Bobby Figueroa is the Founder & CEO of Gradient.io, an intelligent insights platform for Amazon that helps brands understand and optimize their digital point of sale presence. Bobby has over 20 years of experience building technology for digital marketing and e-commerce platforms at Amazon, Google, Microsoft, and Yahoo.

Prior to Gradient.io, Bobby led Amazon's Global Advertising Operations and Customer Success team, and he has also worked at P&G where he started his professional career as a brand manager. He has a Bachelor of Science degree in Electronics and Telecommunications from Tecnologico de Monterrey and an MBA from Harvard Business School.

Although there has been a steady growth in e-commerce over the last couple of years, sales attributed to e-commerce still represent less than 10% of total sales in the economy. This is mainly because many brands that have already grown their business offline look at e-commerce marketplaces as a very small portion of their business. Compare that with startup brands who have yet to develop their sales through traditional channels. Startups focus on ecommerce and they rake in 90% of their sales from online sales.

This difference in the approach and perspective on e-commerce and its scope highlights the need for companies, both established and startups, to bridge the gap between traditional sales and online marketplaces in order to maximize their reach and their business revenue.

Join James Thomson in this episode of Buy Box Experts as he interviews Bobby Figueroa of Gradient.io about the best practices for brands to utilize online advertising and data insights in order to grow their businesses. He also explains what 'point of purchase marketing' means and the impact of using paid search vs organic search; and find out what it’s like to be part of the early team that built the Amazon advertising platform. Stay tuned.