Adobe today announced Simon Tate as its Asia Pacific president. Tate joins from Salesforce where he spent six years as APAC senior vice president.

From May, Tate will lead Adobe’s business across the region and report to Adobe president, international, Paul Robson.

“Simon Tate is an experienced leader with a track record of delivering strong performance and growth in APAC. I’m excited to welcome him to the team. His innovative customer approach is the perfect match for Adobe in APAC,” Robson said.

Before joining Adobe, Tate was COO for Salesforce Greater China. He has also held roles at SAP, Dell/EMC and Hummingbird across a 25 year career.

“We’re delighted to have such an experienced technology leader join the Sydney-based Adobe APAC team,” said Suzanne Steele, Adobe managing director for Australia and New Zealand.

“Simon truly understands the ANZ market, which is a pivotal market for Adobe. Australia and New Zealand is also a pilot region for rolling out new innovations for Adobe worldwide, for example, our transformation to Creative Cloud was piloted in Australia before rolling out globally, and we recently launched Adobe Experience Platform in Australia.”

Adobe launched its Experience Platform product in Australia earlier this year giving Australian organisations access to the enterprise-grade customer experience platform for the first time. The company also invested more in local offices and upgraded the Sydney Adobe event to one of its global Summit series.

However, local organisations have traditionally been more reserved than global counterparts when it comes to CX investment, according to Adobe’s research.

“Across APAC digital transformation is an executive mandate and I’m excited to work with business leaders across the region as they adapt to the experience economy,” said Tate.

“Adobe is the leader in delivering technology that powers digital business and I’m looking forward to joining the well-respected team and working with Adobe’s customers and partners.”

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