Unit4 announces Anja Sadock as CMO

Enterprise cloud applications vendor Unit4 has announced that Anja Sadock has joined the company as its new Chief Marketing Officer (CMO).

Sadock has more than 20 years of experience in global marketing and commercial leadership across SaaS, hospitality and consumer goods for companies including Scandic Hotels and Procter & Gamble, where she spent nearly 15 years. 

She joins Unit4 from TrusTrace, a B2B SaaS platform for supply chain traceability, where she served as senior vice president of marketing and, prior to that, as head of marketing. During her tenure there, she helped the company grow to become a leader in its category.

“Anja is exactly the marketing leader we set out to find: someone who thinks like a brand-builder, executes like a demand generation operator, and leads like a coach,” Unit4 Chief Revenue Officer Johan Reventberg said.

“She has already proven she can take a company nobody had heard of and make it the loudest, most credible voice in its category, and that is precisely the ambition we have for Unit4 in our markets. Beyond the immediate lift to our pipeline and our brand, I believe Anja will help define how we compete for years to come, turning AI from a talking point into a genuine engine for growth. All the leadership team are thrilled to have her on board.”

Strategic priorities

In her new role, Unit4 said Sadock will be responsible for the global brand strategy as the company looks to accelerate its 2030 growth strategy, aimed at expanding its business in professional services, public sector, nonprofit, and higher education, alongside helping customers migrate to its cloud-native ERPx platform. 

Unit4 added Sadock will also be responsible for integrating AI across the company’s marketing function to improve personalisation, automation and measurability.

“The mission to serve those who serve, and to give time back for what matters most, is not just a statement. It is a passion you feel in every conversation, backed by genuine depth of knowledge and drive to help customers in our core verticals succeed,” Sadock said. 

“That is a powerful foundation. Unit4 has the people, the purpose, the product and the ambition to be the defining ERP leader for people-centric organisations. My job is to make sure the world knows it.”

The last known person to hold the CMO role at Unit4 was Julie Knight, who finished up with the company in October 2023.

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