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Bluecore Expands Leadership to Maximize Growth Momentum

New York, New York | November 30, 2017

Seasoned execs push commerce martech leader beyond startup status, clearly communicate value and underscore unique data play

Bluecore, the leading retail marketing technology company, today announced that it has expanded its senior leadership team. Karina Salenieks has been promoted to Senior Vice President of Sales, Emily Deadwyler has joined the team as the company’s Senior Vice President of Marketing and Laura Cooper has joined as Senior Vice President of People.

By strengthening its leadership team, Bluecore is gearing up to accelerate growth and transform retail marketing. The company has more than doubled its customer base in 18 months and works with more than 400 brands and retailers, including some of the largest and most recognizable brands in the Internet Retailer Top 100. To accommodate its explosive growth, the company recently relocated its headquarters to the Financial District of New York City and just last month, Bluecore announced a $35 million Series C round.

Salenieks is a veteran of the enterprise marketing world with extensive experience helping consumer-facing organizations leverage data to increase revenue. As the first member of Datalogix’s (now part of Oracle Data Cloud) CPG sales team, Salenieks was instrumental in growing the business from $0 to the largest vertical in the organization. Salenieks joined Bluecore’s sales leadership team earlier this year to help scale and prepare the sales function for high growth. With her recent promotion to Senior Vice President of Sales, Salenieks will lead Bluecore’s sales team in developing strong customer partnerships during this pivotal time.

Deadwyler is an award-winning marketing leader with experience building brands and driving revenue growth at multiple companies including Comcast and GAIN Capital. She was part of the marketing leadership team that scaled GAIN Capital from startup through IPO. In her new role, Deadwyler is responsible for all aspects of Bluecore’s marketing, including demand generation, product marketing and shaping Bluecore’s brand story to support continued growth.

Cooper is a progressive HR leader who most recently led the Human Resources organization for the Americas region at NICE Systems, a global enterprise software company. She also oversaw the Strategic HR Business Partner Department for Enterprise and Retail at Samsung Electronics America. In her new role at Bluecore, Cooper will represent the team’s growing employee base, which has more than doubled since 2014.

“We’re not in startup mode anymore. Our company is growing rapidly and we are solving a complex and urgent problem for retailers. Karina and Emily have strong track records at high growth companies,” said Fayez Mohamood, co-founder and CEO of Bluecore. “Laura’s HR expertise will ensure we recruit the right people, nurture our existing employees and provide our team with the culture and environment they need to be at their best. Our customers only succeed when our employees succeed — and our people will continue to be our biggest and best investment. With this team onboard, I am confident that we have the leadership team in place to push us to the next phase of growth.”


Bluecore is a retail marketing technology company that empowers marketers to launch any personalized campaign in 60 seconds through a single platform that connects real-time product and customer data. More than 400 retail brands, including Staples, Tommy Hilfiger, Perry Ellis, Teleflora and Best Buy Canada, use Bluecore to deploy triggered communications across email, social media, search and display. Bluecore’s AI-driven decisioning engine determines the timing and content for the next-best communication based on insight into individual shoppers’ onsite behaviors and how specific product shifts influence their actions. All of this drives relevance for shoppers and increased revenue with less effort for brands. Learn more at

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Kieran Powell,