News
White Paper
How Enterprise Legal Teams Are Rethinking How Matters Get Managed
The Gist
- Leadership appointment. Jay Lee named chief marketing and growth officer at Five9.
- Role unification. New position combines global marketing, revenue strategy and operations.
- CX innovation focus. Enterprise customers may see more cohesive AI-driven customer experience offerings.
Five9 wants tighter alignment between marketing and revenue operations will sharpen its AI-powered customer experience push.
The company appointed Jay Lee as chief marketing and growth officer on April 6. The newly created role unifies global marketing with revenue strategy and operations.
Lee joined from Icertis, where he served as chief marketing officer. He previously held the same title at Avalara and earlier occupied senior roles at GE Capital, American Express and PayPal. He holds an MBA from Columbia University and a B.S. in electrical engineering from Cornell University.
The appointment reflects continued investment in integrating marketing, operations, data and analytics to deliver more personalized customer experience. CEO Amit Mathradas said the hire aligns with Five9's push into AI-powered customer experience.
Table of Contents
- Convergence of CX, Data and Commerce
- Prior CMO Roles at Icertis, Avalara
- Five9 CMO Role Strategy Breakdown
- New CEO, and now New CMO for Five9
- AI-Powered Cloud Contact Centers Drive CX & Revenue Alignment
- Five9 Background
Convergence of CX, Data and Commerce
Customer experience, data, and commerce are converging faster than ever, and Five9 is uniquely positioned to lead that transformation. I look forward to working with the team to strengthen our brand further, deepen customer relationships, and drive measurable business impact through innovative, data-driven marketing and GTM strategies.
- Jay Lee, chief marketing and growth officer
Five9
Prior CMO Roles at Icertis, Avalara
Lee previously served as CMO of Icertis. He led a global marketing and sales development organization driving brand, demand generation and GTM planning and execution.
Prior to Icertis, he served as chief marketing officer at Avalara, where he led global demand generation and communications strategies to support commercial growth across markets and customer segments.
Earlier in his career, Lee held senior leadership roles across B2B and B2C organizations, including GE Capital, American Express, and PayPal. His background across consulting, finance, marketing and enterprise technology has, according to company officials, shaped a disciplined, data-first approach to go-to-market strategy, with expertise in revenue operations and execution.
Five9 officials said Lee is known for his collaborative leadership style, emphasizing idea generation, thoughtful problem-solving and mentorship to help teams build durable, real-world skills across strategy, storytelling and execution. He holds an MBA from Columbia University and a Bachelor of Science in Electrical Engineering from Cornell University.
“Jay’s appointment comes at a defining moment for Five9 as we continue to accelerate our leadership in AI-powered customer experience,” said Amit Mathradas, CEO, Five9. “His ability to connect sales and customer-facing teams with underlying data and analytics to influence how we market is exactly what companies need in this next era of CX. Jay brings a rare combination of strategic marketing vision, creativity, and operational rigor, with a deep understanding of how to translate customer insight into meaningful business outcomes. As we advance our CX vision, where human expertise and AI work seamlessly together, Jay will be instrumental in helping our customers unlock greater value from their customer experience investments.”
Five9 CMO Role Strategy Breakdown
The new position aims to align Five9's go-to-market functions under one leader.
| Capability | Description |
|---|---|
| Unified GTM leadership | Combines marketing, revenue strategy and operations under one executive |
| Data-driven marketing | Integrates analytics and customer data to inform campaigns and positioning |
| Revenue operations | Aligns sales and marketing teams around shared performance metrics |
| Partner alignment | Streamlines experience across the full customer and partner journey |
New CEO, and now New CMO for Five9
Five9 has undergone significant leadership and strategic changes heading into 2026. In December 2025, the company named Amit Mathradas as its next CEO, effective February 2, 2026. Mathradas previously served as CEO of Nintex and as president and COO at Avalara, where he helped grow the business by more than 250% before its $8.4 billion acquisition by Vista Equity Partners in 2022.
That makes Lee's hire as a reunion with Mathradas; they were colleagues at Avalara for multiple years.
In January 2026, Five9 and Google announced an expanded partnership combining Five9's AI-Infused Intelligent CX Platform with Google Cloud's Gemini Enterprise, targeting large enterprises in retail, financial services and healthcare.
On the product side, Five9 has aggressively expanded its AI capabilities. In June 2025, the company unveiled Agentic CX, introducing autonomous AI agents with built-in governance guardrails. That November, Five9 introduced new Genius AI updates at its CX Summit. Gartner also recognized Five9 as a Leader in its Magic Quadrant for Contact Center as a Service for the eighth consecutive year.
Financially, Five9 reported record Q3 2025 revenue of $285.8 million, up 8% year-over-year, with enterprise AI revenue surging 41%. Full-year 2025 revenue reached a record $1.149 billion, up 10%.
AI-Powered Cloud Contact Centers Drive CX & Revenue Alignment
What's going on lately in this space? AI-powered cloud contact centers are reshaping enterprise customer experience, but integration gaps between technology and operations remain the primary barrier to ROI.
Webinar
Apr
7
How CX Teams Are Adding AI Without Starting Over
Learn how leading CX teams are layering AI onto platforms like Zendesk to modernize — without the migration risk.
Register
Webinar
Apr
8
What Your CFO Really Thinks About Your Marketing Numbers: The 3 Metrics That Change Everything
Live chat: Alchemer’s CFO & CMO + workbook to build a finance-ready marketing ROI case before your next budget cycle.
Register
Webinar
Apr
9
Breaking the Martech Value Plateau
You’re already paying for your martech — now learn how to unlock its hidden value.
Register
Webinar
Apr
14
The State of Enterprise Site Search: Moving Beyond "Good Enough"
Join CMSWire and SearchStax for a conversation about how enterprise IT and marketing leaders are moving beyond basic site search.
Register
Webinar
Apr
16
AI Adoption Roadmap: The Tech Traps Nobody is Talking About
Lagging on AI progress? Join this webinar to accelerate safely — without disrupting your current platforms.
Register
Webinar
Apr
21
From Broken to Built for CX: Modernizing the Back Office
Most CX organizations already know where the problem lives. The ones pulling ahead have figured out what to do about it.
Register
Modern platforms are consolidating UCaaS and CCaaS capabilities to eliminate fragmented toolsets. The market is racing toward $16 billion by 2029 as organizations seek platforms that serve as intelligent hubs for omnichannel service.
Organizations deploying AI at scale report 88% adoption rates. Yet only 25% have operationalized AI into daily workflows, and only 7% of contact centers deliver truly connected omnichannel experiences.
Five9 Background
Founded in 2001, Five9 targets contact center leaders and IT decision-makers in enterprise, mid-market and larger SMB organizations seeking scalable, cloud-based customer engagement solutions. The company's modular cloud platform supports voice, digital engagement, workforce management, analytics and workflow automation. AI features are delivered through the Genius AI brand. Five9 operates in healthcare, financial services, retail, travel, higher education and government.
Have a tip to share with our editorial team? Drop us a line: