Mortar Group has appointed Paul Sigaloff as its new global chief customer officer, a role created to accelerate the company's global expansion and strengthen its focus on customer-centric strategy.
Sigaloff brings a background in senior leadership, previously serving as chief revenue and growth officer at oOh! media, where he contributed to the company's digital-first transformation strategy across Australia and New Zealand. Prior to that, Sigaloff was vice president and head of APAC at Yahoo!, overseeing commercial operations and customer relationships across Australia, New Zealand, and Southeast Asia.
According to Mortar, the appointment comes at a time when the company is aiming to expand its operations beyond its existing markets. The business provides a privacy-safe measurement platform that integrates marketing mix modelling (MMM), incremental testing and digital tracking, aiming to offer organisations alternatives as traditional forms of attribution and analytics change. The company's clients have reported 20–40% higher return on investment from more efficient budget allocations, about 30% lower acquisition costs, and in several cases, revenue increases of up to double year on year.
The new role
As global chief customer officer, Sigaloff will be responsible for developing and implementing Mortar's international customer strategy. This involves supporting brands in making use of Mortar's modular platform suite, which includes Mortar DS, Helix, and the newly released MMM module. Another priority for Sigaloff will be embedding a culture of customer excellence, ensuring that clients experience tangible benefits from Mortar's technology, and designing additional services to address the changing needs of marketers.
"Paul has a proven ability to lead transformation and put customers at the centre of growth. His leadership will ensure that Mortar not only delivers powerful technology but also drives extraordinary outcomes for every customer we serve. This is a landmark appointment as we scale globally."
These were the comments from James Zipeure, group CEO at Mortar, emphasising the significance of Sigaloff's new role in the company's international strategy.
Sigaloff himself expressed enthusiasm for the move, citing the evolving landscape of marketing due to advances in technology and the company's position within it.
"I'm thrilled to be joining Mortar AI at such an exciting time in its journey from start-up to scale-up. AI and emerging technology are rewriting the rules of marketing, and Mortar is uniquely positioned to help brands and agencies reimagine how they invest, grow, and create impact. It's a privilege to be part of shaping that future with our clients globally."
Sigaloff is set to begin the chief customer officer position this week, assuming responsibility for the customer-focused elements of Mortar's global growth plans.
Platform developments
Mortar's platform is currently used across a range of sectors including retail, automotive, and fast-moving consumer goods. The company's system is designed to connect data sources such as customer relationship management (CRM), customer data platforms (CDP), and advertising systems, facilitating the automation of campaign workflows as well as real-time optimisation. The addition of the MMM module enables marketers to model potential outcomes and adjust campaign budgets directly within the integrated interface.
The company recently appointed James Zipeure as group CEO to aid its international expansion, focused on markets in the UK, US, and Asia, and to oversee the rollout of Mortar's core suite of products. Alongside this, Mortar launched its fully integrated Marketing Mix Modelling solution, described as the latest step in efforts to streamline marketing operations and provide businesses with greater control over campaign performance.
Mortar's technology aims to support brands seeking privacy-conscious measurement tools as the industry navigates changes brought about by evolving privacy standards and shifts in traditional digital tracking methods.
