BlueConic appoints Dan Shull, Chief Digital Information Officer at Hasbro, to its Board of Directors, strengthening leadership of its Customer Growth Engine.
Boston, MA — BlueConic, the Customer Growth Engine that helps leading commerce brands turn first-party data into revenue-driving growth, today announced the appointment of Dan Shull, Chief Digital Information Officer at Hasbro, Inc., to its Board of Directors.
Shull brings more than 25 years of technology leadership experience across global consumer brands. At Hasbro, he leads the company’s global digital and information technology strategy, overseeing data analytics, technical operations, information security, application development, and consumer care. He is responsible for advancing a platform-first strategy that modernizes infrastructure and supports faster, more intelligent decision-making across the business.
Prior to Hasbro, Shull served as Chief Technology Officer at REI, where he led large-scale cloud migration and cybersecurity modernization initiatives, and as Chief Information Officer at Signet Jewelers. He also held senior leadership roles at Nike, advancing to Vice President, Strategy, Architecture and Portfolio. He began his career at Borders Group Inc., where he spent 15 years in progressive leadership roles.
"Dan has led digital and data transformation at some of the world's most recognized consumer brands," said Melissa Murray Bailey, CEO of BlueConic. "His experience modernizing infrastructure and operationalizing data at enterprise scale will be invaluable as we continue to grow the Customer Growth Engine and support commerce brands navigating real-time, AI-driven engagement."
“Commerce brands are navigating a fundamental shift in how customer data is activated and how decisions are made,” said Shull. “The ability to unify first-party data, operationalize it in real time, and embed intelligence directly into customer engagement is becoming core to competitive advantage. BlueConic is building the kind of decision infrastructure modern brands need to drive measurable, responsible growth, and I look forward to supporting the team as they scale.”
With Shull joining the board, BlueConic continues to strengthen its leadership as it scales and invests in innovation to help commerce brands unify data, operationalize AI responsibly, and translate customer intelligence into measurable growth.
Shull’s role was sourced through the external board program operated by Vista Equity Partners, a global technology investor that specializes in enterprise software and an investor in BlueConic. Launched in 2017, the board program leverages Vista’s ecosystem and additional resources to identify, train, and appoint qualified board candidates for its portfolio companies. The program works to create a pipeline of highly talented board candidates through programs and partnerships that will drive results for the corporate world at large.
BlueConic is the Customer Growth Engine for commerce brands. It turns first-party data into a living, real-time customer profile and uses that intelligence to coordinate next best actions across onsite experiences and existing channel tools, including email, advertising, and mobile. By closing the loop between data capture, activation, and measurement, BlueConic helps brands reduce wasted spend, increase conversion and repeat purchase, and drive measurable, profitable growth.
