Singapore – Matterkind, the activation intelligence company within global marketing solutions provider firm Interpublic Group (IPG), has expanded its APAC regional leadership team with three key senior hires.

The new hires are Lani Jamieson, the new head of client – a newly created regional leadership position, Micaela Soyza, the new head of Matterkind in Malaysia, and Marrah Africa, the new director of addressable strategy in Singapore.

Jamieson has previously worked as the head of Matterkind in Singapore and Malaysia. In her new role, she will be managing a portfolio of key client accounts. Jamieson will also be collaborating with stakeholders across Matterkind, Mediabrands, and client brands, to deliver best-in-class use of data and technology, creative, and addressable activation.

Meanwhile, Soyza has previously worked as the director of addressable strategy at Matterkind Malaysia. In her new role, she will be leveraging her technical knowledge and strategic leadership skills to continue evolving APAC’s market proposition.

Furthermore, Africa, who was the former global learning solutions lead at Matterkind APAC, will be strengthening and differentiating the agency’s addressable strategy in the market in her new role. She will be leveraging her extensive product knowledge with her prior digital investment management experience.

The organizational announcement comes from newly instated Matterkind APAC’s Managing Director Matt Ware, who joined the company in January of this year. Through the new appointments, Matterkind aims to demonstrate its continued growth strategy to support increased addressable activation opportunities across the region.

Commenting on the new appointments, Ware said that Jamieson, Soyza, and Africa are critical to continue developing Matterkind’s differentiated people-first ethical solutions across APAC markets, as they continue to grow their addressable activation opportunities.

“I am delighted but not surprised to find the talent we needed from within our own network, and to be in a position to provide the opportunities for career growth and development in line with our growing addressable activation opportunities in this region,” said Ware.