International company Mortar promotes Paul Sigaloff to Global Chief Customer Officer, aiming to boost their global expansion.
Mortar, a trusted partner for agencies and senior marketing leaders, has announced the appointment of Paul Sigaloff as its first global chief customer officer. This move is part of Mortar's strategy to expand its business across the UK, US, and Asia.
Sigaloff brings extensive leadership experience to Mortar. Most recently, he served as the Managing Director of oOh!media, where he spearheaded the company's digital-first transformation and strengthened customer partnerships. Before that, he held key roles at Yahoo!, overseeing markets in Australia, New Zealand, and Southeast Asia, driving commercial innovation and forging stronger client relationships.
At Mortar, Sigaloff will lead the global customer strategy, focusing on customer excellence, anticipating shifting market needs, and ensuring measurable business outcomes. James Zipeure, group CEO of Mortar, stated that Sigaloff's leadership will ensure that Mortar delivers powerful technology and drives extraordinary outcomes for every customer.
Mortar's platform is a game-changer in the evolving analytics landscape. It empowers marketers to model outcomes and makes real-time optimizations and seamless budget adjustments within a single interface. The platform also automates campaign workflows, reducing acquisition costs by approximately 30% and in some cases, doubling revenues year-on-year.
The platform connects multiple data systems, such as CRM, CDP, and advertising platforms, providing a unified marketing mix modelling (MMM) solution. Mortar's MMM solution unifies MMM, incrementality testing, and digital tracking, offering a comprehensive marketing solution.
Mortar's platform is currently used across various industries, including retail, automotive, and FMCG. The company has helped its clients achieve between 20% and 40% higher ROI through smarter budget reallocation.
Sigaloff expressed his excitement about joining Mortar AI during its transition from start-up to scale-up. He stated, "I am thrilled to be joining Mortar at such an exciting time in its growth journey. I look forward to working with the team to drive customer excellence and deliver measurable business outcomes for our clients."
Mortar's expansion comes as it launches a fully integrated marketing mix modelling (MMM) solution as part of its broader innovation pipeline. The company has been active in several regions, including India, China, Brazil, Argentina, South Africa, and Southeast Asian countries, but the exact countries Mortar has expanded into or the brands it was active in during 2021 are not specified in the available data.
With Sigaloff's leadership and Mortar's innovative platform, the company is uniquely positioned to help brands and agencies reimagine marketing investment, growth, and impact through AI and emerging technology.
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