• by Gavin O'Malley  @mp_gavin, June 11, 2015

Sprinklr has a new CMO in Thomas Butta, and, you should know, he doesn’t plan on shouting.

Rather, Butta -- most recently “consultant-in-residence” at Andreessen Horowitz -- plans to use a more nuanced voice to market the social-media management firm and its blue-chip clients.

“We know this is a noisy, crowded, and fast-changing industry, where the inclination to shout above the fray is all too pervasive,” Butta said on Wednesay. “We also know, however, that the days of shouting as an effective mechanism for reaching and engaging with audiences are over.”

In lieu of pumping up the volume, “the opportunity [for brands] to become human has never been greater or more critical,” Butta explained. “I will be focused on bringing that clarity, trust and human element to the Sprinklr brand.”

Based in New York, Butta is tasked with leading Sprinklr’s global marketing organization, and building the company’s brand at home and abroad.

Prior to Andreessen Horowitz, Butta served as CMO of ad-tech firm AppNexus and ran his own consultancy, 21Weeks, where he is credited with guiding a number of clients through acquisitions and mergers. In the CMO role, Butta also did stints at NICE Systems, PTC, and Red Hat.

In April, Sprinklr raised $46 million -- at a valuation of just over $1 billion -- with expressed intention of continuing its aggressive acquisition strategy. With the acquisition of location-specific text analytics software start-up NewBrand, Sprinklr recently marked its seventh such purchase in 24 months.

With his knowledge of mergers and acquisitions, the appointment of Butta suggests that Sprinklr might be considering a move from acquirer to acquiree.