Claudia Batten joins Vend board

Cloud retail software company Vend has named super expatriate Claudia Batten to its board.

Ms Batten is best known as co-founder of Massive, which placed ads in computer games and was sold to Microsoft for a reported $US400 million in 2009.

More recently, she co-founded Colorado-based crowdsourcing advertising agency Victor & Spoils, of which French company Havas bought a majority interest in 2012.

Just before Christmas, Ms Batten was appointed New Zealand Trade and Enterprise regional director for North America. She will take up the LA-based, fulltime role from March.

Vend has raised more than $35 million from investors, with its latest round implying a private equity value near $100 million.

Spokesman Simon Pound says Vend has 15,000 customers worldwide but won't say how many are free trial vs paid.

Mr Pound says Vend has 250 staff at its Auckland headquarters and outposts in Australia, the US, Canada and Germany. That will double by the end of this year, he says.

Ms Batten joins Rowan Simpson, Vend CEO Vaughan Rowsell, Snapper CEO Miki Szikszai and Square Peg Capital's Barry Brott on the board.