Thomas Höfer - VP Mid-Market & SaaS...

Q: Where is Thomas based?

Thomas is based in Munich, Germany and can operate in on-site , hybrid , and remote work models.

Q: What languages does Thomas speak?

Thomas speaks the following languages: German (Native), English (Advanced), French (Advanced) .

Q: How many years of experience does Thomas have?

Thomas has at least 25 years of experience. During this time, Thomas has worked in at least 9 different roles and for 6 different companies . The average length of individual experience is 3 years and 10 months . Note that Thomas may not have shared all experience and actually has more experience.

Q: What is Thomas's latest experience?

Thomas's most recent position is VP Mid-Market & SaaS Transformation (interim) at WithSecure Corp. .

Q: What companies has Thomas worked for in recent years?

In recent years, Thomas has worked for WithSecure Corp. , Badvisor.io , BrainDecisions Consulting , and NextGuest – Serenata IntraWare .

Q: Which industries is Thomas most experienced in?

Thomas is most experienced in industries like Information Technology and Professional Services .

Q: Which business areas is Thomas most experienced in?

Thomas is most experienced in business areas like Operations , Strategy , and Marketing . Thomas also has some experience in Sales , Information Technology , and Product Development .

Q: Which industries has Thomas worked in recently?

Thomas has recently worked in industries like Information Technology and Professional Services .

Q: Which business areas has Thomas worked in recently?

Thomas has recently worked in business areas like Operations , Information Technology , and Product Development .

Recommended expert

Munich, Germany

Experience

Mar 2025 - Present

1 year 1 month

Helsinki, Finland

VP Mid-Market & SaaS Transformation (interim)

WithSecure Corp.

Led the transition from regional to segment-based GTM structure, rebuilding regional ownership, focus, and accountability, especially around the high-growth MSP partner segment.
Redesigned and operationalized a cross-functional GTM engine for the partner channel, enabling scalable, data-driven upsell and cross-sell programs.
Established an agile, data-driven operating rhythm with a unified business planning and execution model including QBRs, forecast reviews, and GTM planning cadences.
Launched 360° business and partner analytics, providing actionable visibility into performance, partner contribution, churn signals, and growth potential across mid-market segments.
Restructured and re-aligned RevOps teams, introducing segment-specific roles, ICP-based account segmentation, and a clear focus on expansion plays.
Authored and implemented the company-wide SaaS Playbook, translating SaaS strategy into standardized GTM practices and launching a modular training curriculum to align regional and functional teams.

May 2022 - Sep 2024

2 years 5 months

Lugano, Switzerland

Co-Founder and Chief Executive Officer

Badvisor.io

Headed all aspects of the business, from strategy and operations to people and business partnerships; drove fundraising, investor relations, go-to-market strategy, business development, sales, and program and project management.
Drove company valuation from zero to 6.5 M CHF and secured repeat business with BMW and other multi-national players within a year.
Secured first round of financing; developed investor materials, presented investment pitch, and negotiated funding with investors.
Prepared second financing round deliverables and generated projects with multinational companies in diverse industries.
Masterminded the go-to-market framework and strategy, translating tech features into customer use cases; defined value proposition, market positioning, customer segmentation, and pricing strategy.
Propelled SaaS subscriptions to 4 k users in 3 months by building and guiding sales and marketing teams; formed a multi-channel marketing strategy and multi-phased sales strategy for direct and channel sales; deployed sales enablement tools, defined KPIs, developed customer acquisition channels, and created an affiliate program.
Optimized product development operations and facilitated service delivery and operational efficiency by implementing agile quarterly company sprints, a suite of product management tools, and product processes.
Built partnerships with system integrators (e.g. Deloitte) and digital agencies.

Jan 2022 - Present

4 years 3 months

Planegg, Germany

Founder and Owner

BrainDecisions Consulting

Planned and operationalized the company and its services from the ground up; managed business planning, execution, client engagements, and strategic partnerships.
Advised enterprise executives on digital solutions for transforming sales, marketing, and customer success and coordinated solution implementations.
Empowered various small and mid-sized companies to drive growth, strengthening their business planning capabilities.
Enabled efficient solution implementations by forging a partnership with a business automation service provider.

Jan 2017 - Dec 2021

5 years

Munich, Germany

Managing Director, Chief Operating Officer, Chief Product Officer

NextGuest – Serenata IntraWare

Embarked on a transformation journey, steering continuous improvement through new visions, strategies, approaches, methodologies, frameworks, and teams; led business planning, the innovation agenda, business development, AI-driven sales, diverse business functions, and organizational change management.
Headed a company turnaround that paved the way for a successful merger by generating positive EBITDA, escalating valuation through a 25%+ rise in ARR, and revitalizing organizational performance; jumpstarted innovation of an entire new technology stack.
Created company vision and mapped and executed a 3-year transformation agenda.
Led an organization redesign, operational transformation, and culture change; deployed new technical tools.
Shifted from a vertical organization to value stream-focused operations; built an all-new leadership team and functions for business operations, HR, DevOps, QA/testing, data security, solution sales, and analytics.
Introduced Scrum/Agile methodology, enterprise OKR framework, and analytics.
Revamped HR framework to enhance people development, appraisal cycles, and upsell/cross-sell business benefits approach.
Built the foundation to disrupt the hospitality CRM industry by delivering a scalable CRM product portfolio; pivoted innovation to BI, AI, and ML; introduced BI and decision support solutions and AI/ML-driven customer use-case automation.
Defined product vision, strategy, and roadmap and steered execution; led re-platform to a cloud-native, service-oriented, public cloud-based solution; embedded data-driven automation and hyper-personalization.
Orchestrated the on-time roll-out of an MS Azure-based CRM product portfolio for all new customers and automated migration of existing key customers with no business disruption.
Powered double-digit percentage gains in business and maximized customer success through sales strategy, business planning processes, AI-driven upselling, cross-selling, redesigned SaaS pricing model, separation of new business development and key account management functions, and introduction of Salesforce.com and PandaDoc.
Surged NPS from 2.3 to 4.0 in 2 years through 50%+ faster customer deployments with guaranteed launch in 5 business days.
Managed investor relations and supported due diligence and merger preparations for a successful company exit.

Jan 2016 - Dec 2017

2 years

Munich, Germany

Global Senior Director – Business Development Strategy, Go-to-Market & Customer Sales

NetApp Inc.

Spearheaded deployment of a new worldwide channel strategy in non-EMEA sales regions and led global business development; gained $250 M+ in incremental upselling and cross-selling bookings in the first year through a new channel sales model.
Designed and developed a 360° business, customer, and market intelligence system and demand forecasting methodology for each customer, serving as the global single source of truth for sales strategy planning and execution.
Built and directed an international business development team of 50 FTEs.

Jan 2011 - Dec 2016

6 years

EMEA Senior Director – Sales Strategy, Operations, Go-to-Market & Customer Sales

NetApp Inc.

Delivered $100 M+ in incremental bookings across 15 countries in the first 12 months by pioneering the Protect-Grow-Acquire segmentation and targeting methodology, which was named a global best practice and rolled out worldwide.
Triggered 15–20% growth in new account bookings by transforming 75% of global account portfolios and establishing a KPI and OKR framework for new account acquisition.
Guided the team to raise pipeline ROI and increase go-to-market programs by 3×, earning three Sales Excellence Awards.

Jan 2008 - Dec 2011

4 years

EMEA Director – Sales Strategy, Operations and Go-to-Market

NetApp Inc.

Founded and developed the pan-EMEA in-house sales strategy/GTM team and EMEA Big Data Competence Center in Bangalore.
Cut marketing costs by 25% and multiplied sales qualified leads (SQLs) by 35% through a marketing transformation.
Directed the highest-performing team in EMEA, achieving the greatest business impact; received the EMEA Team Excellence Award.

Jan 2005 - Dec 2007

3 years

Senior Marketing Manager

NetApp Inc.

Jan 2001 - Dec 2004

4 years

Germany

Managing Director

U4 Prevero GmbH

Industry Experience

See where this freelancer has spent most of their professional time.

Experienced in Information Technology and Professional Services.

Information Technology

Professional Services

Business Area Experience

See which departments and functions this freelancer has contributed to most.

Experienced in Operations, Strategy, Marketing, Sales, Information Technology, and Product Development.

Operations

Strategy

Marketing

Sales

Information Technology

Product Development

Summary

Fueling Business, Revenue, and Profit Growth | Delivering Operational Excellence | Energizing Cross-Functional Team Building | Inspiring Innovation

Generated Substantial Investor Returns, Lucrative Company Exits, Market Domination, and Operational Turnarounds for Companies Ranging from Start-Ups to Global Fortune 500s.

Visionary executive leader with over 20 years of success in the technology space in roles, such as CEO, COO, CPO, and Managing Director. Savvy in addressing all business functions in building comprehensive strategies that propel impact across the value stream through an entrepreneurial spirit and pragmatic “can-do” and “roll-up-your sleeves” approach. Synergistic leader of up to 80 people, fostering collaboration, innovation, and a customer-winning attitude.

Skills

Strategic Vision
Business Transformation
Business Process Improvement
Strategic Growth
Agile Project And Process
Innovation Leadership
Business Strategy Management
Team Building
Business Planning
Financial Management
Coaching And Mentoring
Operations Management
P&l Management
Analytical Skills

Languages

German

Native

English

Advanced

French

Advanced

Education

Grenoble School of Management

MBA · Business Administration · Grenoble, France

Munich University of Applied Sciences

MS, Engineering · Engineering · Munich, Germany

Statistics

Experience

Total positions 9

Experience in Information Technology 24.5 y

Avg length 3 y 5 m

Longest experience 5 y 11 m

Global Experience

Countries worked in 3 (Germany, Finland, Switzerland)

Primary country Germany

Expertise

Recent roles VP Mid-Market & SaaS Transformation (interim), Co-Founder and Chief Executive Officer, Founder and Owner

Main industries Information Technology, Professional Services

Main business areas Operations, Strategy, Marketing

Qualifications

Highest degree Master

Profile

Created

March 2026

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Frequently asked questions

Do you have questions? Here you can find further information.

Where is Thomas based?

Thomas is based in Munich, Germany and can operate in on-site, hybrid, and remote work models.

What languages does Thomas speak?

Thomas speaks the following languages: German (Native), English (Advanced), French (Advanced).

How many years of experience does Thomas have?

Thomas has at least 25 years of experience. During this time, Thomas has worked in at least 9 different roles and for 6 different companies. The average length of individual experience is 3 years and 10 months. Note that Thomas may not have shared all experience and actually has more experience.

What roles would Thomas be best suited for?

Based on recent experience, Thomas would be well-suited for roles such as: VP Mid-Market & SaaS Transformation (interim), Co-Founder and Chief Executive Officer, Founder and Owner.

What is Thomas's latest experience?

Thomas's most recent position is VP Mid-Market & SaaS Transformation (interim) at WithSecure Corp..

What companies has Thomas worked for in recent years?

In recent years, Thomas has worked for WithSecure Corp., Badvisor.io, BrainDecisions Consulting, and NextGuest – Serenata IntraWare.

Which industries is Thomas most experienced in?

Thomas is most experienced in industries like Information Technology and Professional Services.

Which business areas is Thomas most experienced in?

Thomas is most experienced in business areas like Operations, Strategy, and Marketing. Thomas also has some experience in Sales, Information Technology, and Product Development.

Which industries has Thomas worked in recently?

Thomas has recently worked in industries like Information Technology and Professional Services.

Which business areas has Thomas worked in recently?

Thomas has recently worked in business areas like Operations, Information Technology, and Product Development.

What is Thomas's education?

Thomas holds a Master in Business Administration from Grenoble School of Management and a Master in Engineering from Munich University of Applied Sciences.

What is the availability of Thomas?

Thomas will be available full-time from July 2026.

What is the rate of Thomas?

Thomas's rate depends on the specific project requirements. Please use the Meet button on the profile to schedule a meeting and discuss the details.