Mutiny rebrands to Mutinex; senior hires and leadership reshuffle follows

Marketing analytics investment startup, Mutiny has rebranded to Mutinex, with co-founders Matt Farrugia and Henry Innis becoming chief operating officer and chief executive officer respectively.

“There’s always an inflection point with a business,” Innis told Mumbrella about the timing of the changes to the business. “Firstly, we’ve grown significantly in scale, we’ve grown significantly in headcount, and both of those things contribute.”

“But the secondary element to it as well is we want to scale to major organisations in the US, we’re kind of finding our feet with the Mutiny name and we felt that upgrading and overhauling the brand would lead to a better articulation of this phase of growth, and particularly as well changing WarChest to GrowthOS to better position the product in terms of the value it was delivering to customers.”

On the change in titles for the two founders, Innis said it was important to note they are already playing quite distinct roles within the business, having “clearly defined swimming lanes”.

“What became apparent was people were seeking a bit of clarity as to who was doing what. In terms of my role, I’m very much the product divisionary, capital raising, and financial conversations, whereas Matt is far more on the customer growth, marketing, and engagement side of the business.”

COO and CEO are the new titles for Farrugia and Innis

“So it’s a clear articulation for ourselves and also a clearer situation for people that we might want to hire and things like that, or people coming into the business who may not necessarily work with us day to day.”

Innis said Mutinex is now up to 26 full time staff members, with that figure expected to hit 40-50 within the next year.

The next stages of growth include scaling geographically, which includes expansion into the US first (which John Sintras was hired to spearhead this year), and product development, which includes continuing to innovate the product.

“What we think the critical layer is going to be is: how do we make the experience of drawing an insight out of a model, frictionless for marketers? And I’d put the emphasis there on marketers rather than data analysts.

While another US marketing software company called Mutiny may have played some role too, Innis said the rebrand was on the cards anyway.

“Another way to articulate it is, Mutinex signals that know we’re evolving beyond just the rebellious spirit and kind of maturing a bit as well. You don’t necessarily want a band of pirates managing billions of dollars of money.”

Mutinex has also hired managing director of digital at HERO, Adam Beaupeurt as its new chief commercial officer. He joins the senior leadership team and will have the sales, finance, marketing and success functions all report in to him as he starts today.

Beaupeurt founded the digital business B.B.E, which was later acquired by HERO, and has also held previous roles at Ogilvy and AKQA.

Adam Beaupeurt leaves HERO and the brand he founded, B.B.E

Innis said Beaupeurt adds to the list of “amazing leaders” the company has been focused on hiring, which in turn are then able to attract, build and scale teams with amazing talent.

“We felt we got that with Adam, and we really feel that we’ve got somebody who understands that and who deeply understands that perspective that the ability to hire well is probably as important as any other element.”

He added Beaupeurt has had a relatively long working associated with Mutiny, and that he too has had a professional working relationship with him in two previous jobs also.

“So this will be our third time working together, and there’s a high degree of trust as well there that probably doesn’t actually exist in other businesses, and a high degree of confidence that our work in styles compliments each other.”

Also joining Mutinex are Don Li as senior data dcientist (joining from Rokt), Alex Kosheliev as senior customer data scientist (joining from Data Robot), Claire Bertolus as head of growth marketing (joining from Bupa). All roles are additional an incremental hires, meaning Mutinex has almost doubled in headcount in the space of 4 months. Additional headcount is to be announced in the coming months in customer success, engineering, product and user experience areas.


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.