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Instacart hires Amazon exec as chief revenue officer

Seth Dallaire to lead online grocery provider’s brand marketing business

Russell Redman

September 16, 2019

2 Min Read
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Instacart

Advertising sales veteran Seth Dallaire is joining Instacart as chief revenue officer, a newly created position.

Plans call for Dallaire, vice president of global advertising sales and marketing at Amazon, to start at San Francisco-based Instacart in November. The online grocery marketplace and delivery company said he will oversee its brand marketing partnerships business, which enables consumer brands to reach North American online consumers directly at the point of purchase via Instacart’s platform.

Instacart said it now partners more than 1,000 brands, including 100% of the top 25 U.S. consumer packaged goods (CPG) brands. Dallaire will be charged with driving adoption of Instacart’s suite of product offerings that help brands and retailers better engage with consumers.

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"Instacart is changing the face of online grocery shopping, and I'm thrilled to be joining at such a pivotal moment for the company and industry," Dallaire (left) said in a statement. "As consumers continue to become more comfortable buying their groceries online, there are an increasing number of opportunities for brands and retailers, large and small, to engage them more deeply. I look forward to working with Instacart's brand partners and retailers to enhance the experience for consumers and drive business growth."

Dallaire has served as vice president of global advertising sales and marketing at Amazon since November 2014. He joined the online retail giant in February 2012 as vice president of North American advertising sales. Before that, he spent two-and-a-half years at Yahoo! as vice president of global agencies and accounts and seven years at Microsoft as senior director of MSN advertising sales. The latter followed a two-year stint at Amazon as senior account manager for business development.

At Instacart, Dallaire will work out of the San Francisco headquarters and report to Chief Business Officer Nilam Ganenthiran.

"Growing our marketing and promotions partnerships with brands and retailers is an enormous area of opportunity for Instacart. We've seen tremendous growth of this business over the course of the last year, but believe we've only scratched the surface of what's possible," Ganenthiran commented. "With more than 20 years of experience leading advertising sales and strategy for fast-growing tech companies, Seth is uniquely positioned to lead the next chapter of Instacart's brand partnerships business, which offers customers an enhanced shopping experience and brands an unmatched opportunity to reach those customers directly in the checkout line." 

CPG brand services present a potentially lucrative new revenue stream for Instacart as it has continued to expand its online grocery business. The company now partners with more than 300 retailers in North America, providing delivery from over 20,000 stores in 5,500-plus cities. The service reaches more than 80% of U.S. households and over 70% of Canadian households.

About the Author

Russell Redman

Senior Editor
Supermarket News

Russell Redman has served as senior editor at Supermarket News since April 2018, his second tour with the publication. In his current role, he handles daily news coverage for the SN website and contributes news and features for the print magazine, as well as participates in special projects, podcasts and webinars and attends industry events. Russ joined SN from Racher Press Inc.’s Chain Drug Review and Mass Market Retailers magazines, where he served as desk/online editor for more than nine years, covering the food/drug/mass retail sector. 

Russell Redman’s more than 30 years of experience in journalism span a range of editorial manager, editor, reporter/writer and digital roles at a variety of publications and websites covering a breadth of industries, including retailing, pharmacy/health care, IT, digital home, financial technology, financial services, real estate/commercial property, pro audio/video and film. He started his career in 1989 as a local news reporter and editor, covering community news and politics in Long Island, N.Y. His background also includes an earlier stint at Supermarket News as center store editor and then financial editor in the mid-1990s. Russ holds a B.A. in journalism (minor in political science) from Hofstra University, where he also earned a certificate in digital/social media marketing in November 2016.

Russell Redman’s experience:

Supermarket News - Informa
Senior Editor 
April 2018 - present

Chain Drug Review/Mass Market Retailers - Racher Press
Desk/Online Editor 
Sept. 2008 - March 2018

CRN magazine - CMP Media
Managing Editor
May 2000 - June 2007

Bank Systems & Technology - Miller Freeman
Executive Editor/Managing Editor
Dec. 1996 - May 2000

Supermarket News - Fairchild Publications
Financial Editor/Associate Editor
April 1995 - Dec. 1996 

Shopping Centers Today Magazine - ICSC 
Desk Editor/Assistant Editor
Dec. 1992 - April 1995

Testa Communications
Assistant Editor/Contributing Editor (Music & Sound Retailer, Post, Producer, Sound & Communications and DJ Times magazines)
Jan. 1991 - Dec. 1992 

American Banker/Bond Buyer
Copy Editor
Oct. 1990 - Jan. 1991 

This Week newspaper - Chanry Communications
Reporter/Editor
May 1989 - July 1990

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