Convertr, a platform designed to govern lead and contact data before it integrates into business systems, has announced the appointment of Greg Jordan as its new Chief Product Officer. This key hire reflects the company's strategic direction as organisations grapple with increasing demands to meticulously manage how data from vendors, publishers, enrichment tools, event platforms, and AI agents enters their Customer Relationship Management (CRM) systems, marketing automation platforms, and subsequent workflows.
Convertr operates at a critical juncture in the lead data lifecycle: pre-ingestion. This means it processes data before it lands in any internal system, a unique position that few other platforms occupy. Leading brands across technology, professional services, and financial services currently utilise Convertr for their high-volume B2B programmes, which encompass lead validation at intake, publisher management, campaign operations, and billing reconciliation. Jordan's appointment is set to spearhead the next phase of this development.
Jordan brings a wealth of experience, boasting 18 years in B2B data, intelligence, and marketing technology. His extensive background spans product development, data management, engineering, operations, and commercial leadership. Prior to joining Convertr, he served as Chief Product Officer at DemandScience, where he was responsible for product, data, and engineering across a global B2B revenue intelligence and performance marketing business. His achievements there included platform consolidation, the development of proprietary data infrastructure, and the launch of key products such as Ionic, Central, and Content IQ.
In his new role, Jordan will be instrumental in shaping Convertr's product strategy and roadmap. His focus will encompass three main priorities: strengthening the platform capabilities that customers already leverage in production, expanding Convertr's role as the central control point for contact data before it enters CRMs, marketing automation platforms, and AI-enabled workflows, and building the necessary evidence layer for organisations to demonstrate robust data governance at the point of entry.
Emma Bowkett, CEO and founder of Convertr, emphasised the growing significance of the platform's position. She stated that Convertr's role as the control point for lead and contact data is more crucial now than ever before, especially as AI and regulatory pressures heighten the stakes surrounding data at intake. Jordan echoed this sentiment, highlighting that his career has been built on addressing the challenge of getting accurate, governed, and commercially useful data into the hands of the teams who depend on it.