Sage’s chief marketing officer Cath Keers departs

Cath Keers is set to leave B2B financial tech firm Sage after four years as its chief marketing officer.

Sage has confirmed it will not replace the CMO role. Instead, Keers will support a transition that will see the marketing teams being “devolved” into teams in other areas of the business, such as customer and product, but said it was too early to confirm specific details. 

The news comes after Sage’s global brand EVP Craig Inglis departed the company in September last year, after 16 months in the role. Sage appointed former Google marketer Sarah Henderson to take on the EVP of brand and integrated campaigns role in May.

Keers joined Sage as a non-executive director in 2017 before taking on the CMO role in 2020. Prior to joining Sage full time, she held a number of non-executive roles at businesses including LV=, Royal Mail and Talk Talk and remained as a senior independent director of Bupa and chair of Trusted Housesitters while in role. She says she wants to get “return to non-executive life” after departing Sage. 

She came to Sage with previous experience in senior marketing roles at BT Group, O2 and Tesco Mobile.

Confirming her departure on LinkedIn, Keers said: “I’m so proud of what [we] have achieved: redefining our brand presence, building up our marketing capabilities, and delivering customer-centric growth. Alongside our fantastic marketing agencies (it truly takes a village), we’ve accomplished so much, and I can’t wait to see what you’ll all do next.

Keers and Ingles have been widely credited alongside the business’s wider marketing team for revamping the brand and making the case for investing strongly in marketing.

A spokesperson from Sage said Keers has made a “significant contribution” to the business, “helping to reposition Sage’s brand and enhancing its marketing capabilities and customer experience”. 

“We wish Cath all the best in her future endeavours and extend our gratitude for her contribution to Sage.”