As Chief Marketing Officer at Amplitude, Tifenn Dano Kwan’s mission is to shape the future of work through superior digital experiences, great teams, and technology that customers love. At Amplitude, she leads its global marketing strategy and team. Prior to joining Amplitude, Tifenn was CMO at Collibra, Dropbox, SAP Ariba, and SAP Fieldglass.
In this series, we spotlight the visionary leaders at Amplitude. These individuals guide our strategic direction and cultivate an environment where innovation flourishes, and collaboration is fundamental. Each leader empowers our team in our mission to help customers build better products and experiences.
We had the opportunity to sit down with Tifenn, where she shared her leadership journey and how she fosters impactful leadership through authentic connections and a growth mindset. Discover her passion for Amplitude’s platform, her vision for the future of modern marketing, and how she emphasizes the power of digital experiences and the role of collaboration in driving success.
Can you share a pivotal moment or decision in your career that significantly influenced its direction?
The most pivotal moment in my career was when I decided to pursue a role as Chief Marketing Officer (CMO) and applied for my very first CMO position. It was a significant moment because I was not ready for the role, but I was asked to apply, which felt like a huge risk. I recently reread a text message from a dear friend and mentor who was a sales leader at the time. He said, “If you mean it deep, it matters and wins. Right or wrong, it is what you represent. And in the end, it is why we walk the earth and remember only one chance at it.” That message still resonates with me because it was such a crucial turning point in my career.
I decided to go for it, and one of the biggest lessons I learned was that when presented with an opportunity like this, it’s less about what you’ve accomplished and more about what you represent. Of course, you’ve achieved a lot to be considered for the role, but it’s about the qualities you embody. Oftentimes, people don’t pause to reflect on what they truly represent, but it’s essential. Looking at my team today, I can see that each leader stands for something unique, and it’s important to ask yourself, “What do I represent?”
At that time, I represented authenticity. People wanted me for the role because of my ability to create meaningful connections across diverse teams, and the organization needed a leader who could build those bridges.
What is your personal mantra?
My personal mantra comes from a single line I encountered during my business school interview: “When there is a will, there is a way.” This line resonated with me deeply with who I am and has since become a guiding principle in both my personal and professional life. I love this mantra because it emphasizes the importance of solving one problem at a time. With each problem you tackle, you move forward—in life and your career. But what stands out most to me is that finding a way often requires the help of others. Success is rarely achieved alone; it’s about recognizing that the answers often lie in the people around you.
One key element of leadership is surrounding yourself with the best people and empowering them to help you succeed. So, when there is a will, there is always a way—but that “way” is often paved by the strength of your team.
What is your favorite Amplitude value and how do you see your colleagues living that out?
Humility is a value that resonated deeply with me. While ownership and a growth mindset are important, humility is what drives me to challenge myself and embrace discomfort. Many of my colleagues encourage me to embrace being uncomfortable, allowing myself to be vulnerable and ask for help. Sometimes, vulnerability serves as a powerful reminder that you’re not alone. In fact, showing a little vulnerability can be your greatest strength—it invites others to connect with and support you. For me, humility is about authenticity and is a good reminder of what you represent.
What is the best career advice you’ve ever received?
The best career advice I ever received came from a colleague during my time in Australia and has stuck with me ever since. He said, “Being a high performer isn’t enough to succeed—people need to enjoy working with you.” It doesn’t mean you must be a pushover and say yes to everything. You can still set clear boundaries, but it’s essential to be approachable and collaborative. No matter how good a performer you are or how good your “what” is, it’ll be a challenge to sustain long-term success.
What is your favorite part about working at Amplitude?
I will sound cliché, but many people say the best part of their job is the people they work with. For me, the real reason I wanted to join Amplitude was the platform itself and the opportunity to present it to marketers. There’s nothing more fulfilling than explaining how we use our own platform internally. My team interacts with it daily, and that firsthand experience gives us a deep connection to the product. There comes a point in your career when you make the choice to sell something you truly believe in–something you’re passionate about and can confidently explain. That was the moment for me when I joined Amplitude.
Do you have any standout moments with your Amplitude team or favorite memories?
One of my favorite memories was when we were in San Diego, and we all ended up on the dance floor—such a fun time! I’ve always enjoyed our go-to-market social happy hours and how we have our own space to welcome and socialize with everyone. But what’s really become a flagship for me are quarterly marketing awards. I love seeing and rewarding the best performers of the quarter—it’s always a cheerful and motivating moment for the team. I’ve carried this tradition with me throughout my career, and having been a recipient of marketing awards myself before becoming a CMO, it’s something I’m passionate about continuing.
Why should someone join the marketing team at Amplitude?
If I had to convince someone to join our team, I’d say this: we’re building something truly special. Every marketer should use Amplitude—it’s the essential platform for modern marketing. The concept of marketing has evolved dramatically over the past 20 years, and digital experiences and products are now central to everything we do. The future of marketing is here, and we’re leading the way. Start now, join us, and help build that future.
Interested in shaping the future of digital products alongside leaders like Tifenn? Visit our careers site to see how you can make an impact at Amplitude.
