SYDNEY, AUSTRALIA — Mortar Group, the independent, privacy-safe measurement platform, has announced the appointment of Paul Sigaloff as its first global chief customer officer, a newly created role designed to accelerate the company’s international growth and reinforce its customer-centric mission.
Mortar, which unifies marketing mix modelling (MMM), incrementality testing, and digital tracking, has become a trusted partner for agencies and senior marketing leaders seeking solutions in an evolving analytics landscape. With attribution and platform-based measurement increasingly under strain, Mortar has emerged as a critical alternative helping clients achieve between 20% and 40% higher ROI through smarter budget reallocation, reduce acquisition costs by approximately 30%, and in some cases, double revenues year-on-year.
Sigaloff brings a wealth of leadership experience to the role. He most recently served as chief revenue and growth officer at oOh!media, where he spearheaded the company’s digital-first transformation, embedding programmatic capability and strengthening customer partnerships across Australia and New Zealand. Prior to this, he was vice president and head of APAC at Yahoo!, overseeing markets in Australia, New Zealand, and Southeast Asia, where he drove commercial innovation and forged stronger client relationships in one of the industry’s fastest-changing regions.
At Mortar, Sigaloff will lead the company’s global customer strategy, helping brands unlock the potential of Mortar’s product suite including Mortar DS, Helix, and the newly launched MMM module. His mandate includes embedding a culture of customer excellence, developing new services to anticipate shifting market needs, and ensuring clients derive measurable business outcomes from Mortar’s platform.
James Zipeure, group CEO, Mortar, said: “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.”
Sigaloff added: “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.”
This announcement follows Mortar’s July appointment of Zipeure as group CEO, a move aimed at driving the company’s expansion across the UK, US, and Asia. The leadership change coincided with the launch of Mortar’s fully integrated MMM solution, part of a broader innovation pipeline designed to simplify marketing operations and give brands greater control over performance.
Today, Mortar’s platform is used across retail, automotive, and FMCG sectors, connecting data systems such as CRM, CDP, and advertising platforms. By automating campaign workflows and enabling real-time optimisation, the platform empowers marketers to model outcomes and adjust budgets seamlessly within a single interface.
