Australian marketing measurement start-up Mutinex has hired three senior data and digital experts.
Jon Betts joins from Nielsen, where he was previously executive director, commercial growth and product strategy.
Jess Betts (no relation) joins from Kantar, where she was previously associate director, growth strategy.
Andie Potter comes from PHD, where she was previously digital director.
"CMOs today are under immense pressure to fuel growth amid tightening budgets and evolving consumer behavior," chief revenue officer Danny Bass said.
"By combining Mutinex’s next-generation MMM with the deep data and digital expertise of these hires, we’re leveling up how marketers plan, invest, and optimise - think of it as your 24/7 growth co-pilot.
"We give you the freedom to pivot quickly, allocate budgets with pinpoint accuracy, and confidently deliver the ROI that boards and CFOs demand."
Betts said he got a feel for the business when he was talking to the team through the recruitment process.
“I got a sense for the ambition and commitment they all have for building a world leading MMM business out of Australia that genuinely delivers on a growth co-pilot mission,” he said.
“I thought this was fantastically exciting and I was humbled that they felt that I could contribute to that as part of the group.”
Potter said the biggest challenge for marketers is still proving what works and why.
“When you add the complexities of a privacy-conscious, cookieless world, measuring effectiveness and ROI becomes even more difficult,” she said
“Mutinex tackles this head-on with a privacy-first and powerful operating system designed to do more than just analyse data and produce outputs.”
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