Fivetran Promotes Natasha Lockwood to Lead of Product-Led Growth Marketing

Fivetran has promoted Natasha Lockwood to Lead of Product-Led Growth Marketing, expanding her responsibilities within the company’s marketing organization.

Lockwood’s role focuses on product-led growth (PLG), an approach that connects product experiences with customer acquisition, engagement, and expansion. Her appointment comes as B2B software companies continue to explore ways to make the product itself a larger part of the marketing and customer journey.

At Fivetran, Lockwood has built experience in digital strategy and cross-channel marketing. Her professional profile describes her focus as PLG marketing within B2B SaaS, alongside expertise in digital strategy and cross-channel campaigns.

The expanded role places product-led growth more directly within Fivetran’s marketing efforts. For B2B technology companies, PLG can involve using product usage signals, customer behaviour, digital experiences, and targeted campaigns to create more connected paths from initial interest to adoption.

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The shift is also part of a broader change in B2B marketing, where traditional lead-generation models are increasingly being complemented by product experiences. Rather than relying only on sales outreach or content to move prospects through the funnel, PLG strategies can use how customers interact with a product to inform marketing and engagement.

For marketers, this creates a closer relationship between marketing, product, data, and customer experience teams. It also places greater importance on understanding user behaviour and identifying opportunities to support adoption throughout the customer lifecycle.

Lockwood’s promotion reflects that evolving role of marketing within SaaS businesses, where product engagement and customer behaviour are becoming increasingly important inputs for growth strategies.

Her new position at Fivetran will focus specifically on product-led growth marketing as the company continues to develop its approach to reaching and engaging B2B technology buyers.