Signifyd hires NetSuite sales veteran Danny Lorenzo as company expands into new markets

SAN JOSE, Calif.–(BUSINESS WIRE)–Enterprise sales veteran Danny Lorenzo has joined fraud-protection provider Signifyd to lead its global sales organization as the new senior vice president of worldwide sales.

Danny Lorenzo joins Signifyd to lead a global sales team helping online merchants provide friction-free buying experiences without the fear of fraud.

The hiring marks another step in Signifyd’s creation of a best-in-class executive team to help e-commerce businesses and omnichannel retailers enhance customer experience through fraud-free buying experiences.

The hire comes in the midst of increased growth for the company, including diversifying the leadership team and expanding the development team with a new global R&D center. In addition, Lorenzo’s hiring builds on the addition of Indy Guha as vice president of growth marketing to advance Signifyd’s market leadership in the enterprise space.

Lorenzo spent 14 years at NetSuite, joining the company when it was at a stage similar to Signifyd’s today. He was a senior leader on the team that guided NetSuite’s growth journey from its early days moving from the mid-market to winning the enterprise space, resulting in an IPO and the $9.3 billion acquisition by Oracle in 2016. He is now eager to apply the insights he gained during his stewardship helping build an industry-leading e-commerce software sales team into an enterprise powerhouse.

“Danny is a tremendous addition to lead the growing Signifyd sales and marketing team,” said Signifyd Co-Founder and CEO Raj Ramanand. “His expertise will enable our sales team to deepen our presence in the enterprise market at scale, while expanding the number of merchants we can help to leverage the benefits of advanced machine learning in e-commerce.”

As he steps in to lead sales, Lorenzo intends to take lessons learned during his long tenure selling into the enterprise to expand Signifyd’s presence in larger business markets. He said the company’s proven technology will make a difference in the enterprise market, with online merchants keen on providing their customers with memorable buying experiences, free from false declines or orders delayed by fraud reviews.

“Every merchant spends significant amounts of money bringing their customers to their site,” Lorenzo said. “The worst thing they can do is decline good orders – because this bad experience can easily make them lose a customer who will go buy somewhere else,” he said. “Every merchant is interested in growing their topline revenue and they understand the impact of user experience on customer lifetime value. We address all of that by solving a really critical need: removing the fear of fraud so merchants can eliminate friction in the buying process and delight their customers with a great shopping experience.”

Lorenzo’s experience in scaling and building a global sales organization will be a great asset to Signifyd as the company continues to expand its business into new segments and geographies.

“While Signifyd has grown rapidly in the past through our mid-market and partner channels, we noticed momentum picking up in our larger, enterprise customer base as well,” Lorenzo said. “One of my focus areas is to expand the enterprise sales organization accordingly, to ensure we are ready to capture the growing demand in that segment here in the U.S. and abroad. We just opened our EMEA headquarters in London and are currently establishing a sales presence in Denver and the wider New York
area.

“It’s great to join a company that has so much potential and which has built a product that delivers tangible ROI almost on day one. I’m eager to see a world-class sales organization take this to the next level, particularly in the enterprise space.”