Marketing SIG: Clean Tech Marketing – Lessons from the Front Lines







    Event Logistics



    DLA Piper Rudnick Gray Cary LLP
    2000 University Ave.(University Circle)
    East Palo Alto, CA 94303
    Tel: 650.833.2000
    Note: These are the tall buildings on the corner of University Avenue and Woodland Avenue on the west side of Hwy. 101. They are in the University Circle complex.



    6:30 - 7:00 p.m. Registration / Networking / Refreshments
    7:00 - 7:15 p.m. Announcements and Introductions
    7:15 - 8:30 p.m. Presentation and Discussion
    8:30 - 8:45 p.m. Wrap-up / Networking


    $15 at the door for non-SDForum members
    No charge for SDForum members
    No registration required

    Marketing SIG


    Topic: This panel, moderated by EcoStrategy Group, features three senior executives of clean technology companies.  All are seasoned Silicon Valley professionals who have personally made the transition from high-tech to clean tech.  They’ll talk about that transition and about the similarities and differences in crafting and implementing marketing strategies in these two industry segments.


    Kate Gerwe, COO, Lucid Design

    Kate brings nearly 20 years of experience in marketing, partnerships, strategic planning and business development. She currently manages the sales and marketing, strategic planning and reseller strategy and relationships for Lucid. Prior to joining in the fall of 2008, Kate was at Yahoo!, Inc. for over five years, where she most recently led the marketing for the Corporate Partnerships division, and led Yahoo!'s all-volunteer Green Team. Prior to Yahoo!, she held a variety of leadership positions at Netscape/AOL.  Previous experience includes daVinci Time & Space and The MAC Group/Gemini Consulting.  Kate holds an MBA and a BA from Stanford University.

    Marcia Kadanoff, Vice President of Marketing, Sustainable Spaces

    Marcia has 20 years of experience using direct & interactive marketing to acquire customers and build brand loyalty. Prior to joining Sustainable Spaces earlier this year, Marcia was the CMO at Zannel, a company that is on the cutting-edge of social media, with a microblogging offering that adds value to both Twitter and Facebook.  Prevsiously, she served as the VP of Marketing at Mobio (mobile applications) and as CMO and CEO to various early-stage technology companies.  A thought leader in ROI marketing, loyalty marketing, and marketing analytics, Marcia founded and ran two professional services firms: Firewhite (a consulting firm) and Miller/Kadanoff Direct & Interactive (an agency). As General Manager, she built the agency to $20M in sales prior to selling it to the Interpublic Group. Marcia got her early training in marketing at Apple Computer. She has been profiled on the NBC Nightly News and in BusinessWeek and Mobile Computing magazines.  Marcia is a graduate of Stanford University (MBA) and Harvard (BA).


    Tom Tansy, Vice President of Marketing, Fat Spaniel

    Tom Tansy is a successful technology marketing professional with over 20 years of global experience. A visionary market leader, Tom co-founded Enterprise IT companies that were later acquired by Microsoft, Cisco, and F5 Corporation. More recently, Tom immersed himself in the alternative energy technology business and has helped jumpstart electric vehicle company Zero Motorcycles ( and lighter-than-air wind turbine company Magenn Corporation ( Formerly, Tom was on the board of the San Francisco Bay Area chapter of the U.S. Green Building Council.



    EcoStrategy Group will introduce and moderate the panel.  EcoStrategy Group offers a unique blend of experience in sales, marketing, clean technology and environmental sustainability. Each of the founding partners brings over 25 years of experience in technology industries.  They are passionate about delivering both good business results and outcomes that benefit our natural environment. 

    Kathleen Gilligan’s experience includes executive positions at Symantec, AMR Research and OnDemand, as well as deep expertise in enterprise and channel sales, marketing, and communications. As a partner in  Array Partners, she focused on revenue acceleration for small businesses, serving as an interim executive and advisory to technology startups and mid-sized enterprises.

    Karen "KJ" Janowski was founder and principal of marketing consultancy, KJ & Co.  KJ’s prior background includes 12 years in VP Marketing roles for Quantum, Resumix, VideoStream, and Electronic Arts. She has been a member of four pre-IPO startup management teams.