Creative agency Groove on track to employ 50 full-time by year's end - Baltimore


Mar. 17, 2014 8:15 am

Creative agency Groove on track to employ 50 full-time by year’s end

Formerly Groove Commerce, the creative, e-commerce and web design and development agency unveiled its new brand at a ribbon-cutting ceremony last week.

Groove CEO Ethan Giffin cutting the ribbon. Photos courtesy of Groove.

Creative, e-commerce and web design and development agency Groove has hired nearly 12 employees since moving to its new Washington Hill location, and it’s on track to employ 50 people full-time by the year’s end.


The mayor and Groove CEO Giffin.

Formerly Groove Commerce, the company showed off its new branding and future plans — and welcomed Mayor Stephanie Rawlings-Blake — at a ribbon-cutting ceremony formally unveiling its 10,000-square-foot office¬†located inside the old Fallsway Spring and Equipment Co. building north of Harbor East and close to Little Italy.

See photo’s of Groove’s new office here.

According to cofounder and CEO Ethan Giffin, Groove’s rebranding has been a couple years in the making.

“There was confusion in the marketplace,” he said in a press release. “Local companies and e-tailers alike did not realize our capabilities extended beyond e-commerce.”

Andrew Zaleski

Andrew Zaleski is a freelance journalist outside Washington, D.C. He's written for Wired, Backchannel, Popular Science, Fortune, the Washington Post Magazine, the Atlantic and elsewhere.

  • David C. Grimm

    Why are they looking to expand to 50 employees? New business? Anticipation of new business? What kind of skills / experience are they looking for? When are they looking to hire? Now?

    What are their capabilities that extend beyond e-commerce and what was the confusion?

  • Ethan Giffin

    David – Thanks for the comment. It is continued new business that has driven the need for our growth. We have been slowly adding staff across technology, marketing, creative and sales.

    In terms of services, we are a full service agency with a focus on Branding and Strategy, Inbound Marketing, Website Design and eCommerce Development. In the eCommerce vertical, there was confusion on whether we were a software platform or agency. Everyone else thought we just built shopping carts. Over the past 7 years our services had expanded greatly beyond that.

    • David C. Grimm

      Thanks for the info. Good luck!!


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