Data Axle, a leader in data-driven solutions fostering meaningful connections between companies and people, has appointed Wayne Townsend as Chief Product Officer and Natalie Cunningham as Senior Vice President of Marketing. These strategic hires aim to accelerate innovation and strategy, empowering brands to harness data and AI responsibly for enhanced personalization, loyalty, and growth amid evolving privacy and generative AI challenges.
Data Axle's appointments address the shift from data abundance to relevance, where marketers struggle with personalization and AI integration without robust strategies. Townsend, former Chief Strategic Growth Officer at Epsilon, will direct product development across Data Axle's portfolio, ensuring solutions unify personal and professional data for AI-driven, omnichannel experiences. "Brands don't have a data availability problem today. They have a data relevance problem," said Townsend. "A single snapshot of a buyer isn't enough; marketers need to connect personal and professional profiles—combining what people do, what they care about, and how they engage—to create a unified view that powers more intelligent, relevant omnichannel campaigns. AI opens the door to enormous possibilities, but without the right data strategy, more volume can create confusion instead of value. What excites me about Data Axle is how brands can quickly turn insights into coordinated action, using AI to accelerate results rather than add complexity."
Cunningham, a two-time martech CMO with roles at high-growth SaaS firms, will lead brand, communications, product marketing, and demand generation to better engage modern buyers. Her focus on evolving marketer realities positions Data Axle to amplify its story amid generative AI's disruptions. "Marketers' realities are always shifting. That's nothing new—we're always evolving. But today's CMOs are facing a once-in-a-generation transformation: Generative AI has flat-out changed the game," said Cunningham. "Using AI to operate with leaner teams, increase productivity, and reduce budgets is table stakes. The brands that win know that's not enough. Top-performing marketing teams are leaning on clean, connected data as their ultimate differentiator in a world full of 'AI slop.' Data Axle is uniquely built to deliver that advantage, and I'm eager to amplify how we empower marketers to achieve measurable results with confidence."
These hires build on Data Axle's foundation of accurate, governed data, enabling clients to navigate privacy concerns and AI opportunities. By integrating innovative products with strategic partnerships, Townsend and Cunningham will drive outcomes like smarter decisions and business impact. "For more than 50 years, clients from SMBs to Fortune 500s have trusted Data Axle to help forge meaningful connections with their customers and promote growth," said Andrew Frawley, CEO of Data Axle. "That trust is built on a foundation of accurate, well-governed data. But the challenges and opportunities facing marketers today—privacy, personalization, and now generative AI—require more than a strong foundation. Wayne and Natalie bring the deep expertise and fresh vision needed to carry that trust into the future, turning data into smarter decisions, stronger loyalty, and measurable business outcomes."
Townsend and Cunningham's leadership will propel Data Axle to empower brands in orchestrating data for AI-fueled growth, ensuring relevance and results in a competitive landscape.
Data Axle is a leader in data solutions that drive meaningful connections between companies and people. We harness data, AI, and technology to create authentic, personalized experiences to improve our clients' business performance. Recognized for delivering innovative B2B and B2C solutions and exceptional service for more than five decades, our global team is dedicated to helping businesses and nonprofits of all sizes thrive. Visit www.data-axle.com to learn more.
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