Making Science

Movers and Shakers: The Trade Desk, Double Verify, Aki Technologies and more

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.

L-R: Phil Duffield, Julie Eddleman, Russell Loarridge

Duffield to head up The Trade Desk in the UK
Ad tech firm The Trade Desk has appointed Phil Duffield as Vice President of the UK. In this role, he will be responsible for leading The Trade Desk’s business and operations to help drive scale and growth within the United Kingdom. He reports to Philippa Snare, Senior Vice President of EMEA.  

Duffield joins The Trade Desk from Adobe, where he held the role of Managing Director, leading the Ad Cloud business for Adobe across EMEA. He has an in-depth knowledge of programmatic, garnered from over 15 years’ experience in the ad tech industry. He has worked in the UK, the US and in Australia, in roles including AOL International’s Head of Advertising and Adap.tv’s International Senior Vice President. He has also consulted for the start-up Samba TV in California. 

“Over the last few years, The Trade Desk has cemented its position as the leading independent demand side advertising platform,” said Philippa Snare, Senior Vice President, EMEA. “We are delighted to welcome Phil as we look to scale our growth globally. His wealth of experience and knowledge of the UK advertising technology industry will be invaluable in supporting our continued growth in this key market.” 

Duffield said: “Programmatic is an incredibly exciting space to be in right now as more and more businesses recognise the value of data-driven advertising. I’ve long admired The Trade Desk’s mission to make advertising better for everyone, from consumers and brands to publishers, so I’m excited to be a part of the team making that philosophy a reality”. 

Eddleman takes up CCO role at DoubleVerify
DoubleVerify (DV), which provides digital media measurement software and analytics, has appointed  Julie Eddleman to the role of EVP, Global Chief Commercial Officer (CCO). As CCO, she will lead the company’s sales and client service organizations worldwide, reporting to CEO, Mark Zagorski.

“I’m delighted to welcome Julie to the stellar leadership team at DV,” said Zagorski. “She’s one of the most respected digital marketing and commercial leaders in the industry, with a proven track record of building strong, supportive business cultures and long-term, strategic partnerships with leading global brands. At DV, our mission is to foster transparency and trust in digital marketing – helping to build a stronger, more secure ad industry. We are excited to add a leader of Julie’s caliber to our team, as we deliver on this mission and continue to expand our global enterprise.”

Eddleman was most recently Global Client Partner at Google, where she spearheaded global partnership and growth strategy for some of the company’s largest clients, including Procter & Gamble, Coca-Cola, McDonalds, General Motors, Ford and Fiat Chrysler. During her tenure, she partnered with product, engineering, research and legal teams to advocate on behalf of clients, leading to the development of mutually beneficial Joint Business Plans, while also garnering advertiser input that shaped Google’s product roadmap. Prior to Google, she led all centralized marketing for North America at Procter & Gamble, including media planning & buying, sports marketing, branded entertainment and retailer marketing, leading over 400 employees and 1,000-plus agency personnel.

She is also a noted Diversity & Inclusion Leader, having served as one of six senior women globally leading Google’s more than 20,000-person Employee Resource Group (ERG) Women@Google. She was also one of the senior leaders on the Gaygler Executive Committee (now called Pride@Google), leading the company’s strategies to recruit, retain and advance LGBTQ+ Googlers, as well as ensure Google’s marketing efforts are inclusive of the community globally.

Eddleman said: “DV is a trusted partner for many of the world’s largest brands and media platforms. Given my extensive background in digital media and advertising, I’m well aware of the issues around transparency, brand reputation and performance that global brand advertisers face. DV is leading the pack in terms of powering media quality and effectiveness – continuously innovating to deliver offerings across social, mobile, video, CTV, and programmatic platforms, and I am excited to bring my experience and leadership to the organization.”

Aki sustains growth with four new hires
Personalised advertising firm Aki Technologies has hired an additional four Sales Directors. Ryan Gelisse will be based in Detroit; April Porchia in Arkansas; Mary Beth Agase in Chicago; and Matt Goynes will work out of Dallas-Forth Worth.

Gelisse was previously at SITO mobile, where he helped marketers and agencies leverage consumer behaviour for targeted media solutions. He has also worked at Carat, Google, Microsoft and AOL. Porchia brings a host of experience from her buying days at Walmart corporate, her business development role at Disney, her sales position at Unilever, and most recently her social media influencer marketing sales role at Inmar/Collective Bias.

Agase has worked with brands such as Quaker and Pepsi as well as with agencies. She consulted with Aki before joining the Chicago team full time. Goynes developed and managed a full sales funnel for the Texas and Oklahoma region of NinthDecimal. Before that, he led Twitter’s mobile app re-engagement sales efforts in the Southwest.

The hires follow a period of continued growth for the company. In January 2020, Aki Technologies acquired the technological assets of Eyeview, which bolstered the firm’s video and personalization offerings. The company also hired Stephanie Klimaszewski to serve as VP of Marketing and launched a CPG division, which brought on Risa Crandall, Cristina Costa and Alexa Williams to head sales efforts in that vertical.

The company also grew its revenues 25 per cent year-on-year, while sales increased 70 per cent between Q4 2019 and Q4 2020. Aki now has offices in San Francisco, New York, Los Angeles, and Chicago as well as Dallas, Detroit, and Bentonville. It employs 110 people, with plans to hire another 15 this year.

“I am proud of Aki’s innovation and resilience as demonstrated by our ability to not only survive but thrive during 2020, a unique time of challenge for our industry,” said Aki CEO, Scott Swanson. “I’m happy that Aki is adding these experienced experts to the team to further support our clients as they branch out into video and personalization.”

Domenici appointed CMO at LogMeIn
Cloud marketing veteran Jamie Domenici is joining LogMeIn as its Chief Marketing Officer. Domenici comes to LogMeIn from Salesforce, where she spent the last ten years bringing cloud software to small and midsize businesses, leading all post-sales adoption and onboarding.

During her decade at Salesforce, she helped to transform business models and introduce new go-to-market motions designed to help increase the growth trajectory of the business. Prior to Salesforce, she led sales and marketing operations at Ingres Corp., an open-source database company, and OSIsoft, Inc., a real-time performance management software manufacturer.

At LogMeIn, she will oversee a marketing team of almost 200 people, across Customer Marketing, Product Marketing, Acquisition Marketing, Marketing Operations, Corporate Communications, Brand & Creative, and Web & Ecommerce. She will also work side-by-side with the Sales and Product teams to help unlock the potential of LogMeIn’s portfolio of remote-work tools.

“While the past year brought many challenges, one of the unexpected benefits was a widespread acceptance of remote work across many industries and geographies,” she said. “LogMeIn is a pioneer in the work-from-anywhere space and I wanted to be part of a company that empowers people to navigate and thrive in these times. I’m excited for the opportunity to help redefine the go-to-market approach for LogMeIn’s millions of customers around the globe as businesses look to invest in the right technology to allow their employees to work how, where and when they want.”

Braid to head up Australia and New Zealand ops at FirmDecisions
Marketing compliance company FirmDecisions has appointed Matthew Braid to the role of Managing Director for its Australia and New Zealand offices. He will report to Dale Garvie, Managing Director, APAC.

Braid joins FirmDecisions with over 20 years’ experience in finance roles within the media and advertising industry. Most recently, he was Finance Director at Ikon Communications (part of the WPP AUNZ network) and also Finance Director at Bohemia Group where he helped oversee the sale of the agency from STW Communications to the M&C Saatchi group. Prior to this, Braid was the Finance Manager for Foundation, a media agency within the Omnicom Media Group. He has also held Finance roles at Publicis Groupe and George Patterson Bates.

Braid’s hire is the latest in a string of senior hires led by global CEO, Federica Bowman, who took over in August. Under her leadership, FirmDecisions has committed to continually refresh and expand its expertise for its clients by recruiting senior specialists out of agencies with unparalleled industry knowledge.

Braid said: "Contractual transparency has long been an important topic for marketers and agencies alike. For over 20 years, FirmDecisions has been a champion of this issue by helping its clients work with their agencies to achieve this. When this rare opportunity came up to join Dale and the team, I couldn’t pass it up."

This is the third new hire in six months for FirmDecisions following the appointment of Andras Vigh as UK Managing Director and Jim Stroud as Global Head of Operations.

Loarridge heads to ReachFive as it moves into the UK
ReachFive, a SaaS-based Customer Identity & Access Management (CIAM) platform vendor, has announces its expansion into the UK with the appointment of Russell Loarridge as Director. 

Since its foundation in 2014 and the launch of its CIAM platform in 2017, the Paris-headquartered retail and ecommerce specialist has grown to serve the online and multi-channel experience of more than 115m consumers in 93 countries worldwide. It counts leading French retailers and fashion brands, including E.Leclerc, Adeo Group, L’Occitane Lacoste, and Etam amongst its clients, and recently helped Monoprix leverage Ocado for its same-day deliveries with authentication features.

The Microsoft Co-sell Partner enters the UK with Series A funding of $10m, including UK investors Dawn Capital, and a cloud-agnostic, API-first platform that is designed to deliver a seamless, secure and trusted customer experience and drive higher customer lifetime value (CLTV) for UK retailers.

Loarridge joins ReachFive with 10 years’ experience leading CIAM solutions in the UK & Europe. He said: “The pandemic has highlighted the stark difference between the online and physical shopping experience. At its best, online shopping works efficiently and effectively, but it’s not fun and it’s not personalised. In contrast, the in-store experience might not always be as efficient, but a good store manager will be able to offer a customer a relevant and personalised service based purely on their identity: age, gender, style, etc. by simply asking: ‘How can I help?’

“Online retail is all about capturing data – but rarely does that data provide insight into a customer’s interests or preferences; attributes that make up their identity. At ReachFive, we believe that retailers can create a truly relevant, personalised online and multichannel experience – one that could be even better than in-store – by capturing the right data and using this across every service their customers consume.”