Sandra May Greefkes profile 1I currently serve as the Vice President of Product and Partner Marketing at XIFIN, Inc., a SaaS based technology company that offers claims processing, billing, financial management, workflow automation and business intelligence and healthcare informatics solutions to diagnostic providers, health systems, specialty physician groups and medical device organizations.

Prior to joining XIFIN, I advised the board of directors and served as VP of Global Marketing for Okika Technologies Inc which is an early stage semiconductor start-up company.  The leadership brought me on board to get the Marketing function and team up and running. This includes developing the long-term global marketing strategy including goals, objectives, defining target audiences, positioning, messaging, awareness and demand generations strategies, channel strategy, content development and digital presence transformation.

Prior to joining Okika, I was a Principal Consultant, Digital Strategist, Market Researcher and Analyst with Filigree Consulting Inc. In this capacity, I provided strategic advisory services to help high-tech businesses understand markets, segments, trends and best practices. That included facilitating decision making and helping with positioning and messaging. I brought forward innovative marketing strategies and developed and implemented integrated marketing campaigns. My areas of focus included market research, product marketing, multi-disciplinary demand generation, original content development and the creation of business development/sales tools.

Prior to moving to a consulting role, I held the position of Senior Director of Marketing for TELUS Communications Inc for 6 years. I had the amazing opportunity to join the TELUS Business Solutions Division as it was entering a new and highly competitive market. I led the transformation of its digital presence to better serve the large public and non-profit enterprises as well as small and medium businesses and became known as a change agent and connector. My tenure included a wide variety of projects including marketing governance and organizational structure, mergers and acquisitions, brand strategy, innovative sales and customer engagement tools and transformative media relations. I excell as  an innovator as it pertains to how to build communities and drive engagement. I am proud about our  teams’ accomplishments and results that were recognized by Forrester Research, Strategy Magazine, the Information Technology Services Marketing Association (ITSMA) and the Corporate Executive Board.

Prior to TELUS, I was a senior program manager at Allstream (formerly AT&T Canada). My career evolved  via Allstream through a series of mergers and acquisitions that started with a customer facing role within Canada’s fastest growing Internet Service Provider, Netcom Canada. As employee #69 of the Internet Start-up, I collaborated with the Marketing department by bringing forward the “voice of the customer”. This cross-functional collaboration allowed me to pivot into the Marketing department and the start of my Marketing career. As a channel and product marketing manager, I supported a very challenging retail channel and in just a couple of years evolved to leading cross-functional teams’ responsible for new product development, corporate brand transitions, and business process re-engineering projects. In 2003, I had a once in a life-time career opportunity as the program manager for AT&T Canada’s strategic initiative – the creation of a new corporate entity in the Canadian communications industry.