Christina Cubeta Chief Marketing Officer, Scope3
Previously
Consumer Division Head & Chief Merchandising Officer, FTDChief Operating Officer, Motherly
Vice President, Global Marketing, Quantcast
Company
Scope3 is on a mission to decarbonize media and advertising. Many of the team were designers and engineers of the digital advertising landscape as we know it today. The industry has grown massively. Along with it, so has its impact, and they see a responsibility to make sure that impact isn’t a net negative on society.
The company believes in win-win scenarios and marketplaces where reducing carbon also aids profit. Reducing waste saves carbon and drives revenue. Efficiency, not altruism, is the pragmatic core of the aim.
Scope3 designs opinionated solutions to drive the best outcomes for our core constituents: advertisers, publishers, citizens of the digital world, and our planet.
Search Background
Scope3 was founded by Brian O’Kelley, previously the founder of AppNexus and considered the leading innovator of programmatic advertising, as well as Anne Coghlan, who serves as COO and oversaw the Product and Marketing organisations. In 2023, the company announced an oversubscribed funding round led by GV. The vision was the creation of a new software category – the collaborative sustainability platform – that would drive better media outcomes and accelerate decarbonization in digital media.
As part of this effort, a Chief Marketing Office was sought. This person would lead in the category creation effort, while building the necessary Marketing infrastructure that would serve the customers and partners of Scope3 as they began to play a crucial role in the media ecosystem.
Requirements
The eventual hire would need to match Brian’s vision. The belief was that given the importance of the subject matter, Scope3 should be featured at the 2025 Davos event for world leaders, and would shape discussions with governments and regulators internationally. At the same time, with Scope3 a Series B company at the time of the search, we needed a hire who would be comfortable building the marketing plan and organization from this early stage. Additionally, Scope3 offers a software platform that earns recurring revenue, although the company serves customers and partners that are experienced with the complexities of the adtech ecosystem. We sought a hire that has proven experience to create value in a software business, while having the domain expertise to be effective and credible with digital advertising leaders.
Result
Erevena helped Scope3 hire Christina Cubeta. Christina’s highly impressive background features successful tenure across media agency, software and adtech, as well as success in venture backed and private equity contexts.
Christina served as the Global Marketing Leader for Tribal Worldwide, helping them to be positioned as the #1 digital agency in the world. She then joined Quantcast, helping them grow from pre-revenue to hundreds of millions of dollars, as the business grew from 60 to 800 employees. Most recently she spent time in digital and merchandising leadership positions with flower retailer FTD, helping lead the business towards a merger with From You Flowers.
Anne Coghlan
COO
We engaged Erevena for our critical CMO search, and we are happy with their support, professionalism and the candidate that they ultimately found for us. From the initial meetings where they took the time to understand our business, to their flexibility in refocusing the search after initial scoping, Chris and Eric made the process effective. Their expertise and dedication were instrumental in finding the right fit for our organisation.
