SAN MATEO, CA: Michelle Herman, former GM of North America at Bite Communications in San Francisco, has joined SuccessFactors as VP of corporate marketing and communications.
SuccessFactors, recently acquired by SAP, specializes in cloud-based performance-management software.
In the newly created position, Herman will be responsible for PR, social media, analyst relations, employee communications, customer marketing and advocacy, and global events. She will report to SuccessFactors CMO Kara Wilson.
Wilson is working to build the company's marketing function, and communications is top of mind in this process, she said. Herman is playing a large role in developing the company's communications team.
Since joining SuccessFactors three weeks ago, Herman has scaled the communications department at the 10-year-old company to include an events team, a 12-person PR team, three individuals in customer marketing, and an employee managing analyst relations.
Wilson said she hired Herman due to her global communications experience, creativity, and tenacity that fit well with the culture at SuccessFactors.
“You need people that can be flexible, move quickly, make moves on their own, and be scrappy just like you would be at a start-up,” she said.
Herman said she felt it was time to explore the corporate side of the business to gain an alternate perspective on the communications space.
“Just given how much the communications landscape is changing, I wanted to take the opportunity to just get closer to being in the middle of it and influence and impact what's going on,” she said. “My passion is watching the evolution of integrated communications, so I thought this is a perfect inflection point in my career for me to look at corporate opportunities.”
Prior to Bite, Herman was SVP and GM of global technology at Waggener Edstrom Worldwide. She has also worked as global marketing and PR consultant at Hyperion Solutions, senior managing director at SparkPR, and VP of corporate communications at Cadence Design Systems.
Bite hired Andrea Cunningham as president of North America in January.
Correction: An earlier version of this story incorrectly stated the number of employees on SuccessFactors' in-house PR team. The team has 12 members.