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THOUGHT LEADERSHIP

Gent to Build Data Partnerships for The Mars Agency

29 Mar 2023

The Mars Agency has strengthened the executive team bringing its Marilyn martech platform to life by adding Peter Gent as Director of Data Partnerships.

In this new role, Gent is tasked with building out The Mars Agency’s data portfolio by forging new partnerships and enhancing existing relationships. He’ll also serve as the agency’s “resident expert,” helping internal teams optimize the value gained from these data partnerships to drive even greater commerce marketing success for our clients.

“Peter has an ideal blend of data expertise, communications skills and relationship-building experience,” said Jake Berry, EVP/GM of the Marilyn team at The Mars Agency. “He will be instrumental in helping us create an even stronger partner ecosystem to fuel the analytics power of Marilyn.”

The data-driven Marilyn martech platform is designed to measure “Total Business Impact,” the full contribution that commerce marketing makes to a brand’s bottom line. Clients who leverage the platform improve the performance of their commerce marketing efforts by an average of 21% by leveraging richer insight into program performance and optimizing their marketing investments

Gent has more than 10 years of experience at sales and marketing-focused data companies. Most recently, he spent eight-plus years as Director of Data Partnerships at The Trade Desk, where he established, fostered, and managed numerous relationships with global industry partners across the ad tech ecosystem. He also led internal product initiatives and integrations that helped the media buying platform achieve the goals of clients and partners.

Gent will be based in Denver.

About The Mars Agency
The Mars Agency is an award-winning, independently owned, global commerce marketing practice. With talent around the world, they connect people, technology and intelligence to make clients’ business better today than it was yesterday. Mars’ industry-leading MarTech platform, Marilyn®, helps marketers understand the total business impact of their commerce marketing, enabling them to make better decisions, create connected experiences and drive stronger results. 

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