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

Quantified.ai

Quantified's Sales Simulator is like a flight simulator for sellers. It feels as real as your last video call and helps scale certification programs, onboarding, and more, helping reps ramp 42% faster. It's practice, made perfect.

VP of Marketing

Fourth Envelope Marketing Advisory

Go-to-market for early stage companies (seed, A, B)  is hard. You need the right strategy, but adding C-level marketing talent to your leadership team isn't on the table yet. So you hire agencies and junior marketers to execute, and hope that they're executing in the right direction. 

That's where I come in. I guide your marketing team through the trenches, ensure that agency relationships are productive, and bring a marketing point of view to your leadership team. All without the high cost and higher risk of a full-time marketing leadership hire.

Fractional CMO for Early Stage Companies

Proof Analytics

Advisor

Lytho

Lytho is the creative operations platform that helps creative teams achieve better content outcomes.

Led the rebrand of two merged companies, inMotionNow (US) and Lytho BV (Netherlands) as Lytho to eliminate brand fragmentation and market confusion.

Differentiated from 800-lb-gorilla competitors by positioning a set of products including proofing, project management, digital asset management, and brand management as a Creative Operations Platform.

Brought creative operations professionals together with content including the Creative Operations Resource Hub and events including our industry conference Lythiopia!, as well as third-party industry events.

Delivered 60% of pipeline through inbound marketing.

TrustRadius

TrustRadius brings truth to market by providing a platform where users can share their expertise. We help technology buyers make great decisions and help technology vendors get and keep great customers.

Rebooted SEO function to take traffic from 300K to 1.2M in under a year and positioned TrustRadius as traffic-advantaged in key categories

Delivered up to 109% of needed pipeline through integrated demand generation function

Doubled pipeline delivery per BDR head through a focused comp plan change

Increased pipeline 15% with a product-led growth (PLG) approach to merchandising in the Vendor Portal for free users

Turned customer events into a profit center and expansion/retention driver

VP Marketing

TrendKite

TrendKite quantifies PR's impact in a way both PR professionals and executives understand, so they can optimize their PR strategy. 

Scaled Marketing function by building and leading 31-person Marketing team covering all Corporate Marketing functions (Demand Generation, Content Marketing, Product Marketing, Customer Marketing, PR, and Design) as well as Market Development/Sales Development.

Grew inbound from less than 5% to 30% of sourced ARR by building integrated demand generation team combining digital (SEO/SEM/Online Media), CRM, Events, Prospecting, and Inbound Market Development (MDR).

Moved company to account-score-based ‘Mass ABM’ model.

Spoke as evangelist at events such as PRSA ICON and PR Daily World.

sonarDesign, Inc.

Led Marketing for an angel-funded company building the first HTML5-based Creation-as-a-Service platform for designers and Web developers.

Doubled inbound site traffic by relaunching the corporate site as an SEO-enabled content hub in less than three weeks at a cost of under $1K.

Built acquisition engine that delivered users through PPC funnels at a cost of $12.50/user and dropped them into a 30-day upgrade nurture track.

Positioned ‘Apps are the problem, the browser is the solution’ in thought leadership placements in outlets including TechCrunch and Website Magazine.

Invodo

Took the company from pre-revenue well into the growth stage by positioning Invodo as the market and thought leader in Visual Commerce.

Built seven-person team covering all Marketing functions including demand generation, content marketing, events, marketing operations, and social media marketing.

Established thought leadership in key publications and achieved Share of Voice 4x the competitive set by publishing category-defining Benchmarks reports and other proprietary research.

Spoke as evangelist at conferences such as  Shop.org, South by Southwest Interactive, Mediapost’s Video Insider Summit, and Pubcon.

SolarWinds

Product marketing for an IPO-stage IT management software company with a disruptive inbound sales model.

Senior Product Marketing Manager

Hoovers Inc.

Multiple marketing leadership roles in a 300-person, $125M Dun & Bradstreet subsidiary.

Exceeded lead and revenue goals while leading the 30-person Marketing team during an eight-month executive search. Managed $12MM Marketing budget and $100MM revenue plan.

Led seven-person team driving over $100MM in annual subscription revenue through multiple channels. Functions included lead generation, customer lifecycle marketing, public and analyst relations, content marketing, social media marketing, email marketing, and CRM.

Managed five-person product marketing team responsible for positioning, pricing, go-to-market strategy, public relations, and marketing communications.

Doubled rate of new customer acquisition with targeted products for the SMB and SOHO markets.

Spearheaded Hoover’s early entry into social media, resulting in Mashable naming Hoover’s one of the “Top 40 Brands on Twitter.”

Senior Manager, Subscription and Product Marketing

Fractional Marketing Leadership for Early Stage Companies

I'm an experienced leader skilled in corporate marketing, demand generation, product marketing, and communications. I combine strategic vision with analytical insight and executional excellence. 

I advise startup CEOs and founders and mentor other marketers. I work to teach my two children how to succeed. Generally speaking, I try to make a difference in the world.

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Adam New-Waterson

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