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Profile
Marie Hattar is Chief Marketing Officer of Keysight Technologies. As CMO, Marie is responsible for Keysight's brand and global marketing efforts. She drives Keysight's corporate positioning, messaging and communications to both internal and external audiences. Marie has more than 20 years of marketing leadership experience spanning the security, routing, switching, telecom and mobility markets.Before becoming Keysight's CMO, Marie was chief marketing officer at Ixia and at Check Point Software Technologies where she reestablished those companies as leaders in their industries. Prior to that, she was Vice President at Cisco where she led the company's enterprise networking and security portfolio and helped drive the company's leadership in networking. Marie also worked at Nortel Networks, Alteon WebSystems, and Shasta Networks in senior marketing and CTO positions.
Marie received a master's degree in Business Administration in Marketing from York University and a bachelor's degree in Electrical Engineering from the University of Toronto.
Marie Hattar brings passion, high-energy, creativity, a continuous improvement mindset, and a focus on return on investment to everything she does. These attributes have driven an impressive career spanning more than 20 years of measurable results in the high technology space. During the past year specifically, Marie demonstrated her ability to adapt Keysight’s marketing efforts to meet a specific set of challenges as businesses worked to manage through the COVID-19 disruption. Under Marie’s leadership, Keysight Global Marketing quickly pivoted to adapt to the realities of the coronavirus pandemic by shifting exclusively digital marketing tactics. As many customers started working from home, Marie played a pivotal role in launching the company’s Innovate Anywhere program that offered extended trials of software solutions and resources to keep customers productive. Marie’s team also launched Keysight University, an interactive online learning platform for engineers to learn test and measurement fundamentals and best practices. Other recent achievements during the past year include: • Focused marketing activities to solution-focused campaigns to support the company’s goal of solidifying solutions leadership • Established an exclusive Keysight World franchise as the premier global event for technology advancement with over 24,000 attendees in 2019 • Held the IoT Innovation Challenge – a design contest for university students to innovate Internet of Things for clean water and air • Developed and launched the KeysightCare and PathWave brands for leadership and differentiation in services and integrated software platforms, respectively, helping position Keysight as not only a hardware leader, but an innovator through software solutions More broadly, Marie led a dramatic transformation during her first few years at Keysight, which established a powerful marketing infrastructure that continues to be a critical element of the company’s business success today. Marie began with a vision of creating a world-class marketing engine focused on driving sales growth through marketing leads, elevating the brand, and promoting the company’s products and solutions. She then built an integrated, global marketing organization with skills to increase awareness, build thought leadership, generate demand, and showcase the differentiation of the company’s extensive portfolio of products, solutions, and services. To have strong analytics to assess the team’s impact and make ROI-based decisions, Marie upgraded and modernized the marketing technology stack with leading-edge infrastructure, tools, and processes while also establishing rigorous metrics. Marie has shown Keysight the power of a world-class marketing team and the impact it can have on the company’s overall performance. Since Marie joined Keysight, the company has delivered exceptional financial results with +10% revenue growth and 46% earnings per share (EPS) growth in fiscal 2019 after 20% revenue growth and 28% EPS growth in fiscal 2018. A big milestone was achieved in late 2018 when Keysight became part of the S&P 500 in recognition of the company’s performance and strengthened brand. These results couldn’t have been achieved without Marie’s vision and leadership. Marie is also a big advocate of grooming future leaders. She actively encourages and supports the success of high-potential individuals in growing professionally and achieving their goals. As someone who changed their career path and learned a lot about marketing on the job, Marie offers career advice to members of her team. Her engineering background means that she applies logic to everything. It’s important to be a continual learner and Marie is constantly trying new marketing techniques and methods of measuring our marketing impacts. She tells future leaders that whatever they do in their careers, never stop being inquisitive or asking how something works. The more they can seek to understand how things work, the more they will be engaged in whatever they are doing and that’s critical to sustained performance. Marketing results (since the end of the company’s fiscal 2019): • #1 in unaided brand awareness versus competitors – 6X increase during her tenure • #1 in media mentions versus competitors for two consecutive years • Strong double-digit growth in marketing qualified leads • 10X increase in tradeshow leads by maximizing engagement • 5,000 new customers added All of this was done while keeping the budget flat. Marie is one of the most strategic, creative, curious, and engaged marketing leaders in her field. She continually strives to achieve more and deliver greater results. She is already working on innovative marketing ideas for 2021 and beyond to show the world how a team of innovative design and test developers is helping shape the industries of today and tomorrow. It will be exciting to watch what else she achieves at Keysight and where her career goes from here. We couldn’t think of anyone more deserving to be recognize for the transformative power of her leadership.