The CMO Files: Dave Anderson, Dynatrace

"Marketing requires a grasp of both the art and the science."

Name: Dave Anderson

Organization: Dynatrace

Job title: Global VP of Marketing at Dynatrace

Location: Boston, MA, USA

Dave Anderson is Global VP of Marketing at Dynatrace and has extensive digital marketing experience working both client side as well as with leading global agencies. Anderson has a vast amount of international marketing knowledge, having started his career with Dynatrace in Australia leading APAC marketing, before moving to Europe to add EMEA to his responsibilities. He is now based in Boston managing global marketing. A self-confessed geek, published musician, coffee addict and sporting tragic, his perspective is rarely boring.


Where were you born and raised? Perth, Western Australia

What was your first job? I worked in my dad's hardware store from the age of 15. I wasn't very practical or useful, but it didn’t matter much because I couldn’t get fired!

What was the first product you got really excited about? My dad loved Apple. He bought one of the original machines, before Macintosh, which ran on DOS. I had to type in 'run catalog'. A menu would appear, and it was mind blowing.

Who has been the biggest influence on your career? Our regional VP of sales at Dynatrace. He taught me the importance of trusting your gut, focusing on what will make a difference and not overcomplicating things – it’s best to just keep it simple.

What has been your greatest achievement? It could be graduating with an MBA at 23 or becoming a critically acclaimed musician. But I think it has to be seeing my two beautiful daughters grow up.

What has been your biggest mistake? Not buying Apple or Amazon stock.

What is your greatest strength? Intuition. I'm extremely passionate and will throw myself at every challenge. I also like to think I'm easy to get along with.

What is your biggest weakness? Perfection. The reality for a marketer working at a fast-paced, market leading technology company is that you can’t wait until thing are perfect. Sometimes, you just need to get stuff out of the door on time, and perhaps not as perfect as you’d like.  

What do you think is the aspect of your role most neglected by peers? Most neglect the fact that marketing is both an art and science. It's vast, often undefinable, and yet requires measurement. You see people go out and create campaigns that are amazing, have great visual design and concepts, where the focus is clearly on the art. But then they forget the science part – working backwards to define the audience, what they want to see and how the measure success. Marketing requires a grasp of both the art and the science.

Which word or phrase is your mantra and which word or phrase makes you squirm? Mantra: Just do it – try, fail, don't just sit there wondering. Squirm: Anyone that says it's not their responsibility.

What makes you stressed? My football team losing, because I can't do anything about it.

What do you do to relax? I love a glass of Pinot Noir in the evening to unwind, and I love music. I’m a closet singer-songwriter, and love playing and writing songs.

What is your favorite song? Pearl Jam – Black. Still not sure what it's about. Not sure I want to know.

Which book taught you most? Dalai Lama – The Art of Happiness

Do you have a team or sport that you follow? I love my Aussie rules football. I’ve followed the West Coast Eagles since they started in 1987. I cried when they lost the final in 1988.

Which country would you like to work in? I've worked in Australia, the UK and the United States. I travel a lot. I count myself lucky. Countries aren't important – people are.

Which company do you think has the best marketing? Apple, but everyone says that. I'm a fan of Zendesk, and the mountain of foam mattress companies that have sprung up. Their marketing is very clever – and I ended up buying one.

What do you love most about your job? Dynatrace is a large global company, but we have a start-up mentality in an enterprise world. We’re all passionate about our product and seeing it come to life, and we get the chance to try cool things and experiment a bit. The Dynatrace brand is young, but not perfect – yet. My colleagues realize this is a once in a lifetime opportunity, and it's hard, but it's a hell of a lot of fun.

What is your favorite book? The Guinness Book of Records. Every page has a talking point.

What keeps you awake at night? I’m obsessed by my Fitbit sleep timer. I check it to see how much I've slept, only to realize my actions are keeping me up.