CXO MovesLeadership & Strategy
Pretzl Appoints Greg Salmon as Chief Executive Officer
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Pretzl has appointed Greg Salmon as Chief Executive Officer, marking the beginning of a new leadership chapter as the B2B marketing consultancy continues to evolve alongside rapid changes in artificial intelligence, buyer engagement, and revenue generation.
Greg steps into the CEO role with a clear vision for helping clients navigate an increasingly dynamic marketing landscape while fostering a culture where employees can do their best work and continue delivering measurable business outcomes.
Leading Pretzl Through Industry Transformation
Announcing the news on LinkedIn, Greg described becoming CEO as a privilege, highlighting the opportunity to lead a business built on talented people, ambitious clients, and distinctive capabilities.
He noted that B2B marketing and sales are undergoing one of the most significant periods of transformation in recent years. From AI-powered workflows to changing buyer expectations, organizations are rethinking how they engage customers, build brand preference, and generate pipeline.
For Greg, Pretzl's opportunity lies in responding to that change with clarity. Rather than simply following industry trends, he believes the company should focus on where it can create the greatest value for clients while continuing to build an organization where people are empowered to succeed.
Focusing on People, Clients, and Sustainable Growth
As Chief Executive Officer, Greg will lead Pretzl's strategic direction with three core priorities.
The first is cultivating a culture where employees have the support, environment, and opportunities to perform at their best.
The second is continuing to evolve Pretzl's consulting proposition, enabling clients to make smarter decisions about how they create brand preference, accelerate pipeline, and achieve sustainable business growth in an AI-driven marketplace.
The third is ensuring the company continues building a resilient growth trajectory that allows it to thrive as customer expectations, technology, and the broader B2B landscape continue to evolve.
His leadership reflects the growing role agencies and consultancies play in helping organizations navigate increasingly complex marketing ecosystems where data, AI, customer experience, and commercial performance are becoming more closely connected.
Building on a Strong Foundation
Greg also paid tribute to outgoing CEO Clive Armitage, thanking him for his leadership and personal mentorship over many years, spanning their time together at Bite, Agent3, and Pretzl.
He also acknowledged the continued support of Samuel Knights, Samantha Theobald, Mickey Kalifa, and the wider Next15 leadership team as Pretzl enters its next stage of growth.
As AI continues transforming B2B marketing, Greg's appointment positions Pretzl to help organizations balance technological innovation with strategic clarity, ensuring businesses remain focused on delivering meaningful customer engagement and measurable commercial outcomes.
About Pretzl
Pretzl, part of the Next15 Group, is a B2B marketing consultancy that helps organizations build stronger brand preference and generate sustainable pipeline through strategic marketing, customer insights, demand generation, and revenue-focused consulting. The company partners with enterprise clients to navigate market change and accelerate business growth.