Elina helps B2B technology companies work out what to say, who to say it to, and why it lands, when they take a product built at home into a market that has never heard of them. She spent twelve years in B2B technology across Australian, Asia-Pacific and EMEA markets, including health technology at Hologic, SaaS at Intuit, and cybersecurity at Huntsman Security, selling into intelligence, defence and criminal justice buyers. She has marketed portfolios worth nine figures and has also been the entire marketing department, building the marketing capability from zero more than once.