Twenty years in media and creative brought him here: running the biggest market of the company that calls itself the world's number one generative AI marketing group.
Jeffrey Matisoff spends his days answering a question every large advertiser is now asking, whether they say it out loud or not: what do we actually do about AI? As North America CEO and Managing Partner of The Brandtech Group, he leads the region that generates more of the company's business than any other, and his brief is direct - help clients turn generative AI from a source of anxiety into a source of advantage.
Brandtech does not describe itself modestly. It calls itself the world's number one generative AI marketing company, and it backs the claim with tools rather than slogans: a Gen AI content platform called Pencil, a Super Bowl commercial built with generative AI, and a growing practice around what the company calls "Share of Model" - the work of shaping how large language models like ChatGPT describe a brand when a customer asks. Matisoff was named to the North America role in early 2026, part of a set of regional appointments that also installed leaders in the UK and France.
"North America is our largest market so it's a real honor to be taking the helm," he said when the appointment was announced. His framing of the year ahead was less about ceremony and more about the machinery: agents, measurement, and the shifting ground under how brands get discovered.
This is going to be an exceptional year for AI marketing - from agents, we have already built a completely agentic version of our Pencil Gen AI platform, to Share of Model or how to influence what the LLMs say about your brand.
The route to a Gen AI CEO role rarely starts in a small New York theater, but Matisoff's did. His earliest marketing job was at The Lamb's Theatre Company, promoting stage productions before he moved into the harder-nosed world of media planning. That grounding in audiences and storytelling sits underneath a career that then moved steadily toward data and technology.
He worked through the media-planning ranks at shops including Eliran Murphy Group and Moxie Interactive, took on strategy and media direction at Black Bag Advertising, and rose to vice president and digital director at Universal McCann. Senior roles at PHD followed, and then Accuen - Omnicom's programmatic media unit - where he served as regional managing director and, later, chief operating officer. Programmatic is where advertising first learned to run at machine speed, and it gave him a working fluency in automation long before generative AI arrived.
Before Brandtech, he was global president of EightBar, IBM's dedicated agency, during his time at WPP. Leading the agency for a company like IBM meant living at the intersection of enterprise technology and marketing - useful preparation for selling AI transformation to large, cautious brands. He earned an MBA in finance and marketing from Fordham University's Gabelli School of Business.
When Brandtech acquired the digital marketing company Jellyfish, Matisoff helped lead the acquisition and integration. Jellyfish manages more than $2 billion in billings, and folding a business that size into a group without breaking client relationships is the kind of unglamorous, high-stakes work that tends to separate operators from strategists. Coming out of that integration running the group's largest market is, in itself, a form of endorsement from Brandtech's leadership.
He reports to the company's founding trio: David Jones, the entrepreneur who built the group under its original You & Mr Jones banner, along with Angela Tangas and Nick Emery. It is a small circle to answer to, and founders rarely hand their biggest market to someone they are unsure about.
For all the talk of agents and models, Matisoff's public message carries a note of restraint. In conversations about how AI is reshaping marketing - from the marketing mix model to creative and media - he returns to a theme that cuts against pure automation: as the tools get smarter, a clear point of view and a human North Star matter more, not less. Real-time, scenario-based measurement and conversational data change how teams work, but they do not remove the need for judgment.
"Share of Model" captures where his attention is heading. For decades, brands fought for share of voice - being seen and heard more than rivals. As people increasingly ask AI assistants what to buy, the new contest is over how those models represent a brand in their answers. It is an early, unsettled idea, and Brandtech is treating it as a discipline to be built rather than a buzzword to be printed.
I look forward to leading the charge as we help our clients turn AI into a competitive advantage.
North America is our largest market so it's a real honor to be taking the helm.
We have already built a completely agentic version of our Pencil Gen AI platform.
Share of Model - how to influence what the LLMs say about your brand.
He got his start marketing theater productions in New York before ever touching a media plan.
He led EightBar, IBM's dedicated agency - a front-row seat to enterprise tech marketing before AI took over the conversation.
His programmatic years at Accuen taught him to run marketing at machine speed a decade before generative AI arrived.
Profile compiled from public sources including The Brandtech Group, Adweek, LBBOnline, MediaPost and The Org.