Seasoned SaaS marketer, Sara Arthrell, has joined Alto Software Group as Chief Marketing Officer (CMO) to oversee brand, demand generation, product marketing and customer engagement.

With over 15 years’ experience in B2B SaaS marketing globally, Sara will also play a central role in driving Alto’s go-to-market strategy and ambitious growth plans.

Previous posts include senior roles at Sage and retail SaaS scale-up Brightpearl, where she played a key role in the company’s rapid growth and eventual $360m acquisition. Most recently, Sara served as Senior Director of Product Marketing at Tapcheck, where she led GTM and product strategies across the company’s SMB portfolio.

Clear and confident marketing

“Alto has all the right ingredients – bold leadership, a brilliant platform, and lots of room for growth in the markets we serve,” said Sara. “What has been missing is a clear, confident marketing strategy that cuts through. One that helps agents understand the value Alto delivers – whether you’re a solo agent or running multiple branches.

“We’ve got the tools to help agents modernise, grow, and win. Now we need to be better at communicating that – and we will be.”

Alto CEO, Riccardo Iannucci-Dawson, added: “Sara is a world-class marketing leader. She’s strategic, data-driven, and proven. Sara has scaled brands fast and knows how to turn complex platforms into clear, compelling narratives that drive real results. This is a top-tier addition to the team and a major milestone in Alto’s next chapter.”