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/ CEO
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.
Michael Gordon - Chief Financial and Operations Officer
Michael is a finance and operations executive with 20+ years of achievement and expertise in multiple technology sectors, including semiconductors, networks, cybersecurity, high performance computing and AI. He ensures startups and growth-focused businesses have the financial clarity needed to make strategic decisions and the financial discipline to ensure healthy burn rates, capital efficiency and scalable revenue.
Michael's career began at Hewlett-Packard, where he started in accounting. He transitioned to the data storage industry, contributing to financial planning, operational efficiencies and financial controls. This experience then led to roles at programmable logic and ASIC semiconductor companies, including Honeywell, Altera and Xilinx, with roles in corporate and business unit/division finance, with additional expansive roles in marketing, business operations, product management and business development.
His strong track record of applying enterprise-level financial and operational expertise was leveraged to expand and drive growth in smaller, strategic-focused businesses within the networking and cybersecurity industries. His leadership and collaboration drove timely and profitable end-to-end networking product launches and GTM results. His contributions also included cybersecurity products and services portfolio transformation and SaaS implementation with rapid customer adoption. Michael also co-launched a services business group offering integration of multiple business unit products for standard and custom product and services solutions resulting in >44% per year growth.
His next venture was financial, operational and business leadership for a fast-growth, High Performance Computing (HPC) and AI Infrastructure business with a focus on next-generation solutions, services and SaaS business with >30% per year revenue growth.
With this background in leading financial and operational functions at larger companies, Michael is a strategic thinker who can see where the market is moving to and who can anticipate the path to intercept. His extensive operational finance background makes him a key player in the c-suite and a key asset in the board room. His appetite for business and his expertise with the skills needed to assemble the deal make him essential to startups.