# Martyn Etherington

> Martyn Etherington is senior vice president and chief marketing officer of BMC Software, where he has applied Lean operating discipline to turn marketing from an internal service bureau into a measurable growth function. His technology-marketing career spans IBM, Sequent, Tektronix and Danaher, Mitel, Cisco Jasper, Teradata, and BMC, alongside advisory work with Oxford Saïd, Wharton Customer Analytics, and the CMO Council.

- **Role:** Senior Vice President and Chief Marketing Officer at BMC Software
- **Organizations:** BMC Software, Teradata, Cisco Jasper, Mitel, Tektronix, Danaher, IBM, Sequent Computer Systems, Saïd Business School, University of Oxford, Wharton Customer Analytics, Chief Marketing Officer Council, Portland State University, Tech San Diego
- **Education:** Northbrook College (UK)
- **Known for:** Led brand, marketing, and cloud transformation at Teradata., Implemented Lean operating models across Tektronix, Mitel, Teradata, and BMC., At BMC, a reported marketing reset eliminated millions in waste and increased marketing ROI from 1:1 to 5:1.

## Career timeline

- **1980s-1990s** — Held technology marketing roles including work at IBM, Digital Equipment Corporation, and Sequent Computer Systems.
- **2002-2012** — Led worldwide marketing at Tektronix and worked within Danaher's operating system after its acquisition of Tektronix.
- **2012-2015** — Served as executive vice president, chief marketing officer, and chief of staff at Mitel.
- **2015-2017** — Served as chief marketing officer for Jasper, which Cisco acquired in 2016.
- **2018-2021** — Served as executive vice president and chief marketing officer at Teradata, leading brand, marketing, and cloud transformation.
- **2020-present** — Joined advisory bodies connected to Oxford Saïd's Future of Marketing Initiative and Wharton Customer Analytics.
- **2022-present** — Serves as senior vice president and chief marketing officer of BMC Software.
- **2026-present** — Serves as an Executive in Residence at Saïd Business School, University of Oxford.

## Achievements

- Led brand, marketing, and cloud transformation at Teradata.
- Implemented Lean operating models across Tektronix, Mitel, Teradata, and BMC.
- At BMC, a reported marketing reset eliminated millions in waste and increased marketing ROI from 1:1 to 5:1.
- Recognized by The Economist among its Top 25 Social Business Leaders.
- Named by Forbes among its Top 50 marketers.
- Named a 2024 Top 100 Global B2B CMO by HotTopics.
- Served on advisory bodies for Oxford Saïd, Wharton Customer Analytics, and the CMO Council.

## Latest updates

- **2026-05** — Began serving as an Executive in Residence at Saïd Business School, University of Oxford.
- **2026-05** — Published the LinkedIn article 'The future belongs to trusted brands, not louder ones.'
- **2026-04** — Shared BMC's recognition in the B2B CMO Project Top 100, crediting the marketing team's Lean discipline and use of AI across the buyer journey.
- **2025-12** — Appeared on the Lean Focus Podcast to discuss transforming BMC marketing from a service bureau into a growth engine.

## Links

- Website: https://www.bmc.com
- LinkedIn: https://www.linkedin.com/in/etherington

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Profile page: https://yespress.io/martyn-etherington
Published by YesPress — https://yespress.io
Last updated: 2026-08-14