Bluecore unveils Bluecore Communicate™, Email Reimagined for Performance and Personalization at Scale in Retail

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Bluecore Hires Two Former BlueKai/Oracle Leaders; Sets Its Sights on Retail Data

New York, New York | April 3, 2018

Sherene Hilal and Stephen Papa Join Bluecore as VP, Product Marketing and Business Operations and Head of Product, Platform and Data Integrations

Bluecore, a retail marketing technology company whose AI-driven platform matches customers with the products they love, has hired Sherene Hilal as VP, Product Marketing and Business Operations, and Stephen Papa as Head of Product, Platform and Data Integrations. Both Hilal and Papa previously served on the product team at BlueKai (now part of Oracle).

At Bluecore, Hilal will lead commercialization of products and business operations, leveraging her experience successfully driving product development and enterprise readiness within digital marketing. At BlueKai/Oracle, she served as the Senior Director of Outbound Product Management, defining and developing the “Data as a Service” category.

Papa will oversee product development of the company’s core technology strategy, leveraging Bluecore’s robust data science and decisioning capabilities. His experience in digital advertising and marketing automation will expand the existing Bluecore footprint. In his previous role as Senior Director of Product Management at BlueKai/Oracle, Papa built an industry-leading enterprise SaaS platform that defined the DMP category.

Hilal and Papa are key additions as Bluecore continues to establish itself as a data activation leader in the retail space — an initiative that began in 2017 when the company hired Rob Holland, the former GVP/GM, Advertiser Solutions at the Oracle Data Cloud, to serve as COO and scale the organization’s operations and management functions

“Across the board, we’re seeing that retailers who invest in high-quality customer and product catalog data are driving more revenue, improving efficiency and providing a more relevant customer experience,” said Holland. “Most of our customers possess a wealth of data – their challenge lies with activating that data in specific ways to drive business outcomes in a fast-paced retail environment. Sherene and Stephen will enable Bluecore to accelerate our mission to empower retailers to discover their best customers through data-driven marketing programs.”


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

Media Contact: Kieran Powell,