Shippo, the e-commerce shipping platform used by brands, marketplaces, and developers, is placing a bigger bet on growth as competition in logistics tech intensifies. The company has appointed Brad Ramsey as its new Chief Marketing Officer, tasking the veteran marketer with leading Shippo’s global marketing and sales organizations as it expands beyond its SMB roots into the midmarket and platform-driven commerce ecosystem.

Ramsey will report directly to Shippo CEO and co-founder Laura Behrens Wu, and his mandate is clear: sharpen Shippo’s go-to-market execution, evolve the brand for a broader audience, and help the company scale as shipping becomes a strategic lever—not just a backend function—for modern e-commerce businesses.

A seasoned operator for a crowded market

Ramsey brings more than two decades of sales and marketing leadership experience, with a résumé that reads like a tour of modern tech marketing. Before joining Shippo, he served as CMO at Pirate Ship, where he helped expand the brand’s reach into small and mid-sized businesses—an audience increasingly hungry for cost-efficient, easy-to-use shipping solutions amid rising carrier rates and margin pressure.

Earlier roles at Facebook, Google, Twitter, and Quizlet saw Ramsey build and scale global marketing teams across both B2C and B2B environments. That mix matters. Today’s e-commerce infrastructure companies are no longer selling to a single persona. They must appeal simultaneously to merchants, developers, platform partners, and increasingly, operations and finance leaders who scrutinize shipping costs as closely as ad spend.

Shippo’s leadership clearly sees Ramsey’s background as well suited to that complexity.

“Brad brings a rare combination of brand leadership, operational rigor, and deep domain experience with scaling marketing organizations at some of the world’s most innovative technology companies,” said Behrens Wu. “As we continue to invest in new capabilities and expand our solutions to solve challenges faced by larger organizations, Brad’s leadership will be critical to our next phase of growth.”

Why this hire matters now

Shipping has quietly become one of the most competitive layers of the MarTech and commerce tech stack. Platforms like Shopify and Amazon continue to tighten their grip on fulfillment, while independent tools—from Shippo to ShipStation and EasyPost—race to differentiate on integrations, automation, and analytics.

For Shippo, the challenge is no longer awareness alone. It’s positioning. As merchants scale, they expect shipping platforms to behave more like infrastructure partners than point tools. That means clearer value propositions, stronger ecosystem messaging, and tighter alignment between product, marketing, and sales.

Ramsey’s role spans all of that. According to the company, he will focus on scaling cross-segment go-to-market execution, refining Shippo’s brand strategy, and supporting platform growth as the company deepens its reach across e-commerce brands, marketplaces, and technology partners.

In practical terms, that likely translates into more vertical-specific messaging, clearer differentiation against both embedded platform solutions and standalone rivals, and a stronger narrative around how shipping data and automation can drive growth—not just savings.

From growth marketing to brand maturity

One notable aspect of Ramsey’s appointment is the emphasis on both brand and growth. In recent years, many B2B platforms leaned heavily into performance marketing. But rising acquisition costs and longer buying cycles have forced a rethink. Brand, trust, and perceived reliability now play a larger role, especially as platforms move upmarket.

Shippo appears to be following that shift. Its customer base has expanded beyond scrappy startups to include more established e-commerce brands and platforms that demand stability, scale, and roadmap clarity. A CMO with experience at global consumer and enterprise brands signals an intent to mature how Shippo presents itself to the market.

Ramsey himself framed the move in terms of connection and enablement rather than pure acquisition.

“I’m very excited to join the team to help grow our brand globally and create stronger connections with merchants and partners,” he said. “Shippo’s mission of using simple, technology-based shipping solutions to help businesses thrive really resonates with me—and I’m excited to help accelerate its next phase of growth.”

The broader MarTech implication

Shippo’s move reflects a broader trend across MarTech and commerce infrastructure companies: leadership hires are increasingly about readiness for scale, not just momentum. As AI-driven optimization, real-time logistics data, and platform ecosystems reshape e-commerce operations, marketing leaders are expected to bridge product complexity with market clarity.

For MarTech leaders watching the space, the takeaway is straightforward. Shipping is no longer an operational afterthought—it’s a strategic growth channel. And companies that can articulate that story clearly, to the right audiences, stand to gain an edge as merchants rethink their tech stacks in 2025 and beyond.

With Ramsey at the helm of marketing, Shippo is signaling that it intends to compete not just on features, but on narrative, trust, and long-term platform value.

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