SAP names Morgan and Klein as co-bosses
Jennifer Morgan and Christian Klein have been appointed co-chief executive officers at SAP, following Bill McDermott’s decision to step down from his position as CEO.

Morgan, who joined SAP in 2004, most recently served as president of the Cloud Business Group, overseeing Qualtrics, SAP SuccessFactors, SAP Ariba, SAP Fieldglass, SAP Customer Experience and SAP Concur. She was named an executive board member in 2017.

“I could not be more grateful to Hasso Plattner and the supervisory board for placing their trust in me and Christian to lead this next chapter for SAP,” said Morgan. “We accept the challenge with a high degree of humility, but also with a sincere belief that the best is yet to come for SAP. We have the finest, most talented colleagues in the world who give us so much confidence in the road ahead. Bill McDermott has been not only a tremendous leader, but a mentor and a role model for so many of us. In Bill, we stand on the shoulders of a giant and look forward to building on his legacy of success.”

Klein, who started his career at SAP two decades ago as a student, most recently served as the company’s chief operating officer, also overseeing product development for the flagship ERP solution SAP S/4HANA. Previously, he worked as SAP SuccessFactors chief financial officer and as SAP chief controlling officer. Klein was appointed to the executive board in 2018.

“As someone who began my career in the halls of SAP, this is the highest honour I can imagine to become co-CEO together with Jennifer. Hasso Plattner has given us a tremendous opportunity and we are truly thankful to him and the supervisory board,” said Klein. “SAP has the most comprehensive solution portfolio in the industry. We have an unprecedented opportunity to finish what we started and deliver the intelligent enterprise. This will be the best way to honor our predecessor, Bill McDermott. We will always strive to be leaders who bring out the best in people like Bill has always done.”

McDermott will remain in an advisory capacity until the end of the year to ensure a smooth transition.

Tessier takes brand lead at MoPub
MoPub, a Twitter-owned mobile exchange, has hired Vincent Tessier as its brand and agency lead EMEA. He brings more than 12 years of experience into his new position from a variety of roles at Universal Music, AOL, Trademob and LaPlaceMedia.

Most recently, Tessier was the general manager EMEA at Adsquare, where he has successfully scaled and transformed the startup into a European market leader in the audience and footfall measurement category, across nine markets and four local offices.

“I am incredibly excited to be joining MoPub at Twitter and look forward to working closely with our brand and agency partners,” said Tessier. “Mobile has been ubiquitous in our lives for some years but only now is its true potential as a media channel being unlocked. I look forward working closely with our brand partners to help them reach their customers programmatically via MoPub, offering access to 45,000 apps and 1.45bn mobile devices globally.”

Leo Burnett selects Avener as MD
Carly Avener has joined Leo Burnett London as managing director. Reporting to chief executive officer Charlie Rudd, she will be in care of the day-to-day running and operations of the agency, working with existing clients including Iceland, McDonald’s, Betfair, and Gulf Oil.

Before joining Leo Burnett London, Avener was at BBH, where she launched and ran the agencys social media specialism and brand experience output working with clients such as Next, Burberry, Mentos, Burger King and Samsung. In 2018, she led Burger King’s brand repositioning and relaunched The Whopper. She also developed the AR immersive experience called Doorways for Samsung in partnership with Family Guy.

Prior to BBH, she worked at McCann Erickson on the Microsoft, American Airlines, and Co-op accounts.

“It’s a really exciting time to be at Leo Burnett right now and I’ve seen the agency go from strength to strength. Their iconic work is famous across the UK and I can’t wait to get started,” commented Avener.

Gold promoted to director of social at Grey
Grey, the advertising network of WPP-owned Grey Group, has elevated Kenny Gold to senior vice president, director of social media for Grey North America. Working with Grey offices in Los Angeles, Toronto, and Montreal, he will build the agencys talent and capabilities, enhance partnerships with social platforms, and ensure social is an integral part of new business development.

Gold has served as SVP, director of social media for Grey New York for the past 15 months. During his tenure, Gold has played an integral role operationally, strategically and creatively developing content and the innovative use of social media for the agency and its clients. Grey New York has doubled its social media team under his leadership.

Dan Bennett, worldwide chief innovation officer at Grey Group, said: “Kenny Gold has brought energy and vision to placing social at the heart of our creative and strategic approach to brand building. Hes expanded the horizons of how we create Famously Effective work that resonates in popular culture.”

Telaria adds Antoniou to direct on publisher accounts
Jenny Antoniou has taken the role of publisher account director, ad operations at video management platform Telaria. Reporting to vice president EMEA Bill Swanson, and based out of Telaria’s London office, she is responsible for the growth of Telaria’s EMEA publisher and broadcaster business.

Antoniou was previously head of campaign management at Dennis Publishing. She led teams through large-scale change covering all aspects of digital media operations, programmatic, content-led partnerships and B2B lead generation. As co-chair of the AOP’s Ad Ops Steering Group, Antoniou has also led and rolled out industry-wide publisher initiatives.

“Telaria has built a leading position in connected TV and premium video globally across the US and APAC regions,” said Antoniou. “As the video advertising landscape evolves and grows at a rapid pace in EMEA, I’m excited to build on thebe part of the company’s success journey by leveraging its technology to unlock more programmatic video opportunities for publishers and brands in EMEA.”

Blakeway to lead programmatic at Journey Further
Performance marketing agency Journey Further has handed Ed Blakeway the role of head of programmatic & paid social at the company’s new Manchester office, which he will head up. He has joined to enhance the agency’s display and social offerings as clients demand greater transparency, stronger creative direction, and an integrated approach across paid and organic activity.

Blakeway was previously associate director at iProspect and, before that, head of programmatic at Search Laboratory.

“I am really excited to be joining the Journey Further team and establishing the agency in Manchester,” said Blakeway. “It is rare to find an agency that has such a strong proposition – Clarity at Speed – and a set of values that has created a unique and empowering culture. I will be working closely with Robin and the team to deliver for our clients and foster that culture in Manchester.”

Tealium welcomes Bullock to lead marketing
Heidi Bullock has joined Tealium, a customer data orchestration firm, as chief marketing officer, arriving from the same role at Engagio.

At Engagio, Bullock was responsible for the go-to-market strategy, product marketing, internal sales, corporate communications, and helping create the ABM automation category. Before that, she was group vice president of global marketing at Marketo, where she built out the award-winning demand generation function globally that helped lead to a successful IPO and, later, an acquisition.

“As a marketer, it is my job to provide customers with meaningful experiences and that requires leveraging the right types of data, responsibly, when it matters most. Tealium is appealing because it solves this issue regardless of the type of data or source,” said Bullock. “Im proud to be joining an innovative team that pioneered the customer data solution space. For me, the most important part of being a leader is to support, grow, energize and connect all of our team members – as well as the customers we serve.”

Balekjian and Cura join Badi senior team
Badi, an AI-driven room rental marketplace, has hired Glenda Balekjian as vice president of product and Ezequiel Cura as vice president of engineering.

Balekjian leaves her leadership role within Booking.com’s core marketplace product development team, which saw her lead data science based initiatives to match guests with the right accommodation, post booking automation services, and refining messaging based solutions which connected customer service, hosts and travellers across 42 languages. She will now use her experience to further Badi’s strategic drive to improve its user-centred product offering. 

“I’m looking forward to leading our product efforts at Badi, a young fast-growing organisation with huge potential,” commented Balekjian. “I’m inspired by Badi’s vision to create solutions that make our world better through the power of technology. Making space in a crowded world resonates as one of the biggest problems to solve for future generations. It’s about sustainability and quality of life.”

Cura joins from Google where he worked in Photos, Research, Google Pay, and SumUX.

“I have always been a product and goal driven engineer. I had the luck to lead a wide number of projects for Google that helped to hone the skill set I will bring to Badi,” said Cura. “I enjoy closely collaborating with cross-functional teams and I’m looking forward to continuing Badis efforts to help everyone live everywhere, now in an international setting.”

Mapp opts for Alberti to lead global sales
Maurizio Alberti has been promoted to the role of vice president of global sales at cloud-based digital marketing provider Mapp. He will oversee the development of Mapps annual sales plan and define the corresponding sales policies and practices. In addition, Alberti will lead the company’s global direct and channel sales strategies and expand the international sales team, providing optimal operational support for Mapps overall business objectives.

Alberti boasts more than 15 years of digital marketing industry experience, starting his career as an account manager at eCircle before being appointed managing director for Italy in 2010. From 2013, he held the position of managing director for Italy at Teradata, where his responsibilities included launching the integrated marketing applications solution in Italy. Teradata would then evolve into Mapp in 2016.

“Following my role as Managing Director Europe, I am delighted to now apply my knowledge to Mapps global business,” said Alberti. “As our company continues to grow, consistent, effective sales operations are essential to further expand our customer base and achieve our defined business objectives. We still have a great deal of potential in cross-channel marketing.”

Lewis to head up finance at Clicky
Digital marketing agency Clicky has appointed Jane Lewis as head of finance, bringing her wealth of corporate experience to the growing agency.

Lewis joins from a vice president role at ConvaTec Group, where she was instrumental in floating the $1.7bn business on the London Stock Exchange in 2016.

“I was impressed with both the energy at the office and the ethical values at Clicky that stem from the leadership,” commented Lewis. “I have the opportunity to help this dynamic company grow and flourish, and I’m looking forward to seeing where the journey takes us.”

Vungle promotes Bondy to COO
Jeremy Bondy has been handed the newly created role of chief operating officer at Vungle, a performance marketing platform for in-app video ads on mobile devices. The promotion coincides with Blackstone’s completed acquisition of the company.

Bondy, who has been at Vungle since 2014, will continue to oversee global revenue and Vungle Creative Labs, while ensuring operational excellence across the business.

“Jeremy is a seasoned and trusted leader who consistently delivers results,” said Vungle chief executive officer Rick Tallman. “Jeremy’s sales and operational leadership have been instrumental to our rapid, profitable growth over the past five years. I look forward to working closely with him in his new role as we continue to expand our company and better serve our customers.”

Wray and Graham take places on Tonik+ executive team
Tonik+, a video intelligence and editing solution, has named Lauren Wray as chief revenue officer and Chris Graham as chief product officer and general manager.

Wray will oversee key sales and marketing initiatives for company including strategy development, account management, pricing, forecasting, resource planning and budgeting. Prior to joining Tonik+, she led media and content domain sales, growth and strategy at Kantar. Before that, she directed the national sales team and played an essential role in the extensive growth of the business at Sharethrough. She started her career at Forbes Media.

“Lauren is a seasoned leader who brings a wealth of experience in sales and customer acquisition,” said Morgan Harris, founder & CEO of Tonik+. “She understands the needs of our business and how to effectively develop successful strategies that generate revenue. We are excited to welcome Lauren and her passion for quickly growing startups to the TONIK+ team.”

Graham will oversee technology, creative, and data science teams at Tonik+. Most recently, he oversaw the development of HYFN8 from concept through launch, monetisation, growth, and exit, creating and managing teams including analytics, ad operations, client services, product management, sales engineering, and marketing. He went on to found Noname Ventures and ZeroBaseOne.

“Chris brings an exceptional knowledge bank of technology, startup and media brand development to the Tonik+ executive team, and has been a consistent catalyst for operational excellence throughout his career,” said Harris. “We’re so thrilled that he chose to join us on our journey of growth, and vertical expansion this year. With the addition of both Lauren and Chris, our top-notch leadership team is stronger than ever.”

Channel Factory makes senior hires across Europe.
Idan Shuklin, Kasper Jensen, Ajay Daved, Mark Butt, and Juliet McCutcheon have all joined YouTube content alignment firm Channel Factory in various capacities across Europe.

Shuklin arrives as business development partner, EU/CEE. Bringing over 20 years of experience across eCommerce, software product and brand development, he was most recently eCommerce director for Europe at Chubb Limited. He will be tasked with creating and launching Channel Factory’s Central and Eastern European operations.

Jensen joins as sales manager for Denmark, bringing 15 years of digital media and management experience. He will be responsible for developing and activating a road map of clients for Channel Factory in the Danish market. Most recently, he was head of sales at Smartclip.

Daved, boasting 16 years of digital experience, will manage strategic partnerships across EMEA. He previously worked for DoubleClick and Google, and has held leadership roles at PowerLinks, Tremor, RhythmOne, and AppNexus.

Butt will work as strategic business development consultant in the UK, having a remit to develop partnerships with key agencies and brands. With more than 20 years’ experience in commercial strategy, mergers & acquisitions, media buying, programmatic technology and ad operations, he was managing director of Eyeconomy before launching Seventures Lab.

Last but by no means least, McCutcheon takes on the role of key accounts manager in the UK. Joining from her role as sales manager at Amobee EMEA, she will be working closely with the UK agencies, driving awareness of Channel Factory’s solution, and developing the UK roadmap.

“We are excited to welcome Ajay, Mark and Juliet to the UK team to further service brands and agencies across the UK,” said Mattias Spetz, EU managing director at Channel Factory. “We are delighted to announce the launch of the Danish office and appointment of Kasper to build the business in Denmark and deliver a truly localised offering. We are also pleased to open our office in Russia and welcome Idan to lead Central and Eastern European operations for Channel Factory.”

Three leadership changes at Starmind
AI SaaS company Starmind has appointed Stefan Gass as chief marketing officer & head of growth and Eric Storm as vice president of sales, Americas, while promoting Adrian Schlund as chief revenue officer.

Gass will lead all marketing, inside sales, customer success and community functions. He will focus on Starmind`s accelerated go to market, product-led growth and global scaling strategies. He brings over two decades of experience leading high-growth teams at venture-backed SaaS companies like Veeam and scaling teams into new markets at BCG, Microsoft and Oracle.

“Starmind is paving the way in defining a new category, which is a natural evolution in the future of work as every large corporation today is going through fundamental shifts in their workforce,” said Gass. “Our neural networks are helping enterprises harness human intelligence to unlock productivity and competitive advantages while facilitating knowledge-sharing and growth. Our customers have a significant opportunity to transform in the way they tap into their most valuable asset – human knowledge – and I am excited to help them realize that.”

Storm will lead Starmind’s expansion into the US market, focused on enterprise businesses. He joins from Citrix, where he was one of the key enterprise US sales leaders.

“I’m thrilled to welcome Stefan and Eric to Starmind,” explained Oliver Muhr, CEO at Starmind. “Each bring unrivalled experience working at both high-growth startups and large-scale enterprises, as well as impressive track records in growing companies and creating new categories in enterprise software.”

Tag brings in Vidler as Europe boss
Andria Vidler has been hired as EMEA chief executive officer by Tag, a creative production and sourcing partner to brands and agencies. Reporting to global CEO David Kassler, she will officially start her new role in January 2020.

Vidler has spent the past six years as CEO of Centaur Media PLC, which she transformed into a business intelligence, data and event group primarily focused on the marketing sector. She was responsible for setting strategy, driving financial performance, overseeing operational improvement and delivering cultural change.

Before Centaur, Vidler spent four years as CEO for EMI Music UK & Ireland and has held senior roles at Magic Radio-Emap, Bauer Media and at the BBC. She is also a trustee for Media Trust and a non-executive for Gamesys PLC.

“Having worked at the heart of the marketing and media sector for over 25 years, I fully understand the appeal of Tag’s compelling proposition as a creative production and strategic sourcing partner,” commented Vidler. “More than ever, brands need trusted, independent partners with capability and scale to help them navigate the complex and ever-changing demand for content across all media channels. This is exactly what Tag is built for and why it is well-positioned for growth. Im excited to continue to drive the success of its business across EMEA.”

Barclay and Wagner arrive at Synup
Synup, an intent marketing cloud, has selected Margie Barclay as senior vice president of client services and Brett Wagner as vice president of enterprise sales.

A 22-year veteran of the technology space, Barclay served as vice president of sales and customer experience at Contently before joining Synup. She also served in senior leadership roles at TapClicks, YP.com and Advance Publications.

“The future of marketing is going to be about giving customers the right information at the right time, based on purchase intent. That’s why I’m so excited to be joining Synup,” Barclay said. “Consumer behaviour is changing rapidly, and the Synup Intent Marketing Cloud is in the perfect position to drive outcomes that truly help our customers’ bottom lines.”

Wagner joins Synup after serving as APAC general manager at Movable Ink, where he helped drive sales. He has also overseen growth at LiveIntent and Bomoda, where he held leadership roles in sales and revenue.

“When scaling a company, I’ve always put the customer at the centre of my efforts. That’s the true key to client retention and growth, and that’s why I’m excited to be joining a like-minded organization like Synup,” Wagner said. “The company’s expansion plans are ambitious, and they’re mapped out in a way that will not only expand the company’s customer base, but also make existing customers happier than ever.”

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Salesforce chooses Patterson as EMEA chairman
Gavin Patterson has been appointed chairman in Europe, the Middle East, and Africa (EMEA) at customer relationship management (CRM) giant Salesforce. He will provide strategic guidance to Salesforce’s growing business in EMEA, the company’s fastest-growing region globally.

Patterson was previously chief executive at BT Group from 2013 to 2019 and CEO of the Group’s retail division from 2008 to 2013. While at BT, he completed the UK rollout of the superfast fibre broadband, started the deployment of ultrafast fibre broadband, led the £15 billion acquisition of EE, launched BT Sport, expanded BT’s cyber security practice, and championed BT’s social purpose agenda. He initially joined BT in 2004 as managing director of the consumer division.

Prior to BT, Patterson spent four years at Virgin Media and nine years at Procter & Gamble. He has also previously served on the advisory board of the Cambridge University Judge Business School and as president of the Advertising Association. He is currently a non-executive director on the board of British Airways, a Trustee of the British Museum, serving on the board of the charity Movement to Work, vice president of the Royal Television Society, and a fellow of the Institute of Telecommunications Professionals.

“Salesforce is a special company with an enviable track record and phenomenal future opportunities in EMEA,” said Patterson. “I look forward to supporting this team of talented leaders as the business moves into its next phase of growth.”

Krakowsky named IPG COO in management reshuffle
Advertising firm Interpublic Group (IPG) has promoted Philippe Krakowsky to the role of chief operating officer as part of a number of senior management changes. He will work with chairman and Chief executive officer (CEO) Michael Roth to oversee the company’s business operations and will continue in his positions as IPG’s chief strategy and talent officer and chairman of IPG Mediabrands, while now also overseeing Acxiom, Carmichael Lynch, Deutsch, Hill Holliday, Huge, and R/GA.

“For more than a decade, Philippe has played a key part in major strategic actions at Interpublic that have been integral to our long-term success, and more recently he was the driving force behind our acquisition of Acxiom,” said Roth. “He has helped me in the design and execution of our cross agency ‘open architecture’ model that delivers the best of IPG solutions to our clients. He has also been instrumental in helping create IPG’s distinctive culture, which attracts the industry’s best talent. Were very excited to have him positioned in this new chief operating role at IPG.”

Meanwhile, Daryl Lee has become CEO of Mediabrands, a role held by Krakowsky for the past three years, and Eileen Kiernan has been elevated to global CEO of UM, succeeding Lee.

Publicis Sapient hires Erickson as talent chief
Kristi Erickson has been appointed global chief talent officer at Publicis Sapient, Publicis Groupe’s digital business transformation hub. She will work directly with Publicis Sapient CEO Nigel Vaz to build a successful foundation for future generations of leadership and ensure the creation of an integrated, high-performing talent function that will drive strategic outcomes at the company.

Erickson arrives at Sapient with over 30 years of experience and has held chief people officer roles across verticals, regions, and horizontal services lines. She worked at Accenture for 25 years, where she was a partner and held positions of increasing responsibility, including executive director of human resources for Accenture’s global systems integration & technology dervice line. Additionally, she served as executive director of HR for the North America region setting the human capital strategy for 37,000 people across the US and Canada while leading a HR team of over 550 individuals to achieve this strategy through a period of high volatility. She was also a member of Accenture’s talent management board.

“I am very excited to join Nigel and the team at Publicis Sapient,” stated Erickson. “I look forward to partnering with our leaders to build strong, cohesive, world-class teams that help our clients realise their future, create meaningful work and experiences for our people and make Publicis Sapient a more inclusive and equitable workplace where all people can learn, grow and thrive.”

Morsy becomes Peer39 MD
Peer39, the ad management and distribution platform previously owned by Sizmek, has announced the opening of its first international office in London, headed up by Andrew Morsy as its international managing director.

Morsy brings 15 years’ experience in digital advertising to his new role, with expertise in scaling commercial operations, having worked at worked at Yahoo, Struq and StrikeAd. Most recently, he acted as UK managing director at Sizmek, where he oversaw the London sales team.

Alec Greenberg has also joined Peer39 as vice president of partnerships. He is tasked with establishing new partnerships and strengthening existing collaborations across the world. Greenberg previously acted as vice president of partnerships at Amino Payments and has also worked at Sovrn, Dstillery and aCerno.

“We are delighted to welcome Andrew and Alec to the Peer39 team, as the company enters the next phase of its development,” said Mario Diez, chief executive officer at Peer39. “Both possess a far-reaching knowledge of the digital advertising industry, proven leadership skills and a terrific focus for customer and partner success. We are also excited to be opening our first international office in London, providing us with a platform for expansion and the ability to reach a whole new client base, while strengthening our existing international links.”

Tealium looks to Purcell to lead on revenue
Ted Purcell has been hired as chief revenue officer at Tealium, a real-time data orchestration firm. He will direct the go-to-market strategy as the company continues to expand its independent customer data platform (CDP).

Purcell previously served as senior vice president of commercial at Marketo, where he led go-to market activity across demand generation, sales development, ales, and customer success. Before that, he held senior leadership positions at SAP and Clarizen.

“This is the perfect time to join the Tealium team, and I couldn’t be more excited to scale the business and drive success for both current and future customers,” said Purcell. “It’s clear that we’re at the forefront of innovation, helping enterprises around the world embrace the power and value of real-time customer data. Even better, Tealium provides a trusted platform that enables customers to comply with the growing number of data governance and privacy laws around the world. The Tealium team is helping hundreds of global brands across all verticals increase their conversion rates while decreasing the cost of customer acquisition and engagement, and I’m looking forward to helping more companies realise this enormous value that Tealium will bring to their business.”

Forster takes charge of Zenloop’s international business
SaaS customer experience management platform Zenloop has made Shane Forster its head of international. He will lead the company’s first step in internationalisation tacking the data-driven customer experience market in the UK.

Forster began his career at Become Europe before launching Voucherbox.co.uk at Webgears. Prior to joining Zenloop, he was head of marketing at Customer Alliance, where he focused on growth and positioning throughout Europe.

“With all of our experience from our market leading position within the DACH region, we have identified eCommerce sector as one of our core verticals with a clear market fit,” said Forster. “Moving into international markets is a key phase to the success of Zenloop and with its huge eCommerce industry, the UK will definitely be a key market for us. Within the next six months, we will be focusing heavily on establishing Zenloop in the UK.”

Coast Digital adds five
Sarah Tanner has joined digital marketing agency Coast Digital as business relationship manager. She is joined by UX consultant Catherine Holmgren, PPC specialist Hollie Beeson, and SEO specialists Sam Bonner and Robert Phillips.

“I am so excited to be part of the evolving Coast Digital family,” said Tanner. “The way they utilise the ever-changing technical landscape, especially in Biometrics, drew me to the company in the first place and I can’t wait to show more businesses the benefits of working with us.”

The agency added new staff in response to its 22 per cent year-on-year increase in turnover and 16 per cent in fee income over the past year. The company also recently opened a biometrics lab and a range of mobile testing equipment.

“The past year has seen our business go from strength to strength,” said David Wharram, chief executive officer at Coast Digital. “We continue to invest in people and technology to gain competitive advantage, this investment will both help to support our existing client base while giving Coast Digital the ability to take on even more customers. Our work is attracting global brands which is hugely exciting for the team.”

Williams to head up revenue at Boxever
Boxever, an AI-driven personalisation platform, has appointed Jon Williams as its first chief revenue officer. He is tasked with helping global brands deliver positive online consumer experiences which translate into measurable outcomes and ROI.

Williams boasts more than two decades’ worth of martech experience – of which much was spent at Aprimo. There, he held several positions, most recently running its non-US operations, helping major brands such as Lloyd’s Bank, Qantas and ASOS achieve measurable growth through more engaged customer experiences. Prior to Aprimo, Jon worked at Teradata, where he was responsible for their Marketing Applications division in the UK & Ireland.

“Boxever is leading the way in using data and AI to help the world’s biggest brands deliver game-changing customer experiences that result in measurable outcomes and growth,” said Williams. “I am very excited to join Boxever and relish the opportunity to work with such a superb team who have developed the market leading personalisation solution.”

Ecrebo brings in Gardenswartz as CMO
Will Gardenswartz has joined retail technology firm Ecrebo as chief marketing officer. Reporting to chief executive officer David Buckingham, he has responsibility for all marketing activities for Ecrebo globally with a focus on driving clear and consistent market positioning.

Gardenswartz most recently headed up strategy for Palomino Media Group, the agency charged with selling the first-party targeted TV ads on Vudu, Walmart’s streaming media service. Prior to that, he served in various marketing and strategy roles at Catalina Marketing as well as in several venture-backed ad tech and marketing services startups. Gardenswartz started his career at former US cable TV giant, Tele-Communications Inc. (TCI).

“I’m a big believer in point of sale marketing, because I’ve seen how well it works,” said Gardenswartz. “But, for several years now, I’ve felt POS marketing could be done in a more modern, retailer-centric way. Ecrebo has done exactly that. They’ve re-imagined and re-engineered POS marketing for the 21st century. Employing paper and digital receipts, Ecrebo’s software-only solution – that works with all legacy POS systems – delivers mass-personalised promotions more efficiently than any other channel. I look forward to helping Ecrebo spread that message to retailers and their partners.”

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Tealium, a real-time customer data orchestration solution, has raised $55m in a Series F funding round led by Silver Lake Waterman, with other substantial investors including ABN AMRO Digital Impact Fund, Declaration Partners, and Parkwood. Tealium plans to use the funding to optimize its data integration ecosystem, expedite the development of products, and expand its global go-to-market activities.

Launched in 2013, Tealium’s AudienceStream customer data platform (CDP), has seen a 300 per cent year-over-year increase in visitor profiles created. The company has also raised more than $160m in funding since its inception. Tealium’s platform links customer data from websites, mobile apps, point-of-sale (POS) systems and call centers back to the original business.

“Our customer data platform is the vendor-agnostic foundation that allows data to flow freely and securely across the organization — rendering it accessible and useful to every team and technology, and solving departmental or technological silos that limit opportunity for data agility,” said Jeff Lunsford, CEO of Tealium. “By democratizing the data collection and delivery process, we help organizations meet the changing needs of their business and customers and protect the integrity of their data.”

“Tealium enables companies to overcome challenges related to customer data fragmentation by integrating and enriching data across sources in real time, while providing data governance and fidelity,” said Shawn ONeill, managing director of Silver Lake Waterman. “Jeff and his team have built a robust platform, and we are excited to support the companys continued growth and investment in innovation.”

“As a long-time Tealium customer, weve seen the benefit of the technology first hand,” said Frank Verkerk, chief digital officer of ABN AMRO. “Tealium has helped us streamline and standardize our data flows and has given us the tools we need to make better marketing and business decisions.”

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Check out our Dmexco 2018 tag for more coverage and videos from one of the digital marketing industrys biggest shows.

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Data seemed to be the theme of the day at Tealium’s Digital Velocity Europe event, and it’s not surprising. Part of a worldwide series of events that promises to help businesses transform themselves into real-time enterprises that embrace the power of the digital economy, data sits at the backbone of everything covered by Digital Velocity.

That sentiment was echoed by Jeff Lunsford, CEO of Tealium, who spoke about the firm’s origins, and how co-founder Mike Anderson “said there’s a huge problem in this world, and problem is data fragmentation, and we wanted to form a company that would solve that problem.

“Digital transformation for me is about two things; it’s about taking a customer-centred approach and it’s about doing things in real-time. It’s difficult to know your customer, but the best companies are actually engaging their customer on an individual level, because they’re listening to the data. The more aggressive companies in your industry are going to take advantage of that data, so we believe that this has become a strategic mandate. Put your customer at the centre, and engage them in real-time.”

The event included speakers from firms who had done just that, including Kerry Dawes, head of personalisation and optimisation operations at The Rank Group. A year ago, the brand’s online properties had lacked all but the most basic analytics and few at the firm were concerned with the customer data that was available to them.

Dawes, with the help of Tealium and Decibel Insight, was able to kickstart a new approach to the brand’s digital channels, and by careful analysis of customer behaviour and thorough A/B testing, the company was able to achieve a £2.5m uplift in revenue and 400% uplift in ROI.

The Rank Group weren’t the only ones demonstrating the power of data to fuel digital transformation. Xavier Perret, chief digital officer of Orange France spoke about the need for precise targeting when engaging B2B customers.

“I want to be able to capitalise on the richness of our data,” said Perret. “I want to be able to precisely target the right guy. I want to be able to analyse behaviour, of course, but I also want to be able to exclude behaviours. I want to be there when it matters to my customers and my prospects.”

With more than 25m subscribers in France, Orange has a huge store of data to pull on, but Perret emphasised that the firm constantly fine-tunes its segmentation using over 200 data variables to identify and target customers.

“You have to test, learn, test, learn,” said Perret. “I always say if you want to find your prince, you have to kiss a lot of frogs.”

In the afternoon, Andreas Bahr, head of analytics at TUI, was interviewed by Martin McDonald, country manager for DACH at Tealium. Bahr shared a similar view on the importance of data for guiding businesses forward, and measuring the results once a strategy had been executed.

“Data is part of the core business,” said Bahr. “It’s not something that the UX team does; for every decision you make and every choice you make, you should have data at the core of that, and know what success looks like. You need to change our organisation around, because gathering, using and sorting data needs to be the core function of your business.”

It wasn’t all evangelism on the power of data, however. With the spectre of GDPR now less than a year away, the event spent some time focused on the responsibilities and obligations surrounding how data is collected and used.

Mobile Marketing’s own David Murphy moderated a panel discussion on data governance, and how various firms are addressing the challenges that are created by the huge amount of data now available to marketers.

“This new legislation is really making sure that the trust of the consumer is really right at the centre,” said David Morris, director of solutions and consultancy at Tealium EMEA. “It’s taking all of the ownership and placing it not just on those who collect it, but also those who share it, and those who are looking to monetise it. The relationship with the consumer is going to improve, because it’s going to centre on trust.”

“We err on the side of doing our best in terms of the strictest rules we’ve got,” said Steve Lok, head of martech and operations at The Economist. “Where we look at regional offices or regional strategies to deal with places in the EU, we’re often talking to suppliers we work with and they understand GDPR from an acronym point-of-view, but many of them don’t understand that it means we’re responsible for data from start to finish. With partners or suppliers we’re working with, we’re saying ‘We have to know what your plans are for the next year to get prepared for GDPR, or we can’t work with you’.”

GDPR was also the main topic of discussion for Sheila Fitzpatrick, chief privacy officer of NetApp and global privacy expert. She broke down the misconception that GDPR is concerned merely with security, and outlined exactly what the new legislation means for how firms collect, store and use their customer information.

“GDPR is the biggest overhaul to data privacy laws in 20 years,” said Fitzpatrick. “It is a massive change, and one the biggest effects it’s going to have is going to be extraterritorial; it will affect any organisations that holds data on any EU citizen.

“You may think these laws were put in place to prohibit you from what you’re trying to do, but the laws were really put into place to protect that fundamental right to privacy.”

Fitzpatrick shared information on how privacy laws differ around the globe, from restrictive markets like South Korea, Germany and New Zealand to the lax approach of the United States, with firms based in the US facing the biggest challenge when it comes to preparing for GDPR to come into force.

“You have to be extremely clear and transparent about what you do with data, but it doesn’t mean you can’t collect data. What GDPR is trying to do is to get people to respect that fundamental right to privacy, and to stop that ‘scope-creep’. What the law is forcing you to do is be accountable for that data, to be transparent about what you’re doing with that data, and to only collect the minimum data you need to carry out whatever services you provide.”

The overall picture painted by the day was one of a world finally waking up to the true power of information, both for good and ill. While GDPR and similar legislative changes may force marketers to rethink their approach to capturing and using customer data, the degree to which data now steers businesses is unlikely to ever go backwards now.

Firms who have yet to undergo true digital transformations and place data at the centre of their operation will face huge problems in the years to come, and risk being left behind by their competitors. But those who do embrace the potential of data to inform every aspect of their business look set to reap the rewards and grow ever more efficient and profitable.

The post Digital Velocity: With Great Data Comes Great Responsibility appeared first on Mobile Marketing Magazine.