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Marcus Startzel is moving from adtech to e-commerce: He’s becoming the new CEO at Whitebox.

One of his first tasks, apparently, will be raising a Series A.

Startzel was previously an executive at AppNexus, which he joined after the acquisition of MediaGlu, where he was CEO. (He departed AppNexus after it was bought by AT&T.) He’s also had senior roles at Millennial Media and

Whitebox, meanwhile, was founded in 2013 by previous CEO Rob Wray. The company helps businesses manage some of the most challenging parts of e-commerce — for example, it handles warehousing and fulfillment, while also creating and optimizing listings on Amazon, eBay and the seller’s own website.

Startzel said he was attracted to the company because it taps into broader trends around the growth of e-commerce, and because of the opportunity provided by all of Whitebox’s data around “finding the best way to get the product to the consumer.” He also said he was impressed by the recent hiring of Chief Operating Officer Rob Hahn and Chief Data Officer Andrew Bignell, both from Amazon.

And while this may seem like a big change from his previous roles, Startzel said he’s still drawing on his leadership experience, and on his approach of “just understanding the market from a customer lens, just being customer focused when you’re a brand.”

“I’m excited to sell products, not just advertise them,” he added.

Wray, meanwhile, will remain at Whitebox as its chief product officer.

“We started Whitebox because brands were getting crushed by the enormous complexity of selling online,” he said in a statement. “Brands need a unified approach to e-commerce to scale while lowering costs. We are thrilled to have Marcus join and apply his knowledge and experience.”

Source: New feed

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