Oracle Hires Amazon Web Services Executive Ariel Kelman as CMO

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Oracle has named Ariel Kelman its new chief marketing officer.

Before joining the Redwood City, Calif.-based database management behemoth, Kelman served as vice president and head of worldwide marketing at Amazon Web Services, capping off a nearly nine-year career at Amazon’s $400 billion cloud computing business.

She also served as vice president, senior director and director of platform product marketing at; and as a data warehouse implementation consultant at MicroStrategy. Kelman also co-founded software solutions startup Ventaso in 1999 and served as its vice president of marketing until 2004.

AWS is not only one of Oracle’s major competitors (per Gartner, it led the market by about 48% in 2018), but also its unabashed rival. The feeling is reportedly mutual, with the two companies taking public swipes at one another. So much so, in fact, that AWS made it a point to publicly announce in a blog post last fall that Amazon’s Consumer Division had finally migrated entirely from legacy Oracle databases. (Some third-party applications, according to the post, were too “tightly bound” to Oracle to be migrated.)

Kelman’s hiring comes as Oracle is struggling to accelerate its revenue growth. Per investor research firm Zacks, Oracle shares have lost about 3.6% since the tech giant’s last earnings report. At the same time, AWS is working under pressure from the Federal Trade Commission, which has reportedly expanded its investigation into Amazon to include its cloud computing business.

Oracle did not immediately respond to Adweek’s request for comment.

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