As Senior Vice President of Brand & Communications at SmartBear, Maureen Plowman leads the organization’s global brand strategy, corporate narrative, and market positioning. She focuses on bringing the software company’s brand to life — ensuring it resonates with customers, builds trust, and drives business impact.
Obsessed with customers, employees, and the power of brand, Plowman has spent more than two decades building and scaling award-winning brands through startup, acquisition, and IPO. She has shaped and elevated brands at companies like Constant Contact and IBM, where she built customer-driven marketing strategies that fueled growth. She thrives at the intersection of brand and demand — leveraging customer insights, AI-driven transformation, and full-funnel marketing to drive measurable impact. She played a pivotal role in Meteorix’s (a Workday partner) growth and acquisition by IBM, creating a customer-centric brand that became an industry leader.
Named to our Marketers to Watch list in partnership with The Wall Street Journal, she shared with us her approach to brand leadership.
What book or podcast do you recommend to marketing leaders today?
I love books that make me see things differently. Awaken Your Genius by Ozan Varol is all about finding creativity in unexpected places, which is essential for all of us. And because I want everyone to be as obsessed with customer experience as I am, Unreasonable Hospitality by Will Guidara is a must-read. It’s a reminder that the best brands don’t just sell things; they create moments that matter and experiences that make people feel valued.
How are you and your team currently using GenAI? In what ways is it most effective?
GenAI isn’t just a side project at SmartBear — it’s truly part of everything we do, so it’s hard to pick just one way we use it. From brainstorming and first drafts to video creation, conversational marketing, and analyzing key messages, it helps us work smarter and faster. Our custom ChatGPT model keeps messaging on brand — aligned with our voice, attributes, and guidelines — while making content creation more efficient.
I fundamentally believe that companies that don’t evolve with AI will be left behind. The future of work is changing fast. The brands that embrace this shift — not just in their products but in how they prepare their people — will be the ones that win. That’s why we focus on helping employees not just use AI but become advocates for it. It’s not about replacing creativity — it’s about enhancing it. No matter how advanced AI gets, it’s the human element that makes it all work.
What’s a prediction you have for brand marketing over the next few years?
Human brands will be the ones that win. That’s not just a trend — it’s the future. The Superpowers Index brand study confirms that trust is now the top decision driver in B2B buying. Buyers aren’t just evaluating products — they’re evaluating the people and purpose behind them.
Factors like trust, how a company treats its employees, and the strength of its thought leadership matter more than ever. Brand has never been more important. The companies that stand out won’t just push products — they’ll build real relationships, share expertise, and show up with authenticity.
The real competitive edge won’t come from your products or services alone — it will come from how human a brand feels and the trust it builds. The next evolution? Brands won’t just need to feel human; they’ll need to act human. Customers expect transparency, real engagement, and brands that stand for something. Lead with trust, and they won’t just buy from you — they’ll advocate for you. That’s how brands move from good to great.
What’s something you’re currently working on?
Besides myself? (Because that’s always a work in progress!) I’m focused on building a strong, authentic brand — through connection, trust, and advocacy — and proving its impact on the business. Brand is the long game, but you must prove its worth every day to the business and your customers. When you win hearts and minds, and customers trust you, it leads to shorter sales cycles, stronger advocacy, and increased revenue.
A brand is built through people and emotional connection. If employees don’t believe in it, customers never will. If customers don’t advocate for it, it won’t grow. One of the biggest takeaways from Unreasonable Hospitality is that small moments create lasting loyalty. The best brands go beyond transactions — they create experiences that make people feel valued. That’s what we’re building — not just a brand that people recognize, but one they want to be part of.
What’s the most pressing business challenge you’ve faced in the last year and what have you done to solve it?
A colleague told me, “Things have never moved this fast — and they’ll never be this slow again.” He was right. The challenge isn’t just keeping up; it’s about giving customers and employees clarity and confidence in a rapidly changing landscape.
SmartBear acquired 10 companies in five years, some with stronger brand recognition than our own. With 21 products and a fragmented, product-centric narrative, customers were confused. They don’t think in product names; they think in solving their challenges.
The answer? Radical simplification. We transitioned from 21 products to three hubs, beginning a thoughtful shift from a house of brands to a branded house. But we didn’t do it alone as this was a company-wide effort, bringing in voices from across the business. We listened to customers, aligned internally, and ensured our messaging reflected their needs.
And we’re not done. We continue to track brand awareness, share of voice, and customer metrics like NPS and CSAT. Brand isn’t just a launch, it’s an ongoing commitment to trust and impact.
What’s the one leadership muscle that’s most important for marketers to exercise?
Get comfortable with imperfection. If my younger self saw me writing this, she’d probably need a minute. Because younger me was obsessed with getting everything right — triple-checking emails, rewriting presentations. But the best strategies don’t start as perfect. They start as possible. The strongest brands, the biggest breakthroughs — they happen because someone acted, tested, learned, and iterated. Perfection slows momentum. Action builds it.
AI is the perfect example. The companies testing and using it now — flaws and all — will figure it out. The ones still spinning? They’ll be left behind. And if my younger self could hear me now, she’d probably say, “Who even are you?” I’d tell her, excellence isn’t about being flawless. It’s about learning fast and getting better every day.
What’s the most game-changing piece of career advice you’ve ever received?
My grandmother used to say, “Don’t hide behind your sister. Find your voice.” She was right. Having a voice is about having confidence in your narrative. It needs to be rooted in what you’ve learned, backed by data, and shaped to resonate. I ask my team this all the time: What’s your narrative? What do you believe? Why does it matter? How do you prove it?
Mine? Brand has never been more important. I back it up with customer insights and The Superpowers Index, and I use it to drive buy-in and impact.
What gives you energy and inspiration outside of work?
Traveling. There’s nothing like a change of scenery to bring fresh perspectives and new ideas. Time outside — running or walking — is where I do my best thinking. And mentoring others is something I’m truly passionate about — giving back, sharing what I’ve learned, and helping someone else navigate their career.
Marketers to Watch is a recognition series to spotlight highly innovative and forward-thinking marketing leaders in the community. If you have someone you’d like to nominate for the series, apply here.
