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

In 2016, consulting for a few members of the Fortune 20, we created a tool kit using traditional software development tools.  They helped us test more efficiently, with a documentation chain.  Increased frequency and decreased time to test helped us increase quality and reduce outages.  Our clients ultimately convinced us that every enterprise marketing team would save time, money and heartache just about every day if they had these tools.

In 2018, we created a platform of automated testing and monitoring tools built every no code tech stack.

Co-Founder

The Product Management Center at UW

Founding Advisory Board Member

Jurisco

Serve as Board Member at Jurisco.  Leads agenda and metrics develop to help define growth strategy.

Microsoft

Led both engineering and Marketing Operations teams in building a Marketing Operations Center of Excellence at Microsoft Office.  Built a bespoke customer data platform, managed operations across data routing, Dynamics CRM, Marketo and Exact Target.  Managed more than 40 of the world's best experts in Exact Target and Marketo to build a scalable operations machine that was the backbone of the Office365 go-to-market strategy.

Created thought leadership content, events and helped build the category of Marketing Operations.

Microsoft Office Account Lead, Marketing Operations Practice Lead at Centric Consulting

Terex Corporation

Responsible for all digital marketing - website, marketing automation (ExactTarget/Pardot), CRM (Oracle/Seibel CRM), mobile application development (ios app) - for the AWP Division of Terex.  Served in the first wave of the Google Glass pilot.  Created new segmentation and data structure for use in driving revenue.

Lead Amazon.com and Grainger Accounts. Strategic development and execution of new channel and vertical initiatives for Genie. Primary responsibilities include the launch of Genie's products with Amazon.com, expansion of products with Grainger, and entry into several new vertical markets like Aviation and Entertainment. Worked on telematics for both service center, digital marketing and requirements in the industrial & maintenance industries. 

Represented the AWP division to the Women@Terex initiative.

Sr. Technical Product Manager and Digital Marketing Director

InTown Friends of Children's Hospital

Co-chair of the Taste of the Highlands benefiting Children's Hospital of Atlanta.  An incredible event featuring the best food and drink of the Intown neighborhood. Save the Date .. May 15!

Co-Chair Taste of the Highlands

VersionOne

Joining a passion for alliances and partners with my profound belief in agile methodologies.  Market the industry's leading agile project management tool by connecting with both coaching and consulting partners as well as technology and community partners.  Including work with the best recognized names in Agile and Scrum methodology and technology like the Microsoft and IBM/Lotus Partner Networks.

Software and Certifications:
* Certified Scrum Master (CSM)
* Trained in Customer-Centric Selling (CCS)
* Marketo
* SalesForce.com

Channel Marketing Lead

Tile Media Properties

Led the company's transformation from online how-to to market leading Tile products company.  Developed, hired and managed product development team, including package design and marketing, as well as product tracking from inventory to online support.  Directed and managed full branding and marketing strategy to support product development.  

Coordinated with CEO to conceptualize and launch bonded antimicrobial, managing the product development and manufacturing from package design to EPA certification.  Instrumental in green strategy, with intense LEED, Cradle to Cradle, GreenGuard and other environmental-focused organizations.  Instituting a three-tiered launch strategy with international PR and Advertising, (working with Ketchum on the launch), working closely with our distribution strategy.

VP of Marketing and Product Development

Marketing Support

XRM Global

Led Marketing and Channel Development for EM Technologies, as start up relationship management platform and service company.  Led team and partners to be named finalist for the IBM Lotus Beacon Award for Partner Technology.  Helped transform from services revenue to product revenue, shortening sales cycle and cost of deployment.  Acted as voice of customer for the creation of the company's marketing automation product suite including drip marketing, SEO and SEM and other Demand Gen campaigns.  Software was offered as both SaaS and on-site for large Fortune 500 customers.  Ran PR and Analyst Relations campaigns.  Led branding and market launch for the company's US Sales Platform, SalesVoodoo, for the company's Brazillian product, GrandesVendas and HR product vertical HRVoodoo.  Company was acquired by xRM Global in 2008.

CEO of the fastest-growing technology company in sales and marketing technology.  Bringing DevOps-style quality to Marketing and Sales Ops.

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The Battle

Adam New-Waterson

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