Pinterest Opened a Detroit Office to Court the Auto Industry

GTB's John Gray joined Pinterest as automotive vertical strategy lead

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Pinterest wants to know what it’s going to take to put you in this car. The social network announced Monday that it is opening a new office in downtown Detroit with a dedicated automotive sales team and hiring an automotive vertical strategy lead.

That new automotive vertical strategy lead is John Gray, who comes to Pinterest from GTB, where he led the platform and partnerships group and was responsible for relationships with major partners such as Google, as well as for leading Ford’s ad technology strategy.

Prior to GTB, Gray served as vice president of interactive media at Enlighten, a boutique digital agency with clients ranging from Jergens to Audi.

At Pinterest, he will develop and manage marketing programs to increase awareness, enhance adoption and drive revenue growth for the social network’s advertising in the automotive industry.

Pinterest said in an email to Social Pro Daily that it has seen a 77 percent jump in auto-related pins year-over-year, with more than 202 million saved to over 30 million boards. The social network added that it reaches 35 percent of people who are likely to buy a car over the next six months.

Head of vertical strategy Brian Monahan said in a release announcing the addition of Gray:

We’re excited to have John Gray join Pinterest. His deep knowledge of digital advertising and tremendous experience leading ad technology strategy for automotive clients will fuel strong partner growth across our automotive vertical.

Gray added:

Pinterest offers automotive marketers the unique opportunity to reach buyers at a critical time in their decision making journey. As auto content on the platform continues to rise, there’s tremendous opportunity for advertisers to take advantage of the scale, commercial intent and sophisticated advertising products Pinterest provides.

Image courtesy of torque/iStock. David Cohen is editor of Adweek's Social Pro Daily.
Publish date: April 3, 2017 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT