Locala announced the appointment of Grant Gudgel as Chief Marketing Officer today. The company wants to introduce a sharpened market vision. This vision focuses on agentically enabled adaptive advertising. Currently, advertisers face growing pressure to adapt to changing market conditions. They must connect media investment directly to business outcomes.
Grant Gudgel explained what drew him to the company.
“What attracted me to Locala is that it helps brands understand what is happening in each market before media decisions are made. Most platforms focus on buying media more efficiently once a campaign is in-market. Locala starts earlier. By combining business context, market dynamics, competitive signals, consumer behavior, location intelligence, and AI-enabled agents, it helps advertisers turn complex market signals into decisions about where to invest, how to allocate budgets, and how to adapt across thousands of local markets. We call this Adaptive Advertising.”
“Locala Agents are what make Adaptive Advertising scalable. They help teams continuously analyze market-level business signals, surface opportunities and competitive risks, and make faster, more informed decisions about where and how to invest as conditions change,” he added.
Expanding Leadership with Ad Tech Expertise
Gudgel brings extensive experience to Locala. His background includes advertising technology, media, and marketing leadership. He also has expertise in strategic growth and M&A. Before this role, he served as SVP Marketing at Verve. He also worked as SVP and Head of Teads Studio. Additionally, he advised industry players like Kargo. He guided private equity groups on growth strategy.
Christophe Collet, Founder and CEO of Locala, discussed the hiring choice.
“Grant joins Locala at an important moment for our company and for the advertising industry. Advertisers need a more adaptive way to understand markets, connect media to business outcomes, and act as customer behavior changes. Grant brings the strategic clarity, market experience, and category perspective to help us tell that story and accelerate Locala’s next stage of growth.”
Locala operates as the layer for Adaptive Advertising. The AI-enabled platform helps global brands act on real-world customer journeys. Consequently, brands can understand markets and activate dynamically. The company runs 14 offices worldwide. It uses real-world audience signals to drive efficient advertising outcomes. The new Chief Marketing Officer will head these global efforts.
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News Source: Businesswire.com
