Unit4 appoints Anja Sadock as chief marketing officer

Unit4 has appointed Anja Sadock as Chief Marketing Officer, adding her to the software company's senior leadership team.

She will lead Unit4's global marketing organisation, overseeing brand strategy, demand generation and the use of artificial intelligence across the marketing function. The hire comes as Unit4 pursues a growth plan focused on its core markets in professional services, the public sector, nonprofits and higher education, while seeking to move more customers to its ERPx cloud platform.

Sadock joins from TrusTrace, a business-to-business software company focused on supply chain traceability, where she helped raise the company's profile and support business growth.

Before that, she led brand and marketing strategy at Scandic Hotels. She also spent 15 years at Procter & Gamble in senior marketing and commercial roles across the Nordics and global operations.

The appointment gives Unit4 a marketing executive with experience across software, hospitality and consumer goods at a time when many business software providers are trying to sharpen market positioning and reduce customer acquisition costs. Her remit includes improving personalisation, automation and efficiency through AI in marketing.

Unit4 develops business software for organisations in service-led sectors, including enterprise resource planning products aimed at what it describes as people-centric organisations. Its strategy centres on expanding its presence in selected vertical markets while encouraging customers to adopt its newer cloud-based system.

Company leaders presented the appointment as part of a broader effort to strengthen market visibility and sales generation. Johan Reventberg, Chief Revenue Officer at Unit4, linked the hire to the group's commercial ambitions.

“Anja is exactly the marketing leader we set out to find: someone who thinks like a brand-builder, executes like a demand generation operator, and leads like a coach,” said Johan Reventberg, Chief Revenue Officer at Unit4.

“She has already proven she can take a company nobody had heard of and make it the loudest, most credible voice in its category, and that is precisely the ambition we have for Unit4 in our markets. Beyond the immediate lift to our pipeline and our brand, I believe Anja will help define how we compete for years to come, turning AI from a talking point into a genuine engine for growth. The entire leadership team is thrilled to have her on board.”

Growth focus

Unit4's longer-term plan is to double the business by deepening its reach in the sectors it already targets. The approach reflects a wider trend among software groups to narrow their focus to industries where they believe they can build stronger customer relationships and tailor products more closely to sector needs.

For Unit4, those sectors include professional services, public services, nonprofit organisations and universities. The company is also prioritising the shift from older systems to cloud software, an area that remains a focus across the enterprise applications market as vendors seek more recurring revenue and closer customer ties.

Sadock's role therefore sits at the intersection of branding, lead generation and customer migration, all central to software company growth strategies. Her appointment also suggests Unit4 sees marketing as a more direct contributor to commercial performance rather than simply a support function.

Marketing remit

Her responsibilities include shaping how Unit4 presents itself in its chosen markets and how it identifies and converts new customers. She will also continue efforts to make marketing more reliant on AI tools, a priority for many technology groups as they look to automate routine work and target campaigns more effectively.

This emphasis on AI in marketing comes as software suppliers face pressure to show they are using the technology internally as well as selling products influenced by it. For Unit4, the objective is to improve efficiency and make its marketing more measurable.

Sadock said Unit4's internal culture and customer focus were key reasons for taking the role. Her comments also pointed to the importance the company places on sectors where staff time and service delivery are central concerns.

“Where Unit4 stands out is its people and the purpose,” said Anja Sadock, Chief Marketing Officer at Unit4.

“The mission to serve those who serve, and to give time back for what matters most, is not just a statement. It is a passion you feel in every conversation, backed by genuine depth of knowledge and drive to help customers in our core verticals succeed. That is a powerful foundation. Unit4 has the people, the purpose, the product and the ambition to be the defining ERP leader for people-centric organisations. My job is to make sure the world knows it.”