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Market Performance Group expands digital capabilities

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PRINCETON, N.J. – Market Performance Group, LLC (MPG)—a leading provider of consulting, sales strategy and account management, business analytics, marketing & communications, and distribution/order to cash services to consumer health, personal care, food, and other CPG brands across brick and mortar and eCommerce retail channels—announced today that the company has acquired and hired additional expertise to expand its best-in-class capacity to provide industry-leading eCommerce and omnichannel services to clients.

MPG Group logoThe company has acquired two end-to-end digital services agencies with histories of both building brands from the ground up and driving scale for major brands on Amazon—28th Labs and WingPoint Group. In addition, MPG has hired Rachel Tetreault to lead the MPG eCommerce and Omnichannel practice.

“These moves fit squarely within MPG’s strategy of growing both organically and through acquisition,” noted MPG Managing Partner George Cleary. “We saw tremendous opportunity and talent in the 28th Labs and WingPoint teams, and by bringing this talent and expertise in-house, we’re able to accelerate MPG’s growth trajectory—of which digital is a key driver—and do even more to help client brands thrive through best-in-class eCommerce and omnichannel strategy and execution.”

From their inception in 2020, 28th Labs was a strategic partner for MPG, providing Amazon brand management services for some MPG clients. Co-founders Kevin Lippy and Tripp Standa, both of whom brought with them considerable expertise and proven success in building brands via Amazon/ eCommerce channels.

Standa had garnered significant eCommerce expertise through positions at Target and brand incubator Beach House Group (where he ran the Marlowe brand, growing it to the #1 brand in men’s soap on Amazon). Australian-born Lippy had a history of successful serial entrepreneurship, including establishing a successful digital and social media agency and building a digital native brand from scratch (which quickly grew to the #1 brand in its category on Amazon and, in short order, was acquired and the catalyst for Lippy moving to LA where the two met). The two, quickly built 28th Labs into a fast-growing, well-respected Amazon services agency.

The WingPoint Group team consists of members with significant retail sales, digital marketing, and product management experience, known for their deep knowledge and focus on Amazon and other major retail online channels and expertise in growing sales with an omnichannel strategy.

WingPoint Group co-founders include Mike Maddie, Jason Omenn, and Ben Bounketh. Mike is a former Amazon DMM for the multi-billion-dollar CE category with 16+ years of retail experiences with Best Buy, Target, Amazon, and Google. Jason has over two decades of experience launching and growing technology companies and providing both B2C and B2B marketing services on the client and agency side and has successfully launched multiple brands on Amazon. Ben is a former Amazon Senior Product Leader for Amazon digital products, including Echo, Fire Phone and TV, and Kindle. Together with their team, they have driven tremendous growth for their clients and for WingPoint.

Tetreault comes to MPG after holding various leadership positions at CPG companies including Procter and Gamble and Ferrero USA. As Vice President of Sales & eCommerce North America at Ferrero USA, Tetreault developed a comprehensive Digital eCommerce strategy and organizational infrastructure that delivered exceptional sales results for the channel across Pure Play, Omni and Direct to Consumer. She was then recruited by PE-backed EastPoint Sports to do the same thing, again developing a solid go-to-market strategy and building an end-to-end organizational structure through the development and implementation of best practices for Omni Channel, eCommerce, Digital Shopper Marketing, Digital Asset Management, and Supply Chain to deliver channel capabilities for the company.

“Rachel is a skilled eCommerce leader and visionary with a proven history of leading digital transformation for manufacturers and we are thrilled to have landed such high-powered talent to help drive eCommerce / omnichannel thinking, strategy, and execution for MPG and our clients,” said Jason Reiser, President of Sales Strategy & Services for MPG.

“We’re ecstatic with the acquisition of 28th Labs and WingPoint Group, and the hiring of Rachel,” noted Cleary “Not only because we are gaining incredible experience and expertise but, just as importantly, there’s tremendous cultural alignment.

“Rachel, Tripp, Kevin, Mike, Jason, and Ben share our approach to operating as extensions of our client teams, fully committed to leveraging industry experience, knowledge, and relationships across MPG to generate value for a diverse client roster including Fortune 500 companies and emerging brands.”


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