Pinterest is enhancing its UK sales team with two key appointments this summer. Caroline Orange-Northey takes the role of Director of Retail Sales, while Naureen Mohammed is named Director of CPG Sales.
These new hires bring a wealth of experience in media and consumer goods, promising to strengthen Pinterest’s market position. They will report to Beth Horn, the UK Managing Director, who joined from Spotify.
Caroline Orange-Northey’s Extensive Experience
Caroline Orange-Northey transitions to Pinterest from Amazon Ads, where she spent nine years. At Amazon, she was part of the UK leadership team, overseeing teams across various verticals like fashion, consumer electronics, and luxury.
With over 20 years of experience in media, Orange-Northey has worked in radio, outdoor, cinema, streaming TV, gaming, print, digital, live sport, sports rights, and marketing partnerships. Her diverse background equips her to bring fresh insights to Pinterest.
Naureen Mohammed Joins from Meta
Naureen Mohammed brings 25 years of experience in consumer goods and technology companies, including Johnson & Johnson and Unilever. At Meta, she served as head of CPG marketing for the EMEA region.
Mohammed commented, “I couldn’t be more thrilled to join Pinterest, a tranquil haven on the internet that is truly aligned with my personal values of inclusivity and representation.”
Mohammed is eager to harness Pinterest’s power to connect consumers with the products and brands they love, turning discovery into delight and inspiration into action.
Reporting Structure and Management
Both new hires will report to Pinterest UK Managing Director Beth Horn. Horn joined Pinterest on June 24th from Spotify, where she was also in a leadership role.
Mohammed is set to start in August, followed by Orange-Northey in September. This phased approach is expected to ensure a smooth transition and integration into the team.
Pinterest’s Market Position and User Base
Pinterest is a visual inspiration platform attracting 518 million monthly users worldwide. Users come to search, save, and shop for the best ideas for all of life’s moments.
In the UK, Pinterest enjoys a growing and passionate user base. The platform offers brands a valuable opportunity to engage with customers who are planning their next purchases.
In the past year, clicks and saves of shoppable Pins in the UK have increased by 75% (Pinterest internal data; UK; Q1 2023 vs Q1 2024).
Implications for Brands and Retailers
Businesses can connect with customers planning their next purchase. According to a study, 83% of weekly Pinners said they made a purchase based on brand content seen on Pinterest (GfK, Pinterest Path to Purchase Study among Weekly Pinners who use Pinterest in the Category).
This presents a significant opportunity for brands to convert inspiration into actual sales, thereby making Pinterest a crucial platform in the retail and CPG sectors.
The new appointments are expected to enhance these capabilities, providing more tailored solutions for brands looking to leverage Pinterest’s unique user engagement.
Statements from New Appointees
Expressing her enthusiasm, Orange-Northey said, “I’m excited to join Pinterest during this crucial phase of the company’s growth. Pinterest has impressed me with its exceptional product offerings, enabling a comprehensive end-to-end customer journey.”
She added, “It’s like the happiest corner of the internet, and as someone who is relentlessly upbeat, this opportunity feels like the perfect fit for me.”
The addition of Caroline Orange-Northey and Naureen Mohammed to Pinterest’s UK sales team marks a strategic move to enhance market capabilities. Their extensive experience promises to bring fresh perspectives and drive growth.
With a growing user base and increasing engagement, Pinterest offers brands unique opportunities to connect with consumers. The new appointments are set to capitalise on these strengths, making Pinterest an even more valuable platform for businesses.
