Five9 has appointed Jay Lee as Chief Marketing and Growth Officer, effective April 6, 2026. The new role brings together global marketing, revenue strategy, and operations to strengthen the company’s go-to-market (GTM) strategy and support its expansion in AI-powered customer experience (CX) solutions.

Cloud contact center provider Five9 announced the appointment of Jay Lee as Chief Marketing and Growth Officer, a leadership role designed to align marketing with revenue operations and accelerate growth across global markets.

The position combines marketing leadership with revenue strategy, data, and operations to create a more integrated go-to-market framework aimed at delivering a seamless experience for customers and partners.

According to Amit Mathradas, the appointment comes at a pivotal time as organizations increasingly adopt AI-driven technologies to transform customer engagement.

Mathradas said Lee’s experience connecting marketing strategy with data analytics and sales execution will help strengthen the company’s ability to deliver intelligent and personalized customer experiences.

Strengthening the Go-to-Market Engine

The newly created role reflects Five9’s strategy to unify marketing and growth functions under a single leadership structure.

By integrating marketing programs with revenue operations and analytics, the company aims to build a more insights-driven GTM model that can better support enterprise customers adopting AI-powered customer experience platforms.

Five9 provides cloud-based contact center and CX technology designed to help organizations manage customer interactions across voice, digital channels, and AI-powered automation.

As businesses increasingly prioritize personalized and intelligent customer engagement, aligning marketing strategy with operational data has become essential for driving growth and improving customer journeys.

Leadership Experience Across Enterprise Technology

Before joining Five9, Lee served as Chief Marketing Officer at Icertis, where he led global marketing and sales development efforts focused on brand growth, demand generation, and go-to-market planning.

Prior to that role, he was Chief Marketing Officer at Avalara, overseeing global demand generation and communications initiatives that supported the company’s expansion across multiple markets and customer segments.

Earlier in his career, Lee held leadership roles across financial services and enterprise technology organizations, including GE Capital, American Express, and PayPal.

His experience across consulting, finance, and marketing has shaped a data-driven approach to go-to-market strategy and revenue operations.

Driving AI-Powered Customer Experience

Five9 has positioned itself as a leader in AI-driven contact center solutions, offering technologies that combine automation with human expertise to improve customer engagement.

Lee said the convergence of customer experience, data, and digital commerce is transforming how organizations interact with their customers.

In his new role, he will focus on strengthening Five9’s brand presence, deepening relationships with enterprise customers, and expanding the company’s marketing capabilities through data-driven strategies.

Industry Context

Customer experience platforms have become a critical component of digital transformation strategies as organizations seek to deliver more personalized and efficient customer interactions.

Industry research from Gartner suggests that companies increasingly view customer experience as a primary competitive differentiator, driving investments in AI-enabled CX technologies and unified engagement platforms.

By aligning marketing, operations, and analytics under a single growth leadership role, Five9 aims to accelerate innovation and strengthen its position in the rapidly evolving CX technology market.

Top Insights

• Five9 appointed Jay Lee as Chief Marketing and Growth Officer effective April 6, 2026.

• The new role unifies global marketing, revenue strategy, and operations to strengthen Five9’s go-to-market engine.

• Lee previously served as CMO at Icertis and Avalara.

• His career also includes leadership roles at GE Capital, American Express, and PayPal.

• The appointment supports Five9’s strategy to expand AI-powered customer experience solutions.

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