CMO Becomes COO at Data Platform Adverity

Integrated data platform Adverity has promoted its CMO Harriet Durnford-Smith to Chief Operating Officer, joining 'the growing number of businesses that recognise the need for marketing skills in wider business operations', according to the firm.

Adverity provides a platform which pulls in data automatically from hundreds of sources and destinations, allowing marketing and analyst teams to create a 'single source of truth' for marketing performance. The firm was founded in 2015 and is headquartered in Vienna, with offices in London and New York. In August 2021 it secured $120 million in Series D financing, adding to $45m from earlier rounds.

Durnford-Smith joined the company in October 2019 as VP of Marketing and Growth, and was promoted to CMO in June 2021. Previously she spent three and a half years at IT consultancy Amido, either side of its acquisition by tech advisor and managed services provides Ensono. Earlier she worked as Senior Marketing Manager at b2b marketing firm Bright Innovation UK, and as a Marketing Executive at Chartered Accountants Buzzacott.

With the promotion, her responsibilities will expand to operational alignment, translating and delivering business strategy, and overseeing the People, Marketing and Workplace teams - she will also continue to lead the marketing team. CEO Alexander Igelsbäck comments: 'Senior marketers typically have an operational mindset and a wealth of skills that equip them for high-level business responsibilities. These include effective communication and the ability to articulate complex ideas clearly and persuasively to stakeholders. Throughout her role at Adverity, Harriet has always been super-aligned across all of our teams, understanding the importance of data to make informed and actionable decisions. She has an excellent ability to solve challenges, manage external budgets and turn strategy into action'.

Durnford-Smith herself adds, 'The skills I have developed as a marketer will be crucial to working with multiple stakeholders and different business functions. They have prepared me to foster a culture of growth and navigate the challenges and opportunities for Adverity'.

Web site: www.adverity.com .