Industry heavyweight in global, end-to-end marketing brings a wealth of experience to drive ambitious 2022 goals for the growing SaaS company

NEW YORK–(BUSINESS WIRE)–Pipedrive, the sales-first CRM and intelligent revenue management platform for small businesses, has announced the appointment of Heidrun Luyt as Chief Marketing Officer (CMO) and the newest member of the executive team to drive the company’s global business growth ambitions.

“Pipedrive has a second to none product offering and its vision meets my own motivations of driving growth and value creation,” said Luyt. “Joining Pipedrive, it’s evident how much experience and skill everyone brings to the table. I look forward to unleashing the power of marketing as an additional key lever to creating success for our customers – revenue teams at small businesses around the globe.” In 2022, Pipedrive aims to deploy customer insight to drive effective brand work, as well as efficient data-, tech- and automation-backed go-to-market strategies, complemented by unbounded creativity and experimentation, to generate differentiation and customer buy-in.

Prior to joining Pipedrive, Luyt spent seven years at IG Group, a global FTSE250 fintech organization, where she transformed marketing as CMO into a highly effective and strategic business asset, driving growth for the company. Luyt has also run transformation programs in the retail, consumer goods, and health and leisure sectors, including driving marketing digitalization at Europe’s largest health and fitness operator, David Lloyd Leisure, and developing the e-commerce strategy for premium cookware manufacturer and retailer, Le Creuset.

CEO Dominic Allon commented, “We are thrilled to have Heidrun join us to lead our global marketing team. Heidrun will complement our team with extensive data, tech and automation marketing experience. Having enjoyed a very strong year in 2021, I am thrilled to start 2022 with a renewed leadership team to drive growth.”

About Pipedrive

Founded in 2010, Pipedrive is the sales-first CRM and intelligent revenue management platform for small businesses. Today, Pipedrive is used by revenue teams at more than 95,000 companies worldwide. Pipedrive is headquartered in New York and has offices across Europe and in the US. The company is backed by a majority holder Vista Equity Partners, and Bessemer Venture Partners, Insight Partners, Atomico, DTCP, and Rembrandt Venture Partners. Learn more at


Mariliis Beger

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