Flush with recent private-equity investment from New Mountain Capital, Bounteous has hired OMD’s Jillian Tate and AutoNation’s Sheena Banton to head the digital experience agency’s Marketing Services practice. The unit, split evenly between media and customer marketing, has increased 67% in size this year to nearly 80 people.
Tate, named senior vice president, media, was formerly executive director, digital activation, at Omnicom’s OMD USA, where she oversaw spend across Google, Facebook, Amazon and other platforms. At Bounteous, she is charged with aiding clients in search, social and programmatic initiatives, as well as OTT, CTV and other emerging clients. Tate has also worked for Merkle, Mindshare, Integrated Media Solutions and Tribal/DDB over her 17+-year career.
Banton, named senior vice president customer marketing, was formerly vice president of marketing at AutoNation, where she oversaw customer experience and innovation for the retailer. At Bounteous, she is charged with leading marketing strategy, activation, and conversion rate optimization for clients across social media, SEO, digital messaging, web content and other organic channels. Prior to joining AutoNation in email marketing nine years ago, Banton also held marketing positions at Carnival Cruise Lines and American Express during her 17-year career.
In statements, Tate touted Bounteous’ ability to create “customer-centric screen-agnostic campaigns at scale” and Banton “360-degree experiences that are at the nucleus of everything that today’s organizations strive for.”
Both women will report to Mike Brown, Chief Client Officer, Bounteous.
Besides Marketing, Bounteous also provides services in Strategy, Experience Design, Technology, and Analytics. Clients have included Caesars Entertainment, Coca-Cola, Domino’s, and Mars Wrigley.With its recent investment from New Mountain Capital, Bounteous has in effect switched mountainous backers, as Mountaingate Capital concurrently sold off its five-year-stake in the firm, according to Private Equity Wire.