Executive Brief | Anita Santos | Chief Marketing Officer & Board Member

Executive Profile

Commercial Growth • Enterprise Transformation • Strategic Leadership

Anita Santos is a commercial growth and transformation executive with extensive experience helping complex B2B organizations modernize operations, optimize enterprise growth, and lead large-scale transformation initiatives. Her expertise includes pricing strategy, customer intelligence, go-to-market modernization, portfolio optimization, enterprise services growth, AI-enabled commercial transformation, and scalable operating model development.

She has successfully led enterprise initiatives across Fortune 500 and private equity-backed organizations within life sciences, healthcare, industrial technology, security technology, software, and services industries.

Signature Achievements

Delivered $500M+ first-year launch revenue across 12+ launches

Played a leadership role in building Unity Lab Services into a scalable enterprise growth platform

Led global marketing and product organizations of 100+

Directed pricing and profitability transformation initiatives across global product portfolios

Led large-scale portfolio and commercialization transformation initiatives impacting more than $500M in revenue

Developed customer intelligence programs supporting enterprise growth and strategic transformation

Led AI-enabled commercial modernization and workflow redesign initiatives

Core Leadership Areas

Commercial Transformation

Go-To-Market Strategy

Pricing & Profitability Optimization

Customer Intelligence & VOC

Portfolio Strategy & Commercial Architecture

Enterprise Services Growth

AI-Enabled Commercial Modernization

Cross-Functional Leadership

Organizational Transformation

Selected Experience

Thermo Fisher Scientific

Director Level Marketing & Commercial Leadership Roles

Led strategic initiatives spanning enterprise services growth, commercial positioning, integrated laboratory solutions, and enterprise brand architecture

Johnson Controls

VP Global Marketing, Security Products

Led global initiatives spanning pricing transformation, customer intelligence, portfolio strategy, and enterprise brand modernization.

Signify

Chief Marketing Officer

Supported enterprise transformation initiatives focused on commercialization readiness, portfolio transition, pricing modernization, and operational alignment.