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Unit4 has appointed Anja Sadock as Chief Marketing Officer. Sadock brings over 20 years of global marketing experience from across a range of industries, including SaaS, hospitality, and consumer goods. Sadock joins Unit4 to lead the global marketing organisation. She will be responsible for brand strategy, demand generation and integrating marketing into the AI-powered growth engine that Unit4 is developing.Unit4 has not held a CMO role for several years. Julie Knight was the last to serve in the position, holding the post from 2019 to 2023.
Johan Reventberg, CRO at Unit4, stated, “Anja is exactly the marketing leader we set out to find: someone who thinks like a brand-builder, executes like a demand generation operator, and leads like a coach. She has already proven she can take a company nobody had heard of and make it the loudest, most credible voice in its category. And that is precisely the ambition we have for Unit4 in our markets.
“Beyond the immediate lift to our pipeline and our brand, I believe Anja will help define how we compete for years to come, turning AI from a talking point into a genuine engine for growth. All the leadership team are thrilled to have her on board.”
The appointment follows that of Stuart Nash as Chief Operating Officer last month. It is the second C-Suite appointment supporting the firm’s 2030 growth strategy. Xcelerate 2030 strategy that was first announced at its FY2026 kick-off in Amsterdam. The ambition is to “become a €1 billion European leader in intelligent, time-saving software”, according to Nash.
That target will mean doubling its business revenue, primarily through targeting its core verticals of Professional Services, Public Sector, Nonprofit, and Higher Education. Unit4 also aims to accelerate the migration of customers from legacy platforms to its modern, cloud-based, AI-powered ERPx platform.
To achieve this, Sadock will focus on honing Unit4’s brand and market position and scaling its demand generation engine to drive new customer acquisition. She is also aiming to embed AI across the marketing function to increase efficiency and increase productivity.
Who is Anja Sadock
Sadock joins from TrusTrace, a technology vendor that offers a market-leading platform for supply chain transparency and traceability within Fashion and Retail. She was Head of marketing there for nearly 5 years. Helping to achieve 81% CAGR and the number one share of voice in its target segment over four consecutive years.
It is that success at TrusTrace that makes her stand out, despite the potential lack of experience, in several of Unit4’s core verticals. Sadock was also Head of marketing at Scandic Hotels for two and a half years.
She spent 14 years at Procter & Gamble, rising through the marketing department to a senior marketing position as Head of brand operations in-store and e-business. At P&G, her responsibilities took her beyond her native Sweden and into several global markets.
Sadock has an MSc in International Marketing and Management from the Copenhagen Business School, an MBA from the Schulich School of Business (Canada), a BSc from Copenhagen Business School and an MSc from emlyon Business School.
She has spoken at several events, including SKSW, where she spoke about Honest Marketing & Circularity: A New Era for Fashion. She also spoke at COP29, Vogue Business Sustainable Futures, and several other global forums during her tenure at Trustrace.
Anja Sadock, CMO, Unit4, stated, “Where Unit4 stands out is its people and the purpose. The mission to serve those who serve, and to give time back for what matters most, is not just a statement. It is a passion you feel in every conversation, backed by genuine depth of knowledge and drive to help customers in our core verticals succeed.
“That is a powerful foundation. Unit4 has the people, the purpose, the product and the ambition to be the defining ERP leader for people-centric organisations. My job is to make sure the world knows it.”
Enterprise Times: What does this mean
This appointment secures Unit4 a senior marketing leader at a pivotal moment in its 2030 growth strategy. Sadock’s track record at TrusTrace is important because Unit4 needs more than awareness; it needs sharper category positioning, stronger demand generation, and clearer differentiation as AI becomes central to ERP buying decisions.
Her experience across SaaS, consumer goods and hospitality should help Unit4 combine disciplined brand building with measurable pipeline execution. Her work in sustainability and traceability shows she can elevate complex enterprise propositions into market-facing narratives.
In the wider ERP market, vendors are competing to prove that AI can deliver practical productivity benefits rather than hype. Sadock’s speaking experience at global forums such as SXSW, COP29 and Vogue Business Sustainable Futures adds credibility and visibility. For Unit4, that could help amplify its people-centric ERP message and support its ambition to become a leading European intelligent software vendor.
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The post Can Unit4’s new CMO make it impossible to ignore? appeared first on Enterprise Times.
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