The Science of Trust: How Brands Can Build Lasting Customer Loyalty

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The Questions That Drive Trust

  1. Why do we instinctively trust certain people and organizations?
  2. How can brands earn the trust of customers they’ve never met?
  3. And what strategies can they use to turn that trust into lasting loyalty?

These questions captivate me. As a fractional Chief Marketing Officer with a deep passion for neuroscience and psychology, I find the dynamics of trust—especially in today’s digital age—both fascinating and complex.

The Trust Gap: Perception vs. Reality

The trust gap is real. According to  PCW, while 90% of executives believe their customers highly trust their companies, only 30% of consumers agree. That’s a staggering 60-percentage-point gap—a disconnect that highlights how unpredictable and elusive trust can be.

The Personal Nature of Trust

Trust is deeply personal. It’s shaped by a complex mix of internal beliefs and external influences.

Consider Apple’s TV series Franklin. In it, Edward Bancroft betrays Benjamin Franklin, yet Franklin defends their friendship to John Adams, focusing on their shared history and Bancroft’s likability. Despite the betrayal, Franklin values the deeper connection—an example of how trust can transcend logic and be rooted in emotional and instinctual ties.

This hidden layer of trust is what brands need to tap into. It goes beyond product features and benefits, living in the emotional and subconscious spaces where true loyalty is born.

The Three Pillars of Trust

At its core, trust is built at the intersection of:

  • Logic: Demonstrating competence and consistency.
  • Emotion: Building connection and empathy.
  • Instinct: Appealing to intuition and subconscious cues.

Brands that balance these pillars create a trust that feels authentic and lasting.

How Brands Can Build and Activate Trust

In this guide, we’ll dive into:

  • The Psychology of Trust: Why we trust certain people and brands.
  • Neuroscience Insights: How our brains process trust signals.
  • Evolutionary Roots: Understanding trust’s role in human survival.
  • Proven Strategies: How brands can cultivate trust and turn customers into loyal advocates.

👉 Click here to download the guide

A BRAND’S HOLY GRAIL – ebook Virginie Glaenzer

Connect with Virginie Glaenzer to explore how your brand and organization can increase customers’ trust.

 

Amanda Sparks

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Amanda has a diverse background inside of multiple Fortune 500 companies, including Ahold Delhaize, Amazon, and ABB, leading procurement, cost modeling and reduction, contract negotiation, logistics, supply chain, marketing, media, and revenue growth strategy projects.  Her work has resulted in well over $1B in cost savings over her 12-year career, but more importantly, she has injected innovation and simplicity into each business challenge she has tackled, leading to her being hired by her stakeholders on multiple occasions to manage the new paradigm she created.

After many years in large enterprise organizations, Amanda wanted to reverse engineer the sales and marketing process and apply many things she had learned being on the prospect side of “the deal.” She excelled in the world of Revenue Operations, applying technology and data and process engineering to create a best-in-class system that resulted in a 224% increase in open pipeline valuation and a 300% increase in a number of open deals year over year at her first company.  

Now, she is working with multiple other companies applying the same system to scale their revenue strategies in a similar way.  Amanda has found that RevOps is the most valuable and easily applied distillation of everything she learned in her corporate career; it is also fun to implement and tune and watch a great RevOps strategy take off like a rocket.

Amanda still has passion, though, and continues to work on projects in cost modeling (especially around raw commodity management), supply chain / logistics, risk management (workers’ comp, actuarial modeling), and all types of contract negotiation with vendors for services and products from her time in corporate procurement (she is a fierce negotiator). 

Jay Kleinman

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Jay Kleinman is a Texas-based Partner in TechCXO’s Revenue Growth practice. He supports clients as a fractional Chief Revenue Officer (CRO), Chief Commercial Officer/Chief Growth Officer (CCO, CGO), and Chief Sales Officer (CSO). Jay is a seasoned sales, strategy, and business development leader with over 30 years of experience in healthcare services (payor/provider), MedTech, insurance solutions, technology, SaaS, marketing/advertising, and analytics. Jay’s track record of success includes end-to-end sales processes where he’s secured multiyear, 7+ figure agreements.

Jay’s areas of expertise include:

  • Product/Market fit
  • Client segmentation
  • Go to Market strategy and communications
  • Revenue Operations
  • Sales Optimization
  • Sales Execution (including direct selling)

During his distinguished career, Jay held the following enterprise sales leadership roles:

SVP, Sales – Together Senior Health – Jay was recruited by Redesign Health as the first commercial leader for this evidence-based Alzheimer’s/dementia digital therapy solution provider. He was responsible for all GTM and sales strategy, marketing, partnerships, sales operations, and execution, including maintaining a personal book of business. Primary clients include C-Suite of Medicare Advantage plans, ACOs, senior living facilities, and home health providers. Deal size varies from six-figure proof of concept to seven-figure enterprise-wide implementations. Results included POC and enterprise agreements with a variety of healthcare organizations, including CommonSpirit Health.

VP, Strategic Accounts – Prealize Health – Jay was responsible for sales strategy, processes, and execution for this AI/ML predictive analytics provider. Primary clients include the C-Suite of large, risk-bearing organizations such as payors, ACOs, and third-party specialty care management and healthcare services organizations. Average deal was seven figures and a three-year term. Jay leveraged marketing and lead gen efforts to segment prospects and pursue them accordingly. Jay achieved multi-year agreements with payor organizations like Premera Blue Cross and Sentara Health Plans.

EVP – Centraforce Health – As an investor operator, Jay led the sales, business development and marketing strategy and execution efforts for this VC investor-owned SDoH and Engagement analytics company. Primary clients included C-suite of payors and providers in need of data and insights to identify, understand, and intervene with populations with social risk and health equity factors that impact access to care. The personal average deal size was 6-7 figures and a three-year term. Key results included onboarding clients such as NTT Data, AvMed, and PeaceHealth.

EVP – Group One Insurance Services – As part of the leadership team, Jay retooled all sales and business strategies for this Canadian Managing General Agency. His efforts included the total turnaround of the business model, business development, and marketing approach, as well as the re-negotiation of Lloyds of London insurance contracts. This agency was responsible for writing high-risk, sub-standard insurance, including nearly 40% of all liquor liability in Canada. Jay’s efforts ultimately helped raise investor funding to grow and expand Group One’s national reach.

VP of Business Development – Conifer Health Solutions – Jay originally joined Tenet Health Care Corporation to lead the commercialization strategy for its revenue cycle operation, becoming Conifer Health Solutions. He initially led all sales and marketing efforts post-launch until taking a senior sales role calling on the CFOs of large health systems. The personal average deal size was 7-8 figures and a five-year term. Jay later moved to head up the commercialization of Tenet’s value-based care offering and roll it into Conifer. This included ACO/CIN development, network management, PMPM modeling, and the acquisition of a Population Health analytics and care management company to support our value-based care client contracts. Clients included LHP, National ACO, and Catholic Health Initiatives.

Jay has proficiency in platforms including CRMs (Salesforce, HubSpot, Pipedrive); Platform demos (Tableau, Microsoft BI), and Research (LinkedIn, Lusha, ZoomInfo, AIS Health Data, and Definitive Health).

Jay received his BA in Industrial Psychology from Auburn University. He lives in Dallas.

Mike Martin

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Industries: Restaurant (QSR + Fast Casual), Hospitality, Ecommerce, Sports, SaaS, Manufacturing & Logistics, Healthcare, IT, Travel & Tourism, Automotive, & Non-Profit

Services: Brand Positioning, Market Research, Go-To-Market Strategies, Lead Gen Strategies, Team & Tech Stack Audits, Leadership Recruiting & Training, Paid Media Strategy, PR/Earned Media

Capabilities: Reconfiguring Hybrid Marketing Teams, Campaign Development & Execution, Content at Scale with AI,
Agency Search Consulting, Mentoring and Startup Advisor

Mike Martin is often described as a muse for creative-minded entrepreneurs and executive leaders who struggle to synthesize the brand story swirling in their heads. He operates at the intersection of Performance & Persuasion with an unwavering belief that revenue growth is accelerated when creativity has accountability and content marketing is grounded in human truth. Mike is a rare breed of CMO who cut his teeth on the creative side, building award-winning campaigns before pivoting into being an agency owner, tech startup founder, and software development shop CMO before exiting.

Mike is well acquainted with the entrepreneurs journey and navigating periods of prosperity and adversity. With decades of experience in consumer marketing, B2B & B2C SaaS, G2C, and tech startups, he helps brands recalibrate strategy, reconfigure teams, and refocus on revenue growth as an interim and fractional CMO.

Client Engagement Highlights:

Chief Marketing Officer, Codesmith – Mike played a pivotal role in the growth and eventual acquisition of Codesmith, a managed services company specializing in custom software development, digital marketing, and IT staffing.

Chief Creative Officer, Jackson Spalding – Mike oversaw the creative, production, and media teams and led projects for renowned brands like Delta, Chick-fil-A, Orkin, and Coca-Cola, emphasizing brand strategy, content creation, and marketing analytics.

Founder/Creative Director, Skylab-B – Mike founded and led this Atlanta-based creative communications agency, developing integrated marketing campaigns for small to mid-size clients and partnered with a multicultural agency on large Government contracts.

Co-Founder & CEO, Pan Pals –  Mike co-founded this SaaS and entertainment platform for cooks, offering a space for collaboration, learning, and sharing food inspiration.

Partner/Creative Director, Martin+Owen – Mike co-led this venture, producing branded content and original programming for networks and serving as a consultant for advertising agencies.

Chief Marketing Officer (CMO), Fletcher Martin – Mike led the creative, production, and strategy teams focusing on CPG, QSR, and Telecom brands.

Mike holds an ABJ in Advertising and a Bachelor of Arts in Public Relations, Advertising, and Applied Communication from The University of Georgia. He also holds a Master of Arts in Art Direction from The Creative Circus and studied Mastering Design Thinking at the MIT Sloan School of Management .

Paul Rhoda

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Paul Rhoda is a Partner in TechCXO’s Revenue Growth Practice. He is most frequently called upon by Boards, investors, and senior management teams to fix growth problems and improve revenue durability as an interim and fractional Chief Revenue Officer and Chief Sales Officer.  Paul is a gifted leader and problem solver, having grown revenues and businesses despite some of the most challenging economic cycles and seemingly impossible circumstances.

During his distinguished career, Paul has served as:

Head of Business Development, Revenue Partner (The Alexander Group, Inc.)  – In this role, he launched a sister company start-up focused on creating and supporting implementation options for the revenue growth consulting work performed by AGI for their PE portfolio businesses.   In addition, he worked as a consultant helping B2B businesses accelerated sales processes, enhance compensation plans, design go-to-market strategies, expedite digital transformation, and optimize deployment of selling personnel. He doubled annual revenues 3 years running and continuously expanded provider partnerships and new client logos.

Vice President of Sales, BI Worldwide – BIW is a privately-held, global provider of SaaS-supported sales and channel incentive systems, employee engagement platforms, learning and development services, and consumer loyalty solutions. For over twenty year, Paul led his teams to achieve record growth year over year.  Many top performers under his mentorship achieve multiple performance awards and promotions.

Paul has also held senior sales leadership and general manager roles with Maritz, Olsten, Baxter, and Techaid.

Paul’s practice is focused on enabling clients to develop and execute strategies that:

  • Grow revenues by double digits year over year.
  • Accelerate new and organic revenue growth
  • Improve cross-functional alignment and profitability
  • Enrich pipeline volume, quality, and analysis
  • Maximize the value proposition for strategic and enterprise accounts
  • Dramatically improve executive and outcome-based selling
  • Increase confidence in forecasts and sales execution
  • Build a profit-focused revenue growth culture
  • Optimize the effectiveness of compensation and incentive strategies
  • Boost leads, referrals, and brand awareness through digital transformation
  • Integrate the “push” and “pull” approaches to growth to enhance results

He received his BS – Management and Marketing from Indiana University’s Kelley School of Business.

Samantha Starling

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Samantha Starling joined TechCXO more than a decade ago as its first Director in the Revenue Growth group. She quickly advanced and became the first Principal for the group, providing a wide range of martech solutions services. Throughout these years with the firm, she has been engaged with hundreds of clients in dozens of verticals. Samantha has designed business process blueprints that create, track, update, and analyze data from start to finish. She and her team have used those blueprints, coupled with the client’s needs, to build efficient, cost-effective solution sets. These solution sets successfully capture and manage data from the point of entry through the entire customer journey, whether it ends in churn or attrition. All of this results in clean, accurate, reportable data from which reports and dashboards are built in order to effectively manage and analyze the business.

Having exposure to a multitude of companies, Samantha configured systems for a wide range of business processes, including:

  • Board and C-level reporting and dashboards
  • Lead generation, capture and qualification
  • Marketing automation and sales qualification
  • Sales processes: new business, upsells/expansions and recurring revenue renewals
  • Products and services, pricing models
  • Contracting, billing and revenue recognition
  • Implementation of client services and issue tracking
  • Customer onboarding and success

An expert in multiple solutions, Samantha has been engaged by clients for new, out-of-the-box implementations; one-time projects for specific business needs; a complete overhaul of existing processes; hazmat clean-up of existing instances; and retained admin services.

The list includes Salesforce.com, Insightly, Hubspot, Account Engagement (Pardot), CPQ, QuickBooks, Maxio (SaaS Optics), Stripe, DocuSign, PandaDoc, Formstack, DBSync, Zapier, Netsuite, Zendesk, Intacct, Sales Navigator, JIRA, Outreach, Salesloft and dozens of others.

Prior to joining TechCXO, Samantha was a Director of Marketing for an EBPP, print and digital mail solutions firm based in Charlotte. During that tenure, she managed all marketing efforts, including the launch of a mobile utility payment app and her first implementation of Salesforce.com across six departments. She managed that implementation without outside consultancy assistance, which led her career to where it is now.

Prior to that position, Samantha owned and managed a local weekly newspaper outside Charlotte.

Rich Makover

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Rich Makover is the Managing Partner of TechCXO’s Revenue Growth Practice, bringing over 30 years of experience as a fractional Chief Revenue Officer (CRO), Chief Sales Officer (CSO), and executive coach. He specializes in helping companies – from Fortune 500 to PE-backed and high-growth firms – scale revenue, optimize go-to-market strategies, and drive transformational business growth.

At TechCXO, Rich partners with executive teams to refine sales operations, build high-performing teams, and accelerate growth across B2B, B2B2C, DTC, and eCommerce channels. He also mentors executives, former self-prescribed athletes, and sales leaders, equipping them with the tools to navigate leadership transitions and achieve sustainable success.

Key Areas of Expertise:
Fractional CRO & Executive Leadership: Driving revenue expansion and leading high-impact sales transformations
Go-To-Market Strategy: Developing customer-centric sales & marketing strategies that fuel business growth
AI & CRM Integration: Implementing data-driven solutions to optimize lead generation, sales pipelines, and customer engagement
Business Turnarounds & Transformation: Helping organizations adapt to market shifts and scale effectively

Previous Leadership Experience:
Before joining TechCXO, Rich led revenue, sales, and go-to-market strategies for top-tier organizations, including:
Citizen Watch America – Full P&L ownership and multi-channel leadership for Citizen, Bulova, and Frederique Constant
Frederick Goldman – Spearheaded a 300-basis point margin increase and restructured revenue operations for the largest U.S. bridal jewelry company
Avon – Led $2.3B in sales operations, partnering with Boston Consulting Group (BCG) to transform the direct sales model
A.T. Cross Company – Navigated organizational restructuring and turnaround efforts, driving new product launches and revenue growth

Rich holds a B.S. in Accounting from Penn State University, where he was a Division I lacrosse team captain. He remains actively involved as a mentor to both the Smeal Business School and the Men’s varsity Lacrosse program. He founded and now serves as director of “Teammates For Life,” a mentoring program for the men’s varsity lacrosse team. Through this program, they have successfully mentored and placed 90%+ of the graduates in entry-level jobs.

Bert Harkins

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Bert Harkins builds, leads and optimizes Revenue generating teams for growing companies ranging from startups to Fortune 500 enterprises.  He is frequently called on by executive teams, Boards, and investors to serve as interim and/or fractional CRO or CSO.  He also works extensively with sitting CROs and CSOs to build or improve their client-facing revenue generation teams.

For more than 25 years, Bert has been delivering superior revenue growth SaaS technology companies serving the corporate, fintech and social good verticals.  His specific areas of expertise include:

During his distinguished and high-impact career, Bert has served as:

VP – Sales Enablement, Blackbaud Corp. – Bert built a team to provide sales enablement services to support a sales function with 350 sales representatives. He created a global team of over 90 associates focused on Sales Training, Sales Operations, Sales Process Improvement, Sales Engineering and Sales Metrics and Planning. He created a centralized hiring process that dramatically reduced recruiting, interview, onboarding times from months to weeks, and he reduced time-to-productivity for new reps from 6.5 months to 4. He also created comprehensive list of sales productivity measures used to make actionable business decisions in real time.

SVP, Corporate Sales Support, Fiserv Corp. – He built and led a corporate-wide sales enablement function to support the sales teams across this Fortune 1000 organization. He also implemented consistent methodologies for proposal creation, lead management, solution architecture, sales program management, sales effectiveness and sales training. In addition, Bert built a Commercial Sales function to serve as a shared service for all sales teams to nurture leads, improve market coverage and close incremental new business.

As SVP of Sales and Marketing for Fiserv and earlier as VP and Divisional Chief Marketing Officer, included among Bert’s accomplishments were:

    • Led sales and marketing for a $200MM-revenue software division focused on payments and risk management solutions
    • Continually surpassed 100% of sales quotas
    • Managed the overall marketing efforts for a division of the company that generated approximately $1.5B in annual revenue
    • Led a team of 45 marketers in providing all areas of marketing support, including field marketing, creative development, event management, lead generation, and market awareness
    • Created the first divisional marketing organization in company history.

Earlier in his career, Bert served several roles for Checkfree Software, including VP of Strategic Marketing and VP/Regional Sales Manager. He began his career with Wachovia Corp.

He received both his undergraduate BA and MBA with a dual concentration in Finance and Marketing from the University of Tennessee.

Carrie Pastolove

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Carrie Pastolove is a digital marketing, branding, revenue growth and business development executive who helps scale New York area lifestyle companies in consumer goods, services and tech. Carrie is seasoned and passionate about purpose and service-driven brands. She has expertise in fashion & beauty, media, luxury retail, health & wellness startups and growing companies as an interim and fractional Chief Marketing Officer, Chief Brand Officer and Chief Business Development Officer.

She has held key marketing and sales development positions with world-class brands including Rachael Ray, Shape Magazine, Lucky, Details, Marie Claire and Maxim. Among her key leadership positions are the following:

Chief Business Development and Marketing Officer, LyveBee, Remote – Carrie led all Business Development and Marketing initiatives for this early-stage Health & Wellness startup, doubling business and leading a marketing and sales team of 10.

SVP, Brand Partnerships and Development, QuickFrame – Carrie drove revenue, diversified the product portfolio and developed and closed enterprise-level clients including DoorDash, Hasbro, Pfizer and Aveeno for this Video-as-a-Service Platform company.

Head of Business Development, Fur, Inc. – Fur has a line of vegan, non-toxic, high-quality beauty products.  Carrie developed business plans and distribution channels through top-tier spas and luxury hotels.

Chief Marketing Officer, Babbleboxx – As CMO for this influencer marketing agency, Carrie built programs of more than 100 influencers, including oversight of programs, promotions, research and social media.

Brand Curator and Business Development Executive, SPRING – Carrie sourced and supported more than 50 beauty and wellness brands to join a disruptive DTC mobile marketplace.

VP – Brand Partnerships, Activate Holdings – Carrie drove revenue from $2M to $12M through partnerships with enterprise brands and publishing partners and led all communications with clients and key stakeholders.

VP – Brand Partnerships, Studio 71 – Along with developing a new Lifestyle Division within a Music & Entertainment focused talent agency, generating more than $5M, Carrie led client service and relationships as the firm’s branding partnerships expert.

Carrie’s publishing a media experience is extensive, having served as an Advertising Director, Beauty and Health & Wellness director for American Media, Meredith Corporation, Conde Nast Publications, Hearth corporation and Dennis Publishing.

She holds a BA in Advertising / Communications from the Fashion Institute of Technology.  Carrie is also founding member of Chief, a women’s executive networking club, and serves on the board of Women in Influencer Marketing (WIIM).

More About Carrie’s Personal and Professional Focus

In addition to her top flight credentials as a marketing executive, Carrie has leveraged her personal interests, training, certification and knowledge of mindfulness and conscious living throughout her career. She offers an innovative approach to managing teams and assisting executives in their personal and professional development. Carrie leverages principles and techniques from the physical, mental and spiritual realms to maximize performance from a holistic standpoint. She is dedicated to supporting executives and their teams through disruption and change using the tools she has developed through her own experiences.

Piers Mummery

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Piers Mummery is an Executive Coach, Board Advisor, and Entrepreneur. He is the UK Managing Partner of TechCXO, the leading “on-demand” executive service for growth companies. He specializes in accelerating business performance and sales growth for SMEs and tech-enabled businesses and is an active part of TechCXO’s executive operations. In 2021, Piers also launched his executive coaching business, Pierso – The Entrepreneurs Coach to support and coach entrepreneurs and entrepreneurial teams on their journey to success.

Piers is a “people first” individual and has over 30 years of entrepreneurial experience as well as significant expertise and operational skills across many areas & disciplines in business. He is an active non-executive director and business advisor to a number of businesses. He works with business owners and leaders to accelerate growth and drive business performance.

As an experienced business leader, his expertise spans multiple industries and territories in both the UK, Europe, and USA. Recent roles and projects include; Interim CEO for an IT Services company in Chicago, USA, creating and launching a private tuition business, founder and CEO of the world’s first digital taxi-top advertising network on London black taxis, co-owner and founder of a successful UK garden leisure retail business that he built and sold.  Additionally, he has also managed the turnaround of a VC-backed European telecoms business, launched a Dotcom, and started his early career building marketing agencies.

As a part of his executive coaching work, Piers focuses on 3 key areas: 1) Authenticity 2) Inevitable Outcomes 3) Small changes that creates big impact. As an active networker, business advocate, and passionate enthusiast of behaviorism, he enjoys finding out what makes people tick.  He works passionately with like-minded business leaders, supporting and discussing how to scale and grow businesses, people, and opportunities.

I love being an entrepreneur and thrive on hearing people’s stories, so come and share your journey with me. Get in touch at piers.mummery@techcxo.com, call me at 073 666 55 666, or find me on LinkedIn or Facebook. I might be wrong, but I am never uncertain, and I’ll certainly lend you an ear!

Rose Lee

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Rose Lee
Managing Partner, TechCXO – Fractional Chief Marketing Officer

Rose Lee is the Co-Managing Partner of TechCXO’s Revenue Growth practice. In this role, she offers strategic marketing leadership and go-to-market expertise to help businesses accelerate growth, optimize revenue operations, and drive market differentiation. Rose is a strategic and results-oriented Fractional Chief Marketing Officer (FCMO) with extensive experience accelerating the development of B2B companies across various industries. She specializes in developing and executing high-impact go-to-market (GTM) strategies, brand positioning, demand generation, and revenue marketing initiatives that produce measurable business outcomes.

With a proven track record of success, Rose has spearheaded marketing transformations for organizations providing SaaS solutions, managed IT services, financial services to the automotive industry, and government technology procurement software for local governments and municipalities. She has also spearheaded the GTM strategies for design and digital collaboration lifecycle software platforms for global iconic brands, optimized marketing for a reflective material and trim manufacturer, and developed thought leadership and content marketing strategies for a venture capital firm.

Expertise:
• GTM Strategy & Execution
• Demand Generation & Lead Nurturing
• Brand Positioning & Messaging
• Marketing & Sales Alignment
• Revenue & Growth Marketing
• Revenue Operations & Analytics
• Digital Transformation & Content Strategy

How Rose Has Helped Businesses Grow

• Fractional CMO – Accelerated Market Expansion for Value Management Software Firm
Developed and executed a data-driven go-to-market (GTM) strategy that repositioned the company as a reliable partner for mid-sized businesses. Implemented automated lead nurturing and content marketing, resulting in a 140% increase in average website engagement and driving double-digit revenue growth.

• Fractional CMO – Launched a revised brand positioning, messaging, and website for a global brands’ digital collaboration lifecycle software platform. Led the market introduction and product positioning of a cloud-based collaboration platform utilized by iconic global brands. Developed a multi-channel demand generation strategy, achieving a 40% increase in enterprise adoption and significantly accelerating the pipeline.

• Fractional CMO – Revitalized Marketing for a Reflective Material and Trim Manufacturer
Conducted a brand and market analysis, identifying untapped opportunities in the safety sectors. Developed an omnichannel marketing approach, increasing customer engagement by 35% and driving a record-high number of inbound sales inquiries.

• VP Product Marketing, Corcentric, Inc. – Integrated and spearheaded a comprehensive international go-to-market (GTM) strategy for a leading Source-to-Pay and Order-to-Cash software, advisory, and payment services firm. She repositioned a complex and sizable B2B four-way merger alongside an 8+ product portfolio of solutions and services aimed at highly targeted personas through campaigns, thought leadership, and strategic product development marketing.

• Chief Customer Officer & SVP Marketing, Determine, Inc. – Rose was responsible for the global marketing strategy, go-to-market initiatives, and customer relationships for a $30M+ enterprise SaaS software company. She and her team of 50 international marketers achieved a 150% increase in revenue and enhanced customer satisfaction advocacy.

• Vice President of Demand Generation and Customer Marketing, Youbet.com – Thanks to Rose’s effective B2C digital marketing, customer engagement, and win-back strategies, Churchill Downs, Inc. acquired this online gaming enterprise valued at over $500 million

Lewis Goldman

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Consultant who Scales Businesses

Lewis Goldman is a TechCXO executive in its New York office, and a marketing consultant specializing in scaling businesses rapidly through marketing, new products, new channels/partnerships, and leveraging customer data to cross sell and upsell existing customers. His focus on accelerating growth comes from extensive experience as a CMO and heading up growth, digital marketing, and E-Commerce efforts at companies ranging from Citigroup and MetLife to LinkedIn, Amazon, and LendKey.

Customer Centric

Leveraging his experience in marketing, digital transformation, and data/analytics, Lewis specializes in leveraging a customer centric approach to innovation through using digital, data, and identifying new market opportunities to accelerate revenue growth.

Beyond Marketing to help scale organizations

Lewis helps smaller entities scale their organizations and processes by using his experience building or reorganizing 7 different marketing/E-Commerce organizations ranging from startups to new businesses within Fortune 50 companies.

During his distinguished career, Lewis held the following positions:

Chief Marketing Officer, LendKey Technologies, Inc. – As CMO, Lewis was responsible for accelerating LendKey’s growth by creating a strong brand position, driving the vision and execution of its marketing efforts, and expanding its business development and customer acquisition initiatives. LendKey is a digital lending platform that partners with community-oriented financial institutions to offer consumers a range of products, including private student loans, student loan refinancing and home improvement loans.

Chief Marketing Officer (US) – Global Life Distribution Holdings Ltd. – Lewis served as head of marketing and acquisition for this privately held, international direct to consumer life insurance distributor offering insurance products under the Cherish Life brand.

SVP, Customer and Product Marketing, US Direct – MetLife – Lewis created and managed a $100M marketing, segmentation, CRM, and product development budget and 90 person staff in a high growth start up business within a 145-year-old company. He was focused on offering Life Insurance directly to Middle Market (Under $100K HHI) and Multicultural customers through DRTV, eMarketing, Direct Mail, and Walmart stores. Year over year sales doubled, exceeding plan by 20%.

Founder and President, New Media Consulting – Lewis created this firm focused on research and identifying target customers to develop brand positioning, strategic marketing plans, and execute tactical revenue generating initiatives.  His clients included Amazon, LinkedIn, New York Life, and numerous startups and midsize companies.

SVP, Marketing (CMO), 1800Flowers.com – Lewis managed a $60M marketing budget and 55 person staff for this $500M business. Among his accomplishments were stabilizing market share via new product/channel expansion.

(Multiple SVP and VP Roles), Citigroup – Lewis had broad P&L responsibilities for multiple business units, distribution channels and product lines, including working in all consumer lending businesses, launching several new direct to consumer channels and playing a key role in developing Citigroup’s internet marketing and distribution strategy as well as it’s E-Commerce platforms.

Adjunct Professor, St. John’s University – Lewis teaches undergraduates and graduate students in a course called Integrated Advertising Communications. He has been an adjunct professor at St. John’s since 2012.

In addition, he held multiple senior marketing positions at Sony, CNBC and Colgate Palmolive.

Lewis’ areas of expertise includes:

  • E-Commerce
  • P&L Management
  • Marketing Optimization
  • CRM
  • Product Development
  • Digital Marketing
  • Business Development
  • Market Segmentation
  • Cross Sell Strategy
  • Brand Positioning
  • Leveraging Customer Insights
  • Business Analytics
  • Organizational Design
  • Partnerships

He is a graduate of Harvard University with a BA in Psychology. Lewis received his MBA from Columbia Business School.