Twine Names Industry Veteran Susan Mandell as Vice President of Sales

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Will Be Leading Growth Of Twine's Audience Targeting Business

Mobile data is the currency for building businesses, and Twine’s mobile data set is the most valuable I have encountered

Twine, a leading provider of vetted, verified, and validated mobile data to the mobile marketing industry, has recruited former 140 Proof VP Susan Mandell as its first sales vice president as part of its strategy to expand access to its unrivaled audience targeting dataset.

Based in Chicago, Mandell will focus on clients who seek added agility and targeting precision in their mobile campaigns, especially during the upcoming holiday shopping season and beyond. Twine compiles user data from hundreds of mobile apps and then carefully vets and validates it to ensure that clients reach the customers they really want to reach, delivering better return on investment. Clients can target on real, mobile-sourced attributes such as age, gender, location, and app install profile.

“Mandell has been particularly valuable to her clients in delivering profitable, cost effective programs for customer identification and sales,” said Twine CEO Elliott Easterling. “We know she will deliver competitive advantage to Twine clients, building their revenues and profitability.”

For nearly four years, Twine has provided data feeds, audience targeting, and onboarding to a wide range of clients, generating strong results through its unique ability to obtain accurate, validated data to match specific client needs.

“Mobile data is the currency for building businesses, and Twine’s mobile data set is the most valuable I have encountered,” Mandell said. “Twine will provide brands, agencies and publishers greater control over their ability to reach their target audiences at scale across all of their inventory partners. Twine’s deterministic data sets are available within every DSP/DMP, which simplifies the often-arduous setup process.”

Mandell will collaborate closely with Will McGivern-Smith, Twine’s Chicago-based Chief Product Officer and Vice President of Business Development, who has established key partnerships and revenue sources for the company’s data. McGivern-Smith’s mandate is to build the tools marketers, agencies, and publishers need for true insight into their customers.

“Will’s insights into both technology and client services are rare in our industry, and they provide a powerful combination of strengths to deliver results to our clients,” Mandell added. “We are already working on new initiatives to give our clients an even stronger competitive advantage as they seek to identify and reach customers on the basis of who they are, where they are, and what they are doing.”

Prior to joining Twine, Mandell was Vice President at 140 Proof, where she grew the largest book of business in the firm by partnering with Fortune 500 companies and other major clients across the United States. Earlier, she launched the youth division of Gorilla Nation Kids & Teens in the Midwest. During her 12 years in media sales, she has moved strategically from radio to traditional digital publishers to mobile platforms. Mandell holds a bachelor’s degree in communications from the University of Illinois and resides in Chicago.

McGivern-Smith joined Twine in 2015 after a successful career at Nielsen Catalina Solutions and, earlier, Starcom MediaVest Group. He holds a MS degree in Data Science and Analytics from Northwestern University and bachelor’s degree in economics from Carleton College. He resides in Chicago.

Twine’s Chicago office is located at 1871 in the Merchandise Mart in Chicago. Please contact:


About Twine
Twine is a mobile data platform that believes true, honest, accurate data is the fuel that helps our partners grow their businesses efficiently and effectively. Our app publisher partners generate revenue while maintaining control over their data; our partners at agencies, brands, and ad tech firms get comprehensive, high quality mobile targeting and intelligence. For more information, visit

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Beth Morgan
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