Martech company Alterian has appointed Vinnie Mistry as Vice President, tasked with re-establishing the business in Australia following a management buy-out last year.

The cross-channel campaign and real-time interaction management (RTIM) software provider was divested from SDL and relaunched in November as a privately held company headquartered in Denver, US.

Over the coming 12 to 18 months Alterian plans rebuild the brand, which was present in the market six years ago before being acquired by SDL, and reinvigorate its digital agency partner base. Mistry sees agency partners as a way to address the skills gap within Australian organisations that currently lack specialty in-house analytics and digital marketing skills.

Vinnie Mistry Vice President, Alterian

Alterian has more than 200 clients worldwide including brands such as Specsavers and Specialty Fashion Group in Australia. The company plans to target mid-market, Tier 2 players in retail, travel, financial services that want to develop analytics capabilities to understand where their customers are and start to market to them in a timely way.

Mistry believes the next phase of investment in martech and campaign technology will address the need to provide real-time marketing messages to customers rather than offers derived from prescriptive customers journeys.

“It’s a great opportunity to lead Alterian in the region as we focus on our specialty in helping marketers become better at their jobs by helping them provide a truly adaptive customer experience using both historical and in-the-moment one-to-one customer relationship information no matter where and when an interaction occurs,” he said.

“I’m excited to build on our existing local customer base and help ANZ marketers succeed in today’s landscape with a highly informed, highly empowered consumer that is always on the move and isn’t following the linear customer journey mapped out for them.”

Previously, Mistry held the role of regional director of SDL’s content & analytics division in Australia and New Zealand (ANZ).

Prior to joining SDL in 2014 he held senior roles at renowned martech companies such as IBM Unica, Pacific Micromarketing (now Experian) and CACI UK. During his career, he has helped a range of companies across a number of sectors, such as Cadbury and Wrigley’s in the FMCG space, financial institutions such as AMEX, and notable retailers, use data and analytics to drive valuable business outcomes.

Alterian CEO Robert Hale said Mistry’s appointment gives Alterian the local insight needed to navigate the shifting marketing technology landscape in Australia.

“We are excited to have Vinnie’s leadership on the Alterian team. As a 15-year veteran in this space, he is well placed to drive the Alterian brand as we transition through the next evolution of marketing in the region.”




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