Former Tory Burch Exec Joins The Trade Desk to Help Marketers Navigate Programmatic

Susan Vobejda takes on a new kind of CMO role

Susan Vobejda joins The Trade Desk from Tory Burch.
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The Trade Desk, a programmatic advertising company, has hired Susan Vobejda as its new chief marketing officer. Vobejda joins the team from fashion brand Tory Burch, where she served as CMO.

Vobejda made the switch from the brand side to a demand-side platform (DSP) company because she wanted to, “be involved in the cutting-edge of marketing today … and transforming how media is bought and sold,” she said.

“We are excited to add Susan’s perspective and experience to our executive team as we continue to build our brand globally,” Jeff Green, CEO and co-founder at The Trade Desk, said in a statement. “Her digital and media expertise coupled with her perspective as an experienced CMO will help us better reach the brands and advertisers who can leverage our technology platform to achieve their marketing goals.”

At Tory Burch, Vobejda was responsible for leading the digital transformation of the brand’s entire marketing approach. Through that experience, she learned how important it was to really understand the platforms and technologies that she was working with.

“I found that the more that I understood the technologies available to me, to reach customers and engage them, and the closer I was to my agency and the technologies they were leveraging, the more effective my marketing strategies became,” Vobejda said. “Being at The Trade Desk is an opportunity to help bring more awareness to programmatic and what it can do, and help marketers understand how to leverage it in their business and for brand growth.”

Prior to joining The Trade Desk and Tory Burch, Vobejda served as founding executive and general manager of Bloomberg’s media distribution unit. She has also held roles at Yahoo, Gap and Walmart.

It’s not the first time that a brand marketer in the CMO role has moved to the tech side. A few weeks back, former McDonald’s CMO Deborah Wahl joined Mediaocean. Wahl cited a similar desire to help other brand marketers and CMOs understand digital transformation and new technologies, as they apply to their respective businesses.

Vobejda will report directly to CEO and co-founder, Jeff Green.

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@ktjrichards Katie Richards is a staff writer for Adweek.
Publish date: November 20, 2017 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT