Oliver McAteer
Apr 28, 2020

VaynerCommerce born to further integrate marketing funnel at VaynerX

The ecommerce arm will break down silos across creative, media, technology and life-cycle marketing.

VaynerCommerce born to further integrate marketing funnel at VaynerX

VaynerX has launched VaynerCommerce to further collapse industry barriers across all marketing disciplines.

The arm, created after an acquisition of Lucid Fusion, will combine its powerful e-commerce knowledge with the agency’s unique approach to growing brands.

Gary Vaynerchuk, chairman of VaynerX, said: "There is a fundamental shift in the e-commerce market. To date, many over-funded direct-to-consumer companies have focused on acquisition-heavy growth strategies and paid media to grow their brands.

"VaynerCommerce brings a new and different offering to the marketplace, focused on growth through the lens of customer lifetime value. By integrating the entire funnel across creative, media, technology and life cycle marketing, we are able to deliver an outcomes-focused approach for our clients.

"My background is in e-commerce, having started The Wine Library — one of the first e-commerce wine websites — in 1996. I am therefore super excited to launch this company and feel that now is the right time to do it."

VaynerCommerce’s offering will provide new sources of repeatable growth for e-commerce brands by leaning into a full-funnel, rapid-experimentation-based approach across creative, media and technology. In addition, the department will consult with brands to solve and develop solutions to specific e-commerce problems.

The team of more than 40 people will be based in Los Angeles and led by former Lucid Fusion executives Zubin Mowlavi as president and Ben Fried as chief technology officer, in addition to VaynerX employee Robbie Deeks as chief commercial officer.

"We are thrilled to be a part of VaynerX," said Mowlavi. "The organization Gary has built centers on a culture focused on delivering tangible value to brands. It is nothing short of brilliant. Lucid Fusion’s goal has always been to help brands achieve sustainable growth through our technology solutions. Now, at VaynerCommerce, we can deliver on this mandate across media, creative, technology and data science."

Deeks added: "I began my career at Shopify, and since leaving there two years ago, I’ve been quietly building Vayner’s e-commerce capabilities. So, to bring VaynerCommerce to market with an offering that will help brands chart new paths in e-commerce is both incredibly exciting and what the market needs in this ever-changing landscape."

Source:
Campaign US

Related Articles

Just Published

1 day ago

Agency Report Cards 2024: We grade 25 APAC networks

The grades are in for Campaign Asia's 22nd annual evaluation of APAC agency networks. Subscribe to read our detailed analyses.

1 day ago

Publicis Groupe acquires influencer agency Captiv8

Captiv8 will join forces with the group's Influential and Epsilon.

1 day ago

Agency Report Card 2024: EssenceMediacom

In a difficult year underlined by restructuring and turmoil within parent company GroupM, the world’s largest media agency still holds many of the keys to mount a stronger rebound in 2025.

1 day ago

Disney sets sail: VP Sarah Fox on the brand’s ...

With localised strategy, strong fan engagement, and Disney’s knack for storytelling, Cruise Line will make its maiden voyage in December 2025. Campaign speaks exclusively with VP and regional GM Sarah Fox ahead of Campaign 360 next week.