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Goodman Named to P2PI’s ’40 Under 40′

5 Apr 2022

Ethan Goodman

Ethan Goodman, The Mars Agency’s SVP-Commerce Media, has been named to the Path to Purchase Institute’s inaugural “40 Under 40” class of young executives who’ve already made significant contributions to the industry.

With more than 15 years of experience already behind him, Goodman has made numerous contributions to the commerce marketing industry as a renowned thought leader and highly sought-after speaker and author for such industry organizations and publications as Path to Purchase Institute, Progressive Grocer, CGT/RIS, Adweek, The Hub, and The CPG Guys.

Behind the scenes, he has helped guide innovation and progress across the industry by consistently identifying emerging, technology-driven marketing opportunities long before they become trends, and then working with his team at The Mars Agency — and, quite often, with outside organizations — to develop guidelines and best practices for all. During his career, he has conducted groundbreaking work in the areas of retail media, digital shopper marketing, ecommerce and voice-enabled engagement, among others.

“Ethan’s talent for spotting the ‘next big thing’ has made him a critical asset for The Mars Agency across a variety of roles and assignments,” says Rob Rivenburgh, The Mars Agency’s global CEO. “His work building our ecommerce and media practices has made us an industry leader in both areas, and he’s now helping our clients shape winning strategies in the increasingly complex retail media arena.”

Launched in 2022, P2PI’s “40 Under 40” program was created to spotlight the next generation of leaders in commerce marketing by recognizing their contributions to the industry as well as their individual accomplishments. For a complete list of winners, visit

The winners will be profiled in the May/June edition of Path to Purchase IQ magazine. They also will be honored during a special cocktail reception on May 17 during P2PI’s Future Forward conference in Chicago.

The Mars Agency is an award-winning, independently owned global commerce marketing practice with a growth-for-clients focus. With talent spanning the Americas, Europe, and Asia, they create breakthrough, connected-commerce solutions by balancing the smartest humanity with the latest technology. Their latest MarTech platform, Marilyn®, is the first and only end-to-end commerce marketing advisor. 

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