Adrian van Haaften

Partner & CMO, San Francisco

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Executive Marketing Positions

  • COO & CMO at SmartRecruiters Software
  • SVP Marketing & Business Unit GM at CoreLogic
  • CMO at CallWave (now
  • Vice President Strategic Partnerships at United Airlines Mileage Plus Loyalty Services
  • CMO & Business Unit GM at Laptop Lane / Aerzone
  • VP Marketing at Emmperative Software (a Procter & Gamble company)
  • Director of Marketing at Westin Hotels & Resorts


  • University of British Columbia


  • Technology, Software as a Service (SaaS), Cloud and Internet in B2B, B2C, Enterprise & SMB
  • Go to Market Strategy Development, Re-alignment, Scaling & Audits
  • Ramping Early-stage Startups
  • Re-invigorating, re-positioning mid-sized Technology Companies
  • Metrics-driven Demand Generation, Lead Generation, Marketing Automation
  • Product > Market Alignment, Targeting & Positioning
  • Pricing, Monetization, Up-sell and Cross-sell
  • Customer Retention, CRM, Loyalty programs
  • Content Management, Marketing Communications, Messaging, Social Media
  • Strategic Partnership, Sales and Channel Partner Programs
  • New Market Entry for both Early-stage and Mature Product Portfolios
  • Organizational Development: Designing & Building high-performance Marketing and Sales organizations
  • Strategic Planning Workshops and Management Team, CEO Coaching & Mentorship
  • Interim hands-on Chief Marketing Officer and Product Line GM Assignments 
  • International Ventures - Inbound & Outbound

How Adrian Can Grow Your Business

  • Defining, Building and Leading the Execution of focused, scalable Go to Market & Growth Strategies
  • Defining - and aligning - Product and Market Fit with Marketing and Sales Strategy 
  • Leading the development, optimization of Multi-Channel Demand Generation and Marketing Automation Programs
  • Improving Product Monetization and Accelerating Revenue Growth
  • Impacting Customer Retention, Up-sell, Cross-sell and Loyalty
  • Building New Product and New Market Entry Strategies and Programs
  • Refining Company Positioning, Messaging and Brand Identity
  • Identifying and Leading High-Impact Sales, Strategic and Channel Partnership Strategies
  • Pivoting and re-positioning existing Products or Services
  • Designing and Building Effective Marketing and Sales Organizations
  • Facilitating Strategic Planning Workshops
  • Playing an in-the-trenches role as CMO or Product GM member of your leadership team
  • Establishing US operations and architecting market entry, traction for International ventures
  • Providing deep Silicon Valley relationships, insights and speed-to-market

Success Stories

  • Built and executed ground-up go-to-market strategy for SaaS marketing automation startup Emmperative, resulting in multiple Fortune 500 client wins including Coca Cola, VISA and Universal and an acquisition by Procter & Gamble Ventures within 18 months
  • Repositioned and aligned two disparate business units at CoreLogic, creating an HR software & services organization with over 2,000 global enterprise HR clients of its innovative CRM, ATS subscription software and Recruitment Marketing agency services  
  • Led marketing, product and customer acquisition at VoIP SaaS provider CallWave (now growing to over 1 million paid consumer and SMB subscribers and an NASDAQ IPO
  • Grew subscription Wi-Fi provider and Consumer Electronics Retailer Laptop Lane to over 35 International Airport Locations, with a subsequent Sale to Regus and Wayport / AT&T
  • Built and executed Go-to-Market Strategy for leading Hiring Software / Cloud ATS provider SmartRecruiters, generating over 60,000 SMB, mid-market and Enterprise customers and a data base of over 10 million job seekers within 24 months
  • Architected the repositioning and go-to-market of CMS provider Agility CMS from professional services organization to a Cloud-based subscription-monetized service provider in 6 months

Adrian van Haaften Biography

Adrian has spent 20 years leading and scaling impactful, rapid-growth companies from startups to the Fortune 1,000 and has worked with both established category leaders as well as new entrants in B2B and BtoC Software as a Service SaaS), Cloud, Internet, Wireless, Travel, Financial Services, HR, BI, Loyalty, CRM, Retail and E-commerce. With a deep global background, Adrian has also led go-to-market strategy for multi-national organizations entering the US market.

He has led revenue growth and strategic marketing initiatives and partnerships with major global players including Microsoft, Salesforce, Intuit, CoreLogic, Procter & Gamble, LinkedIn, Groupon, HTC, CITI, United Airlines, American Express, AT&T and Starwood, as well accelerated growth and focus at hyper-speed startups like Smartrecruiters, Fielo, Modemetric, Agility CMS, Findly, Jobaline, Genbook, FloWater and NGINX.

Adrian brings a holistic, action-oriented P&L-owner skill set to his marketing engagements, recognizing that tightly aligned marketing, sales, channel partnership and product strategy ultimately leads to accelerated revenue growth and market success.

He enjoys the process of pivoting between the strategic and the tactical, ensuring that the high-level market vision is clear, shared, embraced and translated into seamless and focused execution, with a strong emphasis on revenue generation.

With a marketing history that began in the hotel Industry where he was tasked with “putting heads in beds”, and subsequently in subscription software where it became all about customer acquisition and retention, Adrian has gained a deep understanding of buying behavior – whether consumer, small business or enterprise - and looks at products through that critical lens.

With a passion for designing and building high-performing marketing and sales organizations, Adrian has also been instrumental in recruiting hundreds of talented team members for global organizations.

Born in Japan, raised in Holland and transplanted to Canada, Adrian attended the University of British Columbia and now lives in the San Francisco Bay Area, deeply immersed in the Silicon Valley innovation and growth culture.

An accomplished public speaker, Adrian has presented at leading conferences on topics including start-up market entry, business strategy, recruitment marketing and loyalty programs. Adrian also provides ongoing mentorship and advice to Canadian startup entrepreneurs entering the US market, as a contributor to the Canadian Government’s Technology Accelerator Program.