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BetterUp Names Cindy Goodrich as Chief Marketing Officer

January 25, 2021 - 3 min read

Former HubSpot Marketing VP to Accelerate Growth of BetterUp’s Global Brand

SAN FRANCISCO -- January 25, 2021 -- BetterUp, the leader in mobile-based professional coaching, today announced Cindy Goodrich has joined the company as Chief Marketing Officer. In her new role, Goodrich will spearhead global marketing initiatives for the fast growing company, including the launch of a new brand identity and campaign as BetterUp expands its product offerings in 2021. 

“With over two decades of experience, Cindy has built some of the most recognizable global businesses and consumer brands,” said Alexi Robichaux, CEO & Co-founder of BetterUp. “Today, BetterUp is used by the world’s leading companies to help their people grow and thrive through unprecedented change and uncertainty. And our story is just beginning. Cindy’s experience and vision will help propel BetterUp through our next chapter of growth, bringing our brand story to life and the value of investing in human flourishing.”    

“BetterUp has led the way in uncovering the importance of investing in human potential, peak performance, and preventative mental health. And now more than ever, we're seeing just how intertwined professional and personal growth are," said Cindy Goodrich, BetterUp CMO. "I'm thrilled to share the incredible impact BetterUp is having on companies and individuals alike, as we work to unlock the potential, purpose, and passion in every person."

Most recently, Goodrich was VP of Marketing at HubSpot, where she oversaw “Brand and Buzz” including brand, social media, public and influencer relations, digital, events and creative. Prior to HubSpot, she served as VP of Marketing for Oblong industries and Head of Business Brand Communications at Google. She started her marketing career with Starwood Hotels & Resorts (now Marriott) and Barilla, Inc. Goodrich has a BSE in Biomedical and Mechanical Engineering from Duke University and a MBA from the Kellogg School of Management at Northwestern University.

BetterUp has seen a surge in demand and usage the past year as more companies seek mental wellness and coaching solutions to equip their employees to thrive and perform through change and uncertainty. In the past year alone, BetterUp doubled its customer base, adding notable names such as NASA, AB InBev, Chevron and NetApp. BetterUp is now used by tens of thousands of people across the globe, including many Fortune 500 companies.

View BetterUp’s full leadership team here.

About BetterUp

Founded in 2013, BetterUp is the global leader in mobile-based professional coaching. BetterUp combines world-class coaching with AI technology and behavioral science to deliver personalized behavior change at scale, improving the wellbeing, adaptability and effectiveness of the workforce. With a network of over 2,000 coaches, BetterUp offers coaching in 49 languages across 66 countries, along with interactive professional development content, analytics and real-time insights to track employee progress. Used by leading Fortune 1,000 companies, BetterUp drives transformational and lasting behavior change, resulting in improved business outcomes across organizations and inspires professionals everywhere to pursue their lives with greater clarity, purpose, and passion. To learn more, visit

Published January 25, 2021

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