Growth Marketing Strategy & Planning Manager

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. 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.

4 trends for activating data with context. Takeaways from Slalom's Insurance Leaders Lunch at the Databricks Data & AI Summit. Matt Edwards Senior Director Published: Aug 17, 2026 Tl;dr. * Slalom, in partnership with Atlan, Fivetran and Databricks, hosted an Insurance Leaders Lunch and panel discussion during the 2026 Databricks Data & AI Summit. Insurance, data, and AI leaders discussed, How do insurers move from having data to activating it to driving smarter decision-making? * The session opened by framing the challenges around four interconnected trends reshaping the industry. Those trends are human-AI collaboration, data fluidity and intelligent systems, ecosystem modularization, and self-directed systems. * The throughline connecting all four trends? Context. Context = shared definitions, data lineage, quality, regulatory constraints, and the "why" behind a recommendation. - Without context, even the most sophisticated AI systems fall flat in insurance operations. Thank you to its community of panelists: * Tom Linton, Head of World Wide Sales Engineering, Atlan * Marcela Granados Lavoie, Principal, Global Head of Insurance, Databricks * Zach Taher Vice President, Data Engineering, Northwestern Mutual * Dylan Austin, Vice President, MLOps Engineering, PURE Insurance What one foundational capability must insurers get right in the next two years? The panel's answer was remarkably aligned: All panelists agreed that data quality and governance, paired with intentional information architecture is the most important foundational capability for insurance industry technology and LOB leaders. You cannot build trustworthy AI on untrustworthy data. Invest in the foundations you need for clean, well-defined, well-governed data with rich context attached. What are the larger set of challenges reshaping the insurance industry right now? Trend 1: Human+AI collaboration. Two ideas came forward around human+AI collaboration: AI for augmentation, and trust through transparency. AI for augmentation The panel was clear: underwriters, claims professionals, and agents aren't replaceable. They're essential. At the same time, insurance professionals' impact can - and must - be augmented with AI. AI makes it possible for insurance pros to complete their goals, deliver work that's more consistent, and make better informed decisions. Trust through transparency The discussion highlighted how technology platforms can surface data lineage and business definitions directly within AI-powered workflows. Practitioners can examine the "why" behind a recommendation, not just see and nod along to the output. When end users actively shape AI, trust compounds over time. Trend 2. Data fluidity and intelligent systems. The insurance industry has plenty of data. Data shortage hasn't been a problem in a long time. The problem is data accessibility and trust problem. That problem becomes more challenging with the evolution to more modular ecosystems. Data that is discoverable, well-governed, and that can flow to the right system - at the right time - with the right context attached - is critical for developing insights and driving transformation. Modern platforms like Databricks and Atlan are enabling insurers to connect disparate data sources with the appropriate context to build richer, AI-ready data products. Insurance organizations are still working to address siloed systems that continue to create blind spots that directly impact underwriting accuracy, claims outcomes, and fraud detection. What's the practical starting point? The panel agreed that leaders must invest in discoverability and metadata management before trying to build intelligent systems on top of data you can't find or trust. Trend 3. Ecosystem modularization. Move over monolithic insurance platforms. Here come composable, modular architectures. The panelist conversation reinforced that data solutions are not separate from modernization strategy. They're foundational to making modular ecosystems work and unlocking value across the organization. Rather than rebuilding capabilities system by system, modular ecosystems allow insurers to expose reusable data and analytics building blocks across the enterprise and with partners. This shift also makes it far easier to integrate best-in-class solutions without ripping and replacing core systems like a data catalog, a feature store, or a fraud detection model. Trend 4. Self-directed systems. * Automated underwriting for simple risks * Real-time fraud blocking * Intelligent claims triage These solutions currently exist, but AI is making them more intelligent, adaptable and accessible across lines of business. As these self-directed systems become table stakes, guardrails must be audited to ensure proper decisioning and transparency. "Policy as code," continuous monitoring, explainability frameworks, and clear human escalation paths aren't bureaucratic overhead. Full stop. They are essential in making automation sustainable and auditable. Platforms like Atlan and Databricks are valuable in ensuring self-directed systems perform as intended so they don't drive adverse business outcomes or fail auditability and regulatory requirements. Thank you again to its generous panelists and its community of practitioners at the Data & AI Summit. It was great to be in conversation! | SET AI IN MOTION | | Move AI from experimentation into everyday operations. * Adaptable foundations * Human+AI workflows * Measurable outcomes * $8B+ in customer value * 3x average ROI |

Fivetran selected by Oakbrook Finance to support real-time lending decisions and AI-ready data operations. Fivetran, the data foundation for AI, today announced that specialist UK consumer lender Oakbrook Finance has selected the company to centralise and govern data across its analytics estate. The deployment supports customer insight, product development, marketing effectiveness and machine learning workflows, while saving Oakbrook's data engineering team approximately three months of build time. Founded in 2011, Oakbrook is a specialist consumer lender serving near-prime and non-prime borrowers across the UK who are typically overlooked by mainstream banks. The business has lent more than £1.5 billion to UK customers and currently serves around 140,000 active borrowers. A significant share of applications comes through price comparison platforms, where Oakbrook typically has less than 10 seconds to ingest data, run its models, and return an offer. "Our data engineering team is lean and deliberately focused. Before Fivetran, a meaningful chunk of their time was spent maintaining pipelines rather than building things that move the business forward," said Ed Ball, Head of Data and Security at Oakbrook. "Fivetran has let us connect data sources we wouldn't have reached otherwise, which has materially expanded what we can analyse and model, from customer behaviour through to how our products perform in the market. That's directly fed into work like the launch of OakbrookOne, our debt consolidation product." To meet these requirements without increasing operational overhead, Oakbrook adopted an automated approach to data integration. Fivetran enables the company to centralise and govern data from multiple sources, supporting an open data infrastructure model in which data remains accessible, consistent, and under Oakbrook's control. "Financial services organisations are under pressure to move faster while maintaining strict governance and control over their data," said Alex Cresswell, Regional Vice President, Northern Europe, Middle East and Africa (NEMEA) at Fivetran. "An open data infrastructure allows them to do both, by ensuring data is accessible, governed, and usable across systems without adding operational complexity." Fivetran now ingests around 5 million rows of data for Oakbrook each month, creating a consistent, governed data layer across the business. This supports improved customer insight, application development, and marketing effectiveness, including the launch of new products such as OakbrookOne, a debt consolidation loan product that has so far enabled more than £50 million in consolidation lending, with customers saving an average of £110 a month and over 40 percent receiving same-day settlement of their existing debts.