REDWOOD CITY, CA: Advertising technology company Rocket Fuel has hired Rhonda Shantz as VP of marketing.
Her responsibilities include scaling the firm’s marketing globally and expanding customer conversations, as well as overseeing the company’s PR, Rocket Fuel said in a statement.
Most recently, Shantz was VP of global marketing at Symantec, where she worked to revitalize the Norton anti-virus brand.
She stepped into the newly created role in mid-June, saying it was created to expand Rocket Fuel’s business and brand awareness.
"A lot of [Rocket Fuel’s] business involves [selling] through agencies," Shantz explained. "But more and more, there is a need for the CMO and the media buyers on the corporate side who want to understand Rocket Fuel, how it works, and how it can help them build their campaigns. So that is the area for opportunity."
Shantz manages four staffers and is reporting to CMO Eric Porres.
While at Symantec, she worked on the Cybergeddon marketing initiative, which included a nine-part series and original feature film with CSI creator Anthony Zuiker. The campaign content was distributed via Yahoo in more than 20 countries and reached more than 30 million viewers in two months, according to a statement from Rocket Fuel.
Shantz left Symantec last September, according to her LinkedIn profile.
Since leaving the company, she has been consulting for marketing technology company Transilio. Shantz added that since she departed, Symantec has restructured its marketing, so no one directly replaced her at the company.
"Every major company today is really trying to build the ROI in their businesses and to have the science behind that ROI, so I am just excited to be a part of it," Shantz said.
Previously, she was partner and technology practice lead for ten years at Porter Novelli after holding various other roles at the Omnicom Group firm. Shantz, who was not immediately available for comment, started her career at Intel.
Ad tech firm Rocket Fuel’s products include a programmatic media-buying platform that it says improves marketing ROI on digital media across Web, mobile, video, and social channels. It has customers in North America, Europe, and Japan, according to a statement from the firm.
This story was updated on July 2 with quotes from Shantz. It was also updated to correct her title in the headline to VP of marketing.