• by Mark Walsh  @markfwal, June 6, 2012

Patrick Moorhead, who served as mobile lead at Draftfcb, has left the Chicago-based agency to take the newly created position of vice president, mobile sales at in-store and digital shopping marketer Catalina Marketing. In his new role, Moorhead will lead sales of Catalina Mobile’s new range of smartphone-related solutions with a focus on CPG manufacturers.

Catalina claims an in-store network that reaches 50,000 food, drug and mass merchants worldwide and 26,000 in the U.S. It also says it has purchase histories of 75% of U.S. shoppers and 130 million health consumers to help clients develop customized, measurable marketing campaigns. Known for providing coupons at store checkouts, Catalina extended that business to the Web with the launch of CouponNetwork.com in April.

Catalina also pushed into mobile last month through its acquisition of m-commerce firm Modiv Media. The company offers a white-label solution for retailers to create their own m-commerce apps. They can include product scanning, targeted savings offers and couponing, as well as self-checkout.  

“In general, the strategy at Catalina is moving from a paper coupon company to a sophisticated loyalty and consumer-centric shopping data company,” said Moorhead, who began this week. The idea is to provide seamless cross-channel offerings from the in-store network, CouponNetwork.com, back-end integrations with retail sites, as well as mobile tools.

Moorhead said the Modiv Media acquisition would help Catalina introduce new m-commerce options for retailers, like scanning products on the shelf for purchase and more robust shopping apps that tie in brand offers and discounts.

“My role is to work directly with the manufacturers — the P&G’s and Nestles of the world — to help them construct consumer promotions and loyalty programs for their brands that will live successfully within this new digital and mobile ecosystem that Catalina is deploying to retail partners,” he said.

Working with Moorhead will be Courtney Jane Acuff, who previously ran the Chicago office for Publicis Groupe consultancy Denuo before joining Catalina a month ago as vice president, mobile consumer activation and product research.

Before joining Catalina, Moorhead had been senior vice president and managing director of mobile platforms since 2009. He previously served as director of emerging media at Razorfish.