Trace One Appoints Chris Morrison CMO

Chris Morrison

Boston, Massachusetts based product lifecycle management software provider for retailers and their private brands, Trace One, announced that Chris Morrison has joined its executive team to direct the company’s global marketing, communication, and product strategy operations.

“The food supply chain is undergoing significant changes as consumers continue to push for healthier products with increased visibility into how and where our food is produced”

In his new role at Trace One, Morrison will support global expansion and the launch of new solution offerings. He has held senior management positions at several market-leading retail supply chain technology companies including TradeStone Software, Oracle, ProfitLogic, and i2 Technologies.

“It’s been nearly two years since we relocated our headquarters from Paris to Boston. As we close in on the anniversary of our expansion into the US, we’ll look to Chris’ local and international expertise in the PLM and cloud-based software markets to bolster the company’s momentum and launch new products to new audiences,” said Jerome Malavoy, founder and CEO of Trace One. “Chris will be an extraordinary asset to our leadership team as we embark on an exciting year ahead at Trace One.”

Trace One continues to grow its global presence and expand into the North American market. The company works with more than 20,000 manufacturers worldwide and the world’s largest retailers – including leading US brands such as Supervalu, Walgreens and Safeway – to facilitate cloud-based PLM collaboration resulting in the efficient delivery of high-quality and safe, private-label products.

“The food supply chain is undergoing significant changes as consumers continue to push for healthier products with increased visibility into how and where our food is produced” said Morrison. “I’m thrilled to join a world class team focused on addressing these changes by bringing innovative cloud-based solutions to market.”



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Christopher Durham

Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan).

Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s.
Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago.

Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.