Sandra May Greefkes is a transformational marketing leader who converts complex technologies into value-driven business growth. Known for her strategic clarity, operational discipline, and cross-functional leadership, Sandra has built a career on executing large-scale initiatives that deliver measurable results. She currently serves as Vice President of Product and Partner Marketing at XiFin, Inc.
Sandra led XiFin’s strategic expansion into the specialty pharmacy revenue cycle space. She drove an enterprise-wide product portfolio rebranding and repackaging effort that aligned product development, commercial teams, and operational priorities to support scalable growth. Her work reflects a core belief: that bold, disciplined go-to-market execution is the engine for unlocking sustainable growth.
During her tenure at XiFin, Sandra built a high-performance marketing organization that deployed scalable demand generation strategies, resulting in a 12x increase in sales-qualified leads and a 350% expansion of the sales pipeline. She established the company’s Product Marketing function, strengthening cross-functional alignment and creating shared accountability for revenue performance.
Sandra is widely recognized for her ability to align stakeholders and drive initiatives forward, translating strategy into tangible impact.
- Spearheaded a comphrensize market size analysis used to secure new growth funding
- Year over year growth rate increase from ~4% up to 19%
- Developed a go-to-market (GTM) strategy and led the implementation of demand generation programs that yielded 168% growth in sales-qualified leads in the first year.
- Led partner marketing initiatives that delivered a 374% increase in partner revenue.
- Optimized direct and indirect channels to drive a 10-fold increase in customer engagement.
- Lifted sales engagement 1.8X by devising a compelling strategy and IP for a rapidly expanding target market.
- Increased average deal size by 200%, earning recognition from the Corporate Executive Board as a best practice.
- Crafted a comprehensive brand awareness strategy that improved brand recognition by 20%.
Sandra’s expertise includes
Sandra’s expertise spans health tech, AI, cybersecurity, semiconductors, and enterprise SaaS. Before XiFin, as Vice President of Global Marketing at Okika Technologies, she tripled revenue from the company’s largest customer and supported corporate funding initiatives through strategic partnerships. As Managing Consultant at Filigree Consulting, Sandra advised Fortune 500 companies on market positioning, GTM execution, and demand acceleration across global markets.
Earlier, at TELUS Communications, Sandra led national integrated marketing efforts that supported over $2B in annual business revenue. Her demand strategy and brand leadership were widely recognized for driving bottom-line impact.
Sandra holds a Bachelor of Science in Psychology from Carleton University. She also obtained leadership development through custom programs in coordination with INSEAD and Rotman School of Management at the University of Toronto.
A dedicated mentor, she actively develops emerging leaders, champions women in technology, and advocates and makes space for neurodiverse professionals. Fresh challenges energize her, and she brings an intentional, curious, and bold mindset to every growth opportunity. Sandra is known for fostering trusted partnerships, driving data-informed decisions, and executing with precision to deliver sustainable business outcomes.
Mission
Transforming Healthcare and Cybersecurity Through Strategic Execution and High-Impact Leadership
© 2025 Sandra May Greefkes
