Mutinex announces Mat Baxter as new APAC CEO

Mutinex has confirmed a major industry name as its new APAC CEO.

Mat Baxter has been appointed to the position, with Henry Innis stepping down to take the title of global CEO and co-founder. 

Baxter recently returned to Sydney after eight years in New York. Most recently, he was the global CEO of IPG’s technology and design agency, Huge, before he announced his departure in January.

Mat Baxter

Before that, Baxter worked as the global CEO of their media agency initiative, where he established the company as the world’s number one ranked agency. Baxter has also held several senior roles in Australia, including CEO of UM and co-founder of Naked Communications.

Commenting on Baxters’ appointment, Innis said: “Mutinex has been a pioneering force in helping marketers truly understand the effectiveness of their investments with our unique AI-powered platform GrowthOS.”

Henry Innis

“But as we scale our business and expand into new markets, we need a tried and tested leader who gets what it takes to take a disruptive business to a dominant business. Mat’s done that time and time again throughout his career.”

Baxter’s appointment follows an exhaustive CEO search spanning six months, including candidates from major holding companies, market research businesses, and other industry leaders.

“What I found in Mutinex was extremely rare – a true disruptor, brilliant co-founders, and a product that literally blew me away,” Baxter said.

“When you find that, you grab it. And I’ve done more than that – I‘ve invested in it too with a substantial capital commitment that’s reflective of just how big I think this is.” 

Mutinex is a marketing mix modelling platform that helps marketers make better investment decisions. The company has offices in Sydney, Melbourne and New York.  


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