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Brightcove names Sara Larsen CMO as cloud provider consolidates marketing services

Sara Larsen joins Brightcove as the cloud service provider streamlines its marketing offerings / Brightcove

Cloud solutions provider Brightcove has announced the appointment of Sara Larsen as chief marketing officer.

Larsen was previously at Dassault Systèmes, where she served as vice president, Americas marketing and communications. In that role, she was responsible for go-to- market activities in the Americas across three sales channels and twelve industry verticals. She also held leadership roles at SAP Americas, including running SAP’s digital marketing initiatives, and at IBM, where she led marketing for the company's channels business.

Larsen has succeeded Neil Lieberman, who held the role since 2015 and is scheduled to depart at the end of the month. Ms. Larsen will report to Brightcove chief executive officer Jeff Ray and be responsible for lead and demand generation, product marketing, client marketing, branding and messaging, and marketing communication.

Brightcove has also announced the consolidation of its corporate marketing function, media and marketing business units into a single marketing organization, focused on developing the company’s unified marketing and demand generation strategies.

The company said in a statement that demand generation efforts under a single executive will improve alignment with the sales and product organizations and increase the effectiveness of the company’s marketing investments.

Ray said: “A well-defined and aggressive marketing effort that increases brand awareness and demand generation is an essential component of our plan to deliver consistent high levels of growth. Sara is a terrific addition to Brightcove’s leadership team and the right person to lead our marketing organization. We believe combining the marketing organizations will enhance the company’s ability to capitalize on Brightcove’s market leadership and better serve the needs of customers.”

On Lieberman’s exit, he added: “We thank Mr. Lieberman for his contributions over the years and wish him the best of luck with his next opportunity."

Larsen, added: “Brightcove’s long history of leadership in the video market puts the company in a unique position to benefit from the explosion of digital video content that is transforming how companies engage with their employees, customers and partners. I am excited by the tremendous opportunity for growth we see in every market segment we serve around the world.”

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