Sandra May Greefkes
Vice President, Product and Partner Marketing @XiFin, Inc.
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WORK HISTORY
Vice President, Product and Partner Marketing @XiFin, Inc.
San Diego County, CA, US
Promoted to Vice President with an expanded scope to include partner relations, customer marketing, leading marketing for newly acquired companies, and integration and repositioning of the XiFin solution portfolio. XiFin is a Private Equity (PE) backed SaaS company serving the healthcare vertical with over 20% YoY in key markets. I am a strategic advisor to C-level executives to support GTM strategy development, commercialization initiatives, and driving business growth.Key accomplishments and responsibilities in this role include:• Currently accountable for product marketing, partner relations, customer marketing, and leading and driving the overall marketing efforts for newly acquired companies, as well as overseeing the development and execution of strategic marketing initiatives to accelerate growth and integration.• Recognized by Drug Store News (DSN) as a 2025 Top Women in Health, Wellness, & Beauty winner in the Business Excellence category for launching an annual Pharmacy Transformation study now in its third year.• Steered XIFIN\'s expansion into new markets, resulting in the recognition of our solutions with the Frost & Sullivan Best Practices Leadership Awards, and achieving numerous #1 client rankings by Black Book Research and technology recognition by Drug Store News and the Pharmacy 500• Spearheaded the development of robust go-to-market (GTM) strategies and implemented demand generation programs that yielded outstanding results, including a remarkable 12X growth in sales qualified leads over a five-year period.• Played a pivotal role in contributing to a significant 374% increase in partner revenue by introducing a comprehensive partner marketing strategy encompassing various tactics such as public relations and digital marketing.• Led the development of a strong go-to-market (GTM) strategy and implemented demand generation programs, resulting in a remarkable 350% increase in the value of the sales opportunity funnel.
EDUCATION
INSEAD
Program developed for TELUS Communications Inc, TELUS Executive Management Development Program - Vice Presidents Forum
University of Toronto - Rotman School of Management
Leadership Develop Program for TELUS Communications Inc, Business Administration and Management, General
Carleton University
B Sc., Psychology
SKILLS
ABOUT SANDRA MAY GREEFKES
A transformational business leader at the intersection of Healthcare, Technology, AI, Cybersecurity, with a proven track record of:350% sales pipeline expansionDriving double-digit annual revenue growthLaunching market-shaping technology solutions across North America, APAC, and EMEAStrategic | Transformational | Collaborative | Data-Driven | Analytical | Dynamic | Authentic | BoldI convert complexity into clarity and transform marketing teams into disciplined,results-driven growth engines. I unite technology, business strategy, and storytellingto translate sophisticated technology innovations into actionable, revenue-generatingGTM strategies.Across enterprise SaaS, AI-powered platforms, healthcare IT, telecommunications, and cybersecurity, I lead with one principle: marketing must drive and deliver business outcomes, efficiency, and measurable impact. Leadership Approach + Growth Accelerator → Driving market expansion with integrated strategies and operational discipline+ Enterprise Connector → Aligning sales, operations, product, IT, and executive leadershipfor cross-functional success+ Synthesizer and Simplifier → Turning technical depth into clear, differentiatedmessaging that drives buyer confidence, buying group consensus, and growth+ Culture Builder → Developing high-performing teams, mentoring emergingleaders, and championing diversityRecognition & Expertise + Frost & Sullivan Best Practices Leadership, ITSMA, and Demandbase ABM Awards+ Deep expertise in Strategic Planning | Integrated GTM Execution | ProductMarketing | Demand Acceleration+ Speaker featured by LabX Media, Executive War College (EWC), Drug StoreNews, and Healthcare Financial Management Association+ Passionate advocate for women in technology and neurodiverse professionalsWhat Others Say “Sandra brings more than ideas—she brings precision, accountability, and impact. Shedoesn’t just contribute to the team; she elevates its performance.” — Former CEOAvailable For:+ Speaking engagements (keynotes, webinars, panels)+ Board roles in health tech, AI, cybersecurity, and ed tech+ Advisory engagements with growth-minded companiesLet’s connect—I’d love to explore how I can help bring strategic leadership, cross-functional alignment, and executional excellence to your organization.
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