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Moburst, a leading mobile-first digital marketing agency, has appointed Melissa Gruhin as its new Vice President of Creative. The move strengthens the agency’s leadership team as brands increasingly seek to combine performance marketing with compelling storytelling and AI-powered creative strategies.
Gruhin brings more than a decade of experience in creative strategy, digital content, and brand development. Her portfolio includes work for major brands such as Netflix, Hulu, Max, Grammy Awards, Marriott Bonvoy, Sonos, and Citibank. Before joining Moburst, she served in leadership roles at BMF and founded creative consultancy Two Halves.
In her new role, Gruhin will oversee Moburst’s creative operations, guiding campaigns across paid media, social, video, content marketing, and digital experiences. She will also play a key role in integrating AI-powered workflows into creative production while ensuring that human-centered storytelling remains at the core of the agency’s work.
“Melissa brings the kind of creative leadership that today’s market demands—strategic, culturally fluent, and deeply accountable to results,” said Gilad Bechar, CEO of Moburst.
Gruhin emphasized the importance of balancing creativity with business outcomes, stating that effective creative work must not only engage audiences but also drive measurable results for clients.
The appointment comes as Moburst continues expanding its full-funnel marketing capabilities, helping brands move beyond app-install campaigns toward broader brand-building, audience growth, and AI-driven marketing initiatives.
Why it matters:
As AI transforms content creation and digital marketing, agencies are increasingly investing in creative leadership that can bridge brand storytelling, performance marketing, and automation. Gruhin’s appointment reflects Moburst’s strategy to strengthen its position as a full-service AI-powered growth partner for global brands.
