Huw W. Roberts


Huw W. Roberts

Shiny Object Strategies is led by Huw W. Roberts.

Huw has 20 years of experience in the software and technology industry in marketing, product design, product management, and leadership roles.

Huw recently served as Chief Marketing Officer for BlueCielo, a global enterprise software company with over $40M in revenues.  He overhauled marketing, established a subscription business model, and launched cloud generation products to reposition the company, increasing visibility, and raising the value - resulting in a successful ownership transition for the PE owners and executive team ahead of schedule and above target.

He previously led the go-to-market strategy and execution for Bentley Systems' platform and strategic products, including the flagship brands of MicroStation, ProjectWise, Navigator, the industry-leading subscription program SELECT, emerging product categories in SaaS and Mobile, and strategic new product lines such as ContextCapture for automated photogrammetric 3D model creation – together representing close to $500M in annual revenue.

As a regular speaker at technology events, adviser to government and industry, and media interview subject around the world, Huw is a highly recognized and regarded expert on the advantages that new technology brings to industry.

Huw is an innovative technology executive who uses creativity, rigor, and leadership to drive value through transformation. He's an inventive strategist who delivers on all aspects of modern marketing, including web, social, search, communications, events, media, PR, sales enablement and loyalty and customer champion programs.   As a visionary leader who develops and empowers talent, Huw builds and inspires teams for top performance, and represents companies to media and analysts, key prospects and customers, and industry, as a captivating public speaker.

Now providing consulting services with a unique blend of experience, skills, and creativity, he continues to influence how exciting new technologies come to market.


Huw's Resume

Huw's Resume

Driving Value Through Transformation

Innovative B2B marketing executive who applies creativity, rigor, and leadership to grow business value by maximizing marketing impact, driving business transformation, and empowering teams.  A history of delivering exceptional results by blending the art and science of modern marketing to optimize performance throughout the customer journey - from inventive positioning and promotion, to structured methodologies, analysis and automation. A collaborative leader who builds and motivates highly effective teams through a mentoring style that develops and empowers talent for top performance.  A compelling company advocate to the media, analysts, customers, prospects, and industry audiences as captivating public speaker.

SVP, Marketing - 2018

Accruent - Austin, TX

Joined through acquisition of BlueCielo and drove marketing function through transition to integrate BlueCielo within Accruent marketing.

Chief Marketing Officer - 2017

BlueCielo - Hoofddorp, Netherlands / Exton, PA

Enhanced market position to drive $40M+ revenues and increase company value for a highly successful company ownership transition by overhauling marketing, establishing subscription business model, and launch cloud generation products.

Chief Marketing Officer - 2016

Shiny Object Strategies - Philadelphia, PA / Miami, FL

Business and marketing guidance, strategy, creativity, and leadership through my own consulting services company, serving start-ups and established performers, for cloud, mobile, desktop, server, and mobile software, as well as hardware and professional services in multiple industries.

VP, Marketing - 2012-2015

Bentley Systems - Exton, PA

Led global marketing for strategic product lines and corporate positioning in over 50 countries to drive $470M+ in revenues, including launch to cloud, customer migration to subscriptions, and key partnerships with major industry vendors, media publishers, and industry organizations.

Director, Marketing - 2002-2012

Bentley Systems - Exton, PA

Led global vertical market division marketing and strategy for all products and services worldwide, growing revenue over 300% to ~30% of company total.

Director, Online Strategies - 2001-2002

Bentley Systems - Exton, PA

Crafted strategic plans for delivery of company products, services, and marketing online.

Principle Applications Manager - 2000-2001 - Exton, PA

Drove product planning, design, delivery, and marketing for an online startup.

Product Manager - 1998-2000

Bentley Systems - Exton, PA

Drove software desktop software products for a new vertical market division worldwide.

Architect - 1987-1998

Responsible for the design, project management, and delivery of many large healthcare, education, retail, residential and sports buildings across the US.  Excelled at a large global multidisciplinary company, a mid-sized regional firm, and owned my own business.


  • Bachelors of Architecture (B.Arch.), Temple University, Philadelphia, PA

Professional Development:

  • FMI Center for Strategic Leadership, Colorado Springs, CO
  • Pragmatic Marketing, Product Marketing and Management
  • Dale Carnegie, Leadership Development
  • Miller Heiman, Strategic Selling
  • Sandler, Sales Management
  • Development Dimensions, International Leadership Development
  • American Marketing Association, Member


Account Based Marketing, Acquisitions, Advertising, Alliances, Analyst Relations, Automation, Branding, Campaigns, Channel Marketing, Communications, Cross Selling, Custom Content, Customer Acquisition, Demand Generation, Events, International, Leadership, Launches, Market Analysis, Media Relations, Messaging, Nurturing, Presentations, Public Speaking, Sales Enablement, Search Marketing, Social Media, Strategic Planning, Thought Leadership, Web Properties

For additional detail on each role please see my LinkedIn profile...

For a print formatted version, please see my CV...