Giancarlo Anania
Global Strategic Alliances & Ecosystem Leader | Former Salesforce, Razorfish, Deloitte | Elected MACH Alliance ’Co-Chair’ Admissions
Strategic Alliances & GTM Leader with a cross industry focus leading partnerships with a wide range of modern best-of-breed technology vendors.
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BACKGROUND: - Strategic Alliances & GTM Strategy - Digital Commerce Strategy & Transformation - Partner Program Development - New Market Development & Brand Building - New Product & Service Innovation • 20+ years of enterprise alliances, business development and consulting experience • Deep business knowledge of both technology vendor and GSI/agency ecosystems • Led GTM market, partner playbooks, sales plays, deal strategy and client engagements resulting in large wins with global brands • Won multiple Partner of the Year and client projects and delivery excellence awards throughout my tenures • Have served—and currently serve—on several Partner Advisory Boards (PABs). • Composable evangelist, currently serving pro-bono roles in the MACH Alliance. ———————— I know digital commerce: • Conceptualized and Launched a pure-play subscription based Skincare Brand - com • Built the business from ground up, led product R&D, established the GTM, business plan, social & brand ambassador program and marketing strategy • Launched in Austin, TX • 2k+ net-new subscribers in first fews qtrs-all organic growth • Current role as advisor ————————— Consulted and Advised the following executive boards and their PE firms on GTM & Alliance program expansion for the NA market: • blucarat / dotbox, Social Commerce platform based in NYC (acq. by MDC Partners) • SEOShop, eCommerce platform based in Amsterdam, Netherlands (acq. by Lightspeed POS) + Sortal, SMB social commerce platform based in Tel Aviv, Israel + com, eCommerce platform based in Jacksonville, Florida
GTM Index
- OTAVEAJOB
- Founder (Exited), Advisor11Y 9M
Founder (Exited), Advisor
Otavea
Founder (Exited) and current Advisor to Otavea, a pure-play DTC eCommerce skincare brand with a monthly subscription-based model. Built the business end-to-end—from concept and product development through branding and GTM—and launched the digital commerce storefront on Shopify. Scaled to several thousand subscribers within the first few quarters through a subscription/box-style recurring model fully leveraging Instagram as the primary digital marketing hub to drive site traffic and conversions. Sought out and signed influencers that helped scale the business model and syndicate the content. Product was eventually in the hands or artists, models, and actors as one time influencers. Led R&D,…
- MACH ALLIANCEJOB
- Admissions Co-Chair (Elect…2Y 9M
Admissions Co-Chair (Elected) & AI Exchange Cohort Lead — Pro Bono
MACH Alliance
I serve in pro bono leadership roles in the MACH Alliance focused on advancing MACH and composable adoption in the marketplace: - Admissions Co-Chair (elected): we evaluate and onboard new members—via a rigorous MACH Tech Check process—ensuring they’re aligned to MACH technical standards and principles. - AI Exchange Cohort: we translate vendor-neutral AI workstreams (agentic commerce, migration, B2B/B2C patterns) into field-ready playbooks and co-sell motions to accelerate AI/agentic adoption across the composable ecosystem.
- PUBLICIS SAPIENTJOB
- Senior Dir, Global Allianc…5Y
Senior Director, Global Alliances & Partner Ecosystem GTM Lead
Publicis Sapient
I lead the strategic partner portfolio for Publicis Sapient supporting our 20k+ person organization across all our 9 industries. I led the composable era of our partner and ecosystem strategy in 2022 to now driving our AI-first partner, joint accelerators and joint GTM strategy with best-of-breed ISV's including Shopify, commercetools, Adobe, Braze, Contentful, Contentstack, Optimizely, Tealium, Algolia, Bloomreach, Braze, and Klaviyo, plus others, and adjacent hyperscaler ecosystem collaboration with our Google Cloud (GCP) and Amazon (AWS) practices. I steer partner and ecosystem strategy both externally (where we invest and who we partner with in the market) and internally (guiding our i…
- Sr. Dir, Global Strategic…3Y 11M
Sr. Director, Global Strategic Alliances - eCommerce and Content Practice
Publicis Sapient
At Razorfish (later Publicis Sapient during my tenure), I served as the alliances and market development lead for key technology partners—enabling digital transformation and commerce innovation across Razorfish/Publicis Groupe clients. Key alliance relationships with; SAP Hybris, Salesforce (Demandware), Adobe (Magento), AWS, IBM (WebSphere), and Oracle (ATG) and other ISV's and coordinated cross-Publicis agency collaboration. Partnered with industry and client teams across strategy, experience, and implementation—supporting pursuits and delivery execution. Our global commerce practice earned multiple Partner-of-the-Year recognitions and delivered award-winning digital commerce transform…
- DELOITTE DIGITALJOB
- Strategic Alliances & GTM…4Y 9M
Strategic Alliances & GTM Leader — Salesforce Practice (Commerce + Consumer)
Deloitte Digital
Orchestrated GTM and alliance-led growth for Deloitte Digital’s Salesforce practice—serving as the partner alliance/market development lead for both cross industry and cross cloud for the Consumer industries (Retail, CP, Auto, Transportation, Travel & Hospitality) and Commerce Cloud (Salesforce B2B + B2C). Supported sales and marketing enablement , co-sell deal strategy, industry GTM plays, executive top-top alignment and enablement for sales and delivery teams across clouds and regions.
- SMITHJOB
- Dir, Alliances11M
Director, Alliances
SMITH
Joined the newly formed agency post Ascentium and CactusCommerce merger to form Smith and helped to fuel it's growth by leading Partner Alliance relationships with Sitecore and Microsoft.
- SALESFORCEJOB
- Strategic Alliances Leader…1Y 11M
Strategic Alliances Leader - Emerging Brands
Salesforce
Was part of Demandware’s mid-market alliance partner program during its high-growth period pre-IPO. Notable partners in the program included Lyons Consulting Group (acquired by Capgemini), Gorilla Group (acq. by Wunderman/WPP), VML (acquired. by Wunderman Thompson under WPP) Acquity Group (acq.by Accenture) and Live Area Labs (acq. by Merkle).
- APTEANJOB
- Partnerships & Alliances l…2Y 11M
Partnerships & Alliances leader
Aptean
Launched and led the demand-gen and partner programs for CDC eCommerce (formerly Truition a Commerce platform that was integrated into the CDC Software suite, which was later acquired by Aptean. Channel partnerships with eBay and Paypal. Led partners and channel GTM and sales pitch strategy. Notable clients; Dell (DFS), VitaCost, AOL, and US Cellular, Rogers Communications and XM Radio. Obtained key partnerships with Points.com, Endeca, Fluid and DydaComp.
- VOLUSIONJOB
- Alliances - Tech and Agenc…5M
Alliances - Tech and Agency Partner Program
Volusion
Hired as a Consultant to conceptualize, establish and launch the Volusion Partner Network, consisting of a Strategic (tech partners), Solution Partners (system integrators), Agency Partners (creative studios) and Affiliate Program Partners, reporting to the co-CEO's.
- HOOVER'S, A D&B COMPANYJOB
- Customer Acquisitions - Mgr1Y 1M
Customer Acquisitions - Manager
Hoover's, a D&B company
Led a multichannel team of 17 customer acquisition reps, reporting to the CFO and CRO for the Hoovers line of business. Supported tech partnerships like Microsoft and data alliances with Equifax.
- Job: SMITH — Director, Alliances · 2013 – 2013 · 0 mo — Joined the newly formed agency post Ascentium and CactusCommerce merger to form Smith and helped to fuel it's growth by leading Partner Alliance relationships with Sitecore and Microsoft.
- Job: Hoover's, a D&B company — Customer Acquisitions - Manager · 2009-05 – 2010-06 · 1y 1mo — Led a multichannel team of 17 customer acquisition reps, reporting to the CFO and CRO for the Hoovers line of business. Supported tech partnerships like Microsoft and data alliances with Equifax.
- Job: Otavea — Founder (Exited), Advisor · 2015-01 – present · 11y 7mo — Founder (Exited) and current Advisor to Otavea, a pure-play DTC eCommerce skincare brand with a monthly subscription-based model. Built the business end-to-end—from concept and product development through branding and GTM—and launched the digital commerce storefront on Shopify. Scaled to several thousand subscribers within the first few quarters through a subscription/box-style recurring model fully leveraging Instagram as the primary digital marketing hub to drive site traffic and conversions. Sought out and signed influencers that helped scale the business model and syndicate the content. Product was eventually in the hands or artists, models, and actors as one time influencers. Led R&D,…
- Job: Salesforce — Strategic Alliances Leader - Emerging Brands · 2012 – 2013 · 1y — Was part of Demandware’s mid-market alliance partner program during its high-growth period pre-IPO. Notable partners in the program included Lyons Consulting Group (acquired by Capgemini), Gorilla Group (acq. by Wunderman/WPP), VML (acquired. by Wunderman Thompson under WPP) Acquity Group (acq.by Accenture) and Live Area Labs (acq. by Merkle).
- Job: MACH Alliance — Admissions Co-Chair (Elected) & AI Exchange Cohort Lead — Pro Bono · 2024-01 – present · 2y 7mo — I serve in pro bono leadership roles in the MACH Alliance focused on advancing MACH and composable adoption in the marketplace: - Admissions Co-Chair (elected): we evaluate and onboard new members—via a rigorous MACH Tech Check process—ensuring they’re aligned to MACH technical standards and principles. - AI Exchange Cohort: we translate vendor-neutral AI workstreams (agentic commerce, migration, B2B/B2C patterns) into field-ready playbooks and co-sell motions to accelerate AI/agentic adoption across the composable ecosystem.
- Job: Deloitte Digital — Strategic Alliances & GTM Leader — Salesforce Practice (Commerce + Consumer) · 2017-01 – 2021-10 · 4y 9mo — Orchestrated GTM and alliance-led growth for Deloitte Digital’s Salesforce practice—serving as the partner alliance/market development lead for both cross industry and cross cloud for the Consumer industries (Retail, CP, Auto, Transportation, Travel & Hospitality) and Commerce Cloud (Salesforce B2B + B2C). Supported sales and marketing enablement , co-sell deal strategy, industry GTM plays, executive top-top alignment and enablement for sales and delivery teams across clouds and regions.
- Job: Publicis Sapient — Sr. Director, Global Strategic Alliances - eCommerce and Content Practice · 2013-02 – 2017-01 · 3y 11mo — At Razorfish (later Publicis Sapient during my tenure), I served as the alliances and market development lead for key technology partners—enabling digital transformation and commerce innovation across Razorfish/Publicis Groupe clients. Key alliance relationships with; SAP Hybris, Salesforce (Demandware), Adobe (Magento), AWS, IBM (WebSphere), and Oracle (ATG) and other ISV's and coordinated cross-Publicis agency collaboration. Partnered with industry and client teams across strategy, experience, and implementation—supporting pursuits and delivery execution. Our global commerce practice earned multiple Partner-of-the-Year recognitions and delivered award-winning digital commerce transform…
- Job: Volusion — Alliances - Tech and Agency Partner Program · 2010-06 – 2010-11 · 5 mo — Hired as a Consultant to conceptualize, establish and launch the Volusion Partner Network, consisting of a Strategic (tech partners), Solution Partners (system integrators), Agency Partners (creative studios) and Affiliate Program Partners, reporting to the co-CEO's.
- Job: Aptean — Partnerships & Alliances leader · 2010 – 2012 · 2y — Launched and led the demand-gen and partner programs for CDC eCommerce (formerly Truition a Commerce platform that was integrated into the CDC Software suite, which was later acquired by Aptean. Channel partnerships with eBay and Paypal. Led partners and channel GTM and sales pitch strategy. Notable clients; Dell (DFS), VitaCost, AOL, and US Cellular, Rogers Communications and XM Radio. Obtained key partnerships with Points.com, Endeca, Fluid and DydaComp.
- Job: Publicis Sapient — Senior Director, Global Alliances & Partner Ecosystem GTM Lead · 2021-10 – present · 4y 10mo — I lead the strategic partner portfolio for Publicis Sapient supporting our 20k+ person organization across all our 9 industries. I led the composable era of our partner and ecosystem strategy in 2022 to now driving our AI-first partner, joint accelerators and joint GTM strategy with best-of-breed ISV's including Shopify, commercetools, Adobe, Braze, Contentful, Contentstack, Optimizely, Tealium, Algolia, Bloomreach, Braze, and Klaviyo, plus others, and adjacent hyperscaler ecosystem collaboration with our Google Cloud (GCP) and Amazon (AWS) practices. I steer partner and ecosystem strategy both externally (where we invest and who we partner with in the market) and internally (guiding our i…
- School: HRDC — Telecommunication Business Studies
- School: St. Francis Xavier — Business and Marketing
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