The company said Wednesday that it has added John Gray,
previously director of platforms and partnerships at Ford agency
GTB, as its automotive and entertainment vertical strategy lead. It
also quietly poached Arthur Sevilla, who left Mondelez as its
global director of e-commerce and strategy in April, to join as
Pinterest's first-ever CPG vertical strategy lead.
Sevilla spent a decade between both Kraft and Mondelez, and
managed $70 million in discretionary ad spend for the cheese maker.
He spent the last two years creating a global e-commerce playbook
"I think it's unusual," Sevilla said regarding his role. "I'm
not a seller. I sit at the center between sales, product
development, insights and act as a hub with all those resources,
but with the filter that's ultimately my vertical and client --
Sevilla's arrival comes at a time when CPG marketers are faced
with growing top-line revenue despite flat or declining ad budgets.
Pinterest feels Sevilla can bring in more business because he
speaks the CPG language and understands the strategic decisions CPG
brand marketers face.
Sevilla also hopes to show both new and existing clients how
Pinterest can be used for better performance than the status quo.
Pinterest says it has more than 15 billion -- yes, billion -- pins
saved just about food.
"CPG marketers have media channels that are overly reliant on
reach and frequency, but they are not taking into account the
consumer mindset of when that impression is placed in front of
them," Sevilla said.
In one example, Sevilla said Pinterest was able to show a "CPG
client in the midwest" how its customers were using one of its
existing products in a new, quirky way.
"Because of our usage and intent data, we have been able to open
that brand to secondary areas of store placement," he said. "We
then went to the retailer and captured a secondary end cap display
not normally associated with that product."