Singapore – Analytic Partners, the global marketing measurement and optimisation organisation, has strengthened its Asia Pacific leadership team with the promotion of Paul Sinkinson to managing director and the appointment of Nikki Taylor as director of marketing for the region.
For nearly a decade, Sinkinson has served as Analytic Partners’ managing director for Australia, playing a crucial role in transforming the Australian office into one of the company’s most successful global markets. Under his leadership, he forged strong partnerships with major brands like McDonald’s, Woolworths, and Arnott’s, driving significant improvements in ROI and marketing effectiveness.
In his new role as managing director of APAC, Sinkinson will focus on enhancing client relationships and expanding Analytic Partners’ solutions across key markets, including Singapore, Southeast Asia, China, Japan, and Korea.
Commenting on his promotion, Sinkinson said, “We’re at a pivotal moment in marketing where accurate and insightful analysis of marketing spend has never been more critical. The increasing demand for Analytic Partners’ market-leading solutions reflects this shift, and I’m excited to lead our exceptional team to help more businesses across the region unlock their growth potential.”
“I’m excited to help drive this growth alongside our incredible team to even more businesses across the region at a time when every marketer is looking for that extra competitive advantage,” he added.
Following Sinkinson’s promotion, Analytic Partners further strengthened its leadership team by appointing Nikki Taylor as director of marketing to drive the company’s growth in the region.
Taylor brings nearly 20 years of experience in the Asia Pacific market, including her recent role as marketing growth strategy director at UPS. She is an active member of the Global CMO Council and serves on the advisory board of BEETc, the organisers of the Martech Summit. Her expertise includes commercial analytics, marketing strategy, and team leadership.
In her newly created role, Taylor will spearhead the growth of Analytic Partners’ marketing and communications efforts in APAC. She will focus on boosting brand visibility, showcasing the value of data-driven marketing to senior business leaders, and overseeing a growing team of marketers while driving strategic partnerships across the region.
On her appointment, Taylor commented, “As a data-driven marketer, joining Analytic Partners is an incredible opportunity to help businesses unlock growth through actionable insights. I know first-hand the challenges modern marketers face, and I’m excited to help my peers deliver results that impress CFOs and drive long-term value.”
“APAC is an exciting market for marketing analytics, and I’m thrilled to be part of a team that’s driving awareness and adoption of commercial analytics as a vital step beyond traditional marketing mix modelling,” she added.
Meanwhile, Sinkinson said, “Nikki’s appointment is a significant win for Analytic Partners. Her extensive regional experience and strategic mindset will play a crucial role in elevating our marketing capabilities. Nikki’s unique perspective as a brand-side marketer is already proving invaluable as we refine our approach to better serve our customers.”
These appointments reinforce Analytic Partners’ commitment to enhancing its leadership and impact in the APAC region. With plans to expand its team across key markets and deliver customised analytics solutions, the company is well-positioned to drive measurable growth and deliver greater value for marketers across the region.
Nancy Smith, CEO of Analytic Partners, explained, “APAC continues to be one of our focus regions with high growth potential. These appointments reflect our commitment to investing in APAC. Paul has been a cornerstone of our success in Australia, and I am confident he will continue to drive outstanding results in his expanded role.”
Smith continued, “We’re also delighted to welcome Nikki, whose passion for data-driven marketing will help empower customers across the region. Together, with our dedicated local teams in Singapore and Shanghai, they bring the vision and leadership we need to create value for our customers.”
