Commercial mix modelling (CMM) platform Prophet has appointed Hamish Mogan to the role of COO and VP of marketing science.
Mogan will be the company’s first COO since launching its commercial-mix modelling platform earlier in March, and is in the process of onboarding a number of customers across multiple industries.
He joins Prophet after five years at Meta’s Facebook, where he headed up Marketing Science for the Retail and e-Commerce sectors across Australia and New Zealand. He has also held leading Data Science and Analytics roles at companies such as Sportsbet, EY, and Les Mills.
Mogan said: “I did a significant amount of due diligence on Prophet prior to joining. I needed to ensure that this was much more than just another MMM platform. It needed to be a true decision-engine – and it is.
“Prophet is a system that helps CMOs in what is one of the hardest and most challenging jobs in the world right now. Prophet provides CMOs and organisations with the ability to design experiments, measure strategies, optimise and predict outcomes, enabling them to hit both their marketing and business objectives.”
Mogan has found success in his career by providing an understanding of customers to the world of marketing science, mathematics, and modelling.
He added: “My focus on marketing science has allowed me to work on behalf of the advertiser to optimise their media. So, It’s not about getting organisations to spend one more dollar, but rather helping them to spend their entire organisational budget more efficiently and effectively.”
“I took this role with Prophet because my experience is built around getting in deep with customers. This means understanding what they’re trying to do, understanding what their objectives are, and then designing experiments, measurement strategies, and optimisation strategies to help them hit their goals, often in really challenging economic or competitive environments.”
Prophet is helmed by former Hyperloop global marketing lead Jordan Taylor-Bartels and former Ogilvy and VMLY&R Commerce CEO Sean Taylor. The company’s development team touts A-list talent from organisations including NASA, SpaceX, Linktree, WPP, Dentsu and Deloitte.
Jordan Taylor-Bartels, Prophet CEO and co-founder, said that in order to give the Australian and Global markets the truest form of commercial-mix-modelling, and therefore driving real decision-intelligence, bringing on exceptional customer understanding is key to further aligning the Prophet engine back to the customer.
“Prophet is a sophisticated intelligence system that can answer a multitude of commercial and marketing conundrums in real time. By introducing Hamish and his experience directly into our Executive Team, Prophet can super-power its engine with direct customer understanding and empathy. Hamish unlocks a multitude of doors for Prophet to be even more effective.”
Prophet’s integration of advanced mathematics has already attracted a $5 million seed investment from an impressive investor roster of industry professionals, seasoned entrepreneurs, and elite athletes.
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Top image: Hamish Mogan