Paul Sigaloff. Credit: Mortar Group
Measurement platform Mortar has appointed former Yahoo and oOh!media executive Paul Sigaloff global chief customer officer, a new role created to support the company’s international expansion.
Sigaloff, who most recently served as chief revenue and growth officer at oOh!media, also held senior leadership roles at Yahoo, including VP and head of APAC.
At Mortar, he will lead global customer strategy, working across the company’s platform suite, Mortar DS, Helix and its recently launched marketing mix modelling tool.
The company, which positions itself as a privacy-safe measurement platform bridging media mix modelling, incrementality testing and digital tracking, says clients using its tools have reported improved ROI and reduced acquisition costs.
Sigaloff starts this week and will oversee new services and tools designed to meet changing marketer demands, as well as embed a culture of customer focus across the business.
“Paul has a proven ability to lead transformation and put customers at the centre of growth,” said James Zipeure, group CEO at Mortar.
“His leadership will ensure that Mortar not only delivers powerful technology but also drives extraordinary outcomes for every customer we serve.
“This is a landmark appointment as we scale globally.”
Sigaloff said he was thrilled to be joining Mortar AI at a time of growth.
“AI and emerging technology are rewriting the rules of marketing, and Mortar is uniquely positioned to help brands and agencies reimagine how they invest, grow, and create impact,” he said.
“It’s a privilege to be part of shaping that future with our clients globally.”
Zipeure’s own appointment was announced in July, alongside the rollout of Mortar’s integrated MMM solution, part of a broader international push into the UK, US and Asia.
Sigaloff is also a member of UnLtd's board of directors after being appointed to the position in 2021.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.