Pipedrive is quietly loading up its C-suite with people who understand growth, data and AI — and the new marketing boss fits that pattern perfectly.

On 27 October 2025, Pipedrive announced three senior executive appointments, including Steven Quach as Chief Marketing Officer, alongside Joe Futty as Chief Product and Technology Officer and Jonny Carroll as Chief Data and Analytics Officer. The company called this “a key step” in its next phase of growth.

Pipedrive’s CEO Paulo Cunha framed the move around a clear ambition: delivering on a vision of an “intelligent, AI-native CRM that truly empowers sales professionals” as part of what it’s calling Pipedrive 3.0.

Who is Steven Quach?

According to the company’s press release, Quach brings around two decades of experience leading growth, performance and brand marketing for global consumer and B2B brands. Before joining Pipedrive, he led Growth Marketing and Media at Auctane, and previously held the same type of role at SeatGeek, where he drove customer acquisition, digital strategy and marketing innovation.

He has also held senior marketing roles at Pizza Hut and Expedia Group, spending nearly a decade at Expedia working on global performance marketing and media for Hotels.com. The press material specifically calls out his reputation for combining data-driven thinking with creative storytelling and for helping businesses “grow in ways that truly connect with their customers.”

So you’ve got a marketer who has lived in:

• performance-heavy environments (online travel, ticketing, shipping/commerce), and
• brand-driven, mass-market environments (QSR via Pizza Hut).

Why this matters for loyalty, not just leads

On paper, Pipedrive is “just” a sales CRM for small businesses. In reality, it’s in a category where long-term customer value matters a lot more than first-month signups. Small teams that adopt a CRM and really embed it into their workflow tend to stick around, expand users and add features. Those that don’t churn quickly.

By pairing a Chief Product & Technology Officer with deep AI and loyalty experience (Booking.com’s Genius program) with a CMO like Quach, Pipedrive is clearly betting on a future where:

• the product feels more intelligent and assistive for sales reps, and

• the marketing feels more like ongoing enablement and community than one-off lead-gen campaigns.

My read: Quach’s job is not just to bring more trial users into Pipedrive, but to tell the story of Pipedrive 3.0 in a way that keeps customers engaged through the AI transition. Expect to see:

• sharper positioning around AI that actually helps sellers close deals,
• more content and programs aimed at making small sales teams feel supported and “seen”, and
• lifecycle marketing that focuses on activation, depth of use and expansion, not just acquisition.

For loyaltyandcustomers.com readers, this appointment is a neat B2B example of how a SaaS brand treats marketing as part of a customer value system — tightly linked to product, data and long-term usage, not just pipeline.