Jonny Cartwright Named VP, Clients and Strategy at Silver | B Corp™

Jonny Cartwright has taken on the role of Vice President, Clients and Strategy at Silver | B Corp, adding a senior leadership appointment to the agency’s client and strategy function.

Cartwright’s new role comes as agencies and B2B marketing teams navigate a changing environment shaped by evolving buyer behavior, digital channels, data, and artificial intelligence. The combination of client leadership and strategy is becoming increasingly important as organizations look for marketing programs that connect audience needs with broader business objectives.

As VP, Clients and Strategy, Cartwright will work across two areas that are closely connected in modern agency operations: understanding client priorities and translating those requirements into strategic marketing approaches.

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The role also reflects the changing nature of B2B marketing. Buyers increasingly research products and services through digital channels before engaging with sales teams, while decision-making often involves multiple stakeholders. This has increased the importance of clear positioning, relevant content, audience understanding, and consistent engagement throughout the buying journey.

AI is adding another dimension to these changes. Marketing organizations are increasingly using AI for research, content development, audience analysis, personalization, and campaign optimization. For strategy leaders, the challenge is not simply adopting new technology but determining where it can support marketing objectives without losing the human understanding required to address complex B2B buying decisions.

Client strategy roles are therefore becoming broader, often requiring collaboration across creative, content, media, technology, and data teams. This is particularly relevant for agencies serving B2B organizations, where marketing programs need to address longer sales cycles and multiple decision-makers.

Cartwright’s appointment highlights this broader evolution within the agency sector. Combining client and strategy responsibilities places a greater emphasis on connecting business requirements with marketing execution and measurable outcomes.

For the wider MarTech ecosystem, the move reflects the continued shift toward integrated marketing leadership, where strategy, customer understanding, technology, and operational execution increasingly overlap.

As B2B marketing continues to evolve, roles that bridge client relationships and strategic planning are likely to remain important in helping agencies and brands respond to changing buyer behavior and technology.