Tracksuit boosts marketing team with Christine Rodrigues and Sam Sherson

Tracksuit - Christine Rodrigues, partnerships lead and Sam Sherson, head of digital

The appointments follow Tracksuit’s $20.5m Series A funding round in February.

Tracksuit has appointed Christine Rodrigues as partnerships lead and Sam Sherson as head of digital, strengthening its senior marketing team.

Rodrigues will be based in Sydney and brings 10 years of experience in building partnerships across the e-commerce, payments, and martech ecosystems throughout Asia Pacific and Japan.

She has worked with global brands such as Adobe, PayPal, Braintree, Vodafone and Her most recent role was as co-managing director of the Australian chapter of GirlsInTech, where she champion diversity, equity, and inclusion.

Rodrigues said she was looking forward to delivering meaningful brand tracking to clients.

She added: “We’ve really only scratched the surface of the kind of potential Tracksuit can bring to the marketing and advertising ecosystem at large.”

Sherson joins as head of digital from global digital commerce consultancy Overdose, where he served as chief marketing officer. He has over two decades of experience across New Zealand and the UK, as well as experience in driving expansion into new markets, and leading global teams.

He also worked at The Guardian for seven years, directing the leading UK publication house’s data commercialisation and revenue operations.

Sherson said he was looking forward to working with Tracksuit on bringing focus back to longer-term marketing success and promoting sustainable growth for brands.

“Tracksuit has the ultimate combination of people and purpose, being a super warm, smart and driven team who are all passionate about building great brands. I’m over the moon to be joining them at such an exciting time in their trajectory.”

Mikayla Hopkins, head of marketing at Tracksuit, said Rodrigues and Sherson’s appointments are “pivotal” to the growth of the business.

“They both bring complementary and deep marketing leadership which is a huge asset as we move to building and scaling the best brand tracking solution in the market.”

The appointments come after the success of its $20.5 million Series A funding round in February. James Hurman, co-founder of the start-up, told Mediaweek last month the brand tracking start-up’s big pull is simple: it’s cheaper than competitors.

Hurman explained that while traditional brand tracking, provided by large research companies, has been around for decades, it is expensive — ranging from $80,000 to $100,000 a year.

“For most businesses, it’s just out of the question in terms of its affordability,” he said. Tracksuit’s offering is much more cost-effective, he continued, at $15,000 to $25,000 annually.

See also: James Hurman on Tracksuit’s $20.5m raise and giving marketers ROI confidence

The brand tracking start-up was founded in 2021 by co-CEOs Matt Herbert and Connor Archbold and headquartered in Auckland with offices in Sydney, London and NYC. It’s global clients includes Arnott’s, GHD, Bondi Sands, Goodman Fielder, Sharesies, MyFitnessPal, Supergoop!, and Steve Madden.

Top image: Christine Rodrigues and Sam Sherson

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