Mutiny appoints John Sintras to lead US expansion; more hires bolster local offering

SaaS marketing investment analytics platform Mutiny has appointed former Mediabrands and Starcom executive, John Sintras as president, US and multinational to lead its overseas expansion.

Sintras has led management consultancy Discidium for the past two years, and now begins at Munity to drive its expansion into the US market. Mutiny said it is targeting an initial “four strong case studies to land the expansion within the market”. This includes having already secured a number of blue chip clients locally: Asahi Oceania, Mars Wrigley, ING, Pointsbet, Open Universities Australia, Dulux, and Samsung Australia.

Sintras: ‘Disrupting this space is something I have looked to do over my long career but not yet found the right offering to do so’

His experience includes being head of global business development for IPG Mediabrands, based in New York, global head of product and strategy for Starcom Mediavest Group, as well as chairman and CEO locally, and spent the first 17 years of his career at Leo Burnett. He will be relocating to New York for the role.

Alongside Sintras, Mutiny has also made two key hires to its engineering and customer teams with two further hires. Dan Gooden, former Airtakser chief data officer, and former data engineering team lead at Domain has joined as head of engineering.

Jo Hines is also joining as VP success. She was previously director of customer success at Blackbird-backed Lexer, while also having a strong media agency career in Australia, with roles at Initiative, Nunn Media, OMD, and more. Hines has already begun at Mutiny, while Gooden joins next week.

Co-founders Matt Farrugia and Henry Innis

On the platform’s growth, co-founder Matt Farrugia said: “The US is a crucial market with incredible expansion opportunities. We’ve had consistent market interest and inbound leads for a number of months from both customers and their partners, so we thought the timing was right to make a considered and concerted effort to enter the market. Going forward we will be looking to make moves to expand our presence there whilst maintaining our product-led growth strategy and investments.

“John was the right leader for us to make that investment. He has decades of experience with econometrics, the use cases and the areas we want to play in. He’s additionally trusted, considered and empathetic in his approach, which runs at odds to conventional styles of market engagement. We’ve found demonstrating the product to be key, and John understands how people use the product more than anything.”

In early winter this year, Mutiny co-founders Farrugia and Henry Innis revealed that they had raised an additional $2.4 million in funding to continue the platform’s growth, with the round being led by the co-founders of Eucalyptus, Charlie Gearside and Alexey Mitko, as well as Sintras and Russel Howcroft.

Sintras said: “Mutiny has built a world leading product and SaaS offering. There is no marketer in the world who doesn’t want to know MROI, drive brand growth, and communicate effectively with the C-suite and their board. We all crave a solution in this space, and it’s what will change marketing from a cost center into an investment discipline.

“Disrupting this space is something I have looked to do over my long career but not yet found the right offering to do so. With Mutiny, it’s clear they have a rock solid product vision and foundation to build a world-class business that sets the standard and defines SaaS in marketing investment analytics.”

Co-founders Innis and Farrugia appeared on the Mumbrellacast earlier this year. You can listen to the episode below.


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