Sylvia Rence

Senior Marketing Executive with a proven track record of building and scaling marketing organizations in high-growth B2B environments, including IAM cybersecurity, SaaS, AI, and professional services. Currently leading marketing for KeyData Cyber and BeyondID, owning brand, demand, GTM, and M&A integration while reporting directly to the CEO and Board. Expert in translating complex technical services into clear, market-ready offerings, driving measurable pipeline and revenue impact through GTM strategy, ABM, partner marketing, and field execution.

Known for building marketing functions from zero, aligning tightly with Sales and Product, and delivering outsized results in resource-constrained, high-expectation environments.

Vice President, Marketing at KeyData Cyber & BeyondID (2024-07 – Present)

• Built the Marketing function from the ground up, establishing strategy, operating model, tooling, budget, KPIs, governance, and board-level reporting with no inherited infrastructure.
• Led a full company rebrand and website rebuild in 7.5 weeks, delivering a new brand identity, messaging, and GTM narrative to support growth and acquisition readiness.
• Led marketing through a full merger and acquisition, owning brand architecture, messaging alignment, GTM integration, and stakeholder communications across both organizations.
• Run marketing for two IAM cybersecurity companies under a unified GTM strategy, overseeing brand, demand generation, product marketing, partner marketing, content, events, and marketing operations.
• Core member of the GTM leadership team and direct report to the CEO, partnering with Sales, Product, Alliances, and Delivery on ICP definition, vertical strategy, pricing narratives, and offer packaging; regularly present to the Board.
• Designed and operationalized KPI frameworks across pipeline, revenue influence, CAC efficiency, and conversion metrics, increasing marketing performance by ~3000% and generating ~$2.6M USD in marketing-sourced pipeline per quarter.

Head of Marketing at Whitespectre (2023-08 – 2024-07)

• Established Whitespectre's first Marketing department, transitioning the business from a purely referral-based model to a scalable, multichannel client acquisition engine through services-led demand and partner marketing.
• Built, hired, and led a high-performing remote team of 7 marketers and designers across North America, Europe, and Latin America.
• Designed and executed a comprehensive marketing strategy aligned to North American and Northern European markets, contributing to a €30M qualified pipeline and sustained revenue growth.
• Developed and executed GTM and ABM programs across content, web, social, paid media, and email, driving a 135% month-over-month increase in high-quality MQLs and SQLs.
• Led a full company rebrand from scratch, defining brand strategy, identity, tone of voice, website, and global brand guidelines.
• Revamped marketing operations end-to-end, implementing processes, tooling, and KPI frameworks to support scalable growth in a global, fully remote environment.

Head of Marketing at Futurice (2022-05 – 2023-08)

• Established Futurice's first Marketing department in Sweden, building and mentoring the team while supporting rapid expansion across North American and European markets.
• Introduced a global product-led marketing strategy across 20+ digital products and services, driving a 225% increase in pipeline opportunities and improving cross-functional execution across 8 countries.
• Generated €1.8M in marketing-sourced revenue and built a €3.4M pipeline within two quarters through integrated online, offline, and event-led campaigns.
• Managed a €3M marketing budget and contributed to strategic planning as a member of the Global Go-To-Market Council, aligning local and global growth priorities.
• Launched MQL-to-SQL optimization and ABM programs to improve lead quality, sales handoff, and full-funnel performance, alongside a thought leadership initiative to strengthen brand and demand across the account lifecycle.
• As Acting Global Head of Product Marketing, led the productization of a 40+ service and product catalog across 8 markets, partnering with Sales and Delivery to standardize packaging, messaging, and positioning, resulting in a 6-month reduction in sales cycles.

Marketing & Communications Manager at Peltarion AI (2021-03 – 2022-05)

• Crafted and executed a multi-pronged marketing and communications strategy for Peltarion AI, driving marketing-sourced client acquisition through integrated ABM across digital, PR, content, and event-led channels.
• Established and led Peltarion's first Marketing department, building and managing a high-performing team of 6, introducing the company's first intern-to-FTE pipeline for Marketing, and reporting directly to the CSO.
• Owned and managed the marketing budget end-to-end, defining KPIs, optimizing spend, and improving ROI through data-driven performance management.
• Developed and launched a high-impact global content strategy across written, video, and podcast formats, increasing qualified pipeline opportunities by 73% within four weeks of launch.
• Played a key role in scaling platform adoption across Enterprise and SMB segments, expanding market presence through targeted ABM and digital programs across multiple industry verticals.

Marketing Coordinator & Team Lead at Dirac (2019-09 – 2021-03)

• Managed marketing and communications for a portfolio of SaaS and AI products, driving market penetration and revenue growth across local and North American markets.
• Partnered closely with Product, Sales, and Engineering to refine messaging, positioning, and product marketing assets across sales decks, email, web, and social, supporting both user and account acquisition.
• Drove a comprehensive rebrand to support U.S. market entry, including leading an international UX research for a new mobile app, culminating in a successful launch and a $15M contract closed at CES 2020.
• Built and executed co-marketing and PR partnerships to strengthen brand visibility, modernize product messaging across business units, and improve digital conversion rates.
• Promoted to Team Lead within three months in recognition of impact, leadership, and execution.

Career Break (Maternity Leave) at Freelancing (2016-10 – 2019-09)

Planned career break to support family priorities during a relocation from the U.S. to Sweden, while remaining professionally active through freelance marketing engagements and becoming fluent in Swedish, my fifth language.

Marketing Manager at SoupMobile (2015-01 – 2016-10)

• Established SoupMobile's Marketing department from the ground up, defining strategy, messaging, and execution to significantly increase NGO visibility, donor engagement, and mission advocacy.
• Designed and executed a multi-channel fundraising and awareness strategy across digital, paid media, PR, and national advertising to maximize donations and reach.
• Drove donor acquisition and funding growth through innovative digital campaigns and event-led initiatives, strengthening the organization's public profile and financial sustainability.
• Appointed primary spokesperson and led national media relations, representing the organization across televised and print interviews.
• Built and managed an in-house marketing team of 3 marketers and 1 designer, operating with full ownership and accountability.

Course in Faster AI – Coursera (2021 – 2021)

Course in Brand Strategy & Implementation – Dragon Rouge (2019 – 2019)

Bachelor of Science in Psychology (Minor in Marketing) – Universidade Paulista UNIP (2014 – 2014)