Thryv Promotes Patricia Rollins to Vice President of Marketing

Thryv has promoted Patricia Rollins to Vice President of Marketing, expanding her responsibilities across the company’s global marketing organization. In the new role, Rollins will oversee creative, demand generation, customer acquisition, and go-to-market strategy for Thryv’s platform and services.

The promotion comes as Thryv expands its newly launched Growth Platform, which is built around AI-powered tools for local service businesses. The platform includes AI-powered websites, AI Lead Insights, and integrations with customer relationship management systems. Thryv says approximately 100,000 businesses globally use its software.

Rollins brings experience in marketing emerging technologies and software products. Before her current position, she led the worldwide performance marketing team involved in the launch of IBM Watson and worked on digital marketing campaigns and events at Oracle CX Cloud. Her career has also included marketing and technology adoption roles at Smartsheet, Typeform, and Wellsaid.

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Her expanded remit places demand generation and customer acquisition alongside broader marketing functions at a time when AI is changing how small businesses approach customer acquisition and marketing operations.

For marketers, the shift is notable because AI adoption is moving from experimentation toward practical applications such as identifying potential customers, improving online visibility, and understanding marketing returns. This creates a different challenge for marketing leaders: communicating the value of AI while making its business applications understandable to customers with limited time and resources.

Rollins has also spoken about the gap between technology adoption and implementation among small businesses, noting that owners often spend more time serving customers than managing marketing activities.

Her promotion gives her a broader role in translating Thryv’s technology into market demand and customer adoption. It also reflects how marketing leadership is increasingly tied to product adoption, AI, and measurable customer acquisition rather than communications alone.