Mutinex has a new crew member. Mat Baxter recently took up the helm as the newly appointed APAC CEO.
Mutinex Co-Founders Henry Innis and Matt Farrugia announced the news recently as part of an ambitious plan to further accelerate the growth of the company. Innis will now take the title of Global CEO and Co-Founder.
“Mutinex has been a pioneering force in helping marketers truly understand the effectiveness of their investments with our unique AI powered platform GrowthOS,” said Global CEO Henry Innis.
“But as we scale our business and expand into new markets we need a tried and tested leader who gets what it takes to take a disruptive business to a dominant business. Mat’s done that time and time again throughout his career,” said Innis.
Baxter recently returned to Sydney after 8 years in New York. Most recently he was Global CEO of IPG’s technology and design agency Huge. Prior to that he was Global CEO of their media agency Initiative where he established the company as the world’s number 1 ranked agency.
Before that, he held several senior roles in Australia including CEO of UM and co-founder of Naked Communications. Following his departure from IPG Baxter made it known in a LinkedIn post that his next move would be “highly disruptive”.
As Baxter explained, “I met with more than a dozen companies exploring all sorts of opportunities. What I found in Mutinex was extremely rare – a true disruptor, brilliant co-founders, and a product that literally blew me away. When you find that, you grab it. And I’ve done more than that – I‘ve invested in it too with a substantial capital commitment that’s reflective of just how big I think this is.”
Baxter’s appointment follows an exhaustive CEO search spanning 6 months that included candidates from major holding companies, market research business and other industry leaders.