Tessa Allen, Mars United’s SVP of Client Leadership, was recognized this month on the Path to Purchase Institute’s “40 Under 40” list of rising industry executives. The program spotlights the next generation of leaders in commerce marketing, showcasing the contributions they’ve made to their organizations as well as the industry. The following is a profile of the qualities and characteristics that earned her the recognition.
Stepping into the Chief of Staff role for the CEO of a global enterprise is daunting enough under any circumstances. Taking on the job during a period of sweeping transformation in the company’s history is nothing short of extraordinary.
It was even more challenging for Tessa in 2023 because Chief of Staff was a new position at Mars United, leaving her without the benefits of a transitional onboarding period to learn the ropes from a predecessor. The job was literally hers to define and build from the first day.
Fortunately, Tessa thrives in uncharted territory. She already had earned one promotion during her first two-year tour of duty with Mars in 2019-2021, when she worked on the Retail Consultancy team for Walmart and Sam’s Club in Bentonville. She then moved to the client side at a local CPG for one year before returning to the fold at the director level in 2022.
Tessa was back at Mars less than a full year before her leadership, strategic rigor, and ability to drive clarity across complexity stood out and she was tapped to be Chief of Staff to Global CEO Rob Rivenburgh.
Other notable accomplishments during her tenure at Mars include guiding the integration strategy for the transformation of experiential/shopper marketing agency XPO Brands into the full-service Mars United ANZ with competencies in retail media, ecommerce, and analytics.
Tessa also played a major role in developing the go-to-market strategy for Mars United after its 2024 acquisition by Publicis Groupe, helping to craft a narrative that accurately reflected the company’s value proposition, growth potential, and integration readiness. She additionally was deeply engaged throughout the strategic vetting process, helping shape how the business would fit into the broader Publicis ecosystem.
In April, Tessa accepted her latest challenge by stepping into the role of North America Commerce Lead for a major new client.
