Gartner Expert

Carrie Cowan

Sr Director, Advisory

Carrie Cowan is a Senior Director, Analyst within the Technology and Service Provider research organization at Gartner. Ms. Cowan provides research and advisory services to help clients improve their marketing, launch and life cycle effectiveness with a focus on best practices in product marketing and brand development. Her key areas of focus include positioning and messaging, segmentation, product marketing, sales enablement and partner, developer and channel programs in both B2C and B2B organizations. She also supports strategic decision-making and Go-to-Market execution planning for product teams navigating new markets and business models by maintaining a key focus on how marketing and product strategy can intersect.

Previous experience

Ms. Cowan has a strong track record in leading hardware and software products into B2C and B2B markets. She has successfully orchestrated hundreds of new product launches in both emerging categories and mature markets. Her 20+ years of experience includes global marketing and product leadership roles at well-known personal tech brands including Toshiba (PC & Mobility devices), Magellan (Automotive Tech), Nvidia (Graphics Tech) and Microsoft. She has also led branding, demand generation, partner and portfolio marketing initiatives for the mobile gaming and app business units of Electronic Arts and Sega Entertainment and has been involved with early stage start-ups in funding and execution phases. She is based in Southern California.

Professional background

Toshiba America

Group Manager, Product Marketing, PC & Mobility Devices

Electronic Arts

Senior Global Brand Manager, EA Mobile


Senior Manager, Alliance Marketing & Marketing Communications

Areas of coverage

Improve Technology Go-to-Market Effectiveness (retired)

Product Introduction

Product Life Cycle Management

Marketing Impact

Marketing Agility


B.S., Marketing, California State Polytechnic University, Pomona

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Top Issues That I Help Clients Address

1Marketing strategy and tactical execution for personal tech products and services

2The intersection of marketing strategy with business strategy

3Partner marketing programs, opportunities and challenges

4Build and grow differentiation

5Product launch planning and execution