May 6, 2016 – Executive search firm Accelent has placed Maria Pousa as chief marketing officer of Integral Ad Science (IAS). The search was led by managing director John Boehmer and partner Keith McAllister.
Ms. Pousa is a global marketing professional with over 10 years of experience in integrated marketing – marketing communications, product marketing, market research and branding. Most recently, she served as senior vice president of global marketing at Mediaocean. She previously held the VP of marketing role at Innovid and before that was head of marketing for Yahoo!’s interclick.
“There were some unique aspects to placing Integral Ad Science’s first CMO that made for an interesting search,” said Mr. McAllister. “For one, the company is a rocket ship, doubling annually for several years. So identifying someone with a track record with such velocity was critical. For another, IAS is a SaaS business in the advertising world, so the CMO needed expertise across business models. It’s always exciting to work with category-defining clients and we feel fortunate to have found them an executive with the required unique combination of attributes and who is already adding value,” he said.
Headquartered in New York City, Integral Ad Science is a global provider of actionable advertising intelligence data for buyers and sellers of digital media and is the industry’s standard for rating media quality.
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Accelent is an executive talent acquisition and integration firm which serves technology clients in the Internet, e-commerce and digital media space as well as the enterprise SaaS software sectors.The firm has filled top marketing posts for AppNexus, Borderfree and Yodle.
As business becomes more global and complex, and power shifts from producers of goods and services to consumers, a chief marketing officer’s (CMO) responsibility of planning and coordinating an organization’s marketing activities has become much more challenging, according to recruiters specializing in the function.
“The CMO has become a more powerful force than ever on executive teams and increasingly harder to come by,” said Keely Gjelsteen, an associate with executive recruiter Calibre One. “The most commonly requested characteristic for CMOs is digital expertise in addition to messaging and positioning, which has traditionally been two very different types of CMOs now merging into one entity.”
Further, “a CMO must understand the use of process and metrics as new marketing tools that allow for deeper understanding of marketing ROI,” said Ms. Gjelsteen. “I had a client just a couple months ago who asked us to search for a VP marketing and we ended up placing a candidate with the title chief analytics officer. The analytics demand has been echoed in not only smaller startups, but larger corporations as well.”
Ms. Gjelsteen said the rise of marketing technology has had a causal effect on CMOs “as we’ve seen not only their budgets increase exponentially but also the role has expanded to often include product, sales, marketing, growth, analytics, PR and advertising.”
Contributed by Dale M. Zupsansky, Managing Editor, Hunt Scanlon Media