On Sept. 13, Instacart released news that ad sales veteran Seth Dallaire will join the online grocery company as its first chief revenue officer, beginning in November. In this newly created role, Dallaire will oversee Instacart’s growing brand marketing partnerships business, which allows brands to use the Instacart platform to reach online consumers across North America directly at the point of purchase.
“Growing our marketing and promotions partnerships with brands and retailers is an enormous area of opportunity for Instacart. We’ve seen tremendous growth of this business over the course of the last year, but believe we’ve only scratched the surface of what’s possible,” says Instacart’s Chief Business Officer Nilam Ganenthiran. “With more than 20 years of experience leading advertising sales and strategy for fast-growing tech companies, Seth is uniquely positioned to lead the next chapter of Instacart’s brand partnerships business, which offers customers an enhanced shopping experience and brands an unmatched opportunity to reach those customers directly in the checkout line.”
Dallaire joins Instacart from Amazon, where he has spent the last five years leading the company’s global ad sales business. As VP of global advertising sales and marketing for Amazon Advertising, Dallaire drove unprecedented growth for Amazon’s advertising business across Amazon.com and its owned and operated properties, as well as mobile and Kindle platforms worldwide. Dallaire has a long history of leading sales organizations at technology companies. He joined Amazon in 2012 from Yahoo!, where he was the VP of global accounts and agencies. Prior to Yahoo!, Dallaire led Microsoft’s Central U.S. media sales teams and its national retail sales organization.
“Instacart is changing the face of online grocery shopping, and I’m thrilled to be joining at such a pivotal moment for the company and industry,” says Dallaire. “As consumers continue to become more comfortable buying their groceries online, there are an increasing number of opportunities for brands and retailers, large and small, to engage them more deeply. I look forward to working with Instacart’s brand partners and retailers to enhance the experience for consumers and drive business growth.”
At Instacart, Dallaire will lead the company’s partnerships with more than 1,000 brands, including 100 percent of the top 25 CPG brands in the U.S. He will be responsible for driving adoption of a broad suite of product offerings to support brands and retailers in their efforts to better engage with consumers.
Dallaire is a board member of the Ad Council and the Interactive Advertising Bureau. He holds a Bachelor of Arts degree from Vassar College and a Master of Business Administration from New York University. He’ll be based at Instacart’s San Francisco headquarters, reporting to Chief Business Officer Nilam Ganenthiran.