Helen Pina as VP of Marketing for White Cup

White Cup Appoints Helen Piña as Vice President of Marketing

SEATTLE, March 22, 2021 – White Cup, a solution provider that integrates BI, CRM, and ERP data to strengthen customer relationships, today announced that Helen Piña has joined the company as Vice President of Marketing.

Helen Piña VP of Marketing

Piña will lead marketing strategy and execution with a priority on customer value and revenue growth. Reporting directly to Matthew Mullen, White Cup Chief Executive Officer, Piña has fifteen years of marketing experience and over twenty years of customer-centricity focus. Piña’s extensive marketing background includes digital marketing, customer marketing, marketing operations, brand, corporate marketing, content strategy, and partner marketing.

White Cup, previously known as Compass Sales Solutions, MITS, and Tour de Force, is in a growth stage and is laser-focused on its customers and the proven value White Cup’s technology platform offers manufacturers, distributors, and office technology businesses.

“It is an incredible time to join White Cup,” said Piña. “Integrating customer data from disparate platforms is critical for managing the customer experience and our technology platform tackles this challenge directly. I look forward to working with the White Cup team to transform our go-to-market strategy and build a customer-focused brand that accelerates White Cup’s growth.”

Prior to White Cup, Piña was at PROS, Inc., where she spent nine years in rotating marketing leadership roles, most recently as the Director of Corporate Marketing. Before joining PROS, Piña led marketing for Aniden Agency and A&B Environmental Services, both small businesses.

“Helen Piña is a proven marketing leader with a breadth of experience and a nimble approach, which make her the perfect fit for driving revenue growth at White Cup,” said Mullen, Chief Executive Officer at White Cup. “We are thrilled to have Helen join the White Cup, leadership team.”


About White Cup

White Cup helps distributors, manufacturers, and office technology businesses strengthen their customer relationships through its technology platform. White Cup integrates business intelligence (BI), sales enablement (CRM), and ERP data to help businesses discover, capture, and manage data, tailored to a customer’s needs. Accessible anytime, anywhere, and from any device, White Cup seamlessly gives teams the right data at the right time to make the best decisions.

Read the official release here.

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