TotallyAwesome has announced the appointment of four senior executives as it grows operations in Asia Pacific to cater for the demand in brands wanting to engage Gen Z and Gen Alpha.
Pablo Gomez joins as chief strategy officer APAC, Belinda Casselden as head of marketing APAC, Brian Riedlinger as chief delivery officer and Jeff Franco as regional head of growth APAC.
All four roles are newly created positions at the youth-first specialist marketing and media company.
TotallyAwesome is the leading youth-first company in the region and is investing in these new hires to ensure its market dominance and superiority at engaging Gen Z and Gen Alpha.
Will Anstee, CEO of TotallyAwesome, said: “Brands across APAC are realising they need to engage Gen Z and Gen Alpha with meaning and relevance, safely. This is because these age groups are the growth generation.
“Failing to reach this difficult audience means missing out on a $200B segment and the opportunity to build long-term loyalty. As the leader at engaging a youth-first audience we needed to bolster our senior leadership to scale for this increased demand.”
Will Anstee
Gomez has two decades of experience in market research, analytics, and strategic planning. Before joining TotallyAwesome, Gomez spent six years as the APAC media lead at Kantar. Prior to that he was strategic planning director at IPG Mediabrands.
Casselden brings a strong background in brand and business building across FMCG and retail and will help accelerate TotallyAwesome’s positioning as a youth-first specialist marketing and media company. Casselden has previously worked in strategy and marketing consulting and spent over 12 years in several senior strategic business roles at Woolworths Australia.
Riedlinger has over 15 years of experience working in APAC. He has held chief technology officer and chief delivery officer roles at advertising giants Ogilvy and Publicis, in Vietnam, Hong Kong, Singapore, and New York. Riedlinger takes on the chief delivery officer and Vietnam country Head at TotallyAwesome and will lead the operations teams across product, technology and campaign operations.
Franco’s advertising and media agency career spans almost two decades of working with local and regional clients in Asia Pacific. Franco joins from media agency, Initiative where he was head of Singapore. Before that, he spent over three years at IPG Mediabrands APAC, most recently as growth director.
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Top image, left and right: Pablo Gomez, Belinda Casselden, Brian Riedlinger and Jeff Franco