Farah van Caloen

I’m a B2B SaaS Product Marketing leader with over 12 years of experience building and executing strategic Go-to-Market (GTM) plans for innovative products, mostly in the technology space. I'm always listening for emerging trends, market shifts, competitive threats, and unmet customer needs to formulate winning product positioning and messaging frameworks. I’ve been leading high-performing teams for more than a decade.

In my current role, 90% of meetings booked by sales are attributed to marketing.

I’m a B2B SaaS Product Marketing leader, with over 12 years of experience marketing products, directly for companies that I worked for, or as a trusted agency partner. I’m high energy, self-motivated, collaborative, and thrive in fast-paced companies. In the face of change and uncertainty, I have a bias for action.

I’m a self-starter, a problem-solver, with a knee-jerk reaction to apply critical-thinking and cost-benefit analyses to most situations. I am a strategic and bold decision-maker. In situations where a decision needs to be made, but no one wants to make it, I evaluate all available inputs to identify the next-best action, and move the teams forward.

My ear is always to the ground, listening for emerging trends, market shifts, competitive threats, and unmet customer needs. I’m constantly thinking of ways to improve the end-to-end user experience, including funnel optimization, new feature development, and customer engagement. I’m an excellent communicator (written, verbal, and visual) and can distill complex concepts into simple stories.

As a team leader, I have the ability to flawlessly execute multiple concurrent projects while inspiring and guiding my team to do the same. I’m always looking ahead to identify opportunities for future growth.

I have an MBA in International Business from the Thunderbird School of Global Management and a B.S. in Marketing from W.P. Carey School of Business at ASU.