Innovative industry leader will head new and unique sales and marketing agency model
IRVINE, California — Advantage Solutions has chosen innovative consumer goods leader Todd Mitchell as the chief executive officer of the lab-like sales and marketing agency, R² Solutions (pronounced “R Squared Solutions”).
R² offers a unique lab-like approach to rethinking in-store execution, testing and learning to meet the ever-changing needs of global brands across the multichannel retail landscape. R² delivers custom services and solutions, including actionable research and insights, collaborative customer business management, technology-enabled store optimization teams, and consumer and shopper marketing services influencing each point on the path to purchase.
Mitchell brings more than 25 years of sales and marketing expertise in the consumer goods industry to his role as R² CEO. Most recently, he served as the president of Annapolis, Maryland-based Compass Marketing Inc., which specializes in e-commerce and consumer-driven analytics. From 2012 through 2016, he was president of Crossmark Inc., where he was responsible for the U.S. sales agency business and oversight for all international operations. He previously held executive positions in Crossmark’s business and client development groups, managing relationships and ensuring service delivery with the company’s largest clients.
“Todd is a visionary sales and marketing executive with a reputation for setting industry standards and developing and nurturing successful, loyal client and customer relationships,” said Advantage Solutions CEO Tanya Domier. “His track record of helping companies create cultures of imagination, operational excellence and customer service make him the ideal executive to helm the new R² organization.”
R² is operated independently from Advantage Sales, Advantage Solutions’ leading sales agency that serves more than 3,500 consumer goods companies and retailers across all channels of trade.
“Advantage has a history of anticipating industry change and helping clients successfully respond with new solutions and I’m excited to lead R², which is founded on this very premise,” Mitchell said. “Brands are facing fast-moving challenges and opportunities, including how technology is constantly changing the ways in which consumers shop, the arrival of new retail formats, the increasing influence of hard discounters and the growth of private brands. The R² team is prepared to help brands navigate this complex journey.”
About R² Solutions
Backed by large-scale resources and state-of-the-art technology, R² is a unique sales and marketing agency serving the needs of an exclusive, compact portfolio of brands across all channels of trade. R² will offer a range of capabilities, including research and insights, multichannel customer business management, tech-enabled store optimization teams, and consumer and shopper marketing. For more information, please visit rsquaredsolutions.com.
About Advantage Solutions
Advantage Solutions is a leading business solutions provider committed to driving growth through winning insights and execution. Advantage’s customizable and technology-enabled sales and marketing solutions — including headquarter sales, retail merchandising, business intelligence and a full suite of marketing services — are designed to help manufacturers and retailers across a broad range of channels drive consumer demand, increase sales and achieve operating efficiencies. Headquartered in Irvine, California, Advantage has offices throughout the United States and Canada and maintains a platform in select markets throughout Africa, Asia, Australia and Europe through which it can service the global needs of multinational manufacturers. For more information, please visit advantagesolutions.net.