Adrian van Haaften Headshot

Adrian van Haaften

Partner & CMO, San Francisco
Tech, SaaS, Cloud Go-to-Market, Demand Generation, Startups & Mid-Size, Growth Strategy, International
Learn How Art Can Help Your Business

About Adrian

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.

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


[{id=1, name='Manufacturing'}, {id=2, name='Professional Services'}, {id=3, name='Healthcare'}]
Ready for a free consultation? We can help!