Sidetrade names Allison Barlaz as Chief Marketing Officer to fast-track its growth in North America

Sidetrade, the global leader in AI-powered Order-to-Cash applications, welcomes Allison Barlaz as Chief Marketing Officer. This appointment is part of Sidetrade’s ambitious plan to enhance its market presence and accelerate growth, with a focus on North America.

Allison Barlaz joins Sidetrade with over twenty-five years’ experience in product and marketing roles across software companies, including SaaS vendors. In her new role, Barlaz provides visionary leadership and strategic marketing direction, contributing to Sidetrade’s expansion goals. She joins the executive committee of Sidetrade, expanding its membership to 10.

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“Allison joins us at milestone moment for Sidetrade as it steers through significant Gen AI transformations” said Olivier Novasque, CEO of Sidetrade. “Her success building B2B brands coupled with her martech expertise is pivotal in our market reach and new growth initiatives.”

Barlaz has a proven track record in demand generation, leveraging new marketing technologies to support business objectives and drive revenue growth. In addition, she has experience in the Order-to-Cash market, having spearheaded BlackLine’s demand generation and digital marketing strategy for more than two years.

Commenting on her new role, Barlaz said: “It’s an exciting time for the Order-to-Cash market as the impact of AI technology becomes more evident each day. Sidetrade is well positioned to help clients realize this untapped value, as demonstrated by our three-time positioning as a Leader in the Gartner^® Magic Quadrant^TM for Invoice-to-Cash Applications. I am excited to contribute to this market leader and help drive its next phase of growth globally.”

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Barlaz is based in the US and holds degrees from INSEAD Business School, UC Berkeley, and the University of Pennsylvania, underscoring her formidable background and readiness to lead Sidetrade’s marketing endeavors.

Gartner, “Magic Quadrant for Invoice-to-Cash Applications”, Tamara Shipley, Valeria Di Maso and Miles Onafowora, May 6, 2024.
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