• by Fern Siegel , January 12, 2023

Backbone tapped Martin Mudry as ecommerce director, a new post at the integrated-marketing agency.

His goal is to expedite Backbone’s entrance into marketplace marketing across key third-party ecommerce platforms, including Amazon and Walmart.

“Apple’s privacy moves continue to negatively impact performance on Meta and other social platforms, and the impending death of the cookie will drive a seismic shift in other digital channels. We see more dollars shifting to advertising on third-party marketplaces in the years ahead,” said Charles Lozner, VP of digital media at Colorado-based Backbone.

“Marketplace advertising will complement several existing Backbone services, including PR and affiliate marketing," said Mudry. "Our combined and diverse expertise will help brands better connect the dots from their top-of-funnel marketing to advertising and execution on these growing retail platforms where customers are both discovering and purchasing products."

Previously, Mudry worked with Amazon as a brand specialist and product manager of global sourcing/Amazon Basic. He also worked for Flywheel Digital.