Sydney, Australia – Ogury, a global adtech company, has appointed Melisa Zenicanin as its new director of field marketing for Asia-Pacific (APAC). The appointment marks Ogury’s continued commitment to driving data privacy and its brand presence expansion in the region.
In an exclusive interview with MARKETECH APAC, Melisa shares her reflections about navigating the adtech industry in a new company and her plans to contribute to the industry’s future.
Boosting Ogury’s presence in the region
As the director of field marketing for APAC at Ogury, Melisa aims to boost the brand’s presence in the region’s programmatic sector. Her focus is on nurturing relationships with agencies, brands, and publishers.
Meanwhile, she also leads a diverse team from Australia, New Zealand, Singapore, Malaysia, Indonesia, and Japan – with plans for further expansion. Their differences in location allow the company to tailor their approach to each market’s distinct needs.
“This collaborative effort in addition to building out a local marketing team, will be crucial in enhancing our impact and driving success across the APAC landscape,” Melisa said.
With Ogury’s operations being grounded on championing data privacy, Melisa also shares her aim of imparting this knowledge to other companies in the industry. According to her, this will help educate the industry about effectively delivering solutions without compromising privacy. Consequently, this will also help the company enhance its brand awareness.
“We believe that strengthening our relationships with high-value prospects and enhancing our digital presence through localised content channels will play a big role in increasing our visibility and engagement,” Melisa said.
“At the heart of this approach is our incredible team and our focus on building strong relationships. With a robust team on the ground, we’re committed to driving returns for our clients. By combining these elements, we’re well-positioned to navigate the ever-evolving market landscape while championing privacy and innovation together,” Melisa added.
Continuing leadership stint in adtech companies
Before her appointment at Ogury, Melisa also held marketing leadership roles at Index Exchange and Travelport. In her experience at both companies, she learned how to adapt in the dynamic market, embracing innovation and constant awareness of industry trends.
As she focuses on regional market needs, she shares that it is important to understand the customers and the nuances of each market in Asia. She also highlights the need for collaboration within the company to accomplish tasks.
“Working cross-functionally with sales, product, and customer success teams proved vital in aligning our marketing efforts with business objectives. I’m excited to bring this collaborative mindset to Ogury, ensuring that our marketing initiatives support our broader goals.” Melisa said.
As she steps into her new role, she also aims to carry her philosophy of building trust among clients and partners for mutual success.
Championing consumer privacy with zero-party data
With data privacy concerns hounding adtech companies, Ogury sees an opportunity to meet the demand for transparency in advertising practices. Some companies, like Ogury, push for innovation that effectively delivers outcomes and does not compromise privacy.
With this aim, Ogury highlights the use of zero-party data or information that consumers willingly share with brands. According to Melisa, zero-party data allows for a more trustworthy connection, ensuring that privacy is maintained while brands tailor their messages to enhance engagement.
“Additionally, the shift toward targeting personas instead of individual consumers is becoming increasingly valuable. This strategy allows us to focus on broader segments rather than depending on traditional identity graphs or contextual solutions, which often face scalability and accuracy challenges. By targeting consumer groups based on shared interests or behaviours, we can deliver more relevant advertising while maintaining consumer trust,” Melisa said.
Personified advertising and the act of targeting personas are strategies that Ogury aims to share with the industry, educating them on consumer targeting capabilities that are privacy-centric.
“Providing insights into these evolving strategies to help the industry navigate the complexities of the adtech landscape while prioritising consumer privacy will be key. This approach not only reflects our commitment to ethical advertising but also ensures access to solutions that scale independently of future industry decisions, all while emphasising consumer choice and engagement,” Melisa concluded.
