recruiters say. Yet executive search firms are seeing no shortage of assignments for this important C-level position.
Current business landscape demands have only increased the contribution from CMOs, according to the latest research report from Forrester and Heidrick & Struggles. The survey found that CMOs are building strong relationships with the head of product and research and development to prepare their organizations for digital disruption.
“We see CMOs moving beyond functional expertise to assume responsibility for driving overall growth within their organizations,” said Sheryl Pattek, VP, CMO executive partner at Forrester. “They are evolving into key strategic partners on the executive team, and know that collaboration with the rest of the C-suite will be instrumental to their success.”
Contributed by Scott A. Scanlon, Editor-in-Chief; Dale M. Zupsansky, Managing Editor; and Stephen Sawicki, Managing Editor – Hunt Scanlon Media