Refine Labs Promotes Evan Hughes to Chief Operating Officer

Refine Labs has promoted Evan Hughes to Chief Operating Officer, expanding his responsibilities from marketing and demand generation into the agency’s broader day-to-day operations. 

Hughes joined Refine Labs in 2021 as Director of Demand Generation and subsequently moved through senior leadership roles, including Senior Director and VP of Demand. He later became VP of Marketing, where he was responsible for the agency’s own marketing function as it transitioned from founder-led marketing toward a more structured marketing operation.

In his new position, Hughes will oversee day-to-day execution across Refine Labs. The change also allows CEO Megan Bowen to concentrate more closely on growth strategy and mergers and acquisitions as the agency develops its broader business model.

Also Read: Akeneo Names Jean Lethuillier as Vice President of Customer Success

The promotion comes as Refine Labs expands beyond its traditional demand generation focus. The agency is developing a broader service structure covering brand, demand, and expand services, increasing the operational requirements involved in managing different marketing capabilities under one organization.

Hughes’ move into operations reflects a broader trend across B2B marketing agencies, where leadership responsibilities are increasingly extending beyond individual disciplines. As agencies combine demand generation, brand, creative, media, and technology services, operational leadership has become more closely connected to how these functions are coordinated and delivered.

Refine Labs’ current leadership structure includes dedicated roles across demand generation, creative, strategy, and operations, with Hughes previously listed as SVP Marketing.

With Hughes moving into the COO role, Refine Labs is adding broader operational oversight to its leadership structure. His progression from demand generation through marketing and now operations also reflects the expanding responsibilities of agency leaders as B2B marketing organizations become more integrated across functions.