Tradeswell, the operating system for real-time commerce powering growth and profits for top ecommerce brands, announced the appointment of two new members of the company’s executive leadership team: Kathleen Booth as Senior Vice President of Marketing and Adam Harris as Senior Vice President of Product Strategy and Commercialization.
These additions come at a critical time in both the growth of the company and the ecommerce ecosystem. One year after closing its $15.5M Series A funding, which accelerated product development and client services, Tradeswell now looks to reach more brands and offer its real-time solutions so that all brands have access to the tools needed for scalable growth.
Demand for online products will continue to grow, with sales projected to increase 16% in 2022, reaching a whopping $1.06 trillion by the end of the year. Yet the number of brands selling online will also increase along with the number of online marketplaces.
In a recent survey of 300 ecommerce professionals commissioned by Tradeswell, one-third are overwhelmed by the pace and quantity of their work, and 70% claim they have data coming in from too many sources, while others claim they still don’t have enough.
The Tradeswell platform empowers these ecommerce teams to cut through this complexity while providing them with the data and insights needed to power better, faster decisions and grow their businesses.
As SVP of Marketing, Kathleen Booth will partner with the founding team to achieve their vision and blaze a trail as the leader in this real-time commerce category. She brings a strong track record of helping startups find success by building high-growth marketing systems, strategies, and teams. And, as a serial entrepreneur, she understands what it takes to build a new category – and to take the kinds of big risks that are required to achieve massive scale.
“Tradeswell is positioned to fundamentally change the way ecommerce brands operate by solving one of the most complex and challenging problems they face,” she said. “I’m excited to work hand-in-hand with the Tradeswell team to empower a new generation of online retailers to meet their customers anywhere they prefer to buy.”
Prior to joining Tradeswell, she led marketing at a number of B2B technology companies following the successful sale of Quintain Marketing, digital marketing agency she co-founded, and where she advised hundreds of companies on go-to-market and digital marketing strategies. Kathleen is also the host of the long running Inbound Success Podcast, a board level advisor to a number of startups, and one of TopRank’s Top 50 B2B Marketing Influencers of 2021.
In addition to new marketing leadership, Tradeswell has brought on Adam Harris as SVP Product Strategy and Commercialization. In this role, Adam will own the vision of Tradeswell’s evolving product as well as product packaging, and he will lead the creation of strategic partnerships to further the company’s growth trajectory.
Adam’s most recent position as a Senior Product Manager at Amazon focused on the intersection of retail and media data – an area that ecommerce executives have yet to master. A new report from Tradeswell found that senior-level employees in particular find that a top challenge is the inability to measure and score the productivity of ecommerce optimization and advertising tactics and partners.
“Current solutions focus on a single retail platform that leaves too large of a gap for brands to understand all of their consumer digital touchpoints,” observed Harris. “Brands need to understand how to optimize their media and retail channel mix, no matter how complicated it might be,” he added.
Despite recent innovation in technology, from data warehousing and infrastructure to artificial intelligence, large brands still rely on marketing mix models to determine the effectiveness of cross-channel media and retail. These models take months to run and cost hundreds of thousands of dollars to get results, which limits their effectiveness and reach.
“Tradeswell provides a way for brands to make decisions quickly, quantitatively, and at an affordable price,” Harris said. “They have truly raised the bar for ecommerce measurement, allowing a brand of any size to use sophisticated analytics to determine where to spend on media, what channels to sell through and what customer segments to target. Tradeswell is the future of commerce measurement.”
Previous to Amazon, Harris held leadership positions at Hearst and Ampersand (NCC Media). He was part of several successful exits including PointRoll (acquired by Gannett), a rich media technology company, #Hashoff (acquired by DGTL Holdings), a social media influencer marketplace, and Collective DCO (acquired by Adobe), a carve out of Collective Media’s dynamic creative suite.
