Mat Baxter's new gig

By AdNews | 21 May 2024
Mat Baxter.

Mat Baxter has invested in predictive marketing analytics platform Mutinex and been appointed its Asia-Pacific CEO.

He recently returned to Sydney after eight years in New York, most recently global CEO of IPG’s technology and design agency Huge. He is a former global CEO of media agency Initiative.

“I met with more than a dozen companies exploring all sorts of opportunities," Baxter said.

"What I found in Mutinex was extremely rare - a true disruptor, brilliant co-founders, and a product that literally blew me away. When you find that, you grab it.

"And I’ve done more than that - I‘ve invested in it too with a substantial capital commitment that’s reflective of just how big I think this is."

The level of Baxter's investment isn't known. The company’s current valuation is more than $125 million. 

Co-founders Henry Innis and Matt Farrugia said the appointment is part of an ambitious plan to further accelerate growth. Innis will now be global CEO.

Baxter, who starts immediately, sees a big part of his role as harnessing and focusing co-founder Innis.

“Henry is absolutely brilliant," said Baxter. "But, like plenty of founders of game changing technology companies, we need to make sure we focus that genius on the thing that matters, and that’s the product."

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