Vudoo, an award-winning advertising commerce technology company, has announced the appointment of Paul Blackburn as Chief Strategy Officer. With over 25 years of experience in digital media, Blackburn brings significant expertise in developing digital-led marketing solutions and services that prioritise exceptional customer experiences and achieve measurable business outcomes.
Blackburn joins Vudoo from News Corp Australia, where he was Director of Commercial Data and eCommerce. Armed with over two decades of dynamic leadership experience in driving revenue growth and market share, he is a recognised thought leader in commerce media, known for consistently injecting forward-thinking perspectives into the evolving conversation around AI and content monetisation.
With a background in data innovation and a track record of driving award-winning campaigns – most notably as a key stakeholder behind the pioneering Moët shoppable video initiative – Blackburn brings both strategic insight and bold creativity to the table. His leadership has not only earned him frequent speaking slots on industry panels, but also positioned him at the forefront of shaping how publishers and platforms adapt to the future.
Blackburn aims to simplify Vudoo’s value proposition to make it easy for brands, retailers, publishers, and agencies to understand and adopt. He believes brands should stop optimising for eyeballs and clicks but instead focus on engagement and transaction for real business value and outcomes.
Commenting on the appointment, Nick Morgan, CEO of Vudoo, said: “We are delighted to welcome Paul to the team. His work straddles innovation and practical application, with a strong focus on leveraging data and AI to deliver impactful commercial outcomes. We believe Paul’s strategic input will be invaluable to us in aligning short-term revenue generation with long-term strategic positioning, ensuring Vudoo remains an innovation leader.”
“Advertising has always been about outcomes, yet so much of today’s digital ad ecosystem focuses on the wrong metrics. Vudoo is leading the charge by creating a direct path from inspiration to transaction. Consumers expect immediacy – if they see something they love, they want to interact with it and act on it now. Vudoo enables brands to deliver that seamless shopping experience, turning passive engagement into action and optimising for effectiveness instead of impressions,” Blackburn said.
Blackburn hosts the Commerce Media Matters podcast, where he explores the evolving landscape of commerce media, sharing insights and fostering thought leadership in the industry. Frustrated by the inefficiency of traditional digital advertising, he has championed solutions that focus on measurable client outcomes rather than vanity metrics. He is passionate about transforming challenges into opportunities through strategies that empower brands to succeed in today’s digitally driven world.