GrowthOps names new SG and MY leadership

GrowthOps Asia has made key appointments in its Singapore and Malaysia teams as part of its plans to drive growth in the Southeast Asia region. In Singapore, David Isaac Mathews (pictured above second from left) has been promoted from general manager to chief growth officer. In his new role, Mathews is responsible for driving new revenue streams in Asia. According to Mathew's LinkedIn, his role includes supporting the CMO and CPO across the challenges of product-led growth, including corporate venture building, launching and growing products with acquisition and retention teams.

Mathews said that the agency is guided by the customer experience and journey, and aims to implement the marketing technology needed to bring data-driven decision-making to the C-suite. “Comprehensive marketing strategy and full-funnel marketing are the cornerstone of our best-practice methodologies, based on the learnings of what top-quartile CMO’s do to build, launch and grow,” he added.

Replacing Mathews as general manager in Singapore is Shaad Hamid (pictured above left). A quick check on LinkedIn by MARKETING-INTERACTIVE showed that Hamid concurrently holds the position of regional head of growth marketing, Southeast Asia, where he is tasked with ensuring that his practice profitably serves the region’s notable brands. Hamid is also responsible for supporting some of Southeast Asia’s innovative start-ups to launch new products and services through an evidence-based approach to marketing acquisitions; according to his LinkedIn. 

Hamid said that he is delighted to take on his new role, leading a team of people who bring passion, innovation, and diversity of thinking to work every day. “We continue to be client-focused, hungry to create amazing work, and humbled by our responsibility to shape the future of marketing in our region - in partnership with our visionary clients,” he added.

At the same time, GrowthOps Malaysia appointed Chris Greenough (pictured above right) as general manager. Greenough replaces Elise Duarte Chu (pictured below), who had been with GrowthOps Malaysia for the past 11 years. MARKETING-INTERACTIVE understands that Chu is currently on a break. 

Greenough was formerly co-founder of Hyperlab, an enterprise conversational AI startup that was later acquired by global CX firm, Everise. At Everise, Greenough took on the role of CMO, where he led the rebranding of multiple acquisitions and repositioned Everise from a traditional call centre into a leading digital CX outsourcing firm, which supported the acquisition of Everise by a leading Asset Management firm in January 2021. Everise has since appointed Nicole Palina-Pace to replace Greenough as CMO.

Greenough said that his combined agency, startup and enterprise CMO experience gives him a well-rounded perspective of the challenges leaders in various stages of growth and transformation encounter. “Throughout my career, I’ve blended the use of technology with creative marketing to build effective customer experiences. This is the working practice knowledge I bring to GrowthOps, which I hope will benefit our employees and customers,” he added.

Between Singapore and Malaysia, Hamid and Greenough oversee a team of roughly 200, across technology, user experience, creative, consulting, and marketing roles. MARKETING-INTERACTIVE has reached out to GrowthOps for comment.

Chee Hung Goon (pictured above second from right), CEO of GrowthOps in Asia, said that while businesses are rapidly evolving through digital transformation, sustaining growth remains difficult because the traditional ways of reaching a customer are no longer as impactful. “We are growing, because our partners are gaining confidence from our ability to identify where their customers are, and how best to reach and retain them on digital platforms.”

Other recent senior hires across the regional team include Su-Ann Teh as digital transformation director; Edith Chin Siew Li as head of finance; Amelia Peng as client service director; and Arshpreet Kaur as corporate legal advisor. Additionally, GrowthOps has promoted Lik Pin Ong to head of platform delivery; and James Ng to head of CRM.

GrowthOps Asia is a marketing technology agency that helps clients generate positive outcomes from high-impact digital experiences. To help companies accelerate their growth, the agency derives insights from end-to-end CX audits, and marries those insights with its knowledge of leading digital experience platforms. It was formerly known as APD Asia before it rebranded to GrowthOps in March 2019. APD Australia and New Zealand were rebranded as GrowthOps in late 2018.

The rebranding came following APD Asia's acquisition by Trimantium GrowthOps in August 2018, which saw the latter acquire 96.72% of the fully paid ordinary shares a result of a market takeover offer. The acquisition aimed to expand service offering, establish a deeper footprint in the Asia Pacific region as well as to increase its scale to compete with larger global service providers.

Earlier in April, PROTON renewed its creative retainer with GrowthOps for a year with the option to extend for another. This comes after the agency was first appointed in 2019, edging out then incumbent CD Advertising. Since then, GrowthOps has been instrumental in producing innovative campaigns for PROTON, including its first digital car launch last year. Initially planned to be part of PROTON’s big launch and 360-launch marketing strategy for X70 2020, the campaign was eventually converted to a digital one as a result of COVID-19 and the Movement Control Order.

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