Andrew Hoerner

Director, Corporate Marketing

Early Warning® -- the company behind Zelle(R) and Paze(TM)

Early Warning powers and protects the U.S. financial system with cutting-edge solutions like Zelle®, Paze℠, payments & fraud intelligence, and so much more. I joined to transform b2b marketing including GTM and growth strategies, brand awareness, reputation marketing, and strategic marketing initiatives for the company behind some of the most used (and beloved) solutions in finance.

VP Corporate and B2B Marketing

DaddyDay.Club

DaddyDay will transform mental health for Dads everywhere. Am providing pro bono go-to-market strategy. Stay tuned!

GTM Advisor

Coherent

• Coherent, the “spreadsheet-to-code” SaaS category creator. $75M series B from Maverick, Cathay 
• Built a global marketing motion from scratch: high performing team + top agencies
• Validated product-market fit, rationalized product/solution set, affirmed ICPs and personas in insurance, banking, capital markets. Supported new verticals and motions in supply chain, manufacturing, healthcare
• Ramped inbound demand gen, ABM to 40% of active pipeline, including 7 figure ABM-attributed inbound deals, while reducing CPL by 70%
• Field and partner marketing ramp contributed to eight figure partner deal pipeline
• Established “voice of CEO” and doubled PR coverage in 8 months

CMO -- Chief Marketing Officer

Multiple growth-phase SaaS startups

• Acting CMO across multiple scale-up b2b businesses in cybersecurity (biometrics), compliance (SaaS), marketing automation, and retail
• Collaborated with founders, CEOs, CROs, and boards on high-impact marketing, GTM, demand gen, and vertical strategies
• Hired and managed high-performing FTEs and agencies
• Built “lean” full-funnel demand gen; $5.7M in high intent leads 
• Refreshed brands, websites. Jumpstarted thought leadership motions

Chief Marketing Officer (Acting)

Symphony.com

• Symphony: the largest connected community for financial services collaboration, chat, workflows
• $2B valuation. Raised $460M from the largest global banks including Goldman Sachs
• I led a digital marketing transformation and built and sustained a high performance team
• Grew ARR from $30M to $100M through fierce sales alignment and targeted campaigns 
• Elevated the brand. Built community. Activated inbound marketing. Enabled sales
• Architected multi-touch and attributed Account Based Marketing (ABM/ABX) and demand gen
• Led product, solution marketing to launch 12 products. Integrated 2 M&As
• Ramped marketing, go-to-market, and demand gen for multiple new verticals
• Implemented Storyteller thought leadership social and content initiative
• Achieved 90% Y/Y increase in PR coverage for 3 years (TechCrunch https://tcrn.ch/31pNa3b, Forbes https://bit.ly/2Z1IXE8, Fast Company https://bit.ly/2GPABo7, more)

Executive Vice President, Global Marketing

FS-ISAC

• FS-ISAC: the largest cybersecurity information sharing community
• Helped grow logos from 2000 to 7000; 186% Y/Y increase in paid membership
• Built out digital marketing, hired and led team to create and operate the martech stack
• Marketed directly to CSOs, CISOs, CIOs and CROs at the world's top financial firms
• Founded the Media Response Team to handle severe crisis communications 
• FS-ISAC was a 2018 CIO 100 Award winner: https://bit.ly/2reCS5d
• Launched major initiatives: fsisac-summit.com, grfederation.org, shelteredharbor.org
• Concurrent role: launched Soltra, a SaaS spinout for cyber threat intelligence

Vice President, Marketing and Communications

Soltra (acquired by NC4 Nov 2016)

• Soltra, the most widely used threat sharing SaaS solution, backed by 10 top banks, FS-ISAC, DTCC
• Led creation of the ADDY award-winning brand, launched the company and its PLG motion
• In 12 months, built a $25M+ contract value pipeline with over 2800 companies using
• 70% of closed/won attributed to marketing
• The Wall Street Journal says: http://on.wsj.com/1LqJ9Oz
• Dark Reading writes: http://ubm.io/1BcWm8f
• TechCrunch says: http://tcrn.ch/200V8bj
• Concurrent role while also working for FS-ISAC

Vice President of Marketing (concurrent role)

VeloCloud Networks, Inc.

•  Velocloud delives next gen WAN solutions and is backed by NEA and Venrock 
•  Provided marketing strategy and support to founders during launch and $21M funding
•  Managed rapid development and deployment of new website, video and content
•  Delivered strategic marketing guidance for positioning, PR and demand generation

Launch Advisor (concurrent advisory role)

Mintigo

• Sequoia-backed Mintigo uses big data to find the next "most likely to buy" customers
• Tripled the flow of marketing qualified and sales ready leads 
• Launched first version of SaaS product and revamped the website
• Ramped cost effective PR and social media leading to a full Forbes story - 
 http://onforb.es/18aBCUY and doubled the number of earned twitter followers
• Instantiated inbound and content marketing programs
• Matured marketing tech stack using Marketo, Sprout Social and Mintigo AI

Sr. Director of Marketing

McAfee (Acquired by Intel)

• McAfee: the world's largest dedicated security company. Acquired by Intel for $7.68B
• Led go-to-market strategy, launch & team for solutions in the $500M network security BU
• Owned go-to-market for $80M next generation firewall line. Exceeded bookings targets
• New product introduction with a key partner built a $25M sales pipeline within 12 months
• Integrated five acquired products including SaaS-based single sign on (SSO) and identity management. Directed positioning, pricing, packaging & sales enablement, mid-market and channel
• Led a brand awareness initiative that catapulted us to #2 social media share of voice in 90 days

Director, Product Marketing

CMO | Marketing Leader | B2B | SaaS | 0-5M | 10-20M | 30-100M | Storyteller | 4x Dad | ex Symphony, Intel, McAfee

I love to craft ”stories that sell.” For B2B SaaS companies focused on dynamic growth, I bring over 15 years of marketing leadership ranging from venture-backed startups to large global companies like McAfee/Intel (INTC). 

I am a full-stack marketing executive and have served as Chief Marketing Officer (CMO), EVP / Vice President of Marketing, and Head of Marketing during journeys from $0-5M, $10-20M, $30-100M, and $300-500M. My teams and approaches have directly helped impact $625M in revenue and 7650+ new logos. As a player-coach, I build high-performing marketing teams and programs that fiercely align with growth, performance, and awareness objectives.

Focus areas: 

B2B SaaS, enterprise software, fintech, insurtech, cybersecurity, AI, APIs, cloud-native, low code, marketing automation, big data, CRM, biometrics. Familiar with PLG and SMB motions.

Industries: 

Banking (from Tier 1 banks to community institutions), capital markets (multiple asset classes), insurance (P&C, L&R), legal services, supply chain, manufacturing, professional services, healthcare, retail.

Expertise:

Category, brand, awareness
-Category design and creation
-Brand launches, brand identity, brand up-leveling
-Brand awareness, thought leadership
-PR, AR, IR, influencers, communications

Go-to-market GTM
-Market research, ICP shaping, persona development, positioning
-Industry, vertical, regional, and segment GTM motions, activations
-PLG and EPLG strategy, launches
-Sales playbooks and sales enablement
-Partner and channel marketing
-Team, agency architecture, org design

Demand Gen, customer acquisition
-Demand generation, demand creation, demand capture, full-funnel
-Growth marketing, performance marketing, digital marketing,
-Inbound marketing, outbound marketing, SDR alignment
-Account based marketing (ABM), account based experiences (ABX), social selling
-PESO, SEO, SEM, PPC, paid, earned, shared, owned, out of home ads
-Content marketing, channel optimization
-Field marketing, events marketing
-Martech stack buildout, AI -enabled marketing tools, marketing automation
-Attribution, marketing mix modeling, dashboards

Product marketing, solution marketing
-Product launches, solution launches, integrated marketing campaigns
-Vertical marketing, segment marketing, industry marketing
-Customer success marketing, adoption marketing
-Developer and technical marketing
-Positioning / messaging, pricing, packaging, promotion, procurement
-Competitive intelligence

I work virtually, hybrid, or on-site. Bi-coastal: east coast or west coast, USA. Can commute to NYC quickly.

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