The new additions to the C-suite at Rainbird come as the company looks to grow and scale its decision-making and automation capabilities.
New CRO Maskatiya will oversee sales and channel efforts at Rainbird, bringing a track record of driving revenue growth, having held leadership positions at Kaspersky, KPMG and CA Technologies over the last decade.
Maskatiya joins from Blue Prism, where he served as head of enterprise sales for EMEA, helping to grow the RPA provider’s presence in the financial services, telecommunications and consumer products spaces.
“I am delighted to be here and help drive the next phase of our scale-up journey,” said Maskatiya.
“Rainbird’s no-code platform is transformative, and is accelerating our clients’ ability to scale human expertise. It is also putting each business at the centre of harnessing its automation potential.
“Business’ stakeholders are demanding a greater role in the leveraging of automation to drive their transformation strategies forward. Rainbird gives them a path to trusted automation through our ability to explain every automated decision.
“We provide a toolset that amplifies subject matter experts’ knowledge through the creation of visual knowledge maps, making the value of transformation tangible to the entire business.”
James Duez, CEO of Rainbird, commented: “I am delighted to welcome Adam to our senior executive team. His experience in delivering transformation to his clients through reduced operational cost and the creation of differentiated market offerings will be a core part of Rainbird’s next phase of growth.
“Adam brings an insightful perspective on the evolution of the future of work, and specifically how the codification of human knowledge plays an integral role in the evolution of intelligent automation in the workplace.
“Our technology is proven at delivering the three things all businesses really care about: reducing costs, improving customer outcomes and delivering new sources of revenue.”
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As Rainbird’s new CFO, Neethling will head up financial operations, and will also take on the position of head of tax automation at the organisation.
Most recently, Neethling served as CEO of clean-tech startup Redeem Technologies, and prior to this spent four years at PwC as senior associate.
While at PwC, Neethling became an Associate Chartered Accountant and full member of the Institute of Chartered Accountants in England and Wales (ICAEW).
Broader commercial experience that the new CFO brings to Rainbird comes from a tenure in the finance team at British American Tobacco Plc, contributing to finance automation projects as part of a global technology infrastructure investment.
Additionally, Neethling became a member of the Chartered Institute of Taxation, qualifying as a Chartered Tax Advisor with a focus on corporation tax for large businesses and groups.
“I have always had a significant and passionate interest in deep technology and am excited to join Rainbird, particularly as I believe that intelligent automation will be the catalyst for exponential growth in finance, commerce and beyond, especially in the post-Covid-19 world,” said Neethling.
“I believe Rainbird is the key to unlocking significant efficiencies and opportunities for growth as businesses continue to evolve their digital strategies.
“The immediate impact on finance and tax transformation — in relation to risk management, governance and client services — will bring immediate and tangible benefits.
“I’m excited by the impact specialist knowledge can have, in humanitarian and global terms, when it is scaled exponentially.”
Rainbird CEO Duez added: “I am delighted that Johan has joined our senior team. His experience as a seasoned CFO, as well as his deep interest in intelligent automation technology, makes him ideally placed to support our growth.
“We continue to work with a large number of professional services organisations, including most of the top global accounting firms.
“Johan will be using his considerable experience across finance and tax to help our clients create market-leading automation solutions.”