Agency

Moburst Names Melissa Gruhin Vice President of Creative

Published on June 4, 2026

Moburst, a mobile-first digital marketing agency, has appointed Melissa Gruhin as Vice President of Creative.

Gruhin brings more than a decade of experience in creative strategy, content development, and digital execution, with work spanning entertainment, technology, hospitality, lifestyle, and financial services brands.

Her portfolio includes campaigns and strategic work for Netflix, Hulu, HBO Max, the Grammys, Marriott Bonvoy, Hard Rock Hotels, Sonos, Armani Exchange, and Citibank. Before joining Moburst, she held senior leadership roles at BMF, where she served as VP of Digital Strategy and Analytics, and at Two Halves, the firm she founded and led as Chief Strategy Officer.

Leading Creative Across Full-Funnel Growth

In her new role, Gruhin will oversee Moburst’s creative department and guide the agency’s development toward what it describes as a full-funnel AI growth operating system. Her responsibilities include developing creative concepts grounded in audience insight and platform behavior, mentoring designers, videographers, and creative specialists, and shaping AI-enabled creative workflows.

Gilad Bechar, CEO of Moburst, said the hire reflects the agency’s effort to connect performance marketing with brand storytelling. “Moburst has always been known for helping brands grow,” Bechar said in a press release. “With Melissa leading creative, we are expanding what that growth can look like, not only driving performance, but helping our clients build stories, communities, and brand experiences that last.”

Gruhin described her focus in direct terms. “Creativity has to do more than look good. It has to move people and move the business,” she said. “At Moburst, I’m here to challenge the status quo and ensure that every piece of creative work we deliver is not just innovative but strategically powerful for our clients.”

Gruhin’s appointment follows a period of expansion at Moburst. In May, the agency secured an $11.8 million investment from Chrysalis Holdings, LLC. Moburst also recently launched Growth Labs, a proprietary AI innovation unit focused on developing AI-powered marketing tools across digital platforms, search engines, answer engines, and generative AI technologies.

Gruhin’s initial priorities include reshaping AI-enabled creative workflows, advancing strategic excellence across creative campaigns, and supporting growth across the agency’s full creative output.