Paul Sytsma brings deep experience working in strategic and product marketing roles at both early stage and multi-billion-dollar public companies. His background includes expertise in developing marketing strategy, understanding customer behavior, creating predictive models of user lifecycles and designing retention programs. At Cunningham Collective, he works with both B2B and B2C companies leading engagements on strategic positioning, quantitative marketing and analytics, and customer development leveraging the lean startup principles.
Prior to Cunningham Collective, Paul served as director at Live Culture, a boutique sustainable food consultancy, leading business planning, operations optimization and financial analysis. These efforts contributed to new business creations novel to the food industry, including Belcampo Meat Company. Before LiveCulture, he led quantitative marketing efforts for Flock (social web browser acquired by Zynga), working both directly with users and complex data sets to design programs that dramatically improved retention and channel performance. He also worked in product marketing at VMware, Inc., authoring high-impact, globally leveraged marketing collateral that served as the go-to material for VMware’s flagship product.
Paul holds a BS in mechanical engineering from Northwestern University and an MBA from the Haas School of Business at UC Berkeley.