In the newly created position, Marshall is focusing on crafting “the story that CognitiveData is a full-service marketing company that can help customers with their database marketing,” she said.
CognitiveData acquired consulting and strategy firm Lenser on April 4. Marshall said the deal enabled CognitiveData to transition from a database company to a firm with a full range of marketing services.
Marshall is responsible for “steering” the brand vision and overseeing all aspects of the company’s marketing and PR. She will report directly to CognitiveData president and CEO Rod Ford and oversee what she described as a “small” marketing team. She declined to provide specifics about the team’s size.
Prior to joining CognitiveData, Marshall served as CMO of Performance Bicycle starting in June 2010. Previously, she worked at Pace Communications as president of its e-commerce division. She has also held senior marketing roles at The Vermont Country Store and L.L. Bean.
Marshall, who joined CognitiveData on August 15, said she has been “learning the organization, the people and the business” in her first days at the company. She said she has also assessed old campaigns, marketing material and collateral to better understand how the firm markets to customers.