ShopAdvisor Adds Industry Veterans to Executive Team

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Chief Product Officer, VP of Marketing and VP of Sales Join to Accelerate Growth and Extend Leadership Position in Exploding Retail Proximity Market

ShopAdvisor, the leader in retail proximity marketing, analytics and mobile shopping, has added three seasoned software and retail industry executives to its management team. Joining the team are Dave Cocca, Chief Product Officer, Bill McLaughlin, VP of Marketing, and Mark Bell, VP of Sales. Collectively they bring more than 70 years of experience in helping companies develop innovative products, grow awareness, accelerate revenue growth, increase profitability, and attain market-defining leadership positions. These appointments come on the heels of the company’s acquisition of Retailigence, a provider of real-time, in-store product data and location services for facilitating a shopper’s path-to-purchase in brick-and-mortar stores.

ShopAdvisor now has the executive team and proven technology and services in place to extend its lead in delivering proximity marketing solutions for brands, retailers, agencies and publishers looking to provide consumers with end-to-end mobile shopping experiences that take them from product discovery to hyper-localized in-store purchases. According to eMarketer’s “Digital Ad Spending Benchmarks by Industry” report, U.S. online ad spending in 2015 reached $58B, with $12B of that spent by retailers. Increasingly, this advertising is targeting consumers who use their smartphones as they shop, seeking to provide a more personalized, interactive and mobile-aware experience.

“As traditional online advertising becomes increasingly ineffective, publishers, brands and retailers know they must shift their ad strategy so that it aligns with how consumers want to be engaged. The ShopAdvisor platform is the only offering that encompasses real-time product intelligence, context intelligence, shopper analytics, and hyperlocal proximity awareness. We can intelligently engage shoppers via their smartphones and shepherd them through every step in the process of discovering, evaluating, locating and purchasing products. In simpler terms we call it ‘clicks to bricks’,” said Jeff Papows, ShopAdvisor CEO. “Dave, Bill and Mark are proven executives who will play critical roles in cementing our leadership position and help our customers make the transition to this new paradigm in shopper engagement.”

Dave Cocca joins ShopAdvisor as its Chief Product Officer. Dave has been building innovative software solutions for more than 25 years, and most recently, served as Chief Technology Officer of Retailigence Corporation. Also having worked at Blackberry, Dave has a solid foundation in mobile, and brings extensive knowledge in designing massively scalable systems as well as big-data-driven proximity marketing and retail products and services. Prior to Retailigence, Dave also provided technical leadership for several early and late-stage startups as well as fortune 500 companies.

Bill McLaughlin brings more than 30 years of strategic technology marketing and communications experience to ShopAdvisor. Bill spent the first 12 years of his career in marketing and communications positions with some of nascent software industry’s most important companies. In 1990, Bill joined Lois Paul and Partners, one of the first strategic communications agencies to specialize in serving the fast-growing high technology market. Under his tenure as executive vice president, the firm grew to nearly 200 employees with over $20M in annual revenues. In 2001, the agency was purchased by Fleishman Hillard, one the world’s largest public relations agencies. He stayed on with the firm through June 2015. Bill’s clients ranged from multi-billion dollar publicly-held organizations to venture-funded startups. Through his client engagements, Bill has been at the center of hundreds of strategic marketing and communications activities, including product and service introductions, mergers and acquisitions, IPOs, venture and private equity funding and global events.

Mark Bell has more than 30 years of sales management, business development, channel and partner development experience. Mark was most recently at Selligent, where he established the US Sales operations for this Belgium-based SaaS omnichannel campaign marketing software company. He hired and managed the initial team, and closed key accounts like T-Mobile, which contributed to Selligent being acquired by HGGC. Before that, he led the agency sales team for Crimson Hexagon, which contributed over 25% of the company’s revenue and exceeded its target by 30%. Previously, Mark started and managed the US Sales team for smartFOCUS and grew the US business to $5M in annual revenues within three years. Mark possesses strong marketing industry, agency and retail market experience, with a successful track record of hiring and managing high performing sales teams.

Press Contacts:
ShopAdvisor, Bill McLaughlin, 617-515-8004, bill(at)shopadvisor(dot)com
ShopAdvisor, Angela Milinazzo, 781-640-6863, angela(at)shopadvisor(dot)com


ShopAdvisor enables media/publishers, brands and retailers to deliver mobile shopping experiences that drive consumer’s path to purchase in brick-and-mortar locations, i.e., “clicks to bricks.” ShopAdvisor’s mobile proximity platform combines real-time, contextualized shopper, product and location information with data sciences to deliver each consumer a uniquely personalized and compelling shopping experience that spans from their smartphone into the store. ShopAdvisor’s customers include dozens of leading publishers, brands and retailers, including Elle, Cosmopolitan, People StyleWatch, Marie Claire, Men's Health, Cooking Light, Real Simple, kmart, Dell, Walgreens, Hallmark, Asics, Anheuser-Busch, Pepsico and P&G. Consumers can download the free ShopAdvisor mobile app for their iOS or Android device, or go to

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