Former iProspect CEO Dan Kalinski to lead NP Digital’s expansion into Australia

Digital marketing agency NP Digital is expanding to Australia off the back of significant growth in the US in recent years.

Mumbrella can reveal that Dan Kalinski, former iProspect CEO in Australia and Canada, will lead the charge at a local level. Kalinski brings over 20 years of agency and client-side experience to the role.

The launch coincides with NP Digital being named the 21st fastest growing business in the US by Inc 500.

Kalinski has returned to Australia for the role

Kalinski, who spent just under a decade at Dentsu Group companies, working across brands including Australia Post, Hermes, Holden, HSBC, Microsoft, NAB and Woolworths, told Mumbrella there are two key reasons behind NP Digital’s success in the US.

The agency has a “relentless focus only on the metrics that matter,” he said, those being “traffic, conversion rate and profitable revenue growth”.

NP Digital also has a “solid track record in delivering market-leading results for clients,” Kalinski added. “Today NP Digital is a go-to shop for hundreds of e-com and D2C brands as well as established enterprise clients who want agility, speed and ROI. The success of our clients translates directly into our growth.”

NP Digital will offer integrated e-commerce solutions to Australian clients, having delivered more than 800 million “ready-to-buy” visitors to clients’ websites across US, UK, Brazil and Australia in 2021 alone.

Kalinski said moving into Australia felt natural after the sheer number of inquiries received from Australian businesses recently. “Australia is a priority market for us, and we’ll continue investing in the team, clients and infrastructure,” he said.  “We’re here for the long haul and we’re serious about our ambition here.”

According to Kalinski NP Digital’s competitive advantage in Australia over other agencies will lie in having no analogue legacy and expensive overheads. Kalinski said that while the agency has proprietary technology like Ubersuggest, that “a more meaningful way to differentiate is by driving tangible results for clients, and this is achieved not with capabilities, but with how they are deployed for clients”.

“The operating model based on speed and agility as well as collective team experience gained from working across US fastest growing online businesses is what makes us different and better,” he added.

NP Digital CEO, Michael Gullaksen, said Kalinski’s track record growing regional expansion will be “instrumental” in launching the brand in Australia. “He is uniquely in tune with building effective teams and possesses a deep understanding of what brands need for success in an increasingly digital landscape.”

Kalinski told Mumbrella that the business proposition, as well as the chance to return to Australia after a recent stint overseas, drew him to the job. “I enjoy scaling up teams, working with great clients and smart people. There are really no limits to what you can achieve in a trusting partnership both with your team and clients.

“Today, the best opportunity to operate in this way is with the independent agencies. There’s speed, agility and drive needed for success. I also really missed Australia – my friends, former colleagues, and clients here.”


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