Higdon to Lead Grocery Channel Growth

The Mars Agency has promoted Brian Higdon from Vice President to Senior Vice President of Customer Development, where he will oversee the overall grocery channel, including regional grocery and Kroger.

Higdon currently leads The Mars Agency’s Kroger team and Cincinnati office, where he guides a team of shopper marketing experts driving client growth, shopper marketing ROI and strategic engagement with retailers. In the four years since joining the agency, Higdon has more than doubled the size of the team and helped grow client budgets for Kroger by more than two and a half times.

In his new role, Higdon will also focus on extending the agency’s capabilities with category management and analytics, including the continued evolution and growth of Marilyn®, the agency’s proprietary commerce marketing technology platform.

“Brian is a trusted business advisor and invaluable source of knowledge in helping our teams and clients navigate and engage with Kroger, 84.51 and Kroger Precision Marketing (KPM), to drive and grow our clients’ business with the largest traditional grocery retailer in the U.S.,” said Rob Rivenburgh, The Mars Agency’s Global CEO.

Prior to joining Mars in 2018, Higdon spent 10 years at 84.51, where he held several leadership roles. His deep retailer intelligence and ability to build trusted relationships have been integral parts of his success with The Mars Agency.


The Mars Agency is an award-winning, independently owned global commerce marketing practice with a growth-for-clients focus. With talent spanning the Americas, Europe and Asia, they create breakthrough, connected commerce solutions by balancing the smartest humanity with the latest technology. Their latest MarTech platform, Marilyn®, is the first and only end-to-end commerce marketing advisor. Learn more at www.themarsagency.com and meetmarilyn.ai.