Thryv has promoted Patricia Rollins to Vice President of Marketing, expanding her responsibilities across the company’s global marketing organization as it focuses on bringing its AI-powered growth platform to more small businesses.
In her new role, Rollins will oversee key marketing functions including creative, demand generation, customer acquisition, and go-to-market strategy. Her appointment comes as businesses increasingly explore artificial intelligence to improve marketing efficiency, customer acquisition, and day-to-day operations.
Rollins brings extensive experience in marketing technology and driving adoption of emerging software. Before joining Thryv, she led the worldwide performance marketing team involved in launching IBM Watson and worked on digital marketing initiatives for Oracle CX Cloud. Her career has also included roles involving technology adoption at Smartsheet, Typeform, and AI text-to-speech company Wellsaid.
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At Thryv, her expanded role comes alongside the company’s recently launched Growth Platform, which is designed around tools that help local service businesses manage areas such as online discovery, lead identification, and marketing performance. Rollins said in her LinkedIn announcement that the coming year will be an important period as the company works to bring the platform to more small businesses and continues exploring how AI can support their growth.
The move also reflects a broader shift in the technology sector, where marketing leaders are increasingly being tasked with translating AI capabilities into practical business outcomes rather than simply communicating the technology itself.
Rollins’ connection to the small-business market is also personal. As the daughter of small-business owners, she has built much of her career around technology and marketing tools intended to help entrepreneurs compete in increasingly digital markets.
She holds a bachelor’s degree in marketing from Pace University and a master’s degree in public relations from Iona University.
