Mutinex has finally made a long-rumoured hire official, appointing Danny Bass as chief revenue officer of the marketing measurement start-up as it moves to a “Salesforce-style” model.
Bass joins a stacked leadership line-up headlined by newly-minted APAC boss Mat Baxter, vice president US, multinational, and global John Sintras, and co-founder and global CEO Henry Innis.
“Danny is a super capable and highly experienced industry leader,” Baxter said of Bass.
“He has the exact pedigree Mutinex needs to continue our explosive growth and ambitious expansion both here in Australia and around the world. I couldn’t be more excited for him to join the team.
“Increasingly, businesses are focused on getting answers on how to grow instead of wading through reams of data. And as we evolve our product to do exactly that, it’s people like Danny that will help educate the market about these new, supercharged capabilities.”
The company said Bass – who was most recently Dentsu Media CEO until April, when he exited amidst a restructure – will accelerate the company’s global growth agenda.
“I’ve seen increasingly how the GrowthOS platform has become adopted much like Salesforce by the C-suite,” Bass said of joining Mutinex.
“C-Suite leaders and marketing teams are looking for one, unified platform to make sense of how to invest their growth dollars across pricing, media and more.
“That’s the platform our industry has been waiting for, and Mutinex has built it in GrowthOS. It’s why incredible leaders are joining them. And it’s why I see an amazing opportunity here to work to build this into a Salesforce-style platform for growth with both C-Suite leaders and our wider agency ecosystem.”
During his time at Dentsu Media, Bass lead the partnership agreement between the media agency and Mutinex when the platinum partnership agreement, in April last year.
Dentsu signed on as the start-up’s exclusive agency launch partner and provided the agency and eligible customers access to Mutinex GrowthOS.
Bass has also been CEO of Mediabrands Australia, and held senior roles at GroupM, Snap, and News Corp. His breadth of experience is what convinced Innis that the former dentsu CEO was the right person for the job.
“We’ve been scaling the go-to-market team for some time at Mutinex,” said Innis, who was recently named Mediaweek‘s Next of the Best in the leadership category.
“With a larger go-to-market team across both the APAC and US markets, and with EU to come, we felt that it was important to delineate clear leadership across the markets.
“Danny will work across both the US and APAC markets to drive our expansion further, embed with brands and ensure we maximise the value we also bring to our agency partnership channel.
“We anticipate Danny bringing significant maturity to how we service agencies as we move to a Salesforce-style model of engagement, and ensure we are building a technology that empowers every marketer to make the most effective growth decisions possible.”
When Innis hired Baxter, he told Mediaweek: “You don’t hire leaders like Mat Baxter unless you know you’re strapping in for a roller coaster ride of growth.”
“Mat is going to ship product at such a relentless rate that there will be no other tech company shipping product as quickly as us within six months,” Innis said.
“If that’s the partnership that we form, all I’d say is good luck to anybody else.”
Baxter also invested $500,000 in the business, a “no brainer” decision: “Number one, I want to make money, of course. But number two, because I believe in the business, I wanted to put capital into the business because I think it’s a great investment.”
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Top image: Henry Innis and Danny Bass