Trada Expands Team to Focus on Sales and Marketing Organizations

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Trada makes three hires to address growth, mid-market focus, and sales sophistication

Mid-market advertisers have needs that are unlike those of enterprise companies or SMBs, said Jacobs.

Trada, a performance-based paid search marketplace for mid-market advertisers, has added three sales and marketing veterans to its team.

Dru Jacobs, whose time in hi-tech marketing spans nearly 20 years, will join the company as VP of Demand Generation and will be responsible for creating and leading Trada's inbound and outbound marketing strategy and team in support of continued growth. Prior to Trada, Jacobs was Sr. Director of Demand Generation for Rally Software, where he was responsible for managing a multi-channel, digital lead generation strategy in support of a global inside and field-based sales team. At Rally, Jacobs achieved aggressive revenue targets by aligning and focusing lead generation, customer acquisition, and renewal campaigns for both transactional and enterprise buying cycles, while building a highly responsive prospect base.

"Mid-market advertisers have needs that are unlike those of enterprise companies or SMBs," said Jacobs. "My experience in fast-growth startups and for creatively reaching and nurturing prospective customers will help Trada speak to this unique and complex market."

Trada's focus on mid-market advertisers - a segment that needs sophisticated paid search marketing but often cannot scale or afford to address it - also requires a consultative sales process.

The Trada sales organization welcomes David Lyon and Chris Crawfurd to help manage its large force of Inside Sales and Business Development representatives. Lyon, Trada's new Director of Sales, comes from Yodle and the acquired Profitfuel, where his vision and leadership as National Accounts Director and Director of Client Services have prepared him to reshape Trada's sales organization through an innovative three-tier training, apprenticeship and compensation plan.

“Our focus in the sales organization is on scaling up our sales team to capitalize on the high-growth momentum we are experiencing,” said Lyon.

Crawfurd joins the team as the Director of Training, and brings experience and leadership in digital advertising, training and sales enablement. He will support and design materials to train for the sales team members' roles as trusted search marketing advisors.

"Search marketing continues to evolve at a remarkable pace," said Crawfurd. "Trada’s key to sustaining our growth is to establish a culture of continuous learning that enables each agent within the sales organization to act as a true search marketing consultant.”

Prior to Trada, Chris drove sales training strategy at the Dex One Sales Academy which was responsible for recruiting, hiring and training over 1,000 marketing and digital experts across Dex’s 29 state region ($1 B) in 2011-2012.

“As Trada focuses on the mid-market segment of paid search advertising, we are lucky to have experienced sales team leaders and marketers like Dru, David and Chris join our team," said Trada CEO Niel Robertson.


Trada, the only performance-based paid search marketplace, allows mid-market advertisers access to a community of paid search experts, who do the daily work of campaign setup, buildout, research and optimization. Advertisers benefit from the collective broad strategies the community affords, time savings, and a focus on improving ROI. Paid search experts make money based on their performance, without having to find or manage clients.

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