Goodell, Murphy Light the Way for Lumapath

Internet startup Lumapath has added seasoned marketers Brenda Goodell and Daniel Murphy to its management ranks.
As vice president of marketing, Goodell will oversee advertising, public and media relations and financial communications for the the Maynard, Mass., company, which was founded more than a year ago. She spent a dozen years at Reebok International rising to vice president of global brand image.
“I’m here to ensure that we build the right customer base and that we have an attractive proposition for consumers,” said Goodell, who left Reebok in September.
Goodell will work with Smash Advertising, Boston, which was already on board. The agency has developed Lumapath’s corporate Web site and is crafting business-to-business advertising to break in the third quarter. Consumer ads will also be tested in the third quarter. The budget has not been determined.
Murphy, who had been with Pitney Bowes, Stamford, Conn., for four years, most recently as vice president of marketing, becomes vice president of business development at Lumapath. “I’m not working on messaging and advertising, but I’m working with the people who are doing that,” Murphy said.
Lumapath launched its first software product, Take Us With You!, a month ago. The product allows partner sites to interact with customers as they surf the Web. For example, with client CouponSurfer.com, customers can click on a button that says “Take us with you.” A mini-version of that page is installed into a browser, and if the user goes to a site that has relevance, such as Amazon.com, the CouponSurfer icon lights up to let the user know that they have an Amazon.com coupon.
“Banner ads have stopped working, and other online things are not as effective in maintaining contact … developing relationships, and increasing traffic and revenue,” Goodell said. K