Waterson will report to chief revenue officer Jeff Schmidt and will be responsible for helping retail marketers understand their customers and how to market to them effectively. She most recently led global campaigns and digital best practices for IBM’s enterprise marketing management division following IBM’s acquisition of analytics giant Coremetrics.

DeLauro (pictured) will focus on innovations to help distinguish PivotLink from its cloud-based rivals. He most recently lead the global software-as-a-service operations and infrastructure team for IBM’s enterprise marketing management division, and was previously vice president of operations at Coremetrics.

Bruce Armstrong, president and CEO at PivotLink, said the duo would help to ensure that “marketing professionals understand consumer preferences and behaviour across channels and drive meaningful engagement along their path-to-purchase”.