Randy Crimmins is the Chief Revenue Officer for Mercatus, a leading provider of personalized digital engagement and commerce technology solutions for retail. Crimmins’ role at Mercatus is a culmination of 25 years of strategic and tactical experience helping retailers activate their first party data for more connected, seamless, and personalized digital experiences that drive incremental sales and grow customer loyalty.

Prior to joining the Relationshop Company, Crimmins served as VP of Marketing for United Supermarkets, a leading regional grocery chain now owned by Albertsons. At United, he led their transition from a reliance on mass promotion to more customer-centric, data-driven marketing efforts.

Crimmins began his career with Kmart Corporation, helping pioneer their use of geo-demographic segmentation and predictive modeling for customer analyses and targeting. He later worked in consulting and management roles with The Polk Co., Yankelovich and Adplex, leading large-scale data, loyalty and digital marketing initiatives for retailers.