Performance marketing people: Google DeepMind pioneer joins Kin + Carta, new US boss at Incubeta

Yahoo shakes up its senior team in APAC, iProspect brings in a digital data veteran from Performics and a former Twitch director leads Reddit in Germany. We round up the movers and shakers in the performance marketing Industry this week.

Incubeta has appointed a new US CEO, Kevin Buerger, who is tasked with driving growth strategy and increasing client service offerings for its current and future partners.  Buerger will report directly to Lars Lehne, Group CEO of Incubeta. In a career spanning more than 30 years, Buerger was most recently the Global Chief Growth Officer for Jellyfish. During his tenure, he founded Jellyfish US, as well as launched strategic partnerships with Google, among others, which led the company to become one of the top two Google partners globally. Employing more than 2,000 people across 40 offices globally, Jellyfish grew at an average of 45% per annum consistently over the last eight years. Prior to Jellyfish, Buerger held corporate strategy and development positions at The Washington Post and Reed Elsevier. He started his career as an equity analyst at Smith Barney, covering entertainment and technology companies, and then moved to Disney in a marketing role. 


iProspect, a dentsu company, has announced the appointment of Josh Dwiggins to its global leadership team as Global Chief Client Strategy Officer. The appointment comes almost exactly one year since iProspect relaunched as a digital-first end-to-end media agency. Dwggins will be bringing his performance experience to this new role, where he will be responsible for iterating and executing the new performance-driven brand-building proposition. He will be working with the wider iProspect leadership and strategy teams to deliver continuous growth, improved efficiency, and a consistent offering across all the markets in which the agency operates. Joining from Publicis’ Performics, Dwiggins has 22 years’ experience in the industry having also worked at Reprise Media (IPG), JobScience, Financial Visions and CDG where he started his media career in 2000. For more than two decades, Dwiggins has focused on helping brands such as Microsoft, Google, Twitter and Toyota buy and engage their customers in real time, with a focus on performance media: search, programmatic, mobile, social, video and ecommerce.


Starcom, part of Publicis Media, has promoted Emma Morris to Head of Investment. Previously Managing Partner overseeing investment for the agency’s dedicated Samsung team (One Publicis Team Samsung), Morris will now be responsible for all media investment on behalf of all Starcom clients in the UK, overseeing a team of 80 people. In her new role, Morris joins the leadership team of PMX (Publicis Media’s central trading and investment practice), reporting into UK CEO Steve Bignell, whilst also working with Starcom CEO Nadine Young and the rest of the agency’s leadership team.  She replaces John Heather who was promoted to the new role of Head of Trading, PMX, earlier this year.


Yahoo has promoted John McNerney to Senior Director of Platforms for APAC and Dan Richardson as Head of Data for APAC. In his previous role, McNerney was Director of Platforms, Australia and New Zealand (ANZ). As part of his expanded remit, he will oversee the commercial and technology strategy underpinning Yahoo’s ad platforms and unified ad tech stack, and grow Yahoo’s omnichannel capabilities across flourishing channels like CTV and DOOH across the region. APAC has been a key growth driver for Yahoo’s advertising business globally. Under McNerney’s leadership, Yahoo will build on the growth and demand for its ad tech solutions in the region.

Richardson was previously Head of Data for ANZ. In his expanded role, he will lead Yahoo's data solutions and commercial strategy for APAC. Richardson’s responsibilities will include developing omnichannel partnerships, audience insights, segmentation, testing and implementation strategies for APAC. 


Kin + Carta has appointed former Googler Andrew Clark as Director of Product. Clark was part of the Google Health and DeepMind team that built a mobile medical assistant for NHS clinicians. Clark’s role will see him spearheading the drive to be recognised as a best in class  product-led organisation - building digital solutions that are valuable, measurable and sustainable in real world environments for its clients. Before joining  Kin + Carta, Clark held the position of Product Manager at DeepMind, where he was responsible for creating internal products that enabled up to a thousand people to work on the same problem simultaneously and collaboratively. After DeepMind was acquired by Google in 2014, Clark was part of the Google Health and DeepMind team that built a mobile medical assistant for NHS clinicians. Clark’s experience includes a stint at Tesco, overseeing the strategy and development of an intelligence product. At Tesco, he developed customer facing apps and also helped launch Tesco’s online grocery shopping to international markets. 


US contextual-first ad tech company GumGum has appointed Harmen Tjaarda as Managing Director for four European markets. Tjaarda, the co-founder of JustPremium, a GumGum company, is set to become Managing Director of GumGum Belgium, Netherlands, Nordics and Spain. In his new role, he will oversee these four critical markets as GumGum continues its European expansion.


Digital agency iCrossing UK has promoted Maria Bain to the newly created role of Head of Audience Intelligence. Since joining iCrossing in 2018 as Social Media Strategist, Bain has swiftly risen through the ranks being promoted to Strategy and Planning Director in January 2019, and Senior Strategy & Insight Director in April 2021, working on brands including Pfizer, Amazon and the Welsh Government, and designing industry award-winning campaigns. As Head of Audience Intelligence, Bain will continue to forge new paths through audience-first, action-orientated insights that inspire step-change and optimise performance, ensuring audience research sits at the heart of the agency and at the intersections across departments. In conjunction with Bain’s promotion, she will join the senior management team working in partnership with all department heads to increase their audience activation and build a centralised audience-first approach for all clients. 

Former Twitch director Jannik Hülshoff has joined Reddit as its first Market Director for Germany. In this new role, he will lead growth operations in the German market with a focus on amplifying Reddit communities, supporting user growth, cultivating strategic industry partnerships, and building marketing initiatives in our first non-English speaking region.  In October 2021, Reddit launched in Germany and Hülshoff will join the existing team on the ground which includes Community, Sales, Ops, Product, and Engineering. Prior to Reddit, Hülshoff served as Senior Director of Partnerships for Central Europe and CIS at Twitch where he led content teams responsible for acquisition and licensing. He started his career in advertising at Google and YouTube in Ireland before moving with the company to San Francisco where he managed relationships with large brands such as Nike and Mattel as a Digital Brand Marketing Consultant. Hülshoff also founded an innovation hub for the German public broadcaster ‘ZDF’ to help digitise their content. He is based in Berlin and reports to Reddit’s Chief Marketing Officer, Roxy Young.

Media firm and publisher Future has promoted Clare Dove to UK Group Commercial Director. Dove originally joined Future in 2005 as Sales Director and with more than 30 years' experience behind her in senior roles at Condé Nast, Trinity Mirror, and IPC Southbank, is perfectly placed at Future to identify new business areas and strengthen the company's partnerships with clients and agencies. Dove also held several key sales roles at the largest premium magazine publisher in Europe, Gruner + Jahr, as well as Global, The Guardian and Centaur Media. 


Media and entertainment group Global has announced Mia Mulch as its new Programmatic and Data Director for DAX, the company’s data-driven advertising platform that operates in the UK, the US and Canada. An established leader in the digital media community, Mulch brings more than 15 years of experience to the position, most recently as Managing Director for Omnicom Media Group’s programmatic division in the UK. There, she led the business’s growth and innovation, delivering product differentiation to clients, and established an inventory team to strengthen connections between publishers and advertisers in programmatic media. Mulch will join Global next month to lead DAX’s international programmatic and data projects, reporting to Mark Halliday, Director of DAX.

PUSH LIVE has appointed Nick Castaneda as its Chief Commercial Officer. Castaneda, previously Senior VP of International Sales at The Switch, joins the digital audience and live content agency as it looks to drive further expansion into new markets and sectors. The company’s streaming technology and audience design strategy allows brands, rights holders, and content creators to customise and personalise live streams, distributing them to an unlimited number of channels and platforms. Clients include Amazon Music, BAFTA, Electronic Arts, Oracle Red Bull Racing and Virgin Galactic. 

Chelsea Coates, formerly VP of People at GWI has been promoted to Chief People Officer at the London-based technology scale-up. Following its latest series B funding of $180m, Coates will play a critical role in supporting GWI through the next phase of its ambitious growth plans. Coates brings 15 years of experience working in the People space, heading up learning and development teams through rapid scale-up at the likes of WeWork and Groupon. She is adept at lending her leadership skills to help businesses and leaders navigate their teams through the complexities of hyper-growth and business transformations, all while driving a healthy culture.


Lisa Stevenson joins AdTonos as Business Development Director UK. She joins with more than 15 years experience as a development media professional, and will be responsible for developing the AdTonos company in the UK.

Agata Hirche, previously of Omnicom, will also be joining as VP of Product Development and will work to strengthen and develop AdTonos’ product strategy and innovation. She will also be responsible for strengthening AdTonos’ product visions and capabilities. 


Conversational adtech firm Cavai has appointed Jonathan Pacey as Commercial Director, APAC. The appointment comes as Cavai’s presence in APAC grows, with business expanding across the region, and as it enjoys growing numbers of productive partnerships with both agencies and publishers. As part of a career spanning 20 years, Pacey has also worked at some of the world’s largest media companies, including News Corp Australia and Fairfax Media, Kargo, Taboola, and Outbrain. This news follows the announcement that Cavai has raised more than £6.5m to drive significant international expansion. 


Global ad platform Adform has appointed two senior hires; Vicky Foster as Global Reseller Partnerships Director and Matthew Morgan as Global Agency Development Director. The new hires, who will be based in the UK, signal a period of global growth for the company and will enable Adform to continue to deliver superior advertising activation in the changing identity landscape.


Digital marketing agency Mediaworks has appointed  Helen Whitfield as its group’s Chief Delivery Officer.   She joins the agency with 30 years’ experience  in leading transformational processes for successful global operators. Whitfield joins at a time where Mediaworks has substantially grown its client portfolio, partnering with the likes of Gap, Puma and Metro Bank on a range of digital transformation projects. The agency has also opened new operations in Edinburgh, Manchester and Ireland in the last 12 months to service its growing client demand.    

Mediaworks has also confirmed Leigh Gammons as the group’s new Chief Customer Officer. He arrives from WPP, where he was CEO of Wunderman Thompson Technology, leading the £40m specialist digital division and a team of 600 across seven offices globally. In recent years, Gammons was named in the BIMA Top 100 of Britain’s most influential digital operators and was subsequently invited into its board of judges and mentors. In his seven-year career at WPP, Gammons became global lead for a host of their digital and technology client relationships and played a key role in the agency being named partner of the year in each of the last three by both Adobe and Sitecore.

Tailify, an influencer marketing specialist company, has appointed Julia Burton Brown as Commercial Director as they ramp up their global reach and drive the impact of their behavioural science technology on the creation and execution of influencer marketing. A digital advertising industry veteran with more than 20 years’ experience, Burton Brown will lead the growing sales team and drive Tailify’s new business pipeline. She is an award winning and much respected expert who was most recently named as one of IAA 21 women in 2021 and a finalist in 40 OverForty 2021.


Multilocal has hired new directors as the ad curation specialist’s hiring spree continues. It has appointed Lola Oguntokun as People Director and Charlie Parkes-Patel as Sales Director. Oguntokun has nearly 20 years’ experience, having started her career as a recruiter in technology, placing top-calibre candidates into roles for some of the world’s most successful tech companies and start-ups.

Parkes-Patel is an award-winning leader with experience in sales, account management and product development, and spent a decade working at Microsoft. Following significant growth and take up of its unique offering, recent hires have included industry veteran Tom Bowman - former SVP Revenue Development and Operations at the BBC - who joins the team as an advisor to support the leadership team of Robin Bootle, Chief Operating Officer; Dan Owens, Commercial Director; and CEO James Leaver. 


Former Legal & General CDO and data strategist Peter Jackson joins data analytics firm Outra data analytics firm. Jackson brings a wealth of C-suite experience in driving the use of data across a range of industries and companies to Outra, which was set up by Hometrack founder Giles Mackay in 2016. As part of his new role at Outra, Jackson will help drive the firm’s innovative use of household and consumer data to provide behavioural insights to real estate, utility, insurance, financial services and retail firms. Prior to joining Outra, Jackson was Chief Data and Analytics Officer at the analytics database company Exasol and held a global role as Group Director of Data Science at Legal & General and Chief Data Officer of Legal & General Investment Management. Before joining Legal & General, Jackson was Chief Data Officer at Southern Water and prior to that, Head of Data at The Pensions Regulator (TPR). 

Scibids, a provider of artificial intelligence for digital marketing, has appointed Nadia Gonzalez as Chief Marketing Officer. Gonzalez will be responsible for running Scibids' global marketing, as well as the wider adoption of paid media AI for brands and agencies in the industry. The creation of the role and the decision to hire ad tech marketing veteran Gonzalez speak to the company’s growth plans.