Zena possesses a “Passion for Products.” As the Principal of Brand Associates LLC, a consultancy that focuses on the intersection of products and strategy, Zena works with companies of all sizes – from start-ups to the Fortune 500 – to drive business growth through better market understanding, product strategy, agile development practices and productive partnerships. Her goal is to deliver products that people love. Zena has successfully driven revenue growth for Software as a Solution (SaaS) across many diverse functional categories.
Previously, Zena was VP of Product Management for Frontline Technologies, a K-12 education technology provider. At Frontline Technologies, she led product management during a period of rapid growth and portfolio transition as the organization moved from a set of independently acquired products to a secure, integrated solution platform, as well as delivered several strategic applications that significantly improved sales results and overall value proposition.
Prior to her role with Frontline Technologies, Zena was COO of HR2Results, a provider of innovative Human Capital Management (HCM) solutions. She and the team expanded delivery capabilities and product functionality of a unified HRMS application, driving a successful shift from custom development shop to white-label, mobile platform SaaS provider.
Zena spent more than 20 years with Automatic Data Processing, LLC (ADP) in various product leadership positions, most recently as SVP, Product Strategy for the Employer Services Group. She led development of two partnerships with SAP AG and the highly successful product launch of GlobalView®, ADP’s multinational HR/Payroll solution.
Zena has an M.B.A. in Information Technology and a BA in Economics. She can be found trying to keep up with the gardening, spending time with horses, or hiking with the two chatty German Shepherds you often hear on calls.