mParticle, which helps companies like Airbnb and Spotify manage their customer data, has hired four new executives — including John Sedlak, most recently a vice president at Adobe, who’s joining the company as chief revenue officer.

In addition, Kiran Hebbar (formerly CFO of Social Tables) is joining as chief financial officer, Will Rogers (previously an engineer at Etsy) has been named chief information security officer and Aurélie Pols (who worked as data governance and privacy advocate at Krux Digital) is the new data protection officer.

Sedlak told me that in his roles at Adobe and Oracle (which he joined through the acquisition of BlueKai), he saw how the big marketing software players are trying to build comprehensive marketing clouds, often created through multiple startup acquisitions.

“They would constantly go to market and tout the benefits of the end-to-end stack, when I began to notice that there were many best-of-breed point solutions out there,” he said. “I got to see the power of standalone companies who are innovating ahead of what the big guys were doing. I’d put mParticle on that list.”

In the years since I first wrote about mParticle in 2014, a handy acronym has emerged to describe what the company does — CDP, short for customer data platform. Basically, CDPs like mParticle allow companies to unify all their first-party data, creating a single view of the customer.

Sedlak contrasted mParticle’s approach with older data management platforms, which he said weren’t built to connect customer data across all their interactions on different devices.

“They were originally built to ingest first-party cookie data coupled with third-party data,” he said. “They never fully contemplated the notion of a true cross-device world and I think [co-founders Michael Katz and Andrew Katz] knew that in 2013 and said, ‘You know we’re going to start solving for that now.’”

As for what hiring Sedlak will do for the company, he said one of his goals is to bring on even bigger customers: “I think mParticle can drive incremental or discrete value … to Fortune 50 marketers who I personally have done business with in the past, where I see an opportunity for us to significantly augment their current investments in the marketing cloud platforms.”

CEO Michael Katz, meanwhile, pointed out that two of these hires are focused on security. With the recent Facebook scandals discussions and Europe’s adoption of GDPR protections, there’s “a really healthy conversation around the importance of data control and governance,” and he said these hires will help mParticle build the tools that allow businesses to “put customer privacy and data security at the forefront of their business practice.”

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