Vendavo, B2B Software and Analytics SaaS Platform, Welcomes Kelli Negro as

Chief Marketing Officer

San Francisco, CA — November 5, 2020 Renovata & Company is pleased to announce the placement of Kelli Negro as chief marketing officer for Vendavo, a B2B software and analytics software-as-a-service (SaaS) platform for the Global 2000. The Vendavo Commercial Excellence Platform provides price management and optimization software and solutions to streamline the enterprise pricing process.

Backed by Francisco Partners, Vendavo continues its transformation and growth journey. The company has made significant changes to products, go-to-market strategy and organizational culture—and its brand is well-regarded in a market that’s growing 25 percent year-over-year. Negro is responsible for increasing the top line and expanding the company’s footprint across global regions. She will lead worldwide marketing strategy and the go-to-market activities that build a demand generation-focused marketing organization.

“Kelli brings a strong commercial orientation and a global perspective to this business today,” says Joanna Chang, Renovata & Company partner. “She’s an accomplished B2B marketing executive with over 20 years of experience developing go-to-market strategies that drive demand generation, defining compelling brand narratives, and implementing account-based marketing programs that deliver results.”

Prior to joining Vendavo, Negro was chief marketing officer for TA Associates and HQ Capital-backed Mitratech, a market-leading provider of legal, compliance and operational risk solutions for businesses. Before that, she was chief marketing officer at ThinkSmart, a legal process automation software provider later acquired by Mitratech Holdings. She’s held numerous marketing leadership roles, including vice president of marketing for Voxeet, Inc. and director of marketing at Charles Schwab and Financial Engines.


About Renovata & Company

Renovata & Company is a global executive search and private equity advisory firm. We are trusted by financial sponsors, their portfolio companies and public corporations to deliver transformational leaders and valuable investment insights. Renovata & Company’s executive search activities are focused on the most complex search assignments—board-level mandates which include board directors, CEOs, CFOs and other C-suite executives, as well as investment professionals and Operating Partners—and we provide strategic counsel to clients across the technology, digital, business services, industrial, consumer and retail sectors. Renovata & Company has relationships with over 50 of the top 100 private and growth equity firms globally. Our private equity advisory services include diligence support, backable executive introductions and deal sourcing delivered by our affiliate, L Capital Advisors. We also make equity co-investments alongside our private equity clients through our investment affiliate, L Capital.  We are privately held and operate from five offices across two continents: Boston, Hamburg, London, New York and San Francisco.

Joanna Chang

Renovata & Company
Transamerica Pyramid
600 Montgomery Street
Suite 2400
San Francisco, CA 94111
+1 415-263-9168

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