's Marketer Leaves to Work Full-Time at Startup He Co-Founded

Walmart Exchange Developer Brian Monahan Becomes 'Chief Evangelist' at NewCo

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Brian Monahan, VP-marketing of who helped develop its Walmart Exchange programmatic media-buying effort, is leaving to become "chief evangelist" of event and media company NewCo, a company he co-founded in 2012 while working at the giant retailer.

Brian Monahan
Brian Monahan Credit: Courtesy Walmart

"NewCo has been a passion project for me and just continued to gain momentum," Mr. Monahan said. With festivals now in 15 cities annually, a new round of financing and a new publication -- NewCo Shift on Medium -- and other media properties, he said, "It kind of reached a tipping point that I felt compelled to dive in and make this thing go."

The longtime media agency executive and digital media consultant termed his three years at as "phenomenal," pointing to growth from 55 million to 85 million daily visitors on his watch the past three years, per ComScore -- which moved it to No. 2, past Amazon, as the second most trafficked U.S. e-commerce site, ahead of eBay.

While has continued to lift the retail giant's comparable-store sales, its growth has slowed in recent quarters, pulled down largely by currency effects in overseas markets.

"We're thankful for the great contributions Brian made to our business and wish him all the best with NewCo," said spokesman Dan Toporek in an e-mail. "We're in the process of identifying a successor."

Mr. Monahan co-founded NewCo with John Battelle, who helped launch Wired and later founded and sold Federated Media.

Attendees in each NewCo city buy tickets for access to behind-the-scenes stories of startup businesses in each city during the multi-day events, which span markets including San Francisco, New York, Boston, Cincinnati and Detroit.

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CORRECTION: An earlier version of the story said NewCo was founded in 2014. It was founded in 2012.

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