Brightcove Inc., the leading global provider of cloud services for video, announced the appointment of Sara Larsen as Chief Marketing Officer. Ms. Larsen is an experienced executive who has a demonstrated track record leading innovative, high performing go-to-market organizations in the software industry. Ms. Larsen will report to Brightcove CEO Jeff Ray and be responsible for lead and demand generation, product marketing, client marketing, branding and messaging, and marketing communication.

“We believe combining the marketing organizations will enhance the Company’s ability to capitalize on Brightcove’s market leadership and better serve the needs of customers.”

In conjunction with Ms. Larsen’s appointment, the Company is consolidating its corporate marketing function, the Media Business Unit and the Digital Marketing Business Unit into a single marketing organization focused on developing Brightcove’s unified marketing and demand generation strategies. The consolidation of demand generation efforts under a single executive will improve alignment with the sales and product organizations and increase the effectiveness of the Company’s marketing investments.

Also Read: MullenLowe Profero Australia Appoints Hamilton Jones to Managing Director

“A well-defined and aggressive marketing effort that increases brand awareness and demand generation is an essential component of our plan to deliver consistent high levels of growth,” said Jeff Ray, Brightcove CEO. “Sara is a terrific addition to Brightcove’s leadership team and the right person to lead our marketing organization. She is an accomplished executive who has delivered impressive results across multiple sales channels and numerous end markets. I am confident that under Sara’s leadership our consolidated marketing organization will establish Brightcove as the choice for any company looking to leverage video to realize significant business value.” Mr. Ray continued: “We believe combining the marketing organizations will enhance the Company’s ability to capitalize on Brightcove’s market leadership and better serve the needs of customers.”

Also Read: 8th Wall Web Brings Augmented Reality to Websites for the First Time

Sara Larsen, Brightcove CMO, said, “Brightcove’s long history of leadership in the video market puts the Company in a unique position to benefit from the explosion of digital video content that is transforming how companies engage with their employees, customers and partners. I am excited by the tremendous opportunity for growth we see in every market segment we serve around the world.”

In addition to appointing Ms. Larsen as CMO, Brightcove is currently conducting a search for a Chief Revenue Officer, a newly created position, to oversee the global sales organization. All customer facing direct sales, channel sales, and professional services organizations will report to this executive, who will report to the CEO.

Recommended Read: SPi CRM Announces Company Rebrand to Inspiro