commercetools has appointed Katy Hiller as chief marketing officer, the company announced on 6 October, strengthening its executive leadership as it pushes into its next phase of global growth.
Hiller brings more than 20 years of B2B technology marketing experience. She joins from Unily, where as CMO she led the global marketing function and positioned the company around AI-powered employee experience. Before that, she spent seven years at software supply chain company Sonatype, rising through marketing leadership to become CMO and helping drive triple-digit revenue growth.
At commercetools, she will lead global marketing strategy with responsibility for brand, communications, product and field marketing, and demand generation.
The appointment is framed around the shift in how people buy. According to the company, AI is reshaping how consumers discover products and how enterprises operate their commerce businesses, and commercetools is expanding its AI-powered commerce portfolio across autonomous and agentic commerce to help enterprises adapt to increasingly agentic and autonomous buying journeys.
For B2B marketers, the brief captures the communications challenge of the moment: explaining not just the technology, but how AI changes customer journeys, buying processes and the role of existing commerce infrastructure. Hiller’s background across B2B software marketing places her where those strands intersect.
The move also reflects how commerce technology firms are marketing themselves. As agentic buying moves from concept to roadmap, vendors are racing to own the narrative — and to give enterprise buyers a clear story about why their infrastructure is ready for it. Hiller’s remit spans demand generation and field marketing alongside brand and communications, connecting the parts of the marketing organisation as that strategy takes shape.
