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Amobee hires Patricia Goh as VP – SE Asia; names new Asia commercial director

Amobee has appointed experienced executive Patricia Goh as Vice President, Southeast Asia, to spearhead growth in its digital advertising solutions business.

Ms Goh will be responsible for leading Amobee’s Southeast Asia operations and delivering new digital marketing solutions to brands and advertising agencies. She will report to Amobee’s Senior Vice President of Asia, Robert Woolfrey.

Ms Goh joins Amobee from Starcom Singapore, where she was Managing Director. In that role, Ms Goh was responsible for overall management, talent development, strategy and growth. Her expertise across industries was a cornerstone of her quick ascension within Starcom Worldwide.

Ms Goh will lead Amobee’s client-focused digital consulting solutions team, leveraging Amobee’s technology platform and programmatic media capabilities, along with its social advertising partnerships with Facebook, Twitter, Instagram and Pinterest. An industry veteran, Ms Goh is an expert in Southeast Asia marketing and technology, and a native of Singapore.

Mr Woolfrey said, “Patricia’s solutions-focused management style and passion for technology has proven successful in driving growth in a dynamic environment, and we are excited to welcome her to the team.”

The appointment follows the recent acquisition by Amobee of Turn, a global technology platform for marketers and agencies, for USD 310 million. The strategic acquisition by Singtel subsidiary Amobee is aimed at transforming into a significant digital marketing player in Asia and around the globe.

The acquisition of Turn will also enable Amobee to offer marketers an independent end-to-end advertising and data management platform across all channels, formats and devices.

Sam Yadallee

Amobee also appointed Sam Yadallee to the position of VP Commercial, Asia. Ms Yadallee, who has moved to Singapore from London, worked as Amobee’s VP of Commercial Partnerships in Europe, and was formerly Head of Digital Investment for leading media agency Maxus, in the U.K.

The new additions to the Amobee senior management team follows the appointment last year of Todd Chu to the position of Senior Vice President, Global Operator Innovation, responsible for developing Amobee’s data relationships with service providers.

“We have assembled a strong management team at Amobee in Asia and we are confident we can bring incredible value to brands and agencies seeking to execute digital campaigns across display, video, mobile and social channels. The digital marketing industry is changing rapidly and our customers are looking for the best way to maximise their investments. Our focus is to help them achieve their goals,” said Mr Woolfrey.

Ms Goh said she was looking forward to the opportunity at Amobee, and said brands and agencies were looking for a technology partner that can deliver a consolidated and cross-platform approach to their digital campaigns.

“Amobee is a unique company in the digital marketing technology space, as it can provide the full suite of services to advertisers seeking to deploy data and customer insights to their advantage. Amobee is changing the way brands and agencies can connect with consumers with data and technology. I’m also thrilled at the exciting opportunities Singtel brings across Asia, Australia, and Africa, where the Singtel Group footprint reaches some 640 million customers across 22 countries,” Ms Goh said.