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

Undertone
Ad tech firm Undertone, which was acquired by Perion last December for $180m (£126m), has made two appointments to its sales leadership team: Michael Pallad as chief revenue officer and Diane Malloy as VP programmatic sales & strategy.

Pallad was previously Apple Musics director of sales, and also held a management roles in the recently-closed iAd sales team. At Undertone, Pallad will be responsible for all aspects of the companys revenue efforts, including sales and service, operations and marketing.

Malloy joins from PubMatic, where she most recently held the role of VP, global agency relationships. Malloy will lead Undertone’s relationships with trading desks and programmatic buying units at the industry’s largest brands.

Smadex
Mobile buy-side platform Smadex has hired Paul Childs as chief revenue officer.

Childs was co-founder and COO at Adfonic, the mobile DSP now known as Byyd, and has since held roles at MoPub and LoopMe. His appointment is intended to accelerate growth and position the business as the leading mobile buy side platform for branding and performance.

Start
Brand agency Start, formerly known as StartJG, has appointed Mac Macdonald as group CEO.

Macdonald was previously president and partner of Amsterdam-based Side Lee, and prior to that held executive roles at WPP, Havas and Publicis Groupe. Based in Start’s London headquarters, Macdonald will take over from founder Mike Curtis, moving into the role of group president.

Sociomantic
Sociomantic Labs, a provider of programmatic solutions for enterprise advertisers, has named Adam Baker as UK managing director.

Adam joins from Guardian Media Group, where he served as COO and oversaw the N0tice social product as it was spun out into its own entity. At Sociomantic, Baker will be responsible for driving the company’s UK-based service and delivery teams as well as overall commercial oversight and profitability.

Marin Software
Cross-channel ad firm Marin Software has named Tim Collin as vice president and managing director, EMEA.

Collin has worked at Marin for nearly five years, helping to establish offices in France and Germany. Last year, he was involved in the companys acquisition of French social ad platform SocialMoov.