Anna Borbotko

Hello, I'm

Anna Borbotko

Go-to-Market & Marketing Leadership

I build GTM teams into repeatable growth engines. Give me a team or a blank org chart, either works. Enterprise, scale-up, or founder-led, I'm at my best in zero-to-one environments.

See my experience → Get in touch
Based in The Randstad, Netherlands
Available for New opportunities, hybrid or remote
Anna Borbotko
AB
10 yrs
Building GTM in B2B tech
500+
Sellers & partners enabled globally
5×
Led a function from zero
Top 100
Product Marketing Influencers (2024)

Experience

My superpower is turning complexity into something customers understand, trust, and buy.

AI-fluent Revenue accountable Hands-on
Employment
2020-Present
TomTom

TomTom

Six years. Three roles. From Product Marketing to creating an AI-native marketing org.
  • 2020 — Product Marketing: Led positioning for complex API products, built customer feedback loops, grew the PMM function, and helped increase qualified enterprise pipeline by 40%.
  • 2023 — Head of GTM Enablement: Built TomTom's first B2B enablement function, supporting 150+ sellers and partners with the messaging, tools, and analytics used in live deals.
  • 2026 — AI Marketing Program Lead: Leading AI transformation across a 70-person marketing organization, building the operating model for agentic marketing.
2018-2019
EDIA

EDIA

Built and launched AI products before the generative AI boom.
  • Helped build and launch two AI products: a B2C platform for teachers and a B2B API for educational publishers.
  • Built the company's early growth engine through content, partnerships, onboarding, and community, growing it to 2,000+ members.
  • Supported founders on pricing, investor materials, sales collateral, and partnership strategy.
2015-2018
VEON

VEON

Delivered organizational change at scale across a multinational telecom.
  • Led communications and change management for a multimillion-dollar transformation program across 12 markets in Europe, Africa, and the CIS.
  • Digitized legacy processes by rolling out new software and hardware, reducing annual operating costs by 70%.
  • Supported C-level stakeholders with VEON's global rebrand, increasing employee engagement by 20%.
Founder
2026-Present
Serenitea

Serenitea

Bringing roasted buckwheat tea to the Netherlands, alongside a full-time job.
  • Growing both DTC and wholesale sales.
  • Leading everything from sourcing and branding to e-commerce, marketing, and operations.
  • Building awareness for a category that's still largely unknown in Europe.
2019-2020
Dinology

Dinology

Go-to-market consultancy services for business owners in the retail & restaurant industry.
  • Oleg Pelmeni Bar: developed the brand from scratch, helping the restaurant recover its first month's operating costs within three days of opening.
  • Oh My Raw Balls: repositioned the brand around a clearer value proposition, increasing profitability by 20%.

What people say

Their experience speaks louder than anything I could say.

Hiring Anna was one of the best business decisions I ever made. I was impressed with how quickly she got up to speed and started adding value.
Louis Debate-MonroyVP of Product Marketing, Adyen
I would highly recommend Anna for management roles on a global scale. She is not only a good listener but also a challenger, establishing outstanding rapport with stakeholders while taking their concerns into account.
Richard LeitaoCPO, Rafed
What stands out most is Anna's leadership style. She balances trust and autonomy with just the right level of guidance. She knows when to step in with smart questions, and when to step back to let others lead.
Alessandra VittorioEnablement Manager, TomTom
I hate talking about AI, unless it's with Anna. Her thinking is refreshingly original, and she brings 100% intensity to everything she does.
Grace BalwinCo-founder, Brandstack
Anna thrives outside her comfort zone. She combines curiosity, collaboration, and relentless drive to deliver results, while creating an environment built on trust and openness. A true pleasure to work with.
David RevillReal Estate & Facilities Executive
Anna combines curiosity with execution. She quickly learned our business, built trust across the team, and consistently delivered while keeping collaboration at the center. I'd happily work with her again.
Giwan PersuadSenior Developer & Entrepreneur

Speaker & podcast guest

Whether on stage or behind the mic, I enjoy conversations that challenge how we think about marketing, buyers, go-to-market, and growth.

Anna Borbotko speaking on stage
AB
3
Podcast appearances
25+
Speaking engagements
∞
Workshops & trainings

Featured Keynote

Featured Podcast

Get in touch

Do you think we are a match?

Open to leadership roles in Marketing, Product Marketing, GTM & AI Transformation, plus speaking engagements and podcast guest spots.