Product marketing leader · Cybersecurity & AI · Boston

I turn complex security and AI technology into stories buyers understand, trust and choose.

Product launches, company repositioning and everything in between. I led product marketing at LockThreat (AI security and governance), was Head of Global Marketing at oXya (a Hitachi company), and spent nearly four years in product marketing at EMC. As a consultant, I've worked on product marketing for Trellix, Recorded Future, Cyral and more.

Get in touch Resume (PDF) ↗ LinkedIn ↗

Ilan is pronounced "E-LAN."

oXya · Global2X+Revenue growth, $70M to $150M+, during my time as Head of Global Marketing
oXya · Americas4X+Revenue growth in the Americas, $12M to $50M+
EMC~$100MSales pipeline from one global roadshow, 40%+ over goal
Google CloudWinnerGlobal Partner of the Year 2020, SAP Specialization (oXya)

What I do

Every company needs a story that sells. Sometimes it needs a new one.

Position and message

Find what makes the product different, then say it in words a CISO, a CFO and a board can all repeat.

See it in Recorded Future Trellix

Launch and enable

Take products to market and give sales the decks, briefs and tools to win, fast.

See it in Trellix SKO AI sales tool

Reposition when it's time

Lead the shift when the market moves: a pivot, a merger or a new category.

See it in LockThreat oXya

Selected work

Four stories, four different challenges

Much of a product marketer's best work is internal: messaging documents, sales playbooks, battlecards. Where I can't show it, I describe the approach and link to what went public.

LockThreat · 2026 Head of Product Marketing, Sales Enablement & Content

Repositioning LockThreat as the AI market moved

FromModern enterprise GRC software
ToOne AI-native platform for enterprise GRC, cyber compliance, and AI governance and security

The challenge

When I joined in January 2026, LockThreat presented itself as a modern GRC platform, yet with heavy emphasis on compliance, which tends to be lower-cost products. The category was crowded; every vendor claimed to be "AI-powered," and buyers couldn't see what made LockThreat different. Then, mid-project, the company acquired an AI security startup, and the story had to absorb it.

What I did

  1. Feb–MarRan a competitive analysis of 13 vendors and presented it to senior leadership. They adopted my recommendations for a new homepage and site structure.
  2. Apr–MayWrote and launched the new homepage and a new Platform section built on three pillars: Enterprise GRC, Cyber Compliance, and AI Governance & Security. Folded in ThreatReaper, the AI security startup LockThreat acquired during the project.
  3. JuneIntroduced the "GRC 3.0" narrative and carried it across blogs, social media, customer presentations and analyst briefings. Built a Frameworks hub at leadership's request.
  4. FallAs customers' focus shifted to AI security, began the next step: a homepage and platform story that puts AI security and AI governance first, with GRC as the foundation underneath.

Where it landed

A new homepage, a three-pillar platform story, and a category narrative, launched in May and used company-wide.

The AI security and AI governance phase was in progress when my role ended in a restructuring in October 2026. These three pieces show where it was headed:

Before and after

The homepage, before and after the repositioning

BeforeApril 2026
Homepage
LockThreat homepage before the relaunch: Stay Ahead of Risk. Protect Your Credibility.
Products page
The old Products section: Product and Features
A generic compliance message and a "Products and Features" list, like most GRC vendors.
AfterMay 2026
Homepage
LockThreat homepage after the relaunch: Enterprise GRC Has Always Forced a Choice. Not Anymore.
A clear point of view on the category's trade-off, and one platform in three layers, including AI governance and security.

Website · Launched May 2026

The Platform section I wrote: an overview plus one page per pillar

Platform overview
Platform overview page hero: The Platform That Governs and Defends
Platform overview ↗How the three pillars fit into one platform
Enterprise GRC
Enterprise GRC page hero: Enterprise GRC Built for All Three Letters
Enterprise GRC ↗Governance, risk and compliance for the whole enterprise
Cyber Compliance
Cyber Compliance page hero: Cyber Compliance That Never Sleeps
Cyber Compliance ↗Continuous visibility into security controls and posture
AI Governance & Security
AI Governance & Security page hero: Govern and Secure Every AI in Your Enterprise
AI Governance & Security ↗Runtime governance and security for every AI tool, model and agent

Downloads, video and writing

More public work

Cover of the LockThreat AI Governance and Security brochure
Govern and Secure Every AI in Your EnterpriseAI governance and security brochure (PDF) ↗
Cover of the Runtime AI Assurance self-assessment
Is Your Deployed AI Actually Being Monitored?Runtime AI assurance self-assessment for sales (PDF) ↗
Blog · LockThreatYour GRC Platform Was Built for a World That No Longer Exists
Your GRC Platform Was Built for a World That No Longer ExistsThe blog that introduced GRC 3.0 ↗
LockThreat CEO presenting GRC 3.0: When Governance Meets Machine Speed at the GRC 2026 ConferenceWatch on YouTube
GRC 3.0: When Governance Meets Machine SpeedCEO talk and demo. I created the presentation. ↗
Cover of The Enterprise GRC Buyer's Guide
The Enterprise GRC Buyer's GuideeBook, 20 pages ↗
Cover of Enterprise GRC Platform or Compliance Tool
Enterprise GRC Platform or Compliance Tool?eBook, 16 pages ↗
Blog post by Ilan Vagenshtein: How to Choose Enterprise GRC Software
How to Choose Enterprise GRC Software: What Most Guides Get WrongBlog, by Ilan Vagenshtein, July 2026 ↗
LockThreat Frameworks page
FrameworksFramework hub with explainer pages, such as ISO 27701 ↗
oXya, a Hitachi company · 2015–2021 Head of Global Marketing

From on-prem services to a global cloud leader for SAP

FromAn on-premises SAP services provider
ToA global leader in cloud services for SAP workloads

The challenge

SAP runs the most mission-critical systems a large enterprise has. Moving it to the cloud is a big-trust decision. oXya had the expertise, but the market knew it as an on-prem services firm. Its brand was split across seven aging websites in three languages, each with different content and messages.

What I did

  • Built oXya's global marketing function after Hitachi's acquisition, running a lean core team extended by specialist contractors and agencies.
  • Led the marketing and messaging strategy to reposition oXya as a cloud leader for SAP.
  • Ran content, social campaigns, a video series, webinars and a North America roadshow.
  • Led event teams of 50+ at SAP SAPPHIRE, SAP TechEd and Google Cloud NEXT.
  • Replaced seven legacy websites in three languages with one modern site in English and French.

The proof

Named Google Cloud's Global Partner of the Year 2020, SAP Specialization, ahead of much larger and better-known firms.

$70M → $150M+Global revenue during my tenure
$12M → $50M+Americas revenue
$10M+Pipeline from the North America roadshow

Before and after

One brand, one voice: seven websites became one

Before7 sites · 3 languages
  • ENoxya.com/usUnited States
  • ENfr.oxya.ca/englishCanada
  • ENoxya.com/beneluxBelgium
  • ENoxya.co.ukUnited Kingdom
  • FRoxya.comFrance
  • FRfr.oxya.caCanada (French)
  • ZHoxya.com/zhChina
Seven sites, each managed separately, each out of date in its own way.
After1 site · 2 languages
oxya.com
The new oxya.com homepage: We Run SAP for You
One modern global site in English and French, with one message for every market. Launched in 2018.

Before and after

Same company, new story: the sales collateral I wrote

Before2016
Solution Profile
oXya Solution Profile, 2016
Solution Profile: SAP technical services and early SAP HANA expertise. ↗
After2021
Fact Sheet
oXya Managed Cloud Services Fact Sheet, 2021
Fact Sheet: an independent partner running SAP on any cloud, including AWS, Azure and Google Cloud. ↗

Public work

Frame from the oXya video Where is offshore?7 videos · Watch on YouTube
Social video seriesShort videos that answer the questions SAP buyers ask. Several still hold up a decade later.
  1. Where is 'offshore'? ↗
  2. Must SAP support be so complicated? ↗
  3. Why is my SAP cloud so expensive? ↗
  4. What is a vendor lock-in? ↗
  5. How can I afford SAP HANA? ↗
  6. What does it take to be the best? (2016) ↗
  7. What does it take to be the best? (2018 update) ↗
McInnis Cement customer testimonial videoWatch on YouTube
McInnis Cement chooses oXya to run SAP S/4HANACustomer testimonial. I interviewed the customer and produced the video, plus the written case study. ↗
Cover of the oXya white paper Lessons Learned and Best Practices from Running SAP ERP on Public Clouds
Lessons Learned & Best Practices from Running SAP ERP on Public CloudsWhite paper, 2019. AWS, Azure and Google Cloud. ↗
Article · MediumFive Lessons on Repositioning a Technology Company's Brand
Five Lessons on Repositioning a Technology Company's BrandMy own account of the oXya repositioning, Medium, 2021 ↗
Trellix · FY2023 Product marketing consultant, Data Security

One story for a newly merged company, before its first Sales Kickoff

FromTwo companies' product stories: McAfee Enterprise and FireEye
ToOne data security message, ready for the first joint SKO

The challenge

McAfee Enterprise and FireEye had just merged to form Trellix. The first joint Sales Kickoff was coming fast, and the data security line needed one clear message and a full set of sales tools in a short window.

What I did

  • Wrote a new messaging source document for the Data Security and DLP line.
  • Built sales enablement assets and the SKO presentation.
  • Created customer-facing collateral, including the solution brief below.

The result

A full messaging and enablement package, delivered on time for the first joint SKO.

The messaging document and sales tools were internal. The brief below is the public piece.

Public work

Cover of the Trellix Data Loss Prevention solution brief
Trellix Data Loss PreventionSolution brief (PDF) ↗
Recorded Future Product marketing consultant, Messaging

Messaging for an entire product line

FromProduct-by-product messages, written over time
ToOne consistent messaging system across every product and solution

The challenge

Recorded Future is a leading threat intelligence vendor with a broad portfolio. Its messaging documents needed review and rewrite across the full line, so every product told part of one story.

What I did

  • Reviewed the messaging source documents for every product and solution.
  • Rewrote them for clarity, differentiation and consistency.
  • Aligned product-level messages with the company story.

About this work

This work was internal and highly sensitive, so there are no public assets to show. Happy to talk through the approach in an interview.

Also at LockThreat

An AI tool that gave every rep a product marketer on demand

I designed and deployed a self-serve AI tool for the sales team, so reps could get a prospect-specific asset in a few minutes instead of waiting days or weeks for marketing.

  1. 1The rep answers a few questions about the prospect, the goal, and the asset they need: a brochure, a presentation, a competitive comparison, an email reply, or something else.
  2. 2The tool pulls from approved sources: internal content, links to approved external content, brand guidelines, and anything the rep adds or attaches.
  3. 3The rep gets a ready, on-brand asset in minutes instead of hours.

The result: reps across the sales team, including senior executives, used it to prepare for prospect conversations. Together it saved many hours of sales and marketing time, and every asset stayed on message and on brand.

This is a mock-up. The real tool is internal to LockThreat and works with real prospect and customer information, so I can't show it. The company, request and output below are invented to show how it worked.

More experience

Earlier work and other clients

EMC2009–2013
Full-time

Product marketing and the SAP alliance

Several product marketing roles, ending as global SAP marketing lead. Led launches, ran a global roadshow, and managed a $3M+ Intel co-op fund.

~$100Mpipeline from one global roadshow, 40%+ over goal
  • Launches
  • Global roadshow
  • Alliance marketing
CyralData security
Consultant

Data security messaging

Wrote the messaging framework and master thought leadership story, plus customer case studies and blogs.

  • Messaging framework
  • Thought leadership
  • Case studies
  • Blogs
AerospikeReal-time database
Consultant

Making complex tech simple

Solution profiles, blogs, explainer videos and presentations for a real-time database vendor, written for economic buyers.

  • Solution profiles
  • Blogs
  • Explainer videos
  • Presentations

Library

Writing, video and more

I also ghostwrote thought leadership for LockThreat's executive team.

How I tell a story

Three principles, used together

HeadLogic: how buyers understand
HeartEmotion: why they remember
1

Explain it so everyone understands

Not just the engineers on the customer side, but the business people too. If only engineers get it, simplify it.

2

Show why the customer should care

Great technology isn't enough. Buyers invest to save money, save time, or do what they couldn't do before. Build that into the story.

3

Make them feel it

Logic convinces the brain. A story that also moves the heart is the one buyers remember and repeat.

Read the original post on LinkedIn ↗

What people say

From the people I've worked with

“Ilan initiated and led various programs that were critical for oXya’s market positioning and growth.”
Melchior du BoullayGeneral Manager, Americas, oXya My manager
“Ilan doesn’t settle for generic positioning, messaging, or content. He puts in the work to understand the product, the buyer, and the competition.”
Rob YoungCMO, LockThreat My manager
“Ilan is the best product marketing manager I’ve ever had the pleasure of working with. He doesn’t just do great work. He raises the standard for everyone around him.”
Keith GillGTM Engineer, LockThreat Colleague

About

Hi, I'm Ilan

I've marketed B2B technology at every stage, from global companies like EMC to LockThreat, an early-stage startup. At a startup there's no playbook and no big team, so I build it myself: positioning, messaging, content and sales tools, hands-on and fast. Bigger companies taught me discipline and scale. I bring both.

In every role, at large companies and at startups, I've marketed to the same people: CISOs, CIOs and other senior security and IT leaders. I know what they care about, what they ignore, and what earns their trust.

Today I focus on cybersecurity and AI. The best stories there work on two levels. First, clear business value that executives and the board grasp right away. Then, the technical depth that earns the trust of practitioners. Connecting those two is my favorite kind of work.

In colleagues’ words

“Early-stage companies rarely have access to someone with that combination of industry expertise, strategic thinking, and hands-on execution.”
Rob Young · CMO, LockThreat
“No ego, no pretense, no politics. Just a truly good person who cares deeply about his work, his colleagues, and doing things the right way.”
Keith Gill · GTM Engineer, LockThreat
Based inGreater Boston
EducationMBA, Babson College (Marketing, Technology)
RecognitionGoogle Cloud Global Partner of the Year 2020 (oXya) · Excellence @ EMC Award · Best of CeBIT, Best Security Product
Contact ilan@vagenshtein.com
Connect on LinkedIn ↗ Resume (PDF) ↗