Heidi Farris

Board Director

AppSignal

Jun 2025 - Current (1 year 2 months)

Chief Executive Officer

ActivTrak

Jul 2023 - Current (3 years 1 month)

Chief Operations Officer

ActivTrak

Mar 2019 - Jul 2023 (4 years 5 months)

Executive Vice President and General Manager, Database Tools Division

Idera Inc

Jul 2017 - Nov 2018 (1 year 5 months)

- Set strategic vision and priorities to drive growth and profitability across three distinct product lines focused on hybrid cloud management and data modeling solutions for data professionals - Drive organic growth through direct, inside sales and customer retention - Acquire and integrate new brands to accelerate growth and profitability - Performance measured by P&L results and investor returns

Chief Marketing Officer

Idera Inc

Apr 2016 - Jan 2018 (1 year 10 months)

- Transformed go-to-market strategy into a low-touch, high-margin business model driven by inbound demand generation and online sales - Built a marketing framework and team that quickly scales up and down to support acquisition integrations at an aggressive pace - Created business analytics team and instrumented objective, cross-functional analytics process to drive growth and efficiency across sales, marketing, and product functions.

VP of Marketing

Idera Inc

Nov 2013 - Apr 2016 (2 years 6 months)

- Scaled marketing team and processes to support organic and acquisition-driven growth - Optimized marketing investment strategy, improving customer acquisition costs and lifetime value of customers - Built the company's e-commerce business and community following from the ground up

Vice President Of Marketing

Bloomfire

Jan 2012 - Nov 2013 (1 year 11 months)

Scaled demand generation through instrumentation of marketing automation and full-funnel analytics. Reduced customer churn with creation of data-driven customer success team. Evangelized category creation of knowledge sharing via community, PR, social, and analyst channels.

Head of Demand Generation Marketing, Application Performance Management

SolarWinds

May 2006 - Apr 2011 (5 years)

- Key team member in creating low-touch, go-to-market model based on inbound demand generation - Oversaw all aspects of online marketing for network and application management product lines - Created trusted peer relationships resulting in better cross-functional alignment and performance

C

Director, Marketing Programs

Cooper Marketing Solutions

Sep 2000 - Jan 2006 (5 years 5 months)

- Develop go-to-market product messaging and delivery for clients. - Create demand generation programs for clients. - Manage team of writers and designers.

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