Mindgruve Names Spencer Lian Thornton VP of Growth and Partnerships

Leadership appointments in the agency world often signal where the market is heading, and for the MarTech ecosystem, Mindgruve latest move reflects the growing importance of retail media and commerce driven marketing. Mindgruve announced the appointment of Spencer Lian Thornton as Vice President of Growth and Partnerships, effective January 2, 2026. The hire is aimed at accelerating the company growth strategy while strengthening enterprise partnerships across the retail media landscape.

Mindgruve operates at the intersection of media, commerce, and data technology, supporting brands as shopping experiences become more connected and measurable. In his new role, Lian Thornton will be responsible for expanding Mindgruve enterprise client base, deepening strategic relationships with retail media networks and technology partners, and reinforcing long term client loyalty as competition for ad spend intensifies.

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Lian Thornton joins Mindgruve after spending 12 years at Amazon, where he played a central role in building and scaling strategies for globally recognized brands such as Wrangler, Hanes, New Balance, and The Childrens Place. His work spanned retail, advertising, and supply chain ecosystems, giving him a broad view of how commerce and marketing performance are increasingly intertwined. While much of his experience is rooted in Amazon, his focus extended beyond a single platform to help brands navigate the wider connected commerce environment.

“Retail media is transforming how brands grow, and Spencer brings a rare combination of platform expertise, strategic vision, and brand stewardship,” said Chad Robley, CEO of Mindgruve. “Having spent more than a decade at Amazon during the rise of retail media, Spencer has been at the forefront of this evolution. He deeply understands how marketing, media, and commerce intersect and how to help brands win in today’s retail ecosystem.”

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Lian Thornton career mirrors the broader shift in modern marketing. He began in supply chain roles before moving into advertising after seeing firsthand how marketing performance directly influences brand growth across retail channels. Throughout his career, his emphasis has been on durable brand outcomes and building trusted partnerships rather than short term transactional wins.

“I’ve always believed the best marketing feels like advice from a trusted friend, and to deliver, you need a trusted agency,” said Lian Thornton. “For nearly a decade, I had Mindgruve on my radar and recommended the agency to clients because they were early leaders in retail media, delivered real results, and built trusted partnerships not transactional engagements. That philosophy has only become more important as retail media evolves.”

As part of his responsibilities, Lian Thornton will represent Mindgruve at major industry events including CES and NRF this January, along with other leading commerce conferences throughout the year. For marketers and advertisers, the appointment underscores Mindgruve commitment to aligning growth strategy with the realities of a retail media driven future.