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Smart Joins to Grow EU Commerce Practice

3 Oct 2023

The Mars Agency has brought on Katrina Smart as Commerce Media Director for Europe, a new position. Smart will be based in London and report to Darren Keen, International CEO of The Mars Agency.

Smart is responsible for building out the company’s retail media practice in Europe. She will also work toward building a more connected global media operation with Ethan Goodman, North America EVP of Commerce Media, and other Commerce Media leaders within The Mars Agency network.

“There’s a rapid and emerging need for a collective analysis within the excitedly chaotic and flourishing retail media network environment in Europe and beyond,” Keen said. “Katrina’s deep experience in retail media across the U.K., Euro region and U.S. markets equips her to drive a unified media strategy across Europe, which will help The Mars Agency to develop an even more sophisticated offering for our client partners.”

Smart spent the past six years at GIG Retail, where she was Senior Director, Retail Strategy. British supermarket ASDA is one of GIG’s clients, and Smart worked on its retail media network, ASDA Media Partnerships, guiding top-tier CPG partners on where to invest in the ASDA media portfolio. She most recently led their Retail strategy team working with international Retailer clients and leading their U.S. Walmart Connect account. Before GIG Retail, Smart was at CPM, an Omnicom Group company.

“I’m extremely excited to join The Mars Agency and drive our shared passion for putting the customer first in this ever-changing and fast paced Retail Media industry,” Smart said of her professional goals in retail media. “I particularly look forward to partnering with our global Commerce Media team to apply our best practices and excellence and drive a variety of effective omnichannel, connected experiences that positively impact customers, and our clients, across Europe.”

Smart is among the latest new hires at The Mars Agency, which recently named Martyn Farmer as VP of Business Leadership in its Berlin, Germany office and in Australia, Gavin McColl as eCommerce Director and Jeremy Hagnere as Retail Media Director.

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. Learn more at and

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