Alex Grossman is a corporate marketing leader, brand strategist, and narrative architect with more than 20 years of experience helping technology companies transform complex ideas into compelling stories, differentiated brands, and meaningful customer experiences. His career has been defined by a belief that the strongest brands are not built simply through campaigns or product features, but through shared beliefs that create clarity, inspire confidence, and give customers, employees, and communities something meaningful to connect with. Across startups, scale-ups, and global enterprises, Alex has built and led marketing organizations spanning brand strategy, creative services, corporate communications, content, customer advocacy, and integrated campaigns.
Today, Alex serves as a Corporate Marketing and Brand Advisor, working with B2B technology companies and leadership teams on positioning, corporate marketing, executive narrative, brand strategy, and creative transformation. He helps organizations turn complicated products, evolving markets, and leadership vision into clear and differentiated stories that connect brand with demand while aligning marketing, product, sales, and the customer experience. His approach combines creative intuition with disciplined strategic thinking, allowing him to operate comfortably at both the executive level and within the systems, teams, and processes required to bring a brand to life.
Previously, Alex served as Vice President of Corporate Marketing and Brand Leader at HiBob, where he led global corporate marketing during a period of extraordinary expansion. As the company grew from approximately $29 million to $257 million in annual recurring revenue, Alex built and led a team of more than 30 professionals across brand, creative services, content, communications, customer marketing, community, social media, analyst relations, and thought leadership. His leadership helped establish a unified brand experience while strengthening HiBob’s position within the HCM and HR technology market.
The business impact of Alex’s work at HiBob extended well beyond brand aesthetics. Global campaigns improved unaided brand awareness in both the United States and United Kingdom, branded search increased significantly, and the company achieved leading share of voice across several key markets. Alex also helped create customer communities and advocacy initiatives that surpassed first-year growth goals and contributed more than $1 million in ARR, demonstrating his ability to connect brand-building, customer engagement, and measurable commercial outcomes.
Before HiBob, Alex served as Head of Brand Marketing at WANdisco, where he helped guide the organization through its evolution toward a cloud-first enterprise platform. Working closely with executive leadership, product marketing, and sales, he translated complex ideas surrounding data infrastructure, cloud modernization, and machine learning into accessible and commercially relevant narratives. His work supported integrated launches and strategic partnerships while helping the company strengthen its credibility with enterprise and technical buyers.
As Vice President of Creative and Brand at Persado, Alex brought similar clarity to the rapidly evolving world of enterprise artificial intelligence. He helped shape the company’s corporate narrative and positioning during an important period of AI commercialization, translating sophisticated machine-learning and language-generation capabilities into business stories that enterprise customers could understand and trust. He also built and scaled Persado’s creative and brand function, introduced stronger governance and messaging systems, and supported executive thought leadership in an emerging technology category.
Earlier, Alex served as Vice President of Brand Marketing and Global Creative Director at Sage, where he played a central role in the company’s transformation from a legacy accounting software provider into a cloud-first business platform. Leading a global organization of more than 40 professionals across North America, EMEA, and APAC, he directed brand strategy, creative services, customer advocacy, and integrated marketing programs. His work helped increase aided brand awareness by 36% across priority international markets and produced major commercial results through programs such as the Peter Jones campaign and Sage’s Invictus Games sponsorship activation.
Alex’s nine-year career with Riverbed Technology further established his ability to build brands alongside rapidly scaling businesses. Advancing through multiple leadership roles, he helped reposition Riverbed from a specialized WAN optimization company into a broader application performance platform as the organization grew from approximately $235 million to more than $1.1 billion in revenue. He led brand strategy, corporate communications, customer advocacy, creative services, executive events, web marketing, and demand-generation programs, including digital initiatives that contributed more than $46 million in marketing-influenced revenue.
Alex began developing his creative leadership philosophy at Publicis, where he progressed through senior copywriting and creative direction roles while working with brands including Microsoft, HP, Wells Fargo, Whirlpool, Nestlé, Sprint, El Camino Hospital, and Bermuda Tourism. Those formative experiences reinforced his conviction that memorable marketing begins with customer understanding and human-centered storytelling. They also shaped his belief that exceptional creative work is produced when talented people are given a clear purpose, high standards, thoughtful collaboration, and the freedom to challenge one another constructively.
Throughout his career, Alex’s work has earned significant industry recognition. His honors include a 2024 MarComm Platinum Award recognizing HiBob’s corporate marketing team body of work, a 2024 MarComm Gold Award for thought leadership excellence, a Greater San Francisco Ad Club award for integrated advertising, an Asia-Pacific Stevie Gold Award, and an AVA Digital Platinum Award. He earned a Bachelor of Science in Advertising from The University of Texas at Austin, providing the academic foundation for a career that has blended creativity, business strategy, communications, and organizational leadership.
Alex also brings valuable governance and community leadership experience to future board service. He previously served on the boards of Shanti and Academy of Friends, contributing expertise in messaging, creative strategy, public relations, business development, fundraising support, grant review, and governance. He has also advised entrepreneurs from underserved communities through Start Small Think Big, extending his marketing expertise to organizations and founders working to build stronger and more sustainable businesses.
As he pursues additional board and advisory opportunities, Alex is particularly well positioned to support B2B technology organizations ranging from early-stage startups to established global enterprises. His experience gives him a distinctive perspective on the challenges companies encounter as they grow: clarifying market position, maintaining narrative consistency, building brand trust, aligning leadership and go-to-market teams, and creating marketing systems capable of scaling without losing authenticity. For Alex, creativity is not simply a marketing output; it is a leadership discipline capable of making complex ideas understandable, strengthening organizational alignment, and helping companies earn the confidence of the markets they serve.
Character:
Alex leads with curiosity, empathy, integrity, and high standards, creating environments in which talented people feel trusted to challenge assumptions and build better ideas together. His history of nonprofit board service and entrepreneurial mentorship also reflects a commitment to using his expertise in ways that strengthen organizations and the communities around them.
Knowledge:
He brings more than two decades of expertise across B2B technology, SaaS, enterprise software, artificial intelligence, cloud platforms, brand strategy, corporate communications, customer advocacy, and creative leadership. His experience spanning startups, scale-ups, and billion-dollar enterprises gives him a sophisticated understanding of how marketing and brand challenges evolve at different stages of organizational growth.
Strategic:
Alex approaches brand as a business system that connects executive vision, product strategy, sales, customer experience, culture, and market positioning. He combines customer insight, performance data, creative judgment, and scalable operating models to ensure that storytelling translates into measurable commercial value.
Communication:
Alex’s communication skills extend far beyond crafting compelling content for business initiatives—they are fundamental to how he listens, collaborates, engages, evangelizes, and inspires. An articulate, passionate, and confident public speaker, he brings clarity to complex technologies and executive vision while connecting authentically with audiences at every level. This human-centered approach shapes both the high quality of his strategic outputs and the inspiring, open, and confident manner in which he collaborates with teams, leaders, and partners.
