Adform adds three senior hires to boost APAC growth

Adform has expanded its Asia-Pacific team with three senior appointments, adding new leadership in Sydney, a client account role in Singapore and its first on-the-ground presence in Melbourne.

Finley Matheson has been appointed Regional Manager, APAC, and will be based in Sydney. Riddhima Minocha has joined as Account Director in Singapore, while Alexander Cujko has been promoted to Senior Solutions Consultant and relocated from Sydney to Melbourne.

The moves come as the advertising technology company increases staffing in the region to strengthen its commercial, client and technical consulting work with agencies, brands and publishers across APAC.

Matheson takes on the regional leadership role after serving as Commercial Director at Adform. He will oversee the company's growth efforts in APAC and work with agencies, direct brands and publishers across the market.

Before this promotion, Matheson also held leadership roles at MediaMath, with experience across European and APAC markets. His remit is expected to combine commercial oversight with technical knowledge as Adform tailors its products and services to customer requirements in different markets.

Minocha joins in a newly created role focused on Adform's most strategic client relationships across APAC. She was previously Senior Account Manager at The Trade Desk and has worked on strategic client partnerships across the region.

Her appointment adds senior account management support from Singapore, one of the region's main advertising and media hubs. The new position reflects Adform's continued investment in supporting key customers in APAC.

Cujko's promotion marks a further step in the group's Australian expansion. After two years with the company, he has moved to Melbourne, becoming Adform's first employee based in Victoria.

The relocation gives the business a presence in another major Australian advertising market beyond Sydney. Cujko will continue to support strategic client relationships and advertising partnerships across the region, while also working with partners in Melbourne.

He is also a member of the IAB Data Council. His promotion adds to Adform's efforts to deepen technical consulting support for customers across Australia.

Regional growth

The appointments underline the importance of APAC for Adform as it competes for spending from agencies, brands and publishers navigating a fragmented digital advertising market. Demand in the sector has increasingly centred on platforms that can help customers manage campaigns, data and partner relationships across multiple channels and markets.

The latest hires suggest a push to build closer customer relationships locally rather than manage the region from a smaller central team. Sydney and Singapore remain established bases for regional operations in advertising and marketing, while Melbourne gives the company a broader footprint in Australia.

Bartosz Malinowski, Regional President, CEE, MEA & APAC, linked the appointments to growth in the market and the need for specialist support.

"These appointments are crucial as we are enjoying real growth across the APAC region as more agencies, brands and publishers look for partners like Adform, which combine commercial insight, technical expertise and a deep understanding of their objectives.

"We know that talent and our people are a real differentiator, and by strengthening our leadership, commercial and technical consulting capabilities, we're ensuring our customers have the expertise they need to navigate an increasingly complex market and unlock greater value from our technology," said Malinowski.

Adform describes itself as an independent global advertising platform. The three appointments form part of a longer-term investment in APAC as the company expands customer support and local market coverage.

Cujko's move will also help Adform support customers locally in Melbourne while extending technical consulting across Australia.