Cate Vanasse has a passion for transforming the B2B customer experience to create healthy, lifelong customers and advocates. Cate started her career in the manufacturing and computer hardware space in PR, communications and demand generation roles. She shifted her focus to customer marketing in 2010 and led successful B2B customer marketing teams at Expedia Group. Currently, Cate is the Director of Customer Marketing at Cisco, leading the voice of the customer, advocacy, and lifecycle marketing strategies. Cate is a sucker for relay running races and animals. She can often be found outside, spending time with her 3 kids, dogs, and backyard chickens.