Locala Appoints Grant Gudgel as Chief Marketing Officer

NEW YORK – June 03, 2026 – Locala today announced the appointment of Grant Gudgel as Chief Marketing Officer, as the company prepares to introduce a sharpened market vision around agentically enabled, adaptive advertising.

Gudgel joins Locala at a time when advertisers are under growing pressure to respond to rapidly changing market conditions while connecting media investment more directly to business outcomes.

“Markets move, but media buying often struggles to keep pace,” he said. “Too many campaigns are still built around static plans with budgets siloed across channels. Meanwhile consumer behavior, business priorities, competitive pressure, and local market conditions change constantly. The opportunity is to help brands better adapt as those changes happen.”

Gudgel said Locala is well positioned to help lead that shift.

“Locala began with one of advertising’s most powerful signals: location,” said Gudgel. “But in a world in constant motion, location is no longer just a targeting input. It is part of a larger system for understanding how markets move, where customers are going, and how brands should adapt.”

Gudgel said this shift is central to Locala’s next chapter.

“What attracted me to Locala is the strength of the platform and the opportunity ahead,” he said. “Over the years, I’ve worked with a lot of adtech companies, and what stood out to me about Locala is that their entry point sits outside the bidstream. While much of the industry remains focused on optimizing audiences and media performance, Locala brings together business, market, and consumer journey intelligence in a way that can directly inform planning, activation, and measurement.”

For Gudgel, the opportunity at Locala is not simply to market another advertising platform, but to help define a more adaptive model for how brands plan and activate media.

“adaptive advertising captures the reality that markets constantly change, and the best campaigns must move with them. Locala has rethought its entire approach, from research to measurement, using increasingly autonomous agents to help brands identify opportunities and adapt across market, audience, channel, creative, and investment.”

Gudgel said Locala’s use of agents is an important part of making that possible.

“Agents are what help move from strategy to execution,” he said. “They can turn granular market signals into activation-ready plans, help orchestrate campaigns across channels, and create a continuous loop between planning, activation, learning, and adaptation. That is the real unlock: not just seeing where the market is moving, but helping advertisers act on it.”

Gudgel brings extensive experience across advertising technology, media, marketing leadership, and strategic growth. Before joining Locala, he served as SVP Marketing at Verve and previously as SVP and Head of Teads Studio, where he led global initiatives spanning client strategy, media performance, and technology solutions. He has also advised industry players including Kargo and private equity groups evaluating opportunities across the advertising technology landscape.

“Grant joins Locala at an important moment for our company and for the advertising industry,” said Christophe Collet, Founder and CEO of Locala. “Advertisers need a more adaptive way to understand markets, connect media to business outcomes, and act as customer behavior changes. Grant brings the strategic clarity, market experience, and category perspective to help us tell that story and accelerate Locala’s next stage of growth.”

Collet, Gudgel and the Locala team will be at Cannes Lions in June to meet with brands and agencies to share more about their new vision for adaptive advertising.

“Locala has the technology, the clients, and the market opportunity to help define what the next 10 years of advertising look like” said Gudgel. “I’m excited to help tell that story and support the company’s next stage of growth.”

About Locala

Locala is the operating layer for adaptive advertising, enabling global brands to act on real-world customer journeys, where it matters.

Through its technology and AI-enabled platform, Locala helps brands and agencies understand markets, identify opportunities, activate dynamically, and adapt continuously across major digital channels. With 14 offices across the world and access to extensive real-world audience signals, Locala helps brands and agencies drive more relevant, efficient, and coordinated advertising outcomes.

Media Contact:
Clare Moss
clare.moss@asklocala.com