• by Fern Siegel , December 9, 2024

Digital marketing agency New Engen named Kathleen Coughlin as vice president of social commerce.

The division, a hybrid solution integrating affiliate marketing and creator solutions, aims to enhance retail engagement for clients and drive ROI.

Justin Hayashi, CEO of New Engen, said: “As a strategic leader on the New Engen team, her thinking and work will help rewrite the playbook on how all our CPG and retail brands engage with consumers.”

Previously, Coughlin was vice president, campaign management at Mavely. She also held senior posts at AcreTrader, Inmar Intelligence and Collective Bias.

Social commerce is becoming a dominant trend in the retail and CPG industries, with consumers increasinglyrelying on creator and affiliate recommendations for purchasing decisions.