Singapore – Lemma, an independent omnichannel Supply Side Platform (SSP), has announced the appointment of Charles Less as regional head for Southeast Asia. Less is formerly of Pancast and in the new role at Lemma, he will be helping to grow its programmatic DOOH business in the SEA region and increase its local presence.
The company said Southeast Asia is a crucial market for its business owing to the growing demand for programmatic DOOH technology in the region. Less’ primary role in the expansion plan will be to define the go-to-market strategy, optimise business models and processes, and cultivate relationships with digital agencies, direct brands, and DOOH screen owners throughout the SEA.
A seasoned sales & advertising business leader with over two decades of experience, Less brings with him a proven acumen in scaling businesses across agencies, corporate media houses, and start-ups. At Pancast, he served as director of revenue and, throughout his career, he’s also held other leadership positions at companies like Iflix, ESPN Star Sports, A+E network, and others.
“Joining Lemma is an exciting opportunity to be part of an organization that is at the forefront of programmatic DOOH technology,” said Less. “I am looking forward to working with the team to drive growth in Southeast Asia and help our clients leverage the power of programmatic DOOH to reach their target audiences effectively.”
Meanwhile, Gulab Patil, Founder & CEO of Lemma, commented, “Programmatic DOOH continues to scale worldwide, and this media has enormous potential in Southeast Asian markets. Lemma has launched numerous first-to-market programmatic DOOH campaigns and envisions using its technology platform to transform DOOH into mainstream digital. With the addition of Charles to the team, we intend to scale our business to new heights with a powered-packed team, ready to take on a new market.”
Lemma has over 350k connected screens globally, including a significant share in the SEA region. Notable brands such as HP, OLX, and Guinness have onboarded Lemma’s programmatic DOOH platform, which is integrated with leading global demand-side platforms (DSPs).
