Anja Sadock

Unit4, a leader in enterprise cloud applications for people-centric organisations, today announced that Anja Sadock is joining the company as Chief Marketing Officer (CMO). Anja brings more than 20 years of global marketing and commercial leadership experience across SaaS, hospitality, and consumer goods, building category-defining brands leveraging a rare combination of enterprise rigour and startup agility. She joins Unit4 to lead the global marketing organisation with responsibility for brand strategy, demand generation, and continuing the work to build marketing into an AI-powered growth engine.

The appointment comes as Unit4 accelerates its 2030 growth strategy, which targets a doubling of the business through deeper penetration of its core verticals in Professional Services, Public Sector, Nonprofit, and Higher Education, alongside an accelerated migration of customers to its cloud-native ERPx platform. Anja will focus on sharpening Unit4's brand and market position, scaling the demand generation engine to drive net-new customer acquisition, and embedding AI across the marketing function to improve personalisation, automation, and measurable efficiency.

Anja joins Unit4 from TrusTrace, a B2B SaaS platform for supply chain traceability, where she transformed the company from an unknown technology provider into the leading voice in its category, achieving #1 share of voice globally for four consecutive years and growing the business at an 81% compound annual growth rate. Prior to TrusTrace, Anja led brand and marketing strategy at Scandic Hotels, and spent 15 years at Procter & Gamble, where she held multiple senior marketing and commercial leadership roles across the Nordics and globally.

A recognised thought leader in brand-building and marketing transformation, Anja has spoken at SXSW, COP29, and Vogue Business Sustainable Futures, among other global forums. 

"Anja is exactly the marketing leader we set out to find: someone who thinks like a brand-builder, executes like a demand generation operator, and leads like a coach," said Johan Reventberg, CRO at Unit4. "She has already proven she can take a company nobody had heard of and make it the loudest, most credible voice in its category, and that is precisely the ambition we have for Unit4 in our markets. Beyond the immediate lift to our pipeline and our brand, I believe Anja will help define how we compete for years to come, turning AI from a talking point into a genuine engine for growth. All the leadership team are thrilled to have her on board."

"Where Unit4 stands out is its people and the purpose," said Anja Sadock, CMO, Unit4. "The mission to serve those who serve, and to give time back for what matters most, is not just a statement. It is a passion you feel in every conversation, backed by genuine depth of knowledge and drive to help customers in our core verticals succeed. That is a powerful foundation. Unit4 has the people, the purpose, the product and the ambition to be the defining ERP leader for people-centric organisations. My job is to make sure the world knows it."