Ethan Goodman

President Profitero

Last Reviewed: September 27, 2026

Executive Summary

Ethan Goodman is President of Profitero+, the eCommerce analytics and digital shelf company that joined Publicis Groupe in 2022. He holds the role alongside two others inside the same holding company: President, Digital Commerce at Publicis Commerce, and EVP, Digital Commerce at Mars United Commerce. He came to the role from the agency side, as a retail media and e-commerce strategist, so a single executive now runs both a Publicis software and data business and the Publicis agency teams that serve brands in digital commerce.

Career Highlights

• President of Profitero+. The company says it serves more than 9,000 brands and monitors more than 80 million products daily across online retailers.
• Concurrently President, Digital Commerce at Publicis Commerce and EVP, Digital Commerce at Mars United Commerce.
• Built and managed the Commerce Media, E-Commerce and Innovation practice groups at Mars, and guided the team that created SmartAisle, a voice-powered shopping assistant for physical retailers.
• Managing Director of Mars Ventures, the agency’s venture arm, which invested in and partnered with marketing-technology startups.
• Spent four years in the Digital Strategy group at Leo Burnett and Arc Worldwide.
• Named a “Young Influential” by Adweek and a “40 Under 40” by the Path to Purchase Institute. Sits on the IAB Commerce Board of Directors and the Instacart Advisory Council.

Professional Journey

Goodman graduated from the University of Michigan’s Stephen M. Ross School of Business with a BBA in 2005. He began in the Digital Strategy group at Leo Burnett and Arc Worldwide, both Publicis Groupe agencies, and spent four years devising digital programs for Fortune 100 clients.

At Mars he built and managed the Commerce Media, E-Commerce and Innovation practice groups. His innovation work produced SmartAisle, which his biography describes as the world’s first voice-powered shopping assistant for brick-and-mortar retailers. He was also Managing Director of Mars Ventures, the agency’s venture capital arm. It invested in and partnered with early-stage marketing technology companies in order to bring new tools to clients. That work gave him lasting relationships with investors and accelerators, and he remains a mentor and advisor to the Zell Lurie Commercialization Fund at the University of Michigan.

Profitero joined Publicis Groupe in 2022. The company, which now brands itself Profitero+, provides digital shelf analytics, sales and share intelligence, AI-assisted content optimization and related services. It says it tracks around 180 attributes for each of more than 80 million products daily. It describes itself as the #1 Digital Shelf Provider in a DCG ranking and as a leader in the 2025 IDC MarketScape for digital shelf analytics. Goodman is now its President. He also leads digital commerce at Publicis Commerce and Mars United Commerce, which places the analytics business and the agency services that use it under one executive. In 2026 he spoke at Shoptalk Spring. He then joined Publicis Commerce’s post-event recap alongside the President of Mars United Commerce.

Outside work, he describes himself as a devout Michigan football fan and an avid skier. He lives in Ann Arbor, Michigan.

Education

University of Michigan, Stephen M. Ross School of Business

BBA, 2005