Sandra P.-Global B2B Technology Marketing And Growth Leader
Check rate
Experience
Global Marketing, Director
WithSecure
Member of the Revenue Operations Leadership Team
- Lead a global 13-person marketing organization across brand, demand generation, digital, and partner marketing, with responsibility for a €5M budget and international growth programs.
- Define market positioning, value propositions, and messaging for complex cybersecurity and AI-enabled software, translating technical capabilities into clear customer, partner, and commercial value.
- Generated €45M in annual pipeline through integrated demand generation, ABM, and partner programs aligned with priority ICPs and revenue targets.
- Doubled marketing ROI within 12 months by reallocating investment, strengthening performance governance, and introducing AI-enabled workflows.
- Established RevOps-aligned planning and shared performance frameworks with Sales, improving funnel transparency, prioritization, and commercial accountability.
- Delivered double-digit revenue growth among strategic partners through MDF-supported and campaign-in-a-box growth initiatives in a newly launched partner relationship management tool.
- Introduced AI-supported content, lead-nurturing, and workflow automation using Claude, ChatGPT, and n8n, reducing marketing turnaround times by 30%.
- Represented WithSecure in European cybersecurity policy and industry forums, contributing to positioning papers and executive-level stakeholder engagement.
Audience & Creation, VP
WithSecure
Expanded leadership scope beyond brand into acquisition, engagement, retention and audience growth as a member of the Marketing Leadership Team, reporting to the Chief Revenue Officer.
- Led a global team of 9 professionals across content, PR, social media, events, and audience development.
- Designed the marketing operating model connecting awareness, demand generation, and pipeline creation across brand, content, events, digital, and partner programs.
- Positioned WithSecure as a leading European cybersecurity alternative through integrated campaigns, executive communications, events, and regional marketing initiatives.
- Turned analysts and customer insight as well as market intelligence into positioning, campaign, and trust-building programs.
- Designed and scaled the WithSecure Cybertruck across 50+ European events, generating lead-to-opportunity conversion rates of up to 20%.
- Conceived and launched the Museum of Malware Art, attracting more than 1,500 visitors in its first year and creating a distinctive customer and partner engagement platform.
- Developed executive and influencer events achieving lead conversion rates between 25% and 50% among targeted audiences.
Brand & Communications, VP
WithSecure
Promoted to marketing leadership team and overall responsibility for global brand strategy, communications, thought leadership and market positioning.
- Built and launched the WithSecure global brand within 12 months, earning Forrester B2B Program of the Year recognition and creating SPHERE as a global platform for product launches and executive engagement.
- Defined market positioning and strategic messaging through brand surveys, competitive analysis, market intelligence, and audience research before and after launch.
- Led global brand, communications, social media, and events, strengthening market positioning and engagement across priority markets.
- Created executive speaker programs securing opportunities at Web Summit and MWC and supported Product Marketing through launch campaigns, product reviews, and interactive simulations.
- Achieved event NPS above 80, recommendation scores above 90%, and a 3.0x pipeline-to-spend ratio for trade shows.
- Executed US market-entry and multi-country campaigns through digital acquisition, OOH advertising, executive events, and a focused beachhead strategy.
Communications & Brand, VP
F-Secure Corporation
- Led global brand, communications, analyst relations and global events through the F-Secure demerger and corporate brand relaunch, managing repositioning during a major transition
- Drove the company-wide brand transformation program (naming, positioning and a phased activation roadmap) that laid the groundwork for the subsequent WithSecure rebrand
- Commissioned Forrester thought-leadership research to establish “outcome-based security” as the company’s market narrative, shaping web content and corporate positioning
- Directed crisis and reputation management across PR, stakeholders and spokesperson communications
Global Communications, Director
F-Secure Corporation
- Directed global campaigns that generated 1,200+ Tier-1 media placements, strengthening analyst relations and corporate visibility across global markets
- Established thought-leadership channels (podcasts, blogs) reaching 10,000+ engaged users monthly
- Managed international agency networks and executive communications, and led internal and external communications for strategic M&A projects and company-wide strategy launches
- Repositioned PR from standalone execution into a performance-driven function integrated with campaigns, data and measurable business outcomes
Head of Corporate Communications
F-Secure Corporation
Member of the global MarCom & brand council; communications lead for crisis and change on the CEO-led crisis-management team.
- Led PR and marketing for DACH as an early leadership scope, then progressed into international communications and brand leadership roles
- Built executive thought-leadership and speaker programs
- Led analyst relations and product review programs strengthening competitive positioning
- Managed editorial boards, web governance initiatives and cross-functional transformation projects
- Supported launches of multiple consumer and enterprise cybersecurity products
Industry experience
See where this freelancer has spent most of their professional time.
Experienced in Information Technology.
Business area experience
See which departments and functions this freelancer has contributed to most.
Experienced in Marketing and Strategy.
Summary
Global B2B software marketing executive with 25+ years of experience building technology brands, translating complex innovation into compelling business value, and connecting market positioning and thought leadership with measurable growth. Led international teams of up to 13 professionals and a €5M budget, generated €45M in annual pipeline, doubled marketing ROI within 12 months, and built the award-winning WithSecure brand. Combines strategic market development with hands-on execution across demand generation, content, product marketing, partner marketing, and executive communications.
- Built and launched the WithSecure global brand within 12 months, earning Forrester B2B Program of the Year recognition
- Generated €45M in annual pipeline through integrated demand generation, ABM, and partner marketing
- Doubled marketing ROI within 12 months through performance governance, budget reallocation, and AI-enabled workflows
- Turned complex software, cloud, and AI innovation into differentiated positioning, executive thought leadership, and international campaigns
- Built research, content, event, and executive platforms that connected market influence with measurable commercial outcomes
- Led international teams of up to 13 professionals and a €5M budget across Europe, the US, Japan, and APAC
Skills
- Market Creation & Positioning
- B2b Software Marketing
- Ceo Thought Leadership
- Partner & Ecosystem Marketing
- Full-Funnel Demand Generation
- Revenue & Pipeline Growth
- Marketing & Sales Alignment
- International Team Leadership
- Ai & Technology Storytelling
- Product Launches
- Research-Led Campaigns
- Marketing Performance
Sales & Partner-Gtm
- Salesforce
- Impartner
- Linkedin Sales Navigator
Analytics & Performance
- Databricks
- Google Analytics 4
- Partner And Pipeline Dashboards
Digital & Market Intelligence
- Semrush
- Cisionone
- Demandbase
Ai & Marketing Automation
- Claude
- Chatgpt
- N8n
- Hubspot
- Salesforce Marketing Cloud
Languages
Education
Friedrich-Alexander-Universität Erlangen-Nürnberg
Diplom-Sozialwirtin · Sozialwirtin · Erlangen, Germany
Statistics
Experience
Expertise
Qualifications
Profile
Frequently asked questions
Have questions? Find more information here.
Sandra is based in Munich, Germany and can operate in on-site, hybrid, and remote work models.
Sandra speaks the following languages: German (Native), English (Advanced), Spanish (Elementary).
Sandra has at least 24 years of experience. During this time, Sandra has worked in at least 6 different roles and for 2 different companies. The average length of individual experience is 4 years. Note that Sandra may not have shared all experience and actually has more experience.
Based on recent experience, Sandra would be well-suited for roles such as: Global Marketing, Director, Audience & Creation, VP, Brand & Communications, VP.
Sandra's most recent position is Global Marketing, Director at WithSecure.
In recent years, Sandra has worked for WithSecure and F-Secure Corporation.
Sandra is most experienced in industries like Information Technology.
Sandra is most experienced in business areas like Marketing and Strategy.
Sandra has recently worked in industries like Information Technology.
Sandra has recently worked in business areas like Marketing and Strategy.
Sandra holds a Master in Sozialwirtin from Friedrich-Alexander-Universität Erlangen-Nürnberg.
Sandra is immediately available full-time for suitable projects.
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Calculated based on our freelancers’ daily rates as of 20 Oct 2026. Actual rates may vary depending on seniority level, experience, skill specialization, project complexity, and engagement length.
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