Backbone Hires E-commerce Director to Advance Amazon Marketing and Marketplace Capabilities

January 9, 2023

CARBONDALE, Colo. (Jan. 9) /OUTDOOR SPORTSWIRE/ – Backbone, an integrated marketing agency growing a more thriving outdoor world, today announced the hire of Martin Mudry (he/him) as E-commerce Director, a new position at the firm to pioneer Backbone’s entrance into marketplace marketing across key third-party e-commerce platforms, including Amazon, Walmart, and others.

“Backbone has been a key strategic partner helping many clients develop their e-commerce business through owned and paid channels. Today, brands need to build an omni-channel approach to online retail through third-party marketplaces. Consumers research brands and products on marketplaces, like Amazon and Walmart, just as they do research on Google, TikTok, and YouTube. Apple’s privacy moves continue to negatively impact performance on Meta and other social platforms, and the impending death of the cookie will drive a seismic shift in other digital channels. We see more dollars shifting to advertising on third-party marketplaces in the years ahead,” said Charles Lozner, VP of Digital Media at Backbone.

For the first time in almost a decade, the two largest players in online advertising, Google and Meta, have slipped down the ranks as it relates to U.S. digital-ad dollars (Wall Street Journal, 2023). With Amazon expected to snatch up 12.7 percent of all U.S. digital ad dollars by 2024 (Axios, 2022), and other e-commerce giants like Walmart following closely behind, Martin’s hire comes at a perfect time.

“Backbone is investing in the growing opportunity for brands to capitalize on Amazon and retailer advertising,” said Mudry. “Marketplace advertising will complement several existing Backbone services, including PR and affiliate marketing. Our combined and diverse expertise will help brands better connect the dots from their top-of-funnel marketing to advertising and execution on these growing retail platforms where customers are both discovering and purchasing products.“

Mudry joins Backbone after working with Amazon, where he gained retail experience as a Brand Specialist and Product Manager of Global Sourcing/Amazon Basics. In addition, he brings agency experience as he was one of Flywheel Digital’s first leadership hires. Mudry hails from the Pacific Northwest and joins Backbone as a fully remote employee.

“We have strategically expanded our services to support our clients as they acquire and convert more customers digitally,” said Greg Williams, President at Backbone. “The online landscape is ever-changing and adding Martin’s skill set to the team will bolster our ability to support brands.”

In addition to its digital services of affiliate marketing, social media, search (SEO and SEM), analytics, and marketplace advertising, Backbone offers PR, media, and social media capabilities.

About Backbone

At Backbone, we are insiders of the outside world; we bring an expedition mindset and discipline specializations to hone, amplify, and stoke brands in the active lifestyle space and beyond. Backbone is an integrated marketing agency with capabilities in public relations, media, search marketing (SEO and SEM), analytics, affiliate marketing, social media, and marketplace advertising. Backbone has consistently been recognized as one of Outside Magazine’s “Best Places to Work” and has been shortlisted in the prestigious PRWeek Awards, illustrating you can cultivate a culture with work/life balance and execute award-winning work. Visit us in person in Denver or Carbondale, Colorado, online at www.backbone.media, or on Instagram @backbonemedia.