MSC Industrial Supply Co. is stepping up its efforts in reaching out to customers and building its brand with a new executive steeped in cross-channel marketing.

Mark Pickett, vice president, cross-channel growth, MSC Industrial Supply Co.

The company last week named to the new position of vice president of cross-channel growth Mark Pickett, who brings to MSC 25 years of experience in cross-channel marketing for organizations ranging from startups to Fortune 500 companies including Staples, Sears, JPMorgan Chase and Walgreens. Pickett began his professional career in the U.S. Marine Corps, where he achieved the rank of captain.

In his new role, “Pickett will have responsibility for leading and driving a consistent brand experience for customers across all of MSC’s platforms and channels, including ecommerce, commercial sales and solutions and marketing,” MSC says.

“Effective, modern customer experiences necessitate that every campaign or message, wherever and whenever they take place, are consistent, personalized and informed by each other,” adds Steve Baruch, executive vice president and chief strategy and marketing officer. “Mark’s extensive experience, insight and leadership in cross-channel marketing will contribute to our ability to deliver a world-class experience for our customers.”

“The opportunity to contribute to the company’s digital transformation efforts and to deliver a fully integrated, seamless experience for manufacturing customers while bringing value to customers and MSC alike is compelling.”

Pickett joins MSC shortly after the company named Faisal Hussain, a former executive of multibillion-dollar distributor Ingram Micro, to fill a new position as vice president of ecommerce.

MSC CEO Erik Gershwind recently noted that the company, which does more than half of its sales via ecommerce, “will focus on our website and other digital tools to bring us closer to customers and build higher levels of loyalty and retention.”

MSC’s formal corporate name is MSC Industrial Direct Co. Inc., but it generally goes by MSC Industrial Supply Co., the name of its primary business unit.

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