XPO: The Mars Agency appoints Gavin McColl to the role of eCommerce director

With digital commerce taking an increasing stake in the commerce journey, XPO: The Mars Agency has strengthened its local offering in eCommerce, appointing Gavin McColl (right) as eCommerce director. The newly created senior role is designed to enhance the agency’s digital commerce capabilities.

McColl, previously held the role of head of experience and eCommerce at Resolution Digital, post a four year stint in the same role for OMD. McColl’s background extends to retailers, with significant experience across Coles, Target and Officeworks. He will join the global eCommerce team of 50 with specialities across Digital Shelf, Amazon and Amazon Enterprise.

Says McColl: “Australian eCommerce is a rapidly evolving space, but many brands are unsure on how to properly capitalise with an engaged consumer online. With our eCommerce offering at XPO: The Mars Agency, we are primed to create engaging online experiences wherever your customer converts and ultimately improve our clients’ share of the online shelf, driving incremental sales that connect across the entire shopper journey.”

XPO: The Mars Agency’s eCommerce offering focuses on all the online consumer touchpoints, with a key lens on eRetail, Direct-to-consumer marketplaces like Amazon, B2B distributor platforms, as well as the growing capabilities of social commerce. The service offering will be enhanced through the agency’s first to market commerce platform, Marilyn.

Says Sally Tobin, managing director of XPO: The Mars Agency: “Shopping journeys are increasingly spanning the phy’gital space; with recent grocery reports indicating 52% of online shopping journeys start online and continue in store in the coming days*. The key to driving online growth is plugging the data gaps that brands often face whilst selling through online channels to ensure we are understanding the impact online retail has on total share of shelf. By leveraging Marilyn®, we will enable our clients to make data-driven decisions and allow brands to quantify the impact of our work by giving our clients comprehensive measurement and analytics.”