Santo Criscuolo
I am a modern Executive Revenue Leader. a relationship builder. a Sales and AI geek. a coach. focused on driving outcomes. always curious and always learning.
About
Throughout my career, I have been instrumental in building sales organizations that foster significant growth for startups, including one that achieved a billion-dollar-plus IPO. I have generated similar success at enterprises such as Microsoft and Adobe, enhancing sales performance during volatile market conditions and seismic shifts. My experience with Fortune 500 companies across diverse sectors underscores my ability to adapt and deliver results using contemporary leadership and sales strategies in a constantly changing economic landscape.
Executive Sales, Strategy and Transformation Leader
I have guided my teams and customers through significant transformations, including the e-commerce revolution, the rise in digital and mobile advertising, and the explosion of generative AI in marketing and sales. As a ‘people-first’ leader, I prioritize continuous learning and accountability, building strong cross-organizational relationships and developing a rich partner ecosystem to drive growth.
> Hogan Assessment:
- Leadership Strengths : People & Data
- Risk Profile : No specific risk when under stress
> Titles: Husband, Dad, Coach
Brands
In both thriving and challenging economic climates, I’ve worked closely with mid-market to enterprise-level companies across numerous industries (sample list below), guiding them through pivotal transformations. My deep understanding of contemporary solutions, from generative-AI to modern sales and marketing strategies, equips me to identify unique customer needs and tailor strategies that yield enduring success. At the heart of my approach is a commitment to innovation, adaptability, and a relentless pursuit to catalyze growth and unlock value.
Testimonials
“Santo understands the value of a relationship and recognizes the importance of the long-view when building a successful partnership.”
Alex Gardner
“Santo’s exceptional communication skills and unwavering work ethic make him a standout in business development, strategy and leadership.”
Kelly Benish, Uberall
“You show up in a way that is refreshing and with a genuine level of care and generosity that is unmatched. And you do it while driving the growth we need.”
Jon White
“You’ve taught me a lot about how to sell as well as how to be a great manager, leader and family man. I have changed how I lead thanks to you.”
Kevin Goodwin
“Santo’s curiosity and common sense approach all contribute to the long standing relationship he’s built with multiple partners – including us.”
Jacob Ross, PebblePost CEO
Jacob Ross
“Santo’s strategic and data driven approach, and precise execution transformed our wholesale team’s performance and revenue.”
Michael Tarter
“Santo is an exceptional sales leader who demonstrates what it means to be an executive that drives for results daily – from his team, and from his peers.”
Neil Crist
Resume
SVP, AI & Sales Strategy
Collective[i], Inc. – Kirkland, WA
November 2022 – Present
- Led a systematic reorganization and realignment of the Collective[i] Sales organization shaping it into a modern sales engine aligned with the complex buying process of the post pandemic world
- Developed go-to-market strategy to sell applications trained by AI to transform how companies optimize revenue
- Drove partner satisfaction and operational objectives successfully leading engagements with key clients including United Healthcare, TriNet, HID Global and Zelis among others
SVP of Growth
New Engen, Inc. – Seattle, WA
March 2020-November 2022
VP of Sales
Oct 2019- March 2020
- Reconstructed New Engen Sales team and processes, go-to-market strategy, pricing, technology stack, variable compensation plan, forecasting and resource allocation process, resulting in expansion of my responsibilities to include Client Strategy, Marketing and Operations teams
- Steered the Marketing team and strategy revamp, tripling website traffic, quadrupling social following, and securing industry recognition and awards
- Focusing on operational excellence, my teams increased average minimum contract value ($48k to $418k) and term length (5 to 18 months) scaling revenue from less than $5M to over $32M in three years resulting in New Engen making Inc. 5000 Fastest Growing Companies two years in a row
VP Strategy, Sales & Client Success
Moz, Inc. – Seattle, WA
Sept 2017 – Oct 2019
- Introduced transformative changes to optimize Enterprise Sales and Client Success teams, sales strategy and process, pricing, tech stack, and resource allocation, leading to the scaling of revenue from $2.5M to $18.3M in under two years
- Exceeded operational objectives and boosted customer retention rates (64% to 92%), while simultaneously elevating Moz Local’s competitive position by partnering with largest Local SEO platform in Europe [Uberall] to enhance Moz Local capabilities in less than four months
VP Strategy & Digital Transformation
Amplero, Inc – Seattle, WA
May 2016 – Sept 2017
- Led Global Sales and Business Development for one of world’s first Artificial Intelligence Marketing platforms
- Developed and implemented go-to-market (GTM) sales strategy to secure seven figure annual agreements and built foundation of channel partnership strategy that led to eventual acquisition by Curinos
- Successfully closed agreements with BECU and TaxAct, and led engagements with National Bank of Canada, Experian, Sony Entertainment, and Rogers Communications to contract phase before departing
Sr. Director - TV Media Management, The Americas
Adobe, Inc – Seattle, WA
March 2015 to May 2016
- Led Sales and Business Development in the Americans for new SaaS premium video yield optimization management and monetization platform
- Developed and implemented go-to-market (GTM) sales strategies to secure seven figure annual agreements with Sony Entertainment and Fox Networks and led engagements with NBC, ABC, Disney, ESPN
and Turner Broadcasting to contract phase before departing
SVP — Media Group, Sales & Business Development
United Online, Inc – Seattle, WA
2011 – 2015
VP – Performance Group & West Region
2007 – 2011
- Transformed from direct sales org/traditional selling approach to tech+data focused strategy leveraging cutting edge ad tech to achieve a 90% decrease in cost of sale
- Delivered 30% plus growth every year of my tenure
- Built partnership with Microsoft to become their largest third party supplier of digital ad inventory
- Led a complete rebuilding of NetZero customer experience including website infrastructure, customer facing products and go-to-market strategy
District Manager
MSN Global Sales & Marketing, Microsoft, Inc.
June 2002 – December 2007
- Spearheaded a dynamic regional field sales team, successfully securing 8-figure agreements with Fortune 100 brands and fostering relationships with globally renowned, top-tier advertising agencies
- Drove a breakthrough in the West Coast Field Sales MSN.com Home Page pricing initiative, catalyzing a remarkable 3x increase within a year
- Emerged as U.S. Subject Matter Expert in wireless, spearheading the development and country-wide implementation of pivotal technology partnerships
- Exceeded ambitious $18M revenue goal in the first year, generating $37M, and subsequently scaled to an impressive $118M by the fifth year
Managing Director, Solutions Group
Onvia, Inc.
March 1998 – September, 2002
- Pioneered the development of a groundbreaking data-driven advertising division for the first ever North American small business portal, making significant contributions to series A start-up to Initial Public Offering (IPO) exceeding $1B
- Orchestrated a dramatic scale-up of advertising revenue from zero to $35M
- Conceived and implemented a suite of innovative vendor and partner programs, securing a $18M+ in manufacturer development funds
Accolades & Accomplishments
New Engen
- (2021) Fast track promotion from VP of Sales to SVP of Growth assuming additional Marketing and Client Strategy teams and responsibilities
- (2021) Nominated to act as DE&I Committee executive leader
Moz
- (2018) Closed largest enterprise agreement in company history while also delivering record setting revenue in Q1
- (2019) Exceeded previous Q1 revenue record
- (2019) Tapped by CEO and board to lead strategic initiative to revitalize Moz Local platform
The Goodtimes Project
- (2013) Created initial Drive-A-Thon concept and coordinated annual fundraising event to benefit The Goodtimes Project, a charitable organization providing no cost camp environment for children affected by cancer successfully raising over $1M since its inception
United Online
- (2007) Fast track promotion from Director of Wholesale to VP of Sales in less than four months
-
(2008) Voted Most Improved Team and Most Valuable Team
- Delivered record setting revenue in 2009 and 2010 leveraging a tech+data strategy
- (2011) Promoted to SVP Media Group assuming Sales Operations, Client Success and Business Development teams and responsibilities
Microsoft
- (2002) Fast track promotion from Team Lead to District Manager in less than three months
- (2003) Selected by peers to lead West Coast Field Sales pricing and inventory strategy
- (2004) Recognized as MSN Wireless SME and tapped to lead go-to-market wireless strategy for all of MSN Field Sales
- (2005) Gold Nugget Award for landing largest deal of the year
- (2005) Pick Axe Award for executing best prospecting strategy
of the year
Published Author
- (2001) Ski & Snowboard America Pacific Northwest and British Columbia
- (2003) Mountain Biking the Puget Sound Area to the Best Off-Road Rides in Greater Seattle, Tacoma and Everett
Education & Ongoing Skills Development
University of Washington, Seattle, WA
B.A. Summa Cum Laude
Broadcast Journalism, Communications & Media Studies
Microsoft Harvard Business Manager Mentor®:
Managing Up, Managing Difficult Interactions, Collaborating Cross Group, Team Leadership, Setting Goals, Negotiation Skills, Managing Action, A Better Way to Deliver Bad News, Core Skills for Managers
Improved Performance Group®:
R.E.A.L. Selling, Negotiating, Presenting, Objection Handling , Turning Vision into Reality
ValueSelling Associates®:
ValueSelling Framework Training, ValueSelling Account Planning, Competitive Differentiation
References Available Upon Request
Download My Resume (PDF)
Volunteer Work & Passion Projects
(2020 to present) University of Washington, Huskies@work Mentorship Program
(2019 to present) Kirkland National and American Little League Coach
(2021 to present) I9 Sports Soccer and Flag Football Coach
(2012-2016) Board Member, Drive-A-Thon Creator & Project Manager, The Good Times Project
Contact
Call Me
425.894.2375
Email Me
santo.criscuolo@gmail.com