Sarah Clayton joins PHD US in the newly-created role of Head of Commerce. She is tasked with leading the expansion of the commerce practice and ensuring alignment with the retail marketplace as the US gradually moves past the pandemic. Clayton joins PHD from Bayer, where she spent the past six years in consumer products marketing and brand management roles at Bayer Consumer Healthcare.
Clayton said: “2020 delivered consumer behaviour changes that will permanently impact the sales funnel. Meeting the consumer with the right message at the right point in the journey, from attention to transaction, has never been more critical and complex. PHD will focus on delivering best-in-class commerce experiences for all its clients.”
PHD US CEO Catherine Sullivan said that while the agency values elevating talent within the organisation, it was also important to bring in talent from outside the network, given the rate of transformation in the commerce space.
“Bringing in outside perspective and leadership helps us all get smarter,” Sullivan explained. “The more we talked about Sarah’s experiences on the client-side, it was clear that the company’s maturation was further down the line in commerce, and she emerged as a great leader.”
Ecommerce was the most significant retail trend of 2020, as consumers spent $861.12 billion online with US merchants last year, up 44% from 2019, according to research firm Digital Commerce 360.