Social marketing vendor SocialCode has hired Facebook sales director Bill Masterson as its chief revenue officer.

Masterson will focus on attracting advertisers to SocialCode’s ad-buying platform. Marketers use the platform to develop marketing campaigns across such social networks as Facebook, Twitter and LinkedIn.

Masterson had been Facebook’s sales director since 2010. In that job he worked several large companies to integrate Facebook into their sites. Prior to joining Facebook, he was vice president of sales at online advertising firm Clickable. He has also worked at Google Inc., Advertising.com and web measurement firm comScore Inc. 

“We know that brands who take a sophisticated approach to social media have a huge advantage over their competitors,” SocialCode CEO Laura O’Shaughnessy says. “Bill’s deep experience with marketing technology will help us do even more to help brands use social media to move the marketing needle.”

Masterson says the vendor’s strong growth—SocialCode says its revenue last year increased 88% compared with 2011 and the company last year opened offices in San Francisco, Seattle, Toronto and Detroit (it already had offices in New York and Washington, D.C.)—encouraged him to accept the job.

“It is exciting to join a fast-growing company that is behind much of the most innovative and effective social media marketing in the industry,” he says. “The last two years at Facebook have put me in a unique position to fully understand the social needs of advertisers and the custom social strategies necessary to achieve exceptional results.” 

SocialCode’s hiring of Masterson comes as retailers are getting increasingly serious about social media marketing. 64.1% of retailers in a recent Internet Retailer survey featured in the Social Media 300 said they planned to increase spending on social media marketing this year. Another 31.8% planned to keep their spending flat. Behind the increased spending is the fact that many retailers—47.4% in the survey—say that social media marketing is generating sales.