Adrian van Haaften Headshot

Adrian van Haaften

Partner & CMO, San Francisco
Working with technology, travel, financial services, retail and e-commerce companies to lead revenue growth and strategic marketing initiatives.

About Adrian

Adrian is a Chief Outsiders Partner and CMO based in San Francisco. He helps hyper-speed startups, rapid-growth and Fortune 1,000 B2B and B2C companies accelerate growth with tightly aligned marketing, sales, channel partnership and product strategies. Adrian brings a holistic, action-oriented P&L-owner skill set to engagements, pivoting between the strategic and the tactical to ensure that the high-level market vision is clear, shared, embraced and translated into seamless and focused execution.

Work Examples

  • 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 and 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 one million paid consumer and SMB subscribers and a NASDAQ IPO.
  • Grew subscription Wi-Fi provider and consumer electronics retailer Laptop Lane to over 35 international airport locations, leading to M&A event with Regus and 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 over $50 million in venture funding to-date.
  • 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.

Published Works


  • COO & CMO at SmartRecruiters Software
  • SVP Marketing & GM, HR Software Business Unit at CoreLogic
  • CMO at Loyalty Software startup
  • CMO and COO at BI Innovator
  • CMO at VOIP Telecom Startup CallWave (now
  • VP Strategic Partnerships at United Airlines Mileage Plus
  • CMO & Business Unit President at WiFi pioneer Laptop Lane
  • VP Marketing at Marketing Automation start-up Emmperative (a Procter & Gamble company)
  • Director of Marketing at Westin Hotels & Resorts


  • University of British Columbia


Industry Experience
  • SaaS
  • Technology
  • Hospitality
  • Wireless/Telecommunications

  • Specialties
  • Market Penetration & Growth
  • Demand Generation
  • Go-to-Market Strategy
  • Positioning & Messaging
  • Ready for a free consultation? We can help!