Spencer Lian-Thornton Named VP of Growth and Partnerships at Mindgruve
MARKETING
Lian-Thornton will play a key role in accelerating Mindgruve's growth, deepening enterprise partnerships, and advancing the agency's leadership in retail media and commerce-driven marketing.
As retail media continues to redefine the boundaries between advertising and commerce, Mindgruve is making a high-profile move to solidify its leadership in the space. The modern media, commerce, and data technology company announced today the appointment of Spencer Lian-Thornton as Vice President of Growth and Partnerships.
Lian-Thornton joins the San Diego-based independent agency following a prolific 12-year tenure at Amazon, where he was instrumental in scaling global strategies for household names like New Balance, Wrangler, Hanes, and The Children’s Place.
A Decade at the Forefront of Connected Commerce
Lian-Thornton’s background at Amazon gives Mindgruve a unique "insider" advantage. During his time with the e-commerce giant, he worked across the retail, advertising, and supply chain ecosystems, helping brands navigate the transition from traditional marketing to the "connected commerce" landscape.
“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 deeply understands how marketing, media, and commerce intersect, and how to help brands win.”
From Transactional to Trusted
For Lian-Thornton, joining Mindgruve is a full-circle moment. He noted that he had recommended the agency to clients for nearly a decade due to their early leadership in retail media and their focus on building durable partnerships rather than transactional engagements.
“I’ve always believed the best marketing feels like advice from a trusted friend,” Lian-Thornton said. “Mindgruve has always delivered real results and built trusted partnerships, a philosophy that has only become more important as retail media evolves.”
Scaling the Enterprise Roster
In his new role, Lian-Thornton will focus on:
Deepening Executive Relationships: Strengthening ties with major retail media networks and technology partners.
Enterprise Growth: Expanding Mindgruve’s roster of global enterprise clients.
Brand Loyalty: Enhancing client retention through data-driven performance and strategic advisory.
The timing of the appointment is strategic, as Lian-Thornton will represent Mindgruve at major industry events this month, including CES in Las Vegas and the NRF (National Retail Federation) show in New York.
As an independent agency with over 400 experts worldwide, Mindgruve’s latest hire signals its intent to compete at the highest level of the enterprise market. By poaching top-tier talent from platform giants like Amazon, they are ensuring their brand partners have access to the deep, specialized knowledge required to master the modern retail ecosystem.