PebblePost, the performance marketing company that turned direct mail into a programmatic channel, just added more firepower to its leadership bench. The company has appointed Will Harrington as Chief Revenue Officer (CRO), a move designed to accelerate its push into Programmatic Direct Mail and Connected TV (CTV).

Harrington isn’t a newcomer to adtech. With senior roles at Criteo, Vayner3, and MiQ Digital, he’s led revenue teams, scaled client partnerships, and driven growth in both agency and brand-direct settings. Now, he’s bringing that experience to PebblePost at a moment when marketers are hungry for channels that blend digital-like precision with measurable outcomes.

Direct Mail Meets CTV

PebblePost is best known for its Performance Marketing Engine, which transformed direct mail from an old-school tactic into a performance-driven channel. CEO Jacob Ross puts it bluntly:

“PebblePost brought direct mail into the modern CMO's stack by making it a true performance channel, rivaling search and social. Now, with our launch into CTV, we're doing the same for TV advertising.”

That CTV play is no small bet. PebblePost’s new Performance CTV product extends its engine to streaming households across the U.S., engaging “decision-ready consumers” with ads that are measurable and attributable. Early numbers look impressive: 23x incremental ROAS and a 36% lift in conversion rates.

For brands under pressure to prove ROI in a fragmented media landscape, those metrics could make CTV more than just another brand-awareness play.

Leadership Momentum

Harrington’s appointment is part of a broader leadership build-out. Over the last 18 months, PebblePost has brought in Amit Nigam as SVP, Head of Product, and Ryan Horn as SVP, Head of Marketing, signaling a strategy to scale beyond mail and into the wider performance marketing ecosystem.

Harrington seems aligned with that vision:

“PebblePost has the technology, the data, and the vision to lead the next era of performance marketing. The company can combine the precision and measurability of digital with the immersive power of TV—and deliver outcomes marketers can trust.”

The addition of Harrington underscores PebblePost’s bid to be seen not as a niche player but as a performance-first alternative to search and social. With advertisers demanding verifiable ROI, PebblePost is positioning itself to make both mail and CTV channels behave like precision digital campaigns—data-driven, measurable, and performance-backed.

As CTV grows more crowded—with offerings from The Trade Desk, Roku, and Google’s YouTube TV—PebblePost’s angle is clear: measurable outcomes that justify the spend. The question now is whether Harrington can scale that proposition to enterprise marketers looking for a fresh edge in performance.

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