Meet Tricia Gellman, our new Chief Marketing Officer

We’re thrilled to introduce Tricia Gellman as our new Chief Marketing Officer at Box! Tricia brings over two decades of experience in driving growth and innovation for leading technology companies, including high-growth startups and industry giants like Checkr, Drift, Salesforce and Adobe. 

Tricia started at Box a month ago, but has already hit the ground running, especially as we gear up for our first in person BoxWorks since 2019! We asked Tricia five questions to get to know her better as she steps into this new role: 

Why did you choose to work in marketing?

Surprisingly enough, I didn’t choose to work in marketing—the decision was made for me. During a company reorganization at Apple, I was moved into the marketing organization, and I actually went home and cried. This was over 20 years ago, and at the time, I didn’t understand how the work done in marketing tied back to real, tangible business value. It felt fluffy and unmeasurable.

However, my perspective changed quickly. In my new role, I gained a holistic view of the business that I hadn’t had before. From working with strategic partners to inform company policy decisions to spearheading product launches, I was able to bring the right people together and solve real business problems.

I’ve been in marketing for 20+ years now, and I truly believe it’s one of the most strategic roles in a company.

What is the most important piece of advice you would give to marketers who are just starting out?

One of the most valuable lessons I’ve learned is to recognize the power of collaboration. Early in my career, I focused heavily on solving problems quickly and efficiently, which often meant I left others behind. I was very achievement-oriented. While that approach got things done, it sometimes backfired. I would find myself close to finishing a project when someone would raise a new perspective that completely derailed the plan I had in place.

It's a work in progress, but I’ve learned that the collective power of a group will always exceed what I can accomplish alone, even if it takes longer. My advice is to avoid rushing to execute your solution. Instead, take the time to build relationships, invite others into the conversation, and align your efforts with the team’s shared vision.

What are the biggest challenges and opportunities facing CMOs today?

The biggest challenge facing CMOs today is navigating constant and rapid change. During the pandemic, marketers learned that even the best-laid plans could quickly become obsolete. The shifts weren’t just minor adjustments like changing the color of a logo—they involved major pivots, such as abandoning an entire market segment overnight. The challenge now is how to align and plan in an environment where consistency is rare, and the only constant is change.

The pandemic also dramatically altered market dynamics. Consumers stopped spending, organizations went fully remote, and entire industries consolidated. And just when it seemed things would stabilize, profitability became the main focus, meaning marketers had to deliver growth and impact with flat or reduced resources. This "more with less" mentality isn’t going away anytime soon, and it's a challenge CMOs must continuously grapple with.

However, this landscape also presents significant opportunities, particularly with the rise of AI. AI can help marketers work more efficiently, optimize campaigns, and gain deeper insights into consumer behavior. But it’s a double-edged sword—CMOs must figure out how to harness AI effectively without getting distracted by shiny new tools that don't contribute to their core goals.

Ultimately, the key is ruthless prioritization. CMOs need to ask themselves why they’re doing what they’re doing and whether it truly moves the needle toward achieving their goals. In today’s world, there’s little room for initiatives driven by personal preference or vague desires. The focus has to be on rallying the team around what truly matters and driving measurable impact.

What drew you to Box?

Content management has been around for decades. In the past, it involved huge warehouses and outdated systems, but Box has transformed what’s possible, and the introduction and accessibility of AI have changed the game entirely. The ability to apply AI to this space makes it incredibly dynamic and full of untapped potential.

What also stands out to me is the leadership at Box—Aaron Levie has been a thought leader in AI from the beginning. This isn’t a company that’s jumping on the AI bandwagon; it’s one that deeply understands the technology and is thoughtfully integrating it to provide tangible business value to customers.

Another big draw for me is the culture at Box. It’s a positive, collaborative environment without egos. The focus is on achieving goals together, which is exactly the kind of team-oriented culture I want to join.

What do you like to do outside of work?

I live in Marin County with my husband, almost four-year-old daughter, and dog. That being said, we spend a lot of time outdoors and being active. On any given weekend, you’ll find us hiking, at the neighborhood park, and swimming.

In addition to work, and spending time with my family, I am also passionate about normalizing the challenges that can arise during one’s journey to growing their family. It took my husband and I eight years to have our daughter, and during that time, we often felt isolated and alone. My hope is that by talking openly about our own struggles, especially as a women executive, I can make others feel less alone in their own journey.