BrandMuscle Appoints Helen Baptist as Chief Strategy and Market Officer

Aaron Gilbreath | November 15, 2022

Veteran Technology Innovator to Lead Strategic Go-to-Market Initiatives

CHICAGO, November 15, 2022 BrandMuscle, the leader in integrated local and channel marketing, recently announced the appointment of experienced SaaS strategist Helen Baptist as Chief Strategy and Marketing Officer. In this role, Baptist will lead the company’s go-to-market strategy, including corporate marketing.

“I’m thrilled Helen has joined the executive team. As BrandMuscle has evolved, so too has the need to amplify our go-to-market, with a focus on increased customer-centricity by driving further value for our customers’ investments with us,” said Scott Weeren, CEO of BrandMuscle. “Helen brings a unique perspective and capability of seeing the big picture, connecting the dots and activating the right resources to have a meaningful impact on both our customers and our business. She brings her SaaS go-to-market expertise to BrandMuscle, coupled with her proven track record of growing revenue and delivering exceptional value and enhanced customer journeys. Having Helen on-board will help us achieve even more success.”

Previously, Baptist served as Chief Operating Officer at PathFactory, the leading Content Insight and Activation Platform for B2B marketers, where she directed all customer-facing departments, including sales, marketing, and customer experience, and led PathFactory’s expansion into Europe. During her tenure, PathFactory experienced exceptional growth, and its new annual recurring revenue growth, gross, and net retention rates all improved significantly. She built a world-class go-to-market team that delivered the desired corporate strategy.

Prior to PathFactory, Baptist served as Chief Customer Officer at ItemMaster, a CPG product content management company. At ItemMaster, Baptist drove exceptional YoY growth and improvement in customer satisfaction that led to the company’s acquisition by Syndigo. The unique combination of B2B and customer acumen that Baptist cultivated throughout her career, coupled with crucial insights and experience, provide the ideal foundation for her future contributions as Chief Strategy and Marketing Officer at BrandMuscle.

“I am thrilled to be joining the BrandMuscle powerhouse. As a recognized leader in through-channel marketing automation, a list of who’s who customers including Bobcat, Chase, Ace Hardware, Nationwide, Diageo, Trex Company, and Four Roses Bourbon, all of whom are doing great local marketing, and a rock-solid team at BrandMuscle, I couldn’t refuse the opportunity,” said Baptist. “I was impressed by the sheer scale of BrandMuscle. With over $1 billion in marketing funds being managed on behalf of our customers, the trust instilled by those companies is massive. And, with a robust, innovative product and services roadmap, as the only true end-to-end local store or channel partner marketing platform, the decision was easy.”

Baptist’s mandate will be to amplify the BrandMuscle story, enhancing the customer journey and ensuring BrandMuscle remains the category leader in through-channel marketing.

About BrandMuscle

BrandMuscle is the leader in integrated local and channel marketing, serving over 175 of the world’s top brands, with 750 professionals in five offices globally. BrandMuscle provides marketers and their channel partners with the solutions, insights, and expertise to deliver an exceptional and consistent local brand experience. The BrandMuscle Intelligent Local Marketing Platform simplifies and scales digital and physical marketing execution, enabling brands to acquire and retain the best customers, build loyalty, grow revenue, and maximize ROI. For more information about BrandMuscle visit or call (866) 464-4342.

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