Veteran e-mail marketing executive Loren McDonald has left Lyris and joined Silverpop’s senior executive team.
He will serve as VP of industry relations for Silverpop, responsible for representing the firm in the industry with leadership activities and best practices advice.
“Thought leadership is so important in the e-mail marketing industry because there are so many marketers that are still coming into the space and e-mail has so many unique aspects to it, like deliverability, design and reputation,” McDonald said.
McDonald will also be focusing on broadening Silverpop’s horizon to expand beyond e-mail. Silverpop acquired Vtrenz last year and McDonald will focus on expanding thought leadership in the automation marketing arena as well.
McDonald comes to Silverpop with 24 years of experience in marketing, consulting and strategic planning. Previously, he was VP of corporate communications at Lyris and served as VP of marketing at EmailLabs. McDonald founded and was president of Intevation, an online marketing services firm specializing in e-mail and search engine marketing services. He has also held executive marketing positions at companies including USWeb/CKS, NetStruxr and Arthur Andersen.
He is also a columnist for DMNews and Media Post Email Insider. He is a frequent speaker at major industry conferences and will be speaking at the Email Experience Council’s first annual conference next month.