Retail vet Peters named COO at digital innovator

James Peters held key leadership roles at Office Depot, Staples and Ross Stores but now the veteran operator is in a new role at a company giving new meaning to e-commerce.

Peters was named president and COO at San Francisco-based Delivery Agent where he had served on the board since last October. Delivery Agent’s business model is to turn viewers into revenue generating customers for brand and media companies.

The company’s proprietary technology allows viewers to engage with and transact directly from advertisements and television shows through web, mobile, and advanced television applications.

"We are laser-focused on driving revenue through world-class omni-screen shopping experiences built to monetize entertainment content," said Mike Fitzsimmons, Delivery Agent CEO. "The addition of Jim to our team - a well-respected leader with a wealth of commerce expertise - will enable us to accelerate our growth and maintain our strategic focus."

Delivery Agent said it is currently in market with leading broadcasters, advertisers, multichannel video programming distributors and smart TV manufacturers. The company contends it brings scalability, organization and economic incentive to a disparate ecosystem that has traditionally lacked uniform technical standards and has been challenged by complex rights and revenue sharing issues.

The company is deployed and maintains long term partnerships with NBC, FOX, CBS, HBO, Showtime, Pepsi, Visa, Comcast, Cablevision, AT&T, Verizon and Samsung.

"As a Delivery Agent board member, it was evident that the company's strategic priorities aligned with my expertise, and the company's vision aligned with my passion for content and commerce,” Peters said.