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.

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.”