Helen Baptist Joins PathFactory As Chief Operating Officer
Experienced SaaS strategist will lead PathFactory’s sales, marketing and customer experience functions
Toronto, ON – PathFactory, the leading Content Insight & Activation Platform, today announced that veteran technology executive Helen Baptist has joined the company as Chief Operating Officer. Baptist was most recently Chief Customer Officer at ItemMaster, a product content management company for the retail industry that was acquired by Syndigo in early 2019.
At PathFactory, Baptist will direct all customer-facing departments, including sales, marketing, and customer experience. She will also lead PathFactory’s expansion into Europe.
“Helen understands go-to-market strategy and the customer experience in ways that few leaders I’ve worked with do, and she has a proven track record of maximizing the revenue potential of high-growth SaaS companies,” said Dev Ganesan, President and CEO of PathFactory. “Helen is joining me at PathFactory during a critical phase of the company to help lead an already successful team to new heights.”
Baptist brings extensive SaaS go-to-market experience spanning the complete customer lifecycle, specializing in aligning revenue teams to drive significant results and return on investment. At ItemMaster, she oversaw sales, marketing and customer success, resulting in 84% YoY growth and a 74-point improvement in customer satisfaction. Prior to ItemMaster, she was Senior Vice President of Marketing and Partnerships at Fishbowl, a restaurant customer engagement platform that was acquired by a private equity firm in 2017, and held a number of senior roles at AARP and Carlson Marketing (now Aimia).
“With its innovative platform and proprietary data set, PathFactory is incredibly well-positioned to transform the way companies deliver content on every channel at every step of the customer journey,” Baptist said. “I’m excited to join the PathFactory team to ensure it continues to grow at a rapid pace and deliver exceptional value to its customers.”
PathFactory was recently named the only Top-Rated Award Winner in Content Marketing Software by TrustRadius and a 2019 Cool Vendor in Technology Marketing by Gartner. It was also recognized by Deloitte as one of Canada’s Technology Fast 50 companies in 2018.
PathFactory delivers the on-demand experience for B2B by enabling buyers with the most relevant information at every step of their unique journey and allowing them to binge-consume content, removing friction and making the buying process more efficient. By tracking exactly what each buyer is consuming along the path to purchase, PathFactory delivers hyper-relevant, real-time content recommendations and dramatically expedites the buying process.
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