Yubico has appointed Poupak Modirassari Enbom as chief marketing officer as organisations increase investment in phishing-resistant authentication.
She joins the security company as it looks to strengthen its position in hardware-backed authentication and passwordless sign-in. Enbom will lead Yubico’s global marketing and business development teams, with responsibility for strategy, sales alignment and execution to drive demand and revenue growth.
The role also includes executive engagement as Yubico seeks to widen adoption of its authentication products among organisations facing more complex identity threats. Much of its market messaging has focused on phishing-resistant security and the broader shift away from passwords.
Enbom brings experience in cybersecurity and identity security across sales and marketing leadership. Her background also includes engineering and cross-functional business leadership, which Yubico views as relevant as customers seek practical ways to secure digital identities at scale.
Her appointment comes as the identity security market faces rising AI-related threats and increasing automation in cyber attacks. In response, security vendors have placed greater emphasis on stronger forms of authentication, including passkeys and physical security keys, as businesses look to reduce reliance on passwords and one-time codes.
Yubico is best known for the YubiKey, a hardware security key used to authenticate access to digital services. Its products and related passkey technology are used in more than 160 countries, and the company has helped shape authentication standards including FIDO2, WebAuthn and FIDO U2F.
In comments released alongside the appointment, Yubico linked the hire to broader changes in the threat environment and growing demand for stronger identity controls across both human and software-based systems.
“We’re excited to welcome Poupak to Yubico,” said Jerrod Chong, acting chief executive officer of Yubico. “As the threat landscape evolves with AI-driven attacks and increasing automation, organisations are rethinking how they secure digital identities of both humans and AI agents at scale. She brings a unique combination of technical depth, global leadership, and customer-first mindset that will help us continue to expand our impact and support our customers and partners around the world.”
Market shift
The appointment highlights how vendors in the identity and access management sector are sharpening commercial leadership as competition intensifies around passwordless login and phishing-resistant authentication. Large companies, public sector bodies and critical infrastructure operators have become more focused on account takeover risk, helping turn authentication into a more strategic area of cybersecurity spending.
For Yubico, marketing is closely tied to industry education as well as product demand. The company has long argued that hardware-backed authentication offers stronger protection against phishing and adversary-in-the-middle attacks, particularly as criminals use AI tools to increase the scale and sophistication of their campaigns.
Enbom said Yubico’s position in modern authentication was a key reason for joining the company.
“Yubico built the foundation of modern authentication and continues to play a pivotal role in shaping the future, along with setting the standard for phishing-resistant security and delivering the original passkey,” she said. “What stands out is not only the company’s innovation, but its deep commitment to customers to build open, trusted solutions that scale globally. I’m excited to join this mission-driven team and help more organisations and users protect digital identities in an increasingly complex threat landscape.”
Yubico is headquartered in Stockholm, Santa Clara and Singapore, reflecting a footprint across Europe, North America and Asia. It operates in a segment where buying decisions often involve security teams, IT operations and senior management, making the chief marketing officer role central to both market positioning and commercial growth.
Combining oversight of marketing with business development suggests a focus on tighter coordination between brand, sales support and partner activity. That approach is increasingly common among cybersecurity firms seeking clearer returns from go-to-market spending in a market where product categories often overlap and customer education remains a significant part of the sales process.
Click Here For The Original Source
