Return Path Names former ExactTargeter Roth CMO
By Ken Magill
Amid rumors the company is preparing to go public, email intelligence firm Return Path has named former ExactTarget executive Scott Roth as its chief marketing officer—a seemingly logical choice if, indeed, Return Path aims to go public.
“Roth will lead Return Path’s global market awareness, demand generation, and brand development initiatives as the company intensifies its focus on email marketing optimization and email fraud protection, and expands its data-driven consumer intelligence offerings,” said a release announcing the appointment.
Roth declined to comment on whether or not Return Path is considering an IPO other than to say he is aware of the rumors.
Roth was most recently vice president of global marketing for Salesforce Marketing Cloud, which was ExactTarget until it was acquired by Salesforce.com in 2013 for $2.5 billion.
Roth was part of the team that led ExactTarget to a successful IPO in 2012.
Previously Roth led marketing functions for web analytics provider Webtrends.
“I’m thrilled to join Return Path,” said Roth. “When I was at ExactTarget, I was partially responsible for the Return Path/ExactTarget partnership and I got to see Return Path from a quasi-insider view. And at this point in time with all the changes in the marketing landscape and all the ESPs becoming part of marketing clouds, I think Return Path has an amazing opportunity. My mission is to reposition the company for the future.
“We’re going to be leveraging all of the amazing data we’re able to grab from email and apply that in areas that are way broader than just optimizing email,” he added. “It’s all about getting to know your customers and optimizing all your marketing efforts.
“My marching order is to reinvent the brand, drive brand awareness and ultimately continue to catalyze the growth of the company,” Roth said.
Roth said he sees a lot of growth potential for Return Path in Latin America, Southeast Asia and Japan.
Roth is based in Portland, OR.
“Portland is home for me, although I will be on the road extensively,” he said.
“Scott’s leadership experience and deep knowledge of the marketing technology landscape can take our business to the next level,” said Return Path founder and CEO Matt Blumberg in a statement. “The chance to add a talent like his to the Return Path executive team came at a perfect time for us as we tackle a series of big, new opportunities. Scott’s industry background and track record is an ideal fit for the marketing challenges that rapid growth like ours can create.”