About

Laura Holton is a senior B2B marketing leader specialising in field marketing, demand generation, and commercial growth across international markets. As Head of Field Marketing at The Adaptavist Group, she leads a high-performing team responsible for driving pipeline, accelerating market expansion, strengthening strategic partnerships, and aligning marketing investment directly with revenue outcomes.

With deep expertise in enterprise SaaS and the Atlassian ecosystem, Laura has built and scaled marketing functions that prioritise measurable impact over activity. She is recognised for transforming traditional field marketing into commercially accountable programmes, where every initiative is anchored to a clear business objective, defined ROI, and close alignment with sales. Her work has contributed to substantial growth in marketing-influenced pipeline, with some regions recording increases exceeding 190% in recent periods.

Laura’s leadership approach blends strategic clarity with empathy and resilience. She is committed to developing high-performing teams, enabling cross-functional collaboration, and positioning marketing as a core driver of business performance. Alongside her commercial achievements, she actively mentors emerging talent and advocates for greater representation within the women-in-tech community.

In 2025, Laura was recognised among the Future B2B CMO 100 and was named Sales and Marketing Leader of the Year (Technology, UK) at the Forttuna Global Excellence Awards. She continues to contribute to industry discourse through thought leadership, community engagement, and speaking engagements.

In addition to her corporate leadership, Laura lectures in marketing and branding, equipping the next generation of marketers with practical, real-world insights.