TotallyAwesome recruits 4 new senior APAC-wide leaders
Specialist youth-first marketing and media business TotallyAwesome has made a number of senior executive appointments as its expands its Asia Pacific operations.
The business has added Pablo Gomez as chief strategy officer APAC, Belinda Casselden as head of marketing APAC, Brian Riedlinger as chief delivery officer and Jeff Franco as regional head of growth APAC.
The investment in the newly created roles comes seven months after TotallyAwesome raised US$10 million (A$14.795 million) in seed funding from San Francisco-based Partners For Growth and Singapore-based boutique investment growth advisory firm Yefira Group.
Gomez joins TotallyAwesome with two decades of experiences in market research, analytics and strategic planning, most recently having spent six years as APAC media lead for Kantar. He was also previously strategic planning director at IPG Mediabrands.
Casselden has a significant background in brand building across FMCG and retail, having previously worked as a strategy and marketing consult and spent 12 years in several strategic business roles at Woolworths Australia.
In the chief delivery officer role, Riedlinger will lead operations teams across product, technology and campaign operations, having previously held roles as chief technology officer and chief delivery officer at Ogilvy and Publicis in Vietnam, Hong Kong, Singapore and New York. He will also be Vietnam country head.
Franco brings almost two decades in advertising and media agencies, joining from Initiative, where he was head of Singapore. He previously spent more than three years at IPG Mediabrands APAC, most recently as growth director.
On the appointments, Will Anstee, CEO of TotallyAwesome, said: “Brands across APAC are realising they need to engage Gen Z and Gen Alpha with meaning and relevance, safely. This is because these age groups are the growth generation. Failing to reach this difficult audience means missing out on a $200B segment and the opportunity to build long-term loyalty. As the leader at engaging a youth-first audience we needed to bolster our senior leadership to scale for this increased demand.”
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