April Crichlow

Optro (formerly AuditBoard) helps enterprises transform risk into opportunity, redefining GRC through an agentic system of action. More than 50% of the Fortune 500 trust Optro to elevate audit, risk, and compliance in addressing a new era of risk. Optro is top-rated by customers on G2 and was named a Leader in the 2025 Gartner® Magic Quadrant™ for Governance, Risk and Compliance (GRC) Tools, Assurance Leaders. To learn more, visit: optro.ai.

Centrical is a high growth B2B SaaS company and the pioneer of the AI-powered employee Performance eXperience platform that drives best-in-class customer experiences for the world's leading brands through frontline agent success and growth.  In my first year at Centrical I created new category positioning, rebranded the company, overhauled digital demand strategy, implemented mar-tech supporting new ABM and outbound strategy, and built customer success and partner marketing. I also attracted top talent and built an organizational foundation aligned to growth ambitions. This has led to significant growth in marketing's contribution to pipeline creation, nurture and conversion to revenue. I’m most proud to be a culture champion launching the Centrical Women’s Network and the inaugural Take Your Child to Work Day at our New York HQ.

SAP SuccessFactors is a world-leading provider of cloud Human Capital Management software applications and is used by more than 267 million users across 200 countries. At SuccessFactors I was the Chief Marketer responsible for the end-to-end global marketing strategy and execution from brand to demand and customer success. I grew category positioning and reputation for Human Experience Management (HXM) including the Experience Wins brand activation with top tier media and globally recognized thought leaders like Adam Grant and Baratunde Thurston. During my tenure I optimized integrated campaigns across all channels, updated the digital pipeline engine with a focus on acquisition of net new business, led the highest pipeline generating SuccessConnect ever, and revamped customer success marketing to increase expansion revenue with global strategic accounts. During the pandemic, along with TIME Kids, Rebecca Minkoff and the Female Founder Collective, I launched the SAP “Back to Best” brand activation that supported parents with resources while working from home.

SAP Ariba is the world’s largest B2B marketplace where over 5.3 million buyers and suppliers, operating in over 190 countries, transact 4 Trillion USD in goods and services each year. SAP Fieldglass helps organizations find, engage and manage their external workforce and services procurement resources. In this role I have re-imagined and built the leading practice customer marketing organization in SAP delivering record breaking contribution to annual renewal revenue and elevating critical functions like Customer Brand Identity and Storytelling, customer digital engagement and Community, and Services marketing for the first time in the history of the business. Reputation for strong leadership of a high performance, award-winning team that owns the global marketing plan to support high growth cloud business targets for continuous customer success and partner business outcomes, adoption, advocacy, customer renewal revenue and NPS (Net Promoter Score). Also honored to serve as the Diversity and lnclusion Lead for SAP Ariba & SAP Fieldglass #BusinessBeyondBias #ProcurementwithPurpose

In addition to my GTM role I was nominated by SAP Ariba's President and CMO to represent Ariba within SAP's Global Diversity and Inclusion Office as well as HR Executive leadership to set strategy and targets across gender, cross generations, culture and identity and differently-abled people. I led the diversity and inclusion plan and execution focused on employees, customers, and SAP Ariba innovations like Supplier Risk and Supplier Diversity. Worked with the community, the public and private sector to bring thought leadership and awareness on how we can all work together and enable a world where we lead with #businessbeyondbias!

Responsible for the entire customer marketing function for SAP Ariba, the world’s largest B2B marketplace where over 3 million buyers and suppliers, operating in over 190 countries, trade USD 2.28 trillion in goods and services each year. Own the integrated marketing strategy and team which encompasses regional customer marketing, adoption programs and campaigns, customer references, co-marketing, and supplier marketing. Core business focus is leadership of a high performance, leading marketing practice team that drives marketing plans that support high growth business targets on continuous customer success and business outcomes, adoption, advocacy, customer renewal revenue and NPS. Data driven and obsessed with our customers and believe we have what it takes to create customers for life! Also honored to serve as the Diversity and lnclusion Lead for SAP Ariba #BusinessBeyondBias #ProcurementwithPurpose

Drive true customer business outcomes and continued customer success with SAP Ariba leading practices from initial business requirements, onboarding, enablement, adoption, optimization, advocacy and renewal. Own the end to end customer marketing function at SAP Ariba for buyers and suppliers alike with a focus on empathy, authenticity and making every interaction with SAP Ariba customers personal at all stages of their journey! Also honored to serve as Diversity and Inclusion Lead for SAP Ariba. #procurewithpurpose #businessbeyondbias

In this role I was responsible for global supplier marketing leadership and driving the end-to-end integrated marketing strategy to support the growth of the Ariba Network, including digital-first customer experience, thought leadership and awareness, co-marketing with strategic suppliers, and developing new innovative channels to empower supplier enablement. I oversaw the team’s core responsibilities across solution marketing, events, programs & campaigns, testimonials, digital, social, field enablement, and communications. In a short time I led the transformation of new marketing model to scale supplier adoption globally, as well as the first ever buyer-led supplier enablement marketing function.

Responsible for global team leadership and the strategy, development and execution of partner-led demand generation focused on the small to mid-size (SME) segment. Expertise in global to regional to local execution of SME focused, "digital first", end-to-end integrated marketing campaigns supporting indirect software revenues representing the majority of total SAP SME pipeline globally. Key business lead for SAP's Global SME Paid Media and Advertising campaign on SAP Live Business.

Led Global Partner Led Demand Generation responsible for strategy, creation, enablement and execution of campaigns that drive channel sales for SAP Analytics, Applications, Cloud, Database & Technology, and Mobility solutions with and through SME partners in all regions. Program lead and owner for the Global SAP SME Partner Finder initiative

Led Global Partner Led Demand Generation team responsible for driving campaigns with and through SME partners in all regions.

Responsible for program strategy, planning and driving execution of North America field marketing programs and campaigns. Proven ability to create market demand with consistent contribution to lead, opportunity and revenue targets for direct and indirect SME sales teams.

Demonstrated experience in planning, creation and execution of integrated marketing campaigns that drove awareness, education, demand generation, and deal closure through a variety of combined mediums including telemarketing, online marketing, live seminars, webcasts, trade shows, advertising, direct mail and e-mail. Strong experience marketing in Financial Services, Healthcare, and Homebuilding industries.