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.
Adrian Montgomery joins the e-retailer from bike company Scott USA.
Backcountry.com has hired Adrian Montgomery as director of brand marketing. The retailer of outdoor gear says he will start July 11 and that his tasks will include brand communications and campaign development.
Backcountry.com is owned by Liberty Interactive Corp., No. 5 in the new Internet Retailer Top 500 Guide.
Montgomery spent the last eight years as marketing director of bike and sporting equipment maker Scott USA, according to his LinkedIn profile. Before that, he worked at Cannondale Bicycle Corp., where his duties included mobile marketing.
“He not only brings the bicycle industry experience that we desired, but he also gets people who enjoy the outdoors,” says Scott Ballantyne, chief marketing officer at Backcountry.com “The bicycle business is a major part of our growth strategy and I’m confident that he can help us realize our goals.”
Late last year, Backcountry promoted Brendan Quirk to executive vice president of customer experience.
Liberty is also the parent company of QVC, Bodybuilding.com and other brands. Excluding QVC, e-commerce sales for Liberty properties increased 11.1% year over year in 2012 to $1.5 billion, according to the Top 500. With QVC, the company’s online sales totaled $4.3 billion, a 14.4% increase over 2011.