The MACH Alliance has announced Jason Cottrell, founder and CEO of composable commerce specialist, Orium, as its new president as the organisation transitions from “composable commerce stewardship to agentic ecosystem orchestration.”

The Alliance has also added two brand-side ambassadors to its newly expanded executive board: Paul Curtis, CTO and ecommerce director at easyJet, and Danielle Diliberti, CEO and co-founder of wine experience company Sommsation. Their appointments form part of the Alliance’s commitment to “practitioner-led guidance and real-world deployment insights.”

“Agentic AI is rewriting the rules of enterprise technology. The MACH Alliance has a pivotal role in making it relevant and bringing it to life–something I’m very excited to be a part of,” said Curtis.

Six seats from the organisation’s membership were also elected or re-elected to the board, including:

• Amanda Cole, CMO, Bloomreach
• Karl Hampson, CTO, data and AI, Valtech
• Travis Hess, CEO, BigCommerce
• Jen Jones, CMO, commercetools
• Dana Lawson, CTO, Netlify
• Marco Kormann Rodrigues, EMEA partner leader, retail and consumer goods, Amazon Web Services

Cottrell will serve a two-year term as president, joined by an appointed end-user co-president in September 2026.

Announcing the appointments, the Alliance said Cottrell’s experience creating market-leading solutions and his understanding of both the technical foundations of MACH and the emerging agentic landscape make him uniquely qualified to lead the Alliance through this period of transformation.

“This election underscores our strength as a global community of innovators and brand leaders, co-creating the next horizon of composability. In the weeks ahead, we will share bold announcements that reinforce our MACH foundations while charting an ambitious next phase for the Alliance,” Cottrell commented.

This announcement comes ahead of the Alliance’s inaugural MACH X event in London later this month, which it says will move beyond AI hype through candid discussions, real-world use cases and expert perspectives to help organisations define practical next steps.