Your Growth, Our Commitment
We focus on building rather than just consulting. Our team has extensive experience, having developed eCommerce and retail media businesses at Amazon, Google, Microsoft and Gradient (an AI startup). With over 20 years in digital advertising and eCommerce, we lead in strategy, product development, global growth, sales support, and operations.
We understand that each retailer is unique and customize our strategies to fit your specific needs and goals. We have practical experience that helps turn ideas into revenue. Our hands-on approach ensures we produce revenue growth.
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Bobby Figueroa
FOUNDER and CEO
Bobby is an industry veteran with over 25 years in ecommerce and adtech. He held leadership roles at Microsoft, Google, Yahoo!, Amazon, and gradient.io, where he served as founder and CEO. At gradient.io, Bobby spearheaded the development of an AI insights platform that transformed ecommerce by providing deep, actionable insights, enabling Sales and Account teams to better understand customer needs and drive substantial revenue growth for retailers, brands and agencies. Due to its recognized innovation and broad business impact in the retail media ecosystem, gradient.io was acquired by Criteo, giving Bobby exposure to working with leading global retailers such as Target, Uber, Walmart Mexico, Walmart Canada, Best Buy, and Costco, as well as other retailers across Latin America and Europe.
At Retail Axel, Bobby is partnering with some of the top luminaries in the industry - experts who have firsthand experience building the largest retail media business in the world and many of the most advanced technologies in digital advertising. Originally from Mexico, Bobby is keen in bringing his expertise and industry connections to all retailers worldwide, but in particular to Latin America.
“I’m particularly excited in directly working again with Latin America, a region where I first started my career at Procter & Gamble Mexico and that has long supported me in my personal and business trajectory.”
Bobby's expertise spans Product, Engineering, Analytics and Customer Success having helped scaled Amazon Ads globally as part of its founding team. He has also been a trailblazer in the Retail Media Industry, playing a key role in the development of Measurement Guidelines for Retail Media in the US and Latin America. He holds an MBA from Harvard Business School and a BA in Electrical Engineering from Tech of Monterrey, Mexico.
Retail Media Acceleration Experts
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Jenny McLean
Sales Enablement, Operations & Non-Endemics
Jenny is a distinguished veteran in the ecommerce and adtech space. Her career has been defined by her ability to scale retail media businesses globally and empower brands to connect with new audiences through cutting-edge online strategies. At Amazon Ads, she was part of the founding team for the business and was instrumental in driving international expansion into markets including Canada, Japan, Mexico, Australia, and Dubai. She also played a pivotal role in leading the Sales Account teams for all Non-Vendor advertising, where she managed and grew a multi-billion revenue ad-business.
Jenny's career began in Germany, where she helped major brands like BMW and others to expand their reach across Europe. In her most recent role as VP of Professional Services at Criteo, she masterminded a comprehensive global plan to accelerate the growth of retail media partnerships worldwide. Her extensive experience and innovative approach make her a driving force behind Retail Axel's success.
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Matthew Carr
Product and Business Strategy
Matt has a distinguished background in digital media, advertising, and technology. Matt was part of the leadership team behind building and scaling Amazon Advertising to the business it is today. He also held leadership roles at Microsoft Advertising and AdReady, an advertising start-up working with small and medium sized advertisers.
Matt's expertise has spanned roles in product management, product development, engineering management, marketing, strategy & planning, business development and operations. He has built digital advertising products, including desktop, mobile, video, creative management, self-service tools, ad serving, and yield/monetization. He has worked in large and small companies, guiding strategy, development, and operations.
Matt is passionate about coaching and mentoring, helping the next generation of diverse leaders be more effective and impactful. He holds an MBA from UW Foster School of Business and a BA from Georgetown University.
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Philip Missler
Sales, Strategy and Revenue Growth
Philip is a senior executive with over 25 years of experience inclusive of CEO, CRO, and CTO roles, with focus on revenue growth and monetization. He has a track record of success building, scaling and leading digital businesses across global tech platforms such as Amazon, Pinterest, and eBay, as well as European corporations like Deutsche Telekom.
In the past decade, Philip has built fast-growing advertising businesses for Amazon, where he was part of the Amazon Advertising founding team in Europe. Most recently, he led Pinterest in Europe and the company’s global specialist sales organization. Previously, he served as CEO of InteractiveMedia, a Deutsche Telekom subsidiary, and held various engineering, product and operations leadership roles at McCann and eBay. Philip began his career as a software developer with his own startup.
Philip has spent most of his career at the intersection of advertising, ecommerce and technology and is a veteran in the Retail Media space. He is inspired by the opportunity technology drives for people, communities and businesses around the globe, and an advocate for a responsible, positive and sustainable development of the digital industry.
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Rachel Ramsay
Measurement, Insights and Data Science
Rachel has over 20 years of experience spanning ecommerce, digital media and the CPG/FMCG sectors. She spent more than a decade at Amazon, where she was also part of the founding team that launched Amazon Advertising. As a seasoned product leader, she led the development and delivery of a wide range of Amazon analytics and insights accelerating advertiser ROIs and Amazon's revenue growth. Rachel's has developed insights and analytics solutions for retail media at a global scale across many industries including CPG, electronics, apparel and financial services among others.
Before Amazon, Rachel held leadership roles in New Zealand’s largest CPG/FMCG retail organization, contributing to the company's growth by managing key areas such as pricing, category management, procurement, private label development, and space management, driving accelerated market share and profitability.
Rachel holds a BBS in Business and Marketing Research from Massey University.
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Tito Hubert
Sponsored Search and Product Expert
Tito Hubert brings over 20 years of leadership experience spanning big tech and startups, with a focus on driving the development, launch, and scaling of successful products in FinTech, AdTech, Supply Chain Tech and Prop Tech. At Amazon, Tito was instrumental in building the Sponsored Search Products platform, which has grown into a multi-billion-dollar business. He has also held senior leadership roles at Convoy and a CPTO role at Mynd , managing business units with P&L responsibilities of up to $250M and leading multi-disciplinary teams across the globe.
Tito’s expertise includes general management, team leadership and development, product innovation, and data-driven decision-making. His track record includes launching and managing multi-hundred-million-dollar products, leading diverse teams of up to 150 professionals, and applying cutting-edge analytics to solve complex business challenges.
Tito holds a Stanford MBA and a BS in Industrial Engineering. Originally from Argentina, he is passionate about football (soccer), charcoal grilling, and sharpening his Python data science skills.
