The e-retailer spends at least 50% of its monthly display ad budget on the highly targeted, data-driven—and often cheap—ad placements using programmatic platforms.
Eoin Comerford was previously the retailer’s chief marketing executive.
Moosejaw Mountaineering has promoted senior vice president of marketing and technology Eoin Comerford to president and CEO. He replaces Harvey Kanter, who earlier this week took the helm at Blue Nile Inc.
Comerford, who had been in his previous position since 2008, has played a critical role in a number of innovations of the retailer of outdoor apparel and accessories. Those services include Moosejaw’s multichannel retail platform, a mobile point-of-sale checkout in Moosejaw shops and a mobile version of Moosejaw.com, according to the retailer.
“Where else could you release a catalog where customers use an X-Ray iPhone app to see models in their underwear?” he says. “No place but Moosejaw. I’m excited to lead Moosejaw to even more amazing customer engagement and innovative brand marketing.”
The X-ray app, launched late last year, enables a consumer to point his phone at a picture of a fully clothed model in a special Moosejaw digital or print catalog. The app then shows the model in his or her sometimes risqué underwear.
Prior to working at Moosejaw, No. 281 in Internet Retailer’s Top 500 Guide, Comerford was president and chief operating officer at AJ Prindle & Co., a multichannel retailer of auto-related gadgets founded by Ford Motor Co.
Blue Nile is No. 60 in the Top 500 Guide.
In June, Comerford will speak at Internet Retailer Conference & Exhibition 2012 in Chicago in a session entitled, “Making your e-commerce site play nice with smartphones.” The IRCE $200 early-bird discount expires Mar. 31.