Unit4 has appointed Anja Sadock as Chief Marketing Officer. In her new role, Sadock will lead the company’s global marketing organization, overseeing brand strategy, demand generation and the continued development of marketing into an AI-powered growth engine. Her mandate includes strengthening Unit4’s market positioning, accelerating customer acquisition and supporting its 2030 growth strategy across professional services, public sector, nonprofit and higher education markets.
Sadock brings more than 20 years of global marketing and commercial leadership experience across SaaS, hospitality and consumer goods. She joins Unit4 from TrusTrace, where she served as Senior Vice President of Marketing and helped establish the company’s position in supply chain traceability software. Previously, she led brand and marketing strategy at Scandic Hotels and spent 15 years at Procter & Gamble in senior marketing and commercial leadership roles across the Nordics and global markets.
Why this matters: Sadock’s appointment comes as Unit4 pursues its ambition to double its business by 2030 and accelerate customer migration to its cloud-native ERPx platform. Her experience building category recognition at TrusTrace and leading marketing across global consumer brands could help Unit4 strengthen its competitive positioning while using AI to improve personalization, demand generation and marketing efficiency.
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