Jarid Lukin is a digital executive with over 25 years of experience helping global brands and manufacturers directly reach consumers online and offline. Having launched his first ecommerce business in 1997, Jarid has led cross-functional teams in marketing, technology, and operations. His broad digital experience ranges from launching the global ecommerce business for the world’s largest toy manufacturer to helping the nation’s oldest apparel retailer develop its omnichannel technology platform strategy.
Jarid is a passionate ecommerce advocate and has been cited frequently in various industry publications, including the Wall Street Journal, Women’s Wear Daily, eMarketer, and Internet Retailer. He has also spoken at many industry events, including ShopTalk, Dreamforce, Salesforce Connections, and Search Engine Strategies.
In 2006, Jarid gained notoriety when he coined the term ‘freemium’ to describe the business model articulated by venture capitalist Fred Wilson and popularized by Web 2.0 companies. Most recently, Jarid joined Mars in 2020 to lead the global digital transformation for M&M’S, one of the world’s most beloved brands. Under Jarid’s leadership, M&M’s was recognized by Forrester Research as having the best-in-class direct-to-consumer website among consumer packaged goods brands and was ranked as a “Genius” brand in The Gartner Digital IQ based on its digital marketing performance.
Jarid is a graduate of the University of Pennsylvania with a Bachelor of Science Degree in Electrical Engineering and holds an M.B.A. degree in Marketing from New York University. He currently resides in Westchester, New York, with his wife and teenage son.