• by Mark Walsh  @markfwal, February 24, 2014

Single Touch Systems, which provides messaging and other mobile services to brands and retailers, named Adam Meshekow as head of national retail sales.

In that role, Meshekow, previously mobile brand marketing manager for Toys “R” Us, will help management devise plans for winning new client business, as well as product development and rollout. Among other things, Single Touch sends text messages on behalf of retailers in the U.S. and the U.K. to their customers.

At Toys “R” Us, Meshekow oversaw the retail chain’s mobile marketing efforts including campaigns, using opt-in email, location-based media placement, the mobile Web, social media and paid search. According to Monday’s announcement, he was responsible for driving more than $100 million in sales through mobile coupons, rewards and other promotions.

Prior to joining the toy retailing giant, he was a mobile marketing director at Seqrets LLC, which makes a barcode scanning app, where he managed mobile operations. Single Touch CEO James Orsini said that as marketers start to shift budget dollars from traditional media to mobile, Meshekow’s experience would prove useful in helping guide that transition.

Single Touch also announced the hiring of veteran sales exec Peter Smith, previously vice president and general manager at airport, transit and out-of-home advertising firm Titan 360. Orsini said both Meshekow and Smith would help the company build out its direct sales efforts to complement its existing close relationship with AT&T and its clients.

Orsini himself joined Single Touch only last July from Saatchi & Saatchi, where he was executive vice president and director of finance and operations.

Earlier this month, Single Touch, which trades on the over-the-counter bulletin board, reported a loss of $1.1 million, or one cent a share, on revenue of $2.9 million in the year-end quarter. During the period, it sent 87 million messages to mobile phone users, up 13% from the year-earlier period.