If there’s one attribute @MartynEtherington is counting on to realise his ambitious brand transformation plans at @Teradata, it’s bravery. “As a CMO, you cannot have fear, you have to be fearless. You can’t blink otherwise the team senses that, other functions will sense that, and you’re dead in the water,” the recently appointed chief marketing officer tells CMO. “You have to have conviction you’re going to do this. I’ve done this a couple of time before, and without arrogance or conceitedness, I believe this is achievable.” Etherington has been in marketing for most of his career, working for technology companies in roles internationally as well as in Europe such as @Deck, @Sequin, @IBM, @Tektronix, @Danaher, @Mitel, @Cisco and now @Teradata. He’s also built “and had near-death professional experiences” working on three startups during the height of the dotcom boom and bust. And that’s not to mention running business divisions regionally and globally and taking up P&L responsibility along the way. In March, Etherington took on his next big turnaround challenge: Transforming market and customer perceptions of Teradata from a data warehouse appliance technology provider 20 years out of date, to a data analytics at scale powerhouse with customers’ interests at its heart.
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