Ben Mercer

Aprimo

I lead GTM for Personalization @ Aprimo.

Combining content intelligence with the market leading GenAI, AI first DAM to create highly performing experiences for all digitally enabled businesses.

VP GTM Personalization

Personify XP

Acquired by Aprimo June 2024

Personify XP (a Gartner recognized 'Cool Vendor' in Personalization) had a passion for making everyone’s digital experiences personal. Personify XP was founded because 95% of people who visit a website are anonymous and receive a generic experience. That just wasn’t good enough. Working with global brands like Burberry, boohoo, GSK, NBCUniversal & M&S.

It wasn’t because companies hadn’t recognized how important these visitors are – it was just that there was no great way to do it. For so long, companies focused on ‘knowing the customer’ before they could personalize to them. With GDPR and people becoming much more cautious over sharing data, it had become harder to personalize to website visitors as companies knew less about their visitors.

Even when there was a lot of data available on customers, it still took considerable time within a company to segment their visitors and then manually create the user journeys for each of these segments. Personalization took a lot of time and decision-making – why couldn’t all of this be automated?

The Personify Anonymous Experience platform was the first platform to focus exclusively on anonymous visitors. Our proprietary AI platform connected great products with shoppers you knew nothing about by automating how content and products were shown to which shoppers and when. We drove 15% additional revenue and 35% higher conversions through our proprietary AI technology. We were funded by Touker Suleyman (Dragon's Den), Plug&Play, Founders Factory, Farfetch & a host of supportive angel investors. 

Our journey culminated in June 2024, when Personify XP was acquired by Aprimo. This acquisition marks a new chapter for our innovative technology, now poised to revolutionize the GenAI and AI-driven personalization landscape under Aprimo’s leadership.

Co-Founder & CCO

True Fit Corporation

True Fit is a data-driven personalisation platform for footwear and apparel retailers that uses rich connected data and machine learning to enable personal experiences for fashion retailers. It has organised the largest platform of apparel and footwear data through its partnerships with thousands of top brands, the world’s leading retailers, and millions of consumers. True Fit mapped the first-ever Genome™ for footwear and apparel.  This unparalleled data set is the fuel for deep personalisation, which helps retailers and brands unlock digital growth in the nearly $2 trillion footwear and apparel industry. We work with a number of the world's leading Retailers & Brands including House of Fraser, Arcadia, Macy's, Nordstrom, Adidas and Levi's.

True Fit's Genome powers a rich suite of personalisation products, including its award-winning Confidence Engine™, allowing retailers to provide highly personalised fit ratings and size recommendations to shoppers, resulting in dramatic increases to net revenue. True Fit is also helping to unlock digital growth with its Discovery Engine™, which allows retailers to curate highly personalised collections to each consumer through personal style rankings that leverage its deep understanding of both users and garments.  True Fit’s Confidence & Discovery Engines can be access via APIs to further personalise experiences for browse, search, email marketing, retargeting, in store clientelling, or chatbots.  True Insight™ is its transformative BI suite for apparel/footwear brands and retailers which provides unparalleled insights to optimise marketing, merchandising and product development. 

As VP for the UK, Ireland & Nordics I head up all revenue generating activities in these regions. I lead a team, devise strategies to target leading apparel and footwear retailers and brands and ensure sales execution to the highest standard.

VP UK, Ireland & Nordics

Sitecore

Sitecore is the global leader in experience management software. The Sitecore® Experience Platform™ manages content, supplies contextual intelligence and automates communications, at scale. It empowers marketers to deliver content in context of how customers have engaged with their brand, across every channel, in real time. This context marketing is the only way to manage meaningful customer experiences that delight audiences, build loyalty and drive revenue. More than 4,500 of the world’s leading brands – including American Express, Carnival Cruise Lines, easyJet, and L'Oreal – trust Sitecore to help them deliver the meaningful interactions that win customers for life.

Built from the ground up since 2001 as a comprehensive system, the Sitecore® Experience Platform™ has the technology necessary to deliver content in context of how visitors interacted with brands yesterday, last week, or in the last second, enabling our customers to deliver relevant experiences right now, in real time, across all channels. Marketing in context requires a technology platform that delivers three components: robust content management, contextual intelligence, and omnichannel automation.  

As Digital Experience Consultant, I am responsible for driving new business engagements and establish and grow new and existing partnerships ensuring we drive significant ROI for our customers and partners.

Digital Experience Consultant

Optimizely

EPiServer connects ecommerce and digital marketing to help business create unique customer experiences which generates business results. EPiServer's platform combines content, e-commerce and multi-channel marketing capabilities to work full-circle for businesses online, from intelligent optimization, lead-generation through to conversion and repeat business. 

Sitting at the centre of the digital marketing ecosystem, EPiServer empowers online and IT professionals to create superior customer experience for more than 20,000 websites worldwide. Built on .net, and supported by a pioneering partner network of over 630 partners in over 30 countries, EPiServer's platform gives customers the ability to deliver the right content to the right person in the right format at a time that suits them. This approach means customers can maximize their investment in digital marketing and increase ROI. 

As Account Director, I am responsible for driving ecommerce engagements across new and existing accounts, establishing and growing our core partnerships, focusing on driving significant ROI for our customers and partners.

Account Director

Amplience

Unlike existing content and commerce solutions, the Amplience platform enables merchandisers and marketers to build device-optimised, rich and engaging customer experiences and channels for all channels and devices. The simple and intuitive platform tools and advanced publishing technologies make media production and channel management simple and efficient.

Amplience transforms digital channel economics. It reduces overall production costs by 90% and drives significant productivity improvements. As a result, digital marketing and merchandising teams produce more relevant and engaging experiences, across more customer touch points – to improve Conversion and Average Order Values (AOV) by double-digit percentages.

As Account Director, I am responsible for driving profitable customer engagements across new and existing accounts across Europe. I am a consultative business development professional focused on driving significant ROI for our customers.

Isobar

eCommera is an internet services business that offers advisory, support and software services to help retailers develop and operate world-class e-commerce, multi-channel businesses.

A consultative-facing role offering SaaS multi-channel end-to-end e-commerce solutions to create value for specified partners with a focus on strategic positioning and developing a sustainable and high-growth sales rate against company growth objectives.

Business Development Manager

Business Development Executive

I am a passionate entrepreneur and was the founding force behind Personify XP, the world’s first real-time anonymous personalization platform. Launched in 2018, Personify XP quickly revolutionized the way businesses interact with their customers by providing personalized experiences without compromising privacy. Our journey culminated in a exit to Aprimo in June 2024. 

Recognized for my innovative contributions, I was honored to be voted into the prestigious BIMA 100 in 2022, highlighting my impact in the digital and tech community. The Personify XP platform was acknowledged with multiple awards, including the National Technology Awards, CogX Award, and Retail Systems Awards and recognized as a 'Cool Vendor' by Gartner.

Currently, I lead GTM (Go-To-Market) activity for personalization at Aprimo, driving strategies that enhance customer engagement combining intelligent content insights with the market leading AI Digital Asset Management platform.

As a commercial co-founder, I thrive on driving business growth, fostering innovation, and creating cutting-edge solutions that address real-world challenges. My entrepreneurial journey is fueled by a commitment to excellence and a relentless pursuit of transformative technology.

Co-founder & CCO of Personify XP. The world's first anonymous personalisation platform.

Here at Personify XP (a Gartner recognised 'Cool Vendor' in Personalization), we have a passion for making everyone’s digital experiences personal. Josh and Ben started Personify XP because we recognized that 95% of people who visit a website are anonymous and receive a generic experience. That’s just not good enough.

That’s not because companies haven’t recognised how important these visitors are – it’s just that there has been no great way to do it.  For so long companies have focused on ‘knowing the customer’ before they can personalise to them. With GDPR and people becoming much more cautious over sharing data it has become harder to personalise to website visitors as companies know less about their visitors.

Even when there is a lot of data available on customers it still takes considerable time within a company to segment their visitors and then manually create the user journeys for each of these segments. Personalisation takes a lot of time and a lot of decisioning – why couldn’t all of this be automated?

The Personify Anonymous Experience platform is the first platform to focus exclusively on anonymous visitors. Our AI platform connects great products with shoppers you know nothing about through automating how content and products are shown to which shoppers and when. We provide unique insight into how your anonymous customers shop whilst ensuring your customers data is private and we are GDPR complaint out-of-the-box. We drive 15% additional revenue and 35% higher conversions through our proprietary AI technology. We are a privately funded business with significant funding from Touker Suleyman from Dragons Den. We are delighted to partner with brands such as Hawes & Curtis, Finery London, Ghost and Interhatch to provide incredibly personalised experiences to their anonymous visitors. 

I am responsible for all the commercial aspects of the business and please do get in touch with me via ben@personifyxp.com.

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