Willy Blesener, Mars United’s SVP of Media, 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 him the recognition.
To say that Willy Blesener “hit the ground running” when he joined Mars United in January wouldn’t do justice to the immediate impact that he’s had on the company’s media practice.
In just six months, Willy introduced new systems, processes, and standards that have significantly improved what already was a formidable operation — a remarkable feat given that the practice (which spans retail, social, and shopper media) has nearly doubled in size this year to keep pace with a rapidly expanding client roster.
He has proven particularly adept at working with partners to drive speed and efficiency by bringing more automation into the practice. But his “superpower” is an ability to more effectively align Mars United’s media and analytics teams to deliver even greater activation insights to its clients.
As if that weren’t enough, Willy recently illustrated his indefatigable dedication to the company by taking on additional responsibilities for leading the commerce business of a key client.
Building out best-in-class commerce media businesses has become Willy’s specialty over a career whose highlights include establishing the retail media practices of two other agencies.
Willy is an established thought leader and has spoken at multiple industry events. He’s also contributed to IAB/MRC’s Retail Media Measurement Guidelines and is fully certified as an Amazon Ads partner across numerous platforms.
