Marketing solutions firm CtrlShift announces three new appointments to bolster growth in Southeast Asia


Singapore-based CtrlShift has announced three new appointments to its management team. With the significant addition to the senior team, CtrlShift aims to boost its growth as the digital advertising industry of Southeast Asia and is expected to hit $9.9 billion by 2025. The board enhanced the leadership team by designating Deepika Nikhilender as new Chief Executive Officer. She had joined the company earlier this year as Managing Director. Shelly Maneth joins as Chief Financial Officer while Serm Teck Choon, currently Head of Product, has been given the additional responsibility of Country Head of Malaysia. Also, former CEO and Co-founder Rene E. Menezes will join fellow Co-founders Pete Yoong and Reza Behnam on the CtrlShift Holdings’ Board of Directors.

Rene told The Tech Portal that CtrlShift is set to deliver outstanding products and results for their clients and beat industry growth numbers. He further said,

Reza, Pete and I have been on the search for a candidate who can helm the company and accelerate our growth. Deepika’s vast knowledge of the media industry and strong leadership skills make her an ideal leader for our company. We are excited about her promotion to CEO after only three months of tenure with the company. Deepika, Serm, and Shelly join a talented, 150- person strong team.

As CEO, Deepika will be responsible for managing and growing CtrlShift in APAC and beyond, while maintaining the company’s agnostic technology offerings, start-up mentality and focus on results. She said that their vision for CtrlShift is to be the primary partner for businesses looking to target, engage and grow customers through data-driven communication.

With a strong focus in innovation and research, CtrlShift is a data-driven audience-focused marketing solutions company. It delivers managed media-trading solutions, data-science solutions and marketing technology. Its multi-disciplinary team of over 150 employees provides marketers and publishers effective access to a plethora of audience segments at scale. This is achieved primarily through a proprietary technology and a cutting-edge platform that unifies and optimises one of the most complex, fragmented ecosystems.

The company is at a high-growth stage, constantly innovating to build capabilities as an audience solutions company. I am thrilled to lead this change and to work with a great team to shape the path for the company.

Deepika said. The company has also hired Shelly Maneth as CFO. Previously CFO of ConneXionsAsia, a Singapore-headquartered online health and wellness marketplace, and earlier, APAC Director of Finance at A.T. Kearney, and Oliver Wyman, leading global management consulting firms, she has more than 20 years of experience in financial management and consultancy.

Serm Teck Choon, currently leading product innovation and product management, will take the lead as Country Head of Malaysia. In March this year, he was also named President of the Malaysian Digital Association, a council that represents the digital publishing and advertising industry in Malaysia. Earlier Serm had led digital product development and management for Star Media Group Berhad, Malaysia’s leading integrated and innovative media group. The new team will lead CtrlShift during a time when Southeast Asia’s digital advertising market, together with programmatic, are primed for huge growth. The number of internet users in Southeast Asia is expected to increase to 480 million users by 2020, close to an 85 per cent increase compared to 260 million users in 2015. With a larger online population, the size of Southeast Asia’s online advertising market is expected to increase almost five-fold to US$9.9 billion by 2025, up from US$2.1 billion in 2015 according to Google. CtrlShift boasts a large client portfolio of global, APAC and local publishers and marketers. These clients depend on CtrlShift for innovative, integrated solutions to achieve their desired business outcome anywhere across the globe. The solutions are often comprised of various combinations of advice, strategy, data sciences, audience optimisation, technology development, operational effectiveness and marketing execution.



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