Adrian van Haaften Headshot

Adrian van Haaften

Partner & CMO
Adrian has built a reputation for architecting revenue growth and leading go-to-market strategy at B2B and B2C SaaS & Cloud technology companies.

About Adrian

Adrian is a San Francisco-based Chief Outsiders Partner and CMO. He helps mid-stage startups and its leadership teams accelerate growth through close alignment between marketing, sales, partner and product strategy. Adrian emphasizes a close partnership with the company CEO and leadership team. He brings a holistic, action-oriented P&L-owner skill set to engagements, pivoting between the strategic and the tactical to ensure that the company’s vision is clear, shared, embraced and translated into seamless and focused execution.

How Adrian has Helped Businesses Grow

  • Built and executed ground-up go-to-market strategy for SaaS marketing automation startup Emmperative, achieving multiple Fortune 500 client wins including Coca Cola, VISA and Universal, resulting in an acquisition by Procter & Gamble Ventures within 18 months.
  • Repositioned and aligned two disparate SaaS business units at CoreLogic, creating an HR software and services organization with over 2,000 global enterprise clients and eventual acquisition by PE firm STG Group.
  • Led and scaled marketing, product and customer strategy through NASDAQ IPO at Unified Communications (VoIP) SaaS provider CallWave - now - growing paid subscriber base to over one million.
  • Grew subscription Wi-Fi service provider and airport retailer Laptop Lane to over 35 international locations, leading to M&A event with Regus and AT&T.
  • Built ground-up go to market strategy at hyper-growth SaaS startup SmartRecruiters, generating over 60,000 SMB, mid-market and enterprise customers and over $50 million in venture funding to-date.
  • Built, refined and led go to market strategy for startups including Fielo, Modemetric, Agility CMS, FotoNotes, Realized1031 and Talemetry.

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

Download Adrian's Resume Here


Industry Experience Specialties
  • International Expansion
  • Marketing and Sales Alignment
  • Market Penetration & Growth
  • Demand Generation
  • Go-to-Market Strategy
  • Positioning & Messaging
Ready for a free consultation? We can help!