What Jennifer Carr-Smith Brings to Groupon

Groupon hires North America Local leader

Groupon (GRPN) has hired Jennifer Carr-Smith as chief of its North America Local business. Carr-Smith joined Groupon from Peapod, an Illinois-based grocery delivery service company, where she was the CEO.

At Groupon, Carr-Smith will oversee local businesses, the company’s most important category because of its higher profit margin. Carr-Smith would be in charge of guiding Groupon on its mission to maximize its gross profit in North America.

What Jennifer Carr-Smith Brings to Groupon

Carr-Smith bringing unique perspective

Carr-Smith will report to Groupon’s North America president, Aaron Cooper, who believes she is equal to the task ahead. Here’s what Cooper had to say about Carr-Smith:

“She is a proven leader with a strong background in growing and scaling businesses, and she’ll bring a valuable and unique perspective and an expansive e-commerce background that will help us continue to build Groupon into a daily habit.”

Groupon reports performance results by geography as North America and International. The company generates most of its revenues and gross profits from North America. Of Groupon’s three reporting categories—Local, Travel, and Goods—Local is the largest contributor to the North American gross profit, as shown in the chart above.

Groupon needs local expertise

Carr-Smith worked for apparel retailer J. Crew as the chief of the company’s online operations before she left to work for Peapod. As Groupon steps up its competition with Amazon (AMZN) and eBay (EBAY) for control of local online marketplace and battles Yelp (YELP) and Facebook (FB) in the local online advertising scene, it bets on executives like Carr-Smith with local expertise to achieve its goals.