Digital marketing veteran joins growing C-suite team to drive innovative go-to-market strategies and support accelerated business growth

Smartly.io, the leading social advertising automation platform for creative and performance marketers, today announced the appointment of Lyle Underkoffler as Chief Marketing Officer. In this role, Underkoffler will lead go-to-market (GTM) strategy for Smartly.io, focusing on the creation of revolutionary user experiences through a balance of creative intelligence and data insights. His deep knowledge of performance marketing and product management will be instrumental for the company as it continues an aggressive growth trajectory.

“We have been dramatically accelerating our growth trajectory this year at Smartly.io. As more brands seek to engage with consumers across digital channels in an increasingly personalized way, our product and go-to-market strategy must continue to evolve with them,” said Kristo Ovaska, founder and CEO at Smartly.io. “Bringing Lyle’s experience and expertise to our leadership team uniquely positions us to deliver even more relevant products and services to market, as well as expand our offering across social advertising platforms. He will play a key role in our next growth phase as we continue our mission in developing a smarter digital advertising cloud.”

Underkoffler joins Smartly.io with over 25 years of experience across digital marketing, business development, and advertising. He most recently served as Head of Digital Marketing & eCommerce at Philips, Personal Health. Prior to this role, Underkoffler held various executive positions in digital marketing and media at companies including Samsung, AMC Networks, IAC, and Disney. His experience spans building subscription services, scaling mobile games and content studios, mentoring early stage startups, and leading world-class product and creative teams. Underkoffler has received numerous awards for his work including an Emmy for best short-form video series. He holds a BS in Marketing from Boston College and an MBA from the University of Michigan’s Ross School of Business.

“Social platforms have become more important than ever for brands, but massive shifts in the advertising industry and consumer behavior continue to pose challenges -- from inefficient processes internally to fragmented messaging externally,” said Underkoffler. “What drew me to Smartly.io the most is how the company continues to expand its offering, addressing customer and industry needs while helping advertisers reach audiences with more engaging experiences along their digital journey. I look forward to working with this world-class team as we continue to bring new innovations to market that focus on consumer – and customer – first experiences.”

About Smartly.io

Powering beautifully effective ads, Smartly.io automates every step of social advertising to unlock greater performance and creativity. We combine creative production and ad buying automation with outstanding customer service to help some 700 brands scale their results – not headcount – on Facebook, Instagram, Pinterest, and Snapchat. We are a fast-growing community of over 650 Smartlies with 17 offices around the world, managing nearly €3B in annual ad spend and growing rapidly and profitably. Visit Smartly.io to learn more.

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