Directive Launches Commerce Division to Bring Specialized Performance Marketing to Underserved B2B Product Brands
Led by ecommerce veteran Lauren Marks, the division brings specialized full-funnel growth capabilities to B2B manufacturers, distributors and brands
Irvine, Calif., Nov. 04, 2026 (GLOBE NEWSWIRE) -- Directive, a performance marketing agency built exclusively for B2B companies, has announced the launch of Directive Commerce, a dedicated division designed for B2B ecommerce brands, manufacturers and distributors. Directive Commerce brings sophisticated full-funnel growth marketing to an underserved market. The division integrates paid media, Google Shopping, product feed optimization, SEO, and marketplace advertising to drive B2B growth.
Directive Commerce began serving clients in April 2026 and has already built an active portfolio of B2B ecommerce brands. The division is led by Lauren Marks, Managing Director of Commerce, who spent more than four years in retail and D2C ecommerce at Dentsu before joining Directive in 2025. She oversees a team of specialists with D2C and B2B experience. The division brings that ecommerce experience together with Directive’s B2B performance marketing expertise to fill a gap in how B2B product companies reach and acquire customers.
"B2B buyers already shop a lot like consumers do. They search, compare and evaluate products online long before they ever talk to a rep, but most B2B brands are still marketing as if every sale starts with a handshake," said Lauren Marks, managing director of Commerce at Directive. "We built Directive Commerce to give B2B product companies the same campaign sophistication D2C brands have had for years, designed around the purchase behavior of B2B buyers."
While relationships and sales teams remain central to B2B growth, buyers increasingly expect to discover, research and evaluate products online. Despite this shift in buying behavior, many B2B manufacturers and distributors remain underserved by agencies built primarily for D2C.
Complex product catalogs, specialized buying journeys and multiple sales channels require a combination of ecommerce execution and an understanding of how B2B customers research, evaluate and purchase. Directive Commerce brings those capabilities together under one partner, connecting creative, paid media, search, ecommerce and marketplace performance to business growth.
Brands that lack the right digital marketing strategy risk missing opportunities to reach new customers and compete for demand as B2B buyer research increasingly moves online.
“Directive Commerce marks our expansion into B2B ecommerce, where digital buying is quickly becoming the norm,” said Garrett Mehrguth, CEO of Directive. “After 13 years working exclusively with B2B brands, we understand complex buying committees. Lauren’s team brings the specialized ecommerce expertise to match, uniquely equipping us to help B2B commerce brands compete and grow.”
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About Directive:
Directive is a B2B performance marketing agency founded in 2013 to help SaaS, technology, professional services and product companies turn demand into measurable growth. Today, teams across the U.S., Canada and the U.K. bring performance marketing, communications and commerce together to connect brand building with demand generation and revenue. Underpinning this approach is Stratos, Directive’s proprietary AI platform that connects the data, execution and intelligence needed to optimize growth. Directive has served more than 420 B2B brands and influenced more than $1 billion in revenue.
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Kimberly Deese Directive kdeese@directiveconsulting.com
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