Gartner Expert

Alan Antin

Sr Director Analyst

Alan Antin is a Senior Research Director on the Technology and Service Provider's (T&SP's) Product Marketer team. Mr. Antin provides go-to-market advice on positioning and messaging as well as demand generation.

He has more than 20 years of high-technology product management and marketing experience. He held technology product marketing and management leadership positions at Polar and Coty, and led the marketing function for a number of technology startups. For T&SP clients, he conducts ongoing research on technology product marketing best practices including differentiation, positioning, and messaging.

Previous experience

Prior to joining Gartner, Mr. Antin served in various marketing roles for leading brand franchises at Unilever, Reckitt & Benckiser, and Polar Electro. As VP Marketing for Polar, he managed wearable product marketing programs in retail channels throughout the Americas region. He also managed demand generation and customer success solutions for B2B customers in healthcare, education, fitness, and team sports markets.

For Nuvita, a digital wellness technology provider, he oversaw end-user marketing initiatives as well as B2B solution development for clients in corporate healthcare, corporate wellness, team sports, and fitness facilities. Nuvita's delivery system integrated a proprietary wearable as well as BYOD options from leading brands like Garmin and Apple, member apps in iOS and Android, as well as a SaaS interface for health coaches, allied health professionals, and health provider client organizations.

Professional background

Nuvita

VP Marketing

DataKey Consulting

Senior Consultant

Polar Electro

VP Marketing

Areas of coverage

Customer Acquisition for Tech CEOs

Corporate Development for Tech CEOs

Planning and Segmentation

Product Messaging and Differentiation

Technology Marketing Effectiveness

Education

M.S.I.A., Marketing, Carnegie Mellon University

B.A., History, Brandeis University

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Top Issues That I Help Clients Address

1Tech go-to-market strategies (positioning, messaging, channels) for emerging providers.

2Improving content (through document reviews) and messaging.

3Creating differentiated, customer-centric stories.

4Developing and optimizing demand generation strategies.

5Growing business in new markets.