• by Tyler Loechner  @mp_tyler, September 4, 2013

Marketing technology provider Integrate is expected to this morning announce the addition of Scott Vaughan as Chief Marketing Officer, a newly created role at the company. Vaughan joins Integrate from UBM Tech, where he spent 18 years and served as CMO since 2010. Vaughan told RTM Daily that he picked Integrate because he was looking to join a company that had a "scalable platform that had the ability to do closed-loop" marketing.

CMO is one of the hottest C-level positions in advertising today, and Vaughan attributes that to "chaos in a dynamic growing market." He said, "The CMO now has direct accountability for driving revenue and driving results and relationships." However, as previously mentioned, Integrate did not have a CMO prior to hiring Vaughan.

"Integrate didn't focus on marketing," Vaughan remarked. "They focused on building a great solution and working directly with customers." He added that those were the "two right things" to focus on prior to searching for a CMO.

Approximately 20% of the company's clients now run both performance and programmatic programs, and Vaughan said they are seeing the "adoption rates increase rapidly as marketers and media pros become more familiar and comfortable with how to effectively use programmatic and integrate with other channels."

Those "other channels" are what Vaughan meant when he referred to Integrate as a "scalable platform." He said, "[It means] you can use multiple channels," pointing out that Integrate has their own demand-side platform (DSP) and can be used for display, search, lead generation, and even offline channels such as print. "That's the great part about the platform…it's all on one system."

Vaughan's appointment is effective immediately.