About Alf Goebel

Alf Goebel has been the CEO of advanco since 2019, a period defined by advanco’s significant  growth into one of the globe’s leading independent providers of levels 2 to 5 item level serialization services for the pharmaceutical sector.

About Alf Goebel

During his tenure as CEO, Alf has overseen significant organic growth of the business, in addition to the major acquisition of manufacturing automation specialist, Vantage Consulting Group. He has also significantly extended advanco’s product portfolio, including the pharmaceutical cold chain, upon which the world became reliant in the wake of the Covid pandemic.

Alf is a senior enterprise software sales, marketing & product executive, with over 25 years‘ enterprise software industry experience across the globe. He has strong operational experience, specializing in high growth businesses in Europe and the US and has extensive experience with global partnerships in the SAP eco system. He was also a partner at Lupo Ventures and has held senior executive positions at several leading technology companies, including Snow Software, MSC Software and Software AG.

As experienced in managing a significant team as he is working on a much smaller scale, Alf has led staff numbers as large as 1000 people and has also launched business startups in software and services. He has run high growth environments and turnarounds, led aggressive expansions into America, Europe and Asia and defined and implemented highly effective models of direct, channel and OEM sales.

Alf has a proven track record in building first class sales and marketing teams and is widely recognized for his strategic and operational leadership in addition to his proven expertise in the fields of worldwide sales leadership, solution selling, sales productivity and enterprise software.

An internationally recognized expert on regulated track and trace, Alf is an established industry commentator and speaks at pharmaceutical and serialization events across the world. Alf is also recognized by his peers, clients, and competitors alike as one of the leading innovators in the specialist topic of pharmaceutical serialization. He features as a thought-leader on a regular basis in some of the pharmaceutical industry’s leading publications and is often called upon to give his insights and opinions on the hottest sector developments of the day.

Alf is a board member of OPEN-SCS, the industry body responsible for promoting common standards across the pharmaceutical serialization sector.

Alf is resident in Silicon Valley and divides his time between Silicon Valley and Europe.

Advanco is a portfolio company of Parabellum Investments which is led by founder and CEO, Rami Cassis.


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