Dynata

Movers and Shakers: Adjust, Inskin Media, Picnic Media and DocuSign

David Murphy

The mobile marketing industry is ever-changing, and that applies to the people as much as the technology. Movers & Shakers is our regular feature following the hottest hires in the industry, so you can keep track of who’s joined which company, and what they’re doing there.

Clockwise from top left: Kelly Mullins, Bill Gerber, Jérémy Pacôme, Peter Boler, Julia Smith, Rob Giglio

Adjust hires industry veterans to strengthen agency partnerships and sales operations
Adjust, a B2B SaaS company whose platform includes measurement, fraud prevention, cybersecurity and marketing automation products, has appointed two seasoned leaders to strengthen its agency partnerships and enterprise sales practices in the US. With US advertising spend on pace to reach nearly $390bn (£318bn) this year, Adjust is ramping up its investments in the increasingly mobile-first region to help more brands improve their mobile marketing performance.

Kelly Mullins joins as global director, agency partnerships, while Bill Gerber joins as head of enterprise sales, US. Their appointments signal an increasing focus on strategic partnerships and accounts, as the company continues to develop its 2,000-strong network of trusted global partners and expand its enterprise client roster in the US. Adjust currently works with more than 32,000 apps, including apps from leading US brands such as Canon, Dominos, Jam City, Lumos, Sony Funimation, Viacom and Zynga.

Mullins will be responsible for building and maintaining agency relationships around the world. This includes equipping advertising agencies to run efficient mobile-centric campaigns and drive growth for mutual clients.

He joins Adjust from deep linking and attribution platform Branch, where he served as director of business development. Prior to Branch, Mullins held management roles at Amazon, Electronic Arts and partner marketing platform, TUNE.

A performance marketing industry veteran with over 25 years of experience at emerging B2B SaaS businesses, Gerber will be responsible for leading Adjust’s enterprise sales strategy for the US. As more and more industry verticals are disrupted by mobile-first and mobile-only players, Gerber will help brands build value, grow audiences, and protect their investments from advertising fraud with custom, long-term solutions.

Gerber also joins from Branch, where he served as head of strategic accounts, and had previously been head of global marketplace for TUNE. Prior to those roles, he held senior leadership positions at Coremetrics (acquired by IBM) and IBM Global Business Services.

The appointments are the latest in a string of recent hires to the global tech company’s senior team. Earlier this year, Adjust announced two new senior sales appointments. The company now counts over 430 employees across its 16 locations worldwide.

“Adjust’s network of trusted partners plays an integral role in providing accurate, actionable and fraud-free data for our clients,” said Adjust co-founder and CEO, Christian Henschel. “At the same time, to stand out in the highly competitive mobile-first market, brands are looking for large-scale, long-term, streamlined solutions to complex mobile marketing challenges. We’re thrilled to have Kelly and Bill’s leadership and entrepreneurial minds to move our US agency partnership mission and enterprise client engagement strategy forward.”

Inskin opens up in Amsterdam
Inskin Media, which provides high-impact digital display advertising, has opened an office in Amsterdam to support and grow the company’s business there. It will be headed up by Jérémy Pacôme, head of Benelux and France.

Inskin has built an expansive network of premium publishers across Europe, and has been working with EMEA agency and brand partners for several years. The growing set of business relationships and the potential for further growth across the region have encouraged the company to establish a full-time presence in Amsterdam. Inskin’s move to Amsterdam enhances its presence across some of the world’s key markets, with the company having already established a presence in Hamburg, Kiev, Sydney, Singapore and Hong Kong.

Globally, Inskin delivers high-impact, brand safe, non-intrusive campaigns to more than 1,000 premium websites in partnership with over 200 major global publishers. The company trades using both programmatic and direct approaches, and can target using contextual, first-party and third-party data.

“Inskin’s combination of quality design, unmissable format and premium publisher sites is a powerful package for brand advertisers throughout the region,” said Pacôme. “I am excited to be able to be setting up our office in Amsterdam and further strengthening our relationships with agencies and brands based here.”

Picnic bolsters regional sales and PR operations with two hires
Picnic Media, which describes itself as a user-first ad marketplace, has appointed Manchester-based sales operation One Link Digital to bolster its presence outside London. One Link’s Peter Boler will lead Picnic's regional sales operations, while Julia Smith also joins as Picnic’s first PR director.

Picnic brings the high-quality ad experiences of social media to the open web, delivering proprietary social formats like Sponsored Stories and Posts mid-article, on premium editorial content.

Boler previously led the regional sales team at Weve, O2’s mobile marketing platform. Prior to that he was regional sales director at The Exchange Lab. An experienced regional sales head with a strong digital advertising track record, Boler founded One Link Digital in 2018 and is tasked with driving regional opportunities for Picnic’s ad formats.

Smith, who brings 25 years’ experience to the role, will implement a high-visibility communications strategy to increase the brand awareness of the business. She has held major commercial roles with companies including Associated Newspapers, Mirror Group Newspapers, Dennis Publishing and IAB. She also provides PR consulting services for Impact, Cavai, Channel Factory, White Bullet, Adverty, Tradehouse Media, Appetite Creative and The 614 Group.

“We are extremely pleased to welcome both Peter and Julia to the Picnic team,” said Picnic founder and CEO, Matthew Goldhill. “Mobile ad technology is constantly in motion and we believe we are perfectly positioned for a revolution in user experience. We know that Peter and Julia will play a major part both in building our business and in spreading the word.”

Giglio leaves Adobe for CMO role at DocuSign
DocuSign, the agreement cloud company, has hired Rob Giglio as its chief marketing officer. Giglio joins DocuSign from Adobe, where he helped architect the growth strategy for the firm’s self-service cloud business and oversaw significant international expansion. As DocuSign’s CMO, he will own all demand generation, self-service sales, digital, creative, and brand functions for the company.

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