News Briefs

Ripple Street, a marketing agency and consumer discovery platform, has appointed former PepsiCo, ESPN and Nielsen executive Vikram Somaya to its board of directors, the company announced in a media release first shared with the Path to Purchase Institute. 

Most recently, Somaya served as chief data and analytics officer at PepsiCo since 2019. In this role, he led teams of data scientists and business innovators to optimize the manufacturer’s data value chain and drive an enterprise-wide digital transformation.

In addition to his time at PepsiCo, Somaya brings a wealth of experience from previous roles at Nielsen, where he served as executive vice president and chief data officer, as well as at ESPN, where he served as senior vice president, global data officer. In this role, he spearheaded data strategies to enhance consumer insights and drive innovative revenue models. 

Ripple Street, which connects brands with its engaged consumer community, believes Somaya’s “unique ability to rapidly adapt go-to-market solutions in response to shifting consumer needs” will give it a competitive edge as the agency expands strategic relationships with clients.

“The pace and nature of change in consumer behavior are unlike anything we’ve seen before,” Somaya said in the release. “Brands face unprecedented competition — from category leaders and private labels to shifting macroeconomic trends — alongside dwindling consumer loyalty. Ripple Street is uniquely positioned to empower brands to navigate these challenges, providing robust capabilities to cultivate and sustain authentic relationships with a deeply engaged community of consumers. I am excited to collaborate with the team to enhance our value proposition by tapping into the rich insights derived from Ripple Street’s community. The potential for growth is limitless.”

As Ripple Street continues to innovate and expand, the company said the addition of Somaya to the board marks a significant milestone in its ongoing mission to provide solutions for agency and brand partners, such as shopper marketers from Mondelez International, Anheuser-Busch and General Mills.

“When it comes to evaluating any business decision, [Somaya] relentlessly represents the voice of our customers — both brand marketers and consumers,” added Mike Leo, Ripple Street’s CEO. “He’s exceptional at approaching problems with data-driven rigor, which not only illuminates new pathways for growth but also enhances our platform strategy in meaningful ways. I’m eager to dive in with [Somaya] to unlock new avenues of growth that will elevate Ripple Street to new heights.”

Vanguard Cos., a Kansas City, Missouri-based marketing and merchandising solution provider, has appointed Chadd Lenartowicz and Jerry Solberg as national account managers.

Chris Cummings, executive vice president of sales, said in media releases that Vanguard is excited to welcome the two and noted their industry insight, retail expertise and passion to help drive growth opportunities for the company. "Working with our creative services, marketing and regional sales teams, [they] will be responsible for expanding our presence across national channels, as well as developing our corrugated merchandising solutions and graphic packaging offerings in targeted market segments,” Cummings said. 

Both Lenartowicz and Solberg’s roles will involve creating value and serving Vanguard’s clients while growing profitable business. They’re tasked with developing new opportunities, nurturing existing relationships with established accounts to increase revenue and “maintaining a high level of integrity and accountability,” per the releases. 

Both men bring a wealth of experience in national account management and new business development within the corrugated packaging and point-of-purchase display industry. They’ve both led sales initiatives, implemented new strategies and generated new business opportunities with big brands and retailers.

Last month, Vanguard also announced the appointment of Pete Coulborn as national account manager.

NexChapter, an advisory firm for the convenience and grocery sectors, has enticed Jeff Baskin, former chief revenue officer at Upshop and Radius Networks (Flybuy), to join the organization as a partner. 

Baskin will work closely with both retailers and tech providers to enhance omnichannel experiences and maximize returns on investments, according to a NexChapter statement.

With more than 25 years of experience in retail technology, Baskin has helped drive partnerships and digital initiatives for top retailers including Kroger, Giant Eagle, Hy-Vee and Circle K. 

"Omnichannel is no longer just a strategy — it's a consumer expectation," Baskin said in the statement. "Retailers who embrace it see their omnichannel shoppers spend 2-4 times more than in-store-only customers. This makes investments in technologies like e-commerce, order management, fulfillment, and inventory management critical to long-term growth. I’m excited to bring my experience to NexChapter and help retailers navigate this digital transformation."

"[Baskin’s] track record in building innovative, high impact omnichannel programs is well-known across the industry,” added Art Sebastian, founder and CEO of NexChapter. “His deep understanding of both the retailer and technology landscapes is a valuable asset, and we are thrilled to have him on board to further our mission of driving growth and solving complex challenges for our clients."

"Joining [Sebastian] and the team at NexChapter is a great opportunity for me,” Baskin added. “I’ve spent my career advising some of the world’s most forward-thinking retailers as they enhance customer experiences and improve operational efficiency. I’m eager to continue that work at NexChapter, collaborating with our clients to help them thrive in today’s evolving digital landscape."

Vibenomics, a Mood Media Company and in-store digital advertising provider, has appointed Brendan Carey as group director of retail media, EMEA (Europe, the Middle East and Africa), marking the company's strategic expansion into the European-focused markets. 

This hire will leverage Mood Media's EMEA footprint, allowing Vibenomics to bring its in-store media solutions to a broader international audience, according to a statement from the company.

Carey will use his experience in the ad tech and retail media sectors to spearhead Vibenomics' EMEA expansion and lead efforts to replicate the company’s U.S. success across key EMEA markets.

"Our expansion into EMEA represents a pivotal moment for Vibenomics and the retail media industry as a whole,” Paul Brenner, senior vice president, global retail media and partnerships, Vibenomics, said in the statement. "[Carey's] deep understanding of the EMEA retail landscape, proven track record in ad tech and his overall retail media knowledge make him the ideal leader to help retailers monetize their physical spaces more effectively while providing brands with unparalleled access to shoppers at the point of decision."

The Vibenomics platform hosts both audio and digital screen capabilities and offers an impressions-based measurement model. As part of its EMEA strategy, Vibenomics is actively building strategic relationships with key industry players, including the Interactive Advertising Bureau (IAB) and media agencies.

[Also Read: Two P2PI Member Companies Team Up to Improve In-Store Measurement]

The company is currently in talks with several EMEA retail media networks and agencies to establish commercial partnerships, furthering its mission to digitize in-store media across the region.

"Vibenomics' move into EMEA is a natural progression of our global vision," added Malcolm McRoberts, CEO of Mood Media. "By leveraging Mood Media's extensive international presence and Vibenomics' cutting-edge technology, we're poised to lead a global shift in how brands connect with consumers in physical retail environments and transform the retail media landscape across these vital markets."

Vanguard Cos., a Kansas City, Missouri-based marketing and merchandising solutions provider, has appointed Pete Coulborn as national account manager. Coulborn joins Vanguard from Illinois-based packaging company Green Bay Packaging, where he spent the last four years. 

Vanguard, founded in 1975, specializes in designing and manufacturing P-O-P displays, signage, packaging, digital printing, fulfillment services and program management capabilities.

"We are excited to welcome [Coulborn] to Vanguard Companies, where his industry insight, retail expertise and passion will help drive new growth opportunities," Chris Cummings, executive vice president of sales, said in a company statement. "Working with our creative services, marketing and regional sales teams, he will be responsible for expanding our presence across national channels, as well as developing our corrugated merchandising solutions and graphic packaging offerings in targeted market segments." 

Coulborn will be tasked with developing new opportunities, nurturing existing relationships with established accounts to increase revenue, and maintaining a “high level of integrity and accountability,” the company said. 

Coulborn brings extensive experience in national account management and new business development in the corrugated packaging and P-O-P display industry, including at Green Bay Packaging and printing company Meyers. He has led sales initiatives, implemented new strategies and customized solutions that have generated new business opportunities with major brands and retailers. 

"Vanguard is thrilled to have [Coulborn] join our sales team," added James Beard, CEO. "I am looking forward to seeing him extend the Vanguard brand while building and deepening key relationships." 

Consumer Edge, a company that provides data-driven consumer insights, has launched Basketview, a comprehensive data offering that provides clients a detailed view into specific items purchased by consumers. Basketview highlights SKU-level details from in-store purchases, email receipts, online account connections and point-of-sale data, according to a media release.

"Basketview will help our customers dig deeper — beyond merchant-level insights — to see the specific items being purchased by consumers," Bill Pecoriello, CEO, Consumer Edge, said in the release. "Having access to retailer and SKU-level product information will help our customers gain a more complete picture of a shopper's journey. They will observe product switching, understand the path to customer loyalty and be able determine the effectiveness of pricing and promotional activities."

Basketview is currently available in the company's prime row-level format, which covers more than 1,250 merchants, 160,000 product manufacturers and 400,000 brands and is made up of 13 million SKUs with over 100,000 individual store locations tagged. Consumer demographics will also be included in the dataset.

The initial tagging is heavily focused on consumer product goods and home improvement items, with plans to tag additional SKUs across thousands more brands in the coming weeks. Consumer Edge said Basketview data includes 100% of connected users' Amazon, Walmart and Instacart accounts and will also allow wholesale spend by manufacturers to be segmented by specific merchants (e.g., insight into purchases of over 40 million SKUs on Amazon or Adidas sales at Adidas stores vs. third-party retailers). 

Additionally, Basketview is available on Snowflake, Amazon Web Services and Google Cloud Services.