Laura Heisman steps into her new role as Chief Marketing Officer at Dynatrace from January 16, 2024, succeeding Mike Maciag, who served five distinguished years in the position. The leadership transition comes at a pivotal moment as organisations worldwide grapple with increasingly complex digital environments requiring sophisticated observability and security solutions.
The appointment reflects Dynatrace’s strategic focus on enhancing its market presence while delivering exceptional value to customers and partners. Heisman’s extensive background in technology marketing positions her perfectly to guide the company through its next phase of growth.
Market leadership and strategic growth
Three decades of marketing prowess shape Heisman’s approach to enterprise technology. Her most recent position as CMO at VMware saw her successfully lead the global marketing organisation, demonstrating her ability to navigate complex technical landscapes while maintaining clear communication with diverse stakeholders.
“I am excited to join Dynatrace, a company at the forefront of helping customers with their mission-critical requirements for observability, security, and AI. Each of these elements is increasingly critical to successful digital transformation efforts. I look forward to helping accelerate demand, building deep product understanding, driving brand awareness, and fostering customer loyalty. As a market leader, I believe Dynatrace is poised to become an iconic company in a rapidly advancing segment.”
Laura Heisman
Previous roles have given Heisman valuable insights into developer communities and corporate dynamics. During her tenure as vice president of communications and corporate marketing at GitHub, she helped shape the platform’s engagement with its vast developer ecosystem. Her decade-long leadership at Citrix as vice president of communications further showcases her ability to build and maintain strong brand presence across international markets.
Customer-centric innovation
Rick McConnell, Chief Executive Officer at Dynatrace, emphasises the strategic importance of Heisman’s appointment. Her proven expertise crafting impactful marketing strategies for recognisable technology brands aligns perfectly with Dynatrace’s commitment to delivering outstanding customer and partner experiences.
“I am thrilled to welcome Laura to Dynatrace. With her proven track record of crafting impactful marketing strategies across diverse sectors and for some of the most recognizable brands in the technology industry, she will play a pivotal role in creating, optimizing, and personalizing the end-to-end experience for our customers and partners. Her expertise, passion, vision, and customer-first mindset make her the perfect fit for our team. She will help further position the company to capitalize on the tremendous market opportunities ahead.”
Rick McConnell – Chief Executive Officer, Dynatrace
The timing proves particularly significant as businesses increasingly rely on observability, security, and AI solutions to drive their digital transformation initiatives. Heisman’s experience communicating complex technical value propositions to diverse audiences will help Dynatrace maintain its market leadership position.
Building on established success
Mike Maciag’s transition to an advisory role through April 2024 ensures continuity during this leadership change. His five-year tenure as CMO saw Dynatrace through critical periods, including its IPO, while establishing strong foundations for future growth.
Under Maciag’s guidance, the marketing team expanded marketplace awareness and developed talented professionals who continue to drive the company’s success. This legacy provides Heisman with a solid platform for implementing her vision.
Future focus
Heisman brings fresh perspective to Dynatrace’s mission of helping customers navigate mission-critical requirements across observability, security, and AI domains. Her strategic priorities include accelerating demand generation, deepening product understanding among stakeholders, expanding brand awareness, and strengthening customer loyalty.
The rapidly advancing technology segment presents significant opportunities for Dynatrace. Heisman’s appointment demonstrates the company’s commitment to maintaining its competitive edge while pursuing ambitious growth objectives.
Women technology leadership
Throughout her career, Heisman has demonstrated commitment to advancing women’s roles within the technology sector. Her position as executive sponsor for women employee resource groups at VMware, GitHub, and Citrix underscores her dedication to fostering inclusive work environments.
This experience, combined with her communications degree from San Diego State University, provides valuable perspective on building diverse, high-performing teams capable of delivering exceptional results across global markets.
Market positioning and growth strategy
Dynatrace’s position at the convergence of observability, security, and AI creates unique opportunities for market expansion. Heisman’s expertise communicating complex technical solutions to enterprise audiences will prove invaluable as the company continues its growth trajectory.
