WE ARE SANTA CRUZ MARKETING LAB
The details are in the data
We are the business advantage that you have been looking for. Growth and scale are not the same thing and knowing where to focus resources is the difference between closing sales and growing, versus losing sales and dropping customers. No two companies succeed in the same way. Knowing where and when to invest in the right market motion makes all the difference.
Santa Cruz Marketing Lab
Geoff Martin - Founder/ VP Marketing
Experienced marketing and product executive with 33 years of success across diverse industries including computer software, information services, technology, aerospace, and healthcare. A seasoned marketing leader with a strong technical and product background, Geoff specializes in building high-performing marketing and product teams and implementing cost-effective solutions that drive results.
Geoff's career began at AES Data, the word processor inventor, where he started in procurement. He transitioned to the aerospace market, contributing to supply chain management and contract negotiation for advanced engineering and next-gen technologies. Working at CAE led him to NASA Ames, where he collaborated on simulation projects for the US Army helicopter program and the space station initiative.
His web expertise grew during roles at Apple and HP, managing data centers globally and participating in web standards development. Geoff played a pivotal role in founding and growing HP's Beyond the Box motion, inventing new workflows, databases, and business models that propelled HP to the #1 PC company worldwide. He earned seven patents for groundbreaking desktop display technology.
Venturing into healthcare AI with Sikka, Geoff led the transition to a SaaS model, launching the first marketplace for retail healthcare practices and an AI-powered voice interactive office management agent for dentists. At QuirkLogic, he expanded the company's presence in Canada, heading the Healthcare vertical and leading marketing efforts. Lovingly saw Geoff achieve a 10X market expansion in the first year, positioning the company for sustained growth.
In response to evolving advertising and privacy landscapes, Geoff retooled his skillset at Meta, supporting worldwide marketing teams and conducting a comprehensive market analysis of major platforms.
Throughout his career, Geoff has held pivotal roles with major market players, driving successful growth and innovation. Change management, growth marketing, and launching new technology have consistently been central themes in his professional journey.
Mike Martin - Board Advisor
Mike is a seasoned entrepreneur with a track record of serial ventures. He established his flagship company, Valley Associates, in 1993 after accumulating 20 years of experience in the Defence and Security market sector. With his guidance and expertise, Valley Associates flourished into one of the largest privately held companies in the Defence and Security Sector. The company successfully undertook significant projects for esteemed clients, including the US Department of State, the RCMP, The Canadian Armed Forces, and various international organizations such as the United Nations.
Noteworthy projects encompassed equipping UN Peacekeeping Forces in Darfur, designing and delivering Self Protection Systems for Counter Narcotic Airbases of the Colombian National Police, and creating unified communication systems for Public Safety Canada and the US DHS. Additionally, Valley Associates contributed to Oil Pipeline Security solutions in Mexico, among other initiatives. Over the past two decades, the company has earned an international reputation for delivering effective solutions to complex security issues in conflicted areas.
Mike pursued Business Law at Concordia University and furthered his education with Advanced Management studies at the Management Institute of McGill University Graduate School.
He currently serves on a number of Boards including but not limited to:
• the Advisory Council to the Director Security and Policy Institute University of Ottawa,
• the Board of Directors of the A.O.C, Maple Leaf Chapter (Electronic Warfare Association)
• The Ottawa Police Foundation Community Board
• 33 Signal Regiment Foundation
He is actively involved with:
• Canada Company Military Employment Transition Project,
• The Prince’s Trust Canadian Charity Operation Entrepreneur.
Michael is a recipient of the Queens Jubilee Medal, the Jubilee Sword of the Ottawa Police Service, and was appointed a Chevalier of the Order of Saint George. Most recently he was appointed Honorary Lieutenant Colonel of the 33 Signal Regiment, 33 Brigade Royal Canadian Corps of Signals by the Minister of National Defence.