Adobe transformed it into a core enterprise product. Afterwards, I joined Brightcove, an early-stage company pioneering fast online video playback; we took it public and grew from 300 to 6, 000 customers—quite a journey. Following various CMO roles across industries, I now focus on language technology and AI at DeepL. The common thread in all these roles is my passion for ‘hyper growth’—thriving in companies experiencing rapid expansion with effective technology and satisfied customers. Such environments need marketing to introduce structure, strategy, prioritization, and global expansion, which I find fulfilling. At DeepL, founded in Europe in 2017 as a translation technology firm, we embraced AI before it became a trendy term. We’ve developed a suite of tools helping companies scale, including DeepL Write for refining writing and DeepL Voice, a real-time voice translation tool soon integrating with Zoom to enable seamless multilingual conversations—complex technology addressing nuance and grammar differences across languages. DeepL reached a $2bn valuation in 2024. Marketing-wise, we are expanding beyond a product-led growth to enterprise strategies, building go-to-market functions like sales and support. DeepL’s usage was often fragmented within large companies, with pockets of adoption that could be scaled company-wide for improved international market reach. AI is rapidly reshaping marketing. AI agents now act as digital co-workers automating workflows and enhancing productivity. Our research shows 80% of leaders report increased AI-driven ROI, with 42% planning expansion in AI use. DeepL’s strategy reflects this: moving beyond translation to deliver AI that integrates into existing workflows, enabling businesses to automate intelligently and focus on impactful tasks. Our marketing team operates with a ‘flat and fast’ structure to avoid silos and encourages constant innovation. Biweekly sharing sessions showcase AI-driven initiatives, fostering creativity and collaboration. Success is viewed as a team effort rather than individual. Regarding creative versus data, I align with the ‘human’ side. Marketing content is never neutral—it must be strong, relevant, and human-centered.

Data validates impact but can’t replace genuine connection. Incremental metrics like slight increases in click-through rates may not signify true success if broader engagement remains low. A major misconception about AI in marketing is underestimating its impact. AI enhances marketers’ capacity rather than replacing jobs. The real opportunity lies in large-scale experimentation and personalized content creation across many customer personas, rather than isolated AI applications. Investing in multilingual customer experience profoundly affects a brand’s global reputation. As DeepL’s accuracy has demonstrated—such as a journalist crediting us for getting a critical story right—precise translation matters in customer communications, contracts, and marketing materials. Even minor language errors, like confusing ‘water-resistant’ and ‘waterproof’ in Dutch, can damage a brand significantly. Contrary to some views, I do not believe AI advancement is plateauing. With growing computing power and agentic AI innovations, we’re moving beyond simple tasks towards multi-modal, generative AI capable of executing complex workflows and collaborating interactively with users. A myth about marketing I’d bust is the shifting focus over the years. While brand building and demand generation were once top priorities, and then the sales funnel took center stage, technology now enables rapid product launches—but ultimately, brand remains critical to business success. If I could advise my younger self, I’d recommend gaining experience in agency or B2C roles. Our current DeepL team uniquely blends consumer and enterprise SaaS backgrounds, which enriches our approach to scaling, experimentation, and segment-focused marketing. For my next interview, I’d ask fellow CMOs how they are adapting their teams to AI’s rapid evolution—a shift unlike any prior business transformation. When not leading marketing, I unwind by trail running in the Blue Ridge Mountains, which offers intense focus and mental discipline—a crucial counterbalance to the constant mental activity marketers experience. Finally, the key to marketing is to move fast and embrace failure as a learning tool. Fear of failure stifles innovation; creating a safe environment for experimentation is essential. Life is short, so make your efforts meaningful. (Worth Your While is an independent creative agency helping brands create remarkable work people want to talk about. wyw. agency)