Stephen Andekian's
Professional Journey
Explore the milestones, achievements, and expertise that chart the course of my career in digital marketing and technology.
Professional Summary
Leading digital marketing teams, I drive business decisions and define strategic digital marketing requirements to create successful, sales-aligned strategies. With extensive expertise in marketing technology, leadership experience, and in-depth marketing knowledge, I help companies elevate their digital marketing approach and modernize their strategies using the latest best practices.
Key Achievements
- Modernized Leading Machine Identity Company Digital Front-door:
- Hired to overhaul Venafi's digital marketing experience, preparing the company for the next stage in its growth journey. In May 2024, Venafi was acquired by CyberArk ($CYBR) for $1.6B.
- Rapid Digital Marketing Growth and Strategy:
- Contributed to Trustwave's digital marketing growth and strategy, positioning it for strategic acquisition. In August 2015, Singapore Telecom (SingTel) acquired Trustwave for $770M.
- Transforming Digital Presence:
- Led the strategic marketing transformation of major cybersecurity and computer forensic companies with up to $821M ARR.
- Conversion and ABM Optimization Expert:
- Enhanced B2B companies with conversion-optimized strategies. At Venafi, advanced lead generation and ABM journeys by collaborating with marketing leaders.
- Forecasting and Budgeting:
- Managed marketing budgets from $500k to $10M. Collaborated with leadership to define fiscal year plans and reviewed marketing investments against market benchmarks.
Marketing Growth Expertise
- Strategic Digital Marketing Leadership
- High-Impact Marketing Strategies
- Digital Transformation Expertise
- ABM Implementation
- Marketing Technology Innovator
- Budget Management Proficiency
- Data-Driven Marketing Decisions
- Conversion Optimization Specialist
- Technical Lead Generation Mastery
- Cybersecurity Market Insight
- SEO and Content Marketing Expert
- Personalized User Experiences
- Web Infrastructure Modernization
- AI-Driven Marketing Solutions
- Marketing Team Development
- Cross-Functional Collaboration
Digital Marketing Experience
Venafi is a leading provider of machine identity management solutions that automate the discovery, protection, and management of machine identities to ensure secure machine-to-machine communication and prevent cyberattacks.
Transitioned the web focus to an ABM approach, improving targeted marketing efforts.
Modernized Venafi's web infrastructure by migrating from a legacy Drupal site to a Next.js React framework on Vercel with a headless Kontent.ai architecture.
Increased web traffic by 35% YoY through strategic technical and content SEO initiatives.
Personalized user experiences using Demandbase, tailoring content to individual needs.
Integrated four disparate websites into the modernized venafi.com, including the migration of Jetstack.io.
Streamlined lead capture processes by collaborating with Product Engineering to integrate free trial sign-ups with the public website and Marketo.
Enhanced user engagement and satisfaction by directing the creation and management of content for Customer Success.
Developed advanced web analytics dashboards, providing actionable insights for product, field, and corporate marketing teams.
Incorporated AI-driven content recommendations and AI-generated search results by spearheading the Marketing AI workstream.
Led the Venafi AI Challenge team, developing Google Gemini integration into Kontent.ai CMS for competitive content analysis and SEO suggestions.
Trustwave is a leading provider of cybersecurity and managed detection and response services. With over 2,000 world-class security professionals, Trustwave operates on behalf of clients in 96 countries, helping businesses securely embrace digital transformation. As a subsidiary of Singtel (SGX: Z74), Trustwave serves as the global security arm of Singtel, Optus, and NCS.
Selected by CEO as Interim Chief Marketing Officer.
Increased marketing-generated opportunities from $410M in the previous fiscal year to $605M.
Drove digital marketing and brand success for a leader in cybersecurity and managed security services with $500M+ in revenue, over 2,000 employees, and customers in 96 countries.
Established and executed strategic marketing plans with senior leadership, focusing on Analyst Relations, Public Relations, and Digital Marketing to drive corporate transformation.
Pivoted marketing focus from MSS (Managed Security Services) to MDR (Managed Detection & Response) go-to-market strategy.
Defined a rapid response protocol to unify company responses to external and internal security events such as the SolarWinds and Microsoft Exchange Server attacks.
Managed a $10M corporate marketing budget effectively.
Led marketing functions including strategic planning and budgeting, corporate marketing, content marketing and social media, product marketing, web services, creative services, public and influencer (media/analyst) relations, crisis communications, internal communications, and advertising.
Transformed marketing centered on Analyst Relations, Public Relations, digital, events, and lead cultivation.
Outperformed critical competitors including Dell SecureWorks, Palo Alto Networks, and CrowdStrike with a statistically superior Digital Marketing Plan.
Bolstered Trustwave's standing with key industry analyst firms through strategic efforts.
Conducted key analyst intelligence on industry analysts at IDC, Gartner, and Forrester.
Achieved positive analyst reports, including:
Achieved positive analyst reports, including:
- New Leader in Gartner's Magic Quadrant for Worldwide Managed Security Services Providers
- Leader in IDC's various MSSP MarketScapes
- Leader in Forrester's Global MSSP Wave
- Strong Performer in the Forrester MDR Wave
Drove consistent high-growth, achieving 20% YoY increases in lead generation.
Strategically developed and executed corporate rebrands, collaborating with executive management to drive multiple major rebranding initiatives.
Positioned Trustwave as a top MSSP, leading to recognition as a leader in the Gartner Magic Quadrant for Managed Security Services, worldwide.
Led management, architecture, and development teams, driving digital PCI sales offerings for major brands in hospitality, retail, restaurants, and financial organizations.
Developed strategies to nurture prospective leads to the purchasing stage.
Conveyed success metrics and revenue KPIs clearly to executive management.
Devised and assisted in creating corporate branding guidelines.
Defined detailed strategies for marketing automation and nurturing campaigns.
Collaborated with consultants to define and implement a comprehensive SEO strategy.
Managed a $1M+ digital advertising budget, working with consultants to drive effective campaigns.
Guidance Software (NASDAQ: GUID), now owned by OpenText (NASDAQ: OTEX), is an industry leader in endpoint investigation solutions for security incident response and forensic analysis.
Led corporate, conference, and subsidiary public digital strategy, driving a cohesive online presence.
Optimized code for security, readability, scalability, and usability.
Integrated Adobe Analytics for detailed reporting on web properties.
Defined digital lead nurturing strategies for improved engagement.
Integrated Eloqua with web properties for enhanced lead scoring and generation.
Developed and implemented a successful SEO strategy, resulting in increased sales.
Tableau develops and manufactures products for the computer forensics community. Acquired by Guidance Software, Inc. (NASDAQ: GUID) in 2010, now owned by OpenText (NASDAQ: OTEX).
Led web engineering for the corporate website, reseller portal, and internal finance applications.
Developed UI/UX for the FBI-contracted TD3 (Forensic Duplicator).
Integrated Adobe Analytics for detailed reporting on web properties.
Defined digital lead nurturing strategies for improved engagement.
Integrated Eloqua with web properties for enhanced lead scoring and generation.
Developed a successful SEO strategy, resulting in increased sales.
