UM promotes chief digital officer Maria Grivas to chief data and technology officer role

UM Australia’s chief digital officer of six years, Maria Grivas, will take on the role of chief data and technology officer at the agency effective immediately.

Maria Grivas and Fiona Johnston

CEO Fiona Johnston said Grivas’ role would not be replaced as “digital is inherent to our entire business”. 

Grivas will now be charged with “[leading] the transformation of data through exploration and analysis to uncover patterns, opportunities and insights to drive evidence-based decision-making solutions for clients”, the agency said. The role is in line with UM’s positioning of Better Science, Better Art and Better Outcomes, UM said.

Johnston said she was delighted to promote Grivas.

“As data and technology continue to frame the dynamic future of our clients’ businesses, it is critical that we stay on top of this evolution, and Maria’s global experience in this space is unique to do so. No one has all the answers on the future, and some are trying to complete this unknown with badged on tools and techniques. With Maria at the heart of our analytics, data and technology, it allows us to create the best joined up thinking we can for our client outcomes, with human and machine intelligence at the heart,” she said.

Grivas said: “I have always been strongly attracted to accelerated levels of engagement for brands and customers through the analyses of sophisticated data streams. The intelligence in these streams brings clients better insights and actions in media outcomes. I am thrilled to have the opportunity to formally lead this area for us at UM, supported by our group resources.

“There already are strong cases within UM as to how these higher levels of data engagement work for major clients and it’s a big area of focus as 2018 unfolds.”


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