Former Box Exec Joins Electronic Signature Startup as COO

Whitney Bouck, the former Documentum marketing executive who shaped Box’s strategy for winning over big businesses, is the newly annointed chief operating officer for HelloSign.

This is a new position for the fast-growing, four-year-old startup, which has more than 1 million users for its electronic signature software. The appointment signals San Francisco-based HelloSign’s ambition to work with larger corporate accounts than it has traditionally influenced, putting it into increasingly direct competition with two huge companies in this category, Adobe (ADBE) and DocuSign.

Bouck will be responsible for sales, marketing, business development, and customers operations, according to a company statement.

“At HelloSign, we are seeing a massive wave of adoption of our eSignature solution, both by businesses and developers,” said HelloSign co-founder and CEO Joseph Walla in a statement. “Having Whitney join us at this stage is critical to our growth and making our customers successful.”

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There were approximately 210 million paperless transactions approved with e-signatures in 2014, and Forrester Research projects that number will triple to at least 754 million by next year.

Adobe recently aligned with Ariba, Dropbox, Salesforce (CRM), and Workday (WDAY) to work on turning paper-intensive processes that require signatures into digital workflows. DocuSign’s close alliance with Ariba is more than seven years old. What’s more, Dell and Intel Capital are strategic investors. The company is undergoing a leadership transition. Several top executives, including CEO Keith Krach and co-founder Tom Gonser, recently stepped back from day-to-day roles.

HelloSign doubled in size to 52 people last year, according to the company’s blog. It hasn’t disclosed much in the way of outside funding. Customers include Allstate Life Insurance (ALL), Lyft, Samsung (SSNLF), and Twitter (TWTR). HelloSign is also tying its fate to cloud software companies such as Google (GOOG) and corporate messaging service Slack. The Slack integration, for example, is centered on automating processes such as negotiating and approving contracts—using HelloSign as the digital verification method.

Bouck left Box (BOX) in mid-December after five years with the software company, where she most recently was senior vice president of marketing. Before that she led the enterprise division, which is building relationships with the likes of IBM (IBM) and Microsoft (MSFT) in order to create applications that are appealing to regulated industries such as financial services. Bouck previously was a high-ranking executive for content management software company Documentum, acquired by EMC (EMC) in 2003 for $1.7 billion.