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

Swapcard

VP of Marketing

Pavilion

Executive member | Mentor

Sendoso

Advisor

Assent

Assent is the global leader in supply chain sustainability management. Combining leading-edge technologies with extensive supply chain expertise, Assent provides SaaS solutions that manage third-party data to protect corporate brands, increase market accessibility, and reduce operational and financial risk.

Our mission is to make the world a better place, starting in the supply chain and suppliers. We provide expertise and technologies that empower global companies to create transparency at all levels of the business, understand their environmental and social impacts, and take meaningful, positive action within the communities in which they operate. From human rights to environmental sustainability, our clients choose Assent because, like us, they believe in the responsible way of doing business.

Senior Director, Marketing - Demand, ABM & MarOps

Softchoice

Largest technology reseller in Canada, and one of the world's Top 5 Managed Services Providers.

Responsible for a team of 18 marketers focused on integrated Marketing Programs, Digital Marketing, Events, and BDR/SDRs.

Director, Demand Generation

Enghouse Networks

Global Marketing Leader, responsible for Brand & Communications, Digital Marketing, Events, Content, Product Marketing, Sales & Marketing Operations, and Sales Enablement across Americas and EMEA. Lead a team of 11 marketers in Canada, Ireland, Belgium, Denmark, and Romania.

Member of the Senior Leadership Team.

At Enghouse Networks we strive to be the world’s most reliable Telecom technology provider. We have built trusted relationships with over 500 customers and partners globally, and we are committed to providing the technology and services needed to maximize the value of their networks; ultimately building a connected global community.


Managing, monetizing, and protecting networks in digital transformation.

Director, Marketing & Revenue Operations - Global

[24]7.ai

Newly created role. Leading demand generation for North America, focused on Industry and ABM programs for Customer Engagement and Customer Acquisition SaaS Platforms.

Director, Account Based (ABM) & Industry Marketing Programs - Global

Intelex Technologies ULC

Reported to the Chief Strategy Officer, and with a team of 11 direct reports (2 Digital Marketing, 1 Customer Marketing, 8 BDRs).  Worked in partnership with Product and Corporate Marketing, Sales, and Customer Success leadership to plan and execute multi-channel marketing programs and campaigns to support our aggressive growth goals.

•	10% MQL growth YoY (FY15-FY16). Total # of leads was lower by 16% = focused on quality vs. volume
•	73% pipeline growth from marketing sources YoY (FY15-FY16)
•	42% sales growth from marketing sources YoY (FY15-FY16)
•	Marketing sources = 88% of total pipeline and 84% of net new sales (FY17)
•	Cost per MQL: -18% YoY (FY16-FY17)
•	- 20% Demand Gen marketing budget YoY (FY16-FY17)
•	5% pipeline growth from marketing sources YoY (FY16-FY17)
•	56% sales growth from marketing sources YoY (FY16-FY17)

Director, Demand Generation & Marketing Operations - Global Marketing

EMPOWERING SUSTAINABLE BUSINESS

At Intelex, we empower organizations to meet the challenges of an increasingly complex marketplace while minimizing their negative social, environmental and human impacts.

We do this by developing web and mobile applications that streamline and simplify environmental, safety and quality management. Intelex’s software solutions help companies around the world ensure compliance, reduce risk and improve performance.

Sr. Manager, Demand Generation - Global Marketing

SAI Global

Reporting to the Vice President of Sales & Marketing, Assurance Services – Americas, I was responsible for leading marketing programs, product marketing, and marketing operations in the Americas for SAI Global Assurance Services. 

Leading a lean and highly effective marketing team, we developed, planned and executed marketing initiatives including ABM, demand generation, digital marketing, communications, new product introduction (market research, positioning, risk analysis, etc.), events and sales enablement.

I also represented the Assurance division on global projects such as the business case and selection of a new Web Content Management Platform (CMS), Global Digital Marketing Strategy and as a member of SAI Global’s Web Steering Committee.

Results:

- Marketing and Sales alignment was a must. 
- Marketing initiatives were the original source for 41% of new sales in FY15. Goal was 30%. FY11 = 20%
- 12% sales growth YOY
- 19% sales growth from marketing sources YOY
- 134% sales growth from marketing sources FY10-FY15 (with smaller marketing budget)
- ABM program landed 4 Fortune 500 accounts
- Market Share leader in Food Safety Standards - Canada
- Market Share leader in Aerospace Standards - Americas

Projects (sample):

- New Product Implementation (NPI) Program: Market Research (Risk Analysis, Competitors, Growth Opportunity, ROI, etc.) 
- Marketing Automation implementation (Pardot)
- Selection of Ektron/EPiServer as new CMS and complete website redesign
- Complete redesign of our divisional webpages (homepage included). Global project.
- New interactive Training Catalog
- Introduction and development of Social Media as a marketing channel (Blogs, LinkedIn, Twitter)
- Brand transition from QMI-SAI Global to SAI Global Assurance Services
- Food Safety Symposium: From planning to full execution, hosted 3 Symposia in Toronto, Montreal and Vancouver with 500+ attendees and presenters from Walmart, Loblaws, SunRype and Food Safety leaders.

Marketing & Marketing Ops Manager, Assurance Services - Americas

Reporting to the VP of Marketing - Americas, and with 3 direct reports, I was responsible for marketing programs and product marketing in the Americas for GRC, Ethics & Compliance software, learning and consulting, and Assurance Training.

Head of Marketing Programs, GRC, Ethics & Compliance and Assurance Training - Americas

Hewlett-Packard

- Managed 30 VARs in Ontario 
- Responsible for growing HP mind/brand/revenue share 
- $10M quota
- Managed largest PSG VAR deal within my team = $1.2M
- 20% revenue growth YOY

Partner Business Manager

Serving the Demand & ABM team at Assent Inc

My personal mantra is “If you build it, and make it relevant, they will come. If you don't take great care of them, they will never come back"​. 

Two of my favorite quotes are:
"I have no special talent. I am only passionately curious."​ (Albert Einstein)
 “If we have data, let’s look at data. If all we have are opinions, let’s go with mine.” (Jim Barksdale)

Having said that, the purpose I share with all the teams I work with is: The goal is to be better, not right.

When all is said and done, I am a passionate marketing & sales professional who believes that an organization should always empower entrepreneurs and be truly customer centric. I also believe that alignment between sales & marketing IS NOT an option, and that today's marketing practice is extremely exciting, The customer has a lot of control on the sales cycle today, and poorly planned or executed marketing initiatives have no place on corporate strategies, at any level. Data analysis is worth as much (if not more) as any creative skills, but the combination of both makes for a powerful starting point. 

Marketing: Digital & Integrated, Demand Generation, Marketing Operations, Market Intelligence, Marketing & Sales Alignment, Marketing & Sales Automation
Project Management: Waterfall and Agile methodologies
Strategy: Plan, Development, Execution, Results Measurement
Sales: B2B, CXO, Direct, Channel

taplio

The Battle

Adam New-Waterson

Carlos Araujo ☁

Followers

Posts

Engagements

Likes

Ready to grow your LinkedIn presence?