PeoplePress Release

Charles Less takes on the role of Lemma Regional Head for Southeast Asia

SINGAPORE — Lemma, an independent omnichannel Supply Side Platform (SSP), has announced the appointment of Charles Less as Regional Head for Southeast Asia. Charles’ appointment is a part of Lemma’s strategic plan to strengthen the growth of its programmatic DOOH business in the SEA and to increase its local presence.

Charles Less

Charles’ primary role in the expansion will be to define the go-to-market strategy, optimize business models and processes, and cultivate relationships with digital agencies, direct brands, and DOOH screen owners throughout the SEA.

A seasoned sales & advertising business leader with over two decades of experience, Charles has a proven acumen in scaling businesses across agencies, corporate media houses & start-ups. Prior to his appointment at Lemma, he served as Director of Revenue at Pancast and has held leadership positions at Iflix, ESPN Star Sports, A+E network, and others.


“Joining Lemma is an exciting opportunity to be part of an organization that is at the forefront of programmatic DOOH technology,” said Charles Less. “I am looking forward to working with the team to drive growth in Southeast Asia and help our clients leverage the power of programmatic DOOH to reach their target audiences effectively.”

Lemma has established itself as an unbiased SSP worldwide, with over 350K connected screens globally, including a significant share in the SEA region. Notable brands such as HP, OLX, and Guinness have already taken advantage of Lemma’s programmatic DOOH platform, which is integrated with leading global demand-side platforms (DSPs).

“Programmatic DOOH continues to scale worldwide, and this media has enormous potential in Southeast Asian markets. Lemma has launched numerous first-to-market programmatic DOOH campaigns and envisions using its technology platform to transform DOOH into mainstream digital. With the addition of Charles to the team, we intend to scale our business to new heights with a powered-packed team, ready to take on a new market,” said Gulab Patil, Founder & CEO of Lemma.

Southeast Asia is a crucial market for Lemma. With a growing demand for programmatic DOOH technology and this appointment Lemma’s expects to accelerate its growth in Southeast Asian markets and further strengthen its position as a leading omnichannel SSP platform.

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