Jeff Weiser, who joined in February 2018, has reportedly left the e-commerce company. The division will now report to chief product officer Craig Miller, who was previously CMO, although COO Harley Finkelstein, vice-president of international Aaron Brown and vice-president of product sourcing Bruno Roldan will each take control of some marketing functions. Shopify did not immediately respond to The Logic’s request for comment. (BetaKit)

 

Talking point: Weiser’s exit follows a year in which the firm ran its first integrated ad campaign as part of a US$30-million brand budget, including through conventional channels like television, radio and storefront spots. Early results seemed promising—CFO Amy Shapero said in August 2019 that it had “nearly doubled unaided awareness” in its test markets. But in a Tuesday email to staff on Weiser’s departure, CEO Tobi Lütke reportedly called the firm’s recent marketing strategy a “successful discovery of something that didn’t work.” Weiser was the rare member of Shopify’s C-suite with experience at the same level of a publicly traded technology company, albeit at the much smaller Shutterstock. He was also the only member of the leadership team based outside Canada, working from New York.