Madison’s unicorn startup Fetch Rewards Inc. has hired former Facebook executive David Sommer as its first chief customer officer, according to a Wednesday announcement. He started at the consumer loyalty company this month.

Sommer previously spent 11 years as head of industry, consumer packaged goods (CPG), retail partnerships and shopper marketing at Facebook Inc., now Meta Platforms Inc. (Nasdaq: FB).

At Fetch Rewards, Sommer will build out a global marketing solutions team that will develop specialized marketing initiatives for new and existing brand partners like PepsiCo, Unilever and General Mills. He said he believes Fetch Rewards “represents the future of digital marketing” by enabling “personalized marketing at scale.”

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