Lina Tonk is an accomplished marketing leader with over 15 years of experience driving growth and building high-performance teams in the subscription and SaaS sectors.
As CMO at Recurly, she leads the company’s global marketing strategy, focusing on creating value for customers and driving business success. Lina is passionate about empowering her team, strengthening cross-functional relationships, and ensuring marketing’s seat at the executive table.
How did you land your current role? Was it planned?
My career path hasn’t exactly followed a straight line, but marketing has always been my passion. I knew I wanted to drive meaningful business impact, and the opportunity at Recurly came at the perfect time. What drew me in initially was the product—it’s incredible to work on something that truly makes a difference and helps companies grow. I’ve always loved fast-paced environments, and Recurly offered that dynamic energy I was looking for.
It also made sense for me to stay within the Accel-KKR family, coming from another in their portfolio. That continuity and shared values played an important role in my decision. But more than anything, it was the people. The team at Recurly, the culture they’ve fostered, and their commitment to both innovation and collaboration are inspiring. It’s been so rewarding to see all of these elements come together and to be part of something so impactful.
What are the key roles in your field of work, and why did you choose your current expertise?
In B2B SaaS and subscription businesses, marketing is often underestimated — but it’s one of the most critical drivers of growth. I’ve always gravitated toward roles where I could combine creative strategy with business impact. Understanding how to deliver value to customers and align that with business goals is what makes marketing such a powerful function.
Did you (or do you) have a role model in tech or business in general?
I’ve been fortunate to have several incredible role models throughout my career who have inspired and guided me in unique ways. Pragya Gupta, CTO/CPO at isolved, is someone I admire deeply. She’s not only been a source of innovative ideas and mentorship but also a shining example of women in leadership. What started as a professional relationship has grown into one of my most cherished friendships.
Another pivotal mentor in my career has been Rachel Spasser, CMO at Accel-KKR. Rachel has been an invaluable sounding board and a steady guide during important moments in my professional life. Beyond that, she’s just an all-around incredible human being and a wonderful friend.
Lastly, Todd LaFever, President at isolved, has been a mentor to me for 12 years. His guidance and support have been instrumental in shaping my career and helping me grow as a leader.
I am incredibly grateful to each of them for their wisdom, leadership, and the lasting impact they’ve had on my professional and personal growth.
What are you most proud of in your career, so far?
One of the things I’m most proud of is seeing the growth of the people around me. There’s nothing more rewarding than watching my team and colleagues grow as the company evolves and scales. Ultimately, it’s their growth that drives the company’s success, and being part of that process is incredibly fulfilling. I’ve had the privilege of experiencing this a few times now, and it remains one of the greatest rewards of my career.
From a functional perspective, I’ve also been proud and passionate about leading impactful rebrands. It’s amazing to see how a well-executed rebrand can instantly power a company’s growth. I saw that first-hand at isolved HCM when we rebranded a few years ago, and more recently at Recurly with our rebrand just over a year ago. Both of these experiences were incredible opportunities to reshape and elevate the brand, driving meaningful results.
What does an average work day look like for you?
No two days are the same! If I’m doing my job right, I’m spending my time with customers, prospects, sales, and product teams, ensuring that all the pieces of the puzzle are connected. A big part of my day is also spent working closely with our sales and customer teams to align marketing with our business goals. I dedicate a lot of time to strategy as well, focusing on how we can deliver even more value to our customers and optimize the subscriber experience.
Above all, being with my team is one of the most rewarding parts of my day. Their energy and dedication inspire me, and collaborating with them to tackle challenges and achieve our goals is always a highlight.
Are there any specific skills or traits that you notice companies look for when you’re searching for roles in your field?
Adaptability is absolutely essential in marketing. With how quickly tech evolves, being able to pivot and adjust to new trends or shifts in customer needs keeps strategies fresh and results effective.
Collaboration is another big one. Building strong relationships with teams across sales, product, and customer success is key to ensuring alignment and driving toward shared goals.
A customer-first approach is the foundation of everything we do in marketing. Truly understanding your customers, what they value, and how you can serve them better is what makes the difference between good marketing and great marketing.
Above all, I believe marketing is a cultural driver and a key part of the heart of a company. Marketing shapes how people perceive the brand, both internally and externally, and plays a vital role in fostering a strong company culture that aligns everyone toward a common vision.
Entering the world of work can be daunting. Do you have any words of advice for anyone feeling overwhelmed?
It’s completely normal to feel overwhelmed when starting out. My advice would be to take a step back and remember that no one has all the answers right away. Don’t be afraid to ask questions, learn from those around you, and embrace the learning curve. Surround yourself with people who support you and can guide you. And remember, it’s okay to make mistakes — they’re often the best opportunities for growth. Just take it one step at a time and trust in your ability to figure things out.
What advice would you give other women wanting to reach their career goals in technology?
Build strong relationships with your executive team early on. Having a seat at the table is one thing — making sure your voice is heard is another.
Also, don’t underestimate the importance of mentoring and lifting up other women. I’ve been lucky to have senior leaders give me exposure early in my career, and I’m passionate about doing the same for the next generation of marketers.
And finally, never stop learning! This is my driving philosophy and in my opinion the best way to ensure that you are equipped for the world of tech. Take every opportunity you can to learn about your work, your industry, your team and use this to help get ahead.
