Adam New-Waterson

Teraace

Founded Teraace, transforming product analytics using AI and machine learning. Launched an autonomous data-capture platform eliminating manual event tagging, leveraging predictive modeling to empower product teams with actionable insights, optimize activation pathways, and enhance customer outcomes.

Founder and CEO

Allen Institute

Voting Board Member. Strategically advise the Allen Institute, supporting innovative research and operational strategies that leverage advanced technologies in medical research.

Board Member

Prompta AI

Guide executive leadership on AI-driven strategy, market positioning, and funding initiatives. Advise the CTO on AI roadmap development and feature prioritization.

CEO Advisor

StartOut

Strategic mentor for entrepreneurs leading AI-centric businesses. Mentored four CEOs through pivotal growth and scale-up phases.

CEO Mentor

Stack Moxie

Led product, engineering, customer success, and product marketing teams. Oversaw strategic product roadmap incorporating AI-driven observability and advanced data analysis capabilities. Managed compliance and security certifications including SOC2, ensuring enterprise readiness.

Chief Product Officer

Spearheaded rebranding, strategic marketing initiatives, customer advisory programs, and hired a team which laid the foundations for market adoption.

Chief Marketing Officer

Testimonial Hero

Strategic advisor on marketing positioning, product packaging, go-to-market initiatives, strategic narrative, product direction.

MakerSights

Led global marketing strategies for AI-driven retail decision platform. Leveraged consumer behavioral data and AI insights to influence retail strategies at brands including Levi’s, J.Crew, and Allbirds, driving high-impact PR and Account-Based Marketing initiatives.

VP, Marketing

bloomreach

Directed global demand generation and sales development, resulting in 62% revenue growth. Promoted AI-driven personalization and search optimization for leading global brands like Staples, Neiman Marcus, and REI.

Head of Global Demand Generation

RevJet

Built a high-performing demand generation and SDR organization from scratch. Positioned RevJet’s AI-driven creative optimization platform to leading enterprise customers (Microsoft, Allstate, Home Depot), achieving significant customer growth and market penetration.

VP, Demand Generation

LeanData, Inc.

Developed category-defining ABM strategies for LeanData's algorithms to optimize revenue and shorten sales cycles. Oversaw a 310% revenue increase, 178% ACV growth, and an 11-day sales cycle reduction through data-driven marketing and attribution models.

Your next Head of AI Enablement. Cross-functional operator helping companies modernize how they think, build, and grow using AI; without losing their humanity.

I help organizations build AI fluency across teams. Translating emerging capabilities into shipped products, smarter processes, and measurable outcomes. Think of me as part strategist, part hacker, part coach.

I’ve built and launched a Machine Learning analytics platform (Teraace) by using AI, advised multiple AI startups on everything from model selection to GTM, and led cross-functional teams as CPO, CMO, and demand-gen exec. Along the way, I’ve scaled teams, driven 9-figure pipelines, and aligned product, data, and GTM to deliver what matters.

I don’t just talk AI—I operationalize it:

📍 Built software products from zero (Teraace)
📍 Advised AI-first startups (Prompta, Judo, Nightstand, others)
📍 Shipped systems integrating agents, LLMs, and data pipelines
📍 Hands-on: prompt engineering, CI/CD, agent architecture, data modeling

AI will reshape how every company operates. I’m here to make sure that transition happens with clarity, velocity, and trust.

Fractional Executive

Bryan Landaburu

Flight Schedule Pro

Stellic

Advisor

Head of Marketing (interim CMO)

PeopleGrove

HOW IT'S GOING...
- Marketing sourced opportunities increased from 10% to 62% over 36 months.
- Marketing sourced revenue increased from 10% to 76% over 36 months.
- 1.66x increase in pipeline value YoY
- LTV/CAC improved from 1.9 to 3.1
- Consistent rolling pipeline coverage across segments 2.5-4x 
- Optimized team size and role definitions
- Reduced variable spend by 25% and adjusted channel mix to reach executive buyers.
- Produced high-performing thought leadership content (ebooks, definitive guides, full-length book Super Mentors, an Amazon & Good Reads best seller)
- Long-tail nurturing by persona and buying stage maintains year-round brand awareness
- New category positioning increased average deal size by 74%. Elevated buyer from director to executive.
- Integrated 2 acquisitions in 2023 (Student Opportunity Center and PathwayU).
- Revised GTM strategy (top-line positioning, executive buyer persona definitions, portfolio packaging, pitch deck refinement, competitive center of excellence, sales & CS enablement).
- Report to PE board monthly & quarterly.
- Through growth and acquisition, PeopleGrove now works with 650+ universities and colleges, and 20 million students and alumni worldwide

HOW IT STARTED...
PeopleGrove has a foundational goal to ensure every student and professional has access to a community and the connections needed to succeed. We help universities bring personalized, mentor-focused communities to students and alumni from enrollment to long after graduation. We work with 350 of the nation's most recognizable universities. PeopleGrove ranked #112 overall (and #3 in edtech) on the Inc. 5000 list of America's fastest-growing companies in 2020.

My responsibilities at PeopleGrove:

- create a forward-looking strategic plan for marketing and the team
- recruit, refine, and develop a scalable marketing team with clear practice playbooks
- build awareness and reputation for this fast-growing brand
- position PeopleGrove as a thought leader
- develop clear practices for product marketing to formalize go-to-market strategies and sales enablement aligned to the product development roadmap. 
- develop a clear understanding of marketing's return on effort and investment
- establish a predictable demand generation program to drive new business pipeline and revenue expansion within the current customer base
- create new strategies to expand addressable market and revenue potential
- assume leadership for our SDR/BDR teams
- develop a comprehensive lifecycle strategy for user adoption across the PeopleGrove platform

[PeopleGrove was acquired by The Riverside Company in May 2022]

Vice President of Marketing

enable.us (formerly Referenceable)

- Pre-funding, assisted founders in establishing go-to-market strategy and product-market-fit

- Company and product naming, brand, and category positioning, buyer persona and use case scenarios 

- Assisted with executive team recruiting

- Tested product in live sales and marketing tech stack to capture product feedback

- Enable.us secured $4.5m seed round led by Y Combinator in December 2021 

- Acquired by Mindtickle in 2023.

Advisory Board Member

SchoolMint

Following SchoolMint’s acquisition and merger with Hero, I was chosen to lead marketing and portfolio integration. Here are some of my accomplishments:

- Took an emotionless product brand and elevated it to an emotional company brand.

- Established a brand narrative, beliefs, purpose, vision, mission, core values, identity, and visual creative.

-  Evolved marketing into a quota-bearing revenue engine that walked in parallel with sales to drive leads and hit ARR growth targets.

-  Responsible for demand generation, brand, product marketing, social, customer and advocate marketing practices across the company. 

- Employed multi-channel ABM content marketing strategies, laced to a state-of-the-art tech stack (Marketo + Salesforce) that delivered qualified accounts to sales. 

- Supported the B2B2C customer journey post sale, building a community of loyal advocate relationships with our users.

- Managed annual calendar of field conferences, trade shows, and live events.

-  Established KPIs and modern multi-touch attribution models to track channel effectiveness and revenue contribution.

- Responsible for 3x pipeline coverage and 40% of total revenue.

- Established a successful integration process for acquired products/brands/people (ex: Hero K12, Surewatch).

- Measured on performance against projections, engagement funnel movement, sales pipeline, and revenue generated by marketing.


[Launched at Y Combinator in 2013, SchoolMint was elevated to the lead company brand for the platform. Our products were used by 10,000 schools & 4 million students at my point of exit.]

Vice President of Marketing (assumed lead marketing role following acquisition)

Hero K12

- As a member of the founding team, took a struggling SaaS product and established an impactful, mission driven brand based on heroism.

- Built the brand from the ground up, developing assets to support awareness, sales enablement, on-boarding, and communications for each functional area, aligned to the customer journey.

- Established a new product category in an emerging market using a growth strategy based heavily on content marketing designed to drive thought leadership and fuel marketing automation programming.

- Created a marketing performance model and KPIs to track pipeline creation, marketing effectiveness, and our impact on revenue.

- Assembled an amazing marketing team to focus on demand generation, inbound marketing, outbound marketing, lead nurturing, PR/media relations, customer community, and customer success.

-  Implemented marcom tech stack:  Marketo, Salesforce, Influitive, and Gainsight.

- Executive leadership team, reported to the CEO.

- Instrumental in securing $150M in private equity backing which supported the construct of our platform M&A strategy, and the future acquisition of SchoolMint.


[In January 2018, following the acquisition of SchoolMint by BV Investment Partners, we made Hero a product brand under the SchoolMint company/platform. Upon the merger of the companies, I transitioned to marketing lead for the SchoolMint company, and all products in the portfolio.]

Head of Marketing/CMO (acquired by BV Investment Partners, merged with SchoolMint)

Levata

*Plasco ID has rebranded as: Levata 

- Entered the business as the first full-time marketing leader in the company.

- Recruited and hired the marketing team, and managed our outside agencies and PR partners.

- Led marketing for five leading companies in the security space (including Internet Retailer Top 500 D2C eCommerce website IDWholesaler.com).

- Launched biometric season pass management product BioParkPass

- Launched student behavior software product PlascoTrac

- Responsible for branding, communication and tone, marketing strategy, channel strategy, marketing automation, and customer life-cycle management for all companies.

- Managed marketing programs and 30+ regional, national, and international trade show events each year.

- At Plasco I reported to the CEO.

- Played a key role in new product development, focusing on addressable market research, UI/UX, usability, testing, branding, positioning, and product roll-out. 

[From inside Plasco, a software company focused on student behavior management was formed. In November 2014, I became part of the founding team that built and launched the Hero company, product, and brand.]

Director of Global Marketing

FUZE

-  Founded as a digitally-led advertising agency in 2003, FUZE grew from a home office company of 1, to a structured boutique agency with 14 employees.

-  My role at FUZE was split between operation of the agency, chief strategist, and creative director for client work.

-  Agency services included: large-scale eCommerce websites, business processes design, user experience design, online retail, real estate search and listing syndication, search marketing (SEO/PPC), web analytics, system integration, and email campaign management.

-  Industries: enterprise software, SaaS startups, residential real estate, commercial real estate, hospitality, gaming, education, healthcare, and security.

-  Notable client roster: SAP, BEA/Oracle, Boyd Gaming, The PGA Tour, People Ready, ID Wholesaler (Internet Retailer Top 500), Dickson Realty, University Health System, University of Nevada Reno, and Washoe County School District.


[In February 2012, FUZE was acquired by KPS3 Marketing. Following this acquisition, I joined our client, Plasco ID, as their first in-house marketer, tasked with building a robust, in-house marketing group capable of supporting multiple brands.]

Founder + Creative Director

KPS3

- Built an interactive division within a traditional agency at a critical stage of advertising industry evolution.

- Quickly ramped staffing to capitalize on customer demand for digital and interactive marketing services.

- Responsible for business strategy, financial modeling, and execution for all initiatives in the newly established Interactive group.

- Led business operations, vendor/freelance relationships, process design, and project management for all digital marketing projects.

- Established digital marketing service line including: website development, email marketing, search marketing, PPC/Digital ad buying, etc.

- Grew interactive to stand alongside public relations, media, and traditional agency services, changing the trajectory of the agency.


[Exited KPS3 to start an independent, interactive agency which became FUZE.]

Director of Interactive Marketing

BEA Systems

- Evolved from Partner Operations Manager to Director of Web Strategy & Infrastructure for World Wide Partner Programs.

- Grew Star Partner Program from a handful of strategic alliance partners, to 3,000+ developer partners building solutions on BEA in just over 3 years.

- Programs recognized by CRN as best practice channel programs.

- Built and deployed systems that supported indirect sales channels for BEA Weblogic worldwide.

- Managed CRM/PRM systems, partner enrollment, partner solutions catalog, partner onboarding tools, and web-based training.

- Member of the core strategy team, worked across sales, services, training, finance, and marketing groups in the company.

- The global nature of all partner programs required the ability to interact, coordinate with, and understand the needs of various cultures and business practices in Asia-Pacific, EMEA, and the Americas.

[In 2008, BEA Systems was acquired by Oracle]

Director of Web Strategy, Worldwide Partner Operations

I am an experienced, modern marketer who believes customers [not brands] are in control of their own journey. The role of marketing has evolved to span every point along that journey. Marketing should be creative, authentic, and accountable. I lead teams that combine content, data, and design to drive revenue and retention. Industry expertise and passion for: aviation, edtech, healthtech, and SaaS. 

I am currently CMO at Mainsail Partners portfolio company, Flight Schedule Pro. 

Before FSP, I spent a decade building EdTech (K12 and higher education) SaaS companies. I was Chief Marketing Officer at PeopleGrove through its growth and acquisition by The Riverside Company. At my point of exit, PeopleGrove partnered with over 650 universities, providing career exploration, mentorship, networking, and job connections to 20 million students and alumni around the world. Prior to joining PeopleGrove, I co-founded and led marketing for Hero K12, a SaaS product focused on positive behavior intervention, attendance, school climate and culture. We took the brand from inception to private equity acquisition in 4 years. BV Investment Partners acquisition of Hero established the construct of M&A activity that led to the acquisition of SchoolMint. Following acquisition, I was named Vice President of Marketing for SchoolMint, leading marketing for our portfolio of product brands.

My agency experience came from running an interactive advertising agency [FUZE] where we produced e-commerce websites, managed customer acquisition strategy, and other strategic creative campaigns for clients for 8+ years. Exited after acquisition in 2012.

I gained enterprise SaaS/software experience through my contract work on PartnerEdge for SAP in Waldorf Germany, and my full-time role at BEA Systems (now Oracle). These projects involved customer life-cycle management, partner/channel program design and automation (CRM/PRM). Both programs were recognized by CRN as best-practices in channel sales and marketing.

I live with my family in the Sierras near Lake Tahoe, and work remote, or hybrid roles typically based in the San Francisco Bay Area.

HOW IT'S GOING...
- Marketing sourced opportunities increased from 10% to 62% over 36 months.
- Marketing sourced revenue increased from 10% to 76% over 36 months.
- 1.66x increase in pipeline value YoY
- LTV/CAC improved from 1.9 to 3.1
- Consistent rolling pipeline coverage across segments 2.5-4x 
- Optimized team size and role definitions
- Reduced variable spend by 25% and adjusted channel mix to reach executive buyers.
- Produced high-performing thought leadership content (ebooks, definitive guides, full-length book Super Mentors, an Amazon & Good Reads best seller)
- Long-tail nurturing by persona and buying stage maintains year-round brand awareness
- New category positioning increased average deal size by 74%. Elevated buyer from director to executive.
- Integrated 2 acquisitions in 2023.
- Revised GTM strategy (top-line positioning, executive buyer persona definitions, portfolio packaging, pitch deck refinement, competitive center of excellence, sales & CS enablement).
- Report to PE board monthly & quarterly.
- Through growth and acquisition, PeopleGrove now works with 650+ universities and colleges worldwide 

taplio

The Battle

Adam New-Waterson

Bryan Landaburu

Followers

Posts

Engagements

Likes

Ready to grow your LinkedIn presence?