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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
NVIDIA Corp.
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
Education
B.S., Marketing, California State Polytechnic University, Pomona
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