Analytic Partners, the global marketing measurement and optimisation organisation, has expanded its team in APAC with the promotion of Paul Sinkinson to Managing Director, APAC and appointment of Nikki Taylor as Director of Marketing for the region.
Sinkinson, who steps into this new role after almost a decade as Managing Director of Australia, has been pivotal in establishing and growing Analytic Partners’ Australian office into one of its most successful markets globally. He has been responsible for establishing powerful partnerships with major brands such as McDonald’s, Woolworths and Arnott’s, delivering measurable and significant improvements in ROI and marketing effectiveness.
As Managing Director of APAC, Sinkinson will focus on strengthening client relationships and scaling Analytic Partners’ solutions across key markets including Singapore, Southeast Asia, China, Japan and Korea.
On his promotion, Sinkinson says: “We’re at a pivotal moment in marketing where accurate and insightful analysis of marketing spend has never been more critical. The increasing demand for Analytic Partners’ market-leading solutions reflects this shift, and I’m excited to lead our exceptional team to help more businesses across the region unlock their growth potential.”
“I’m excited to help drive this growth alongside our incredible team to even more businesses across the region at a time when every marketer is looking for that extra competitive advantage.”
In November Analytic Partners was recognised as a Leader in the inaugural Gartner Magic Quadrant for marketing mix modelling solutions.
The company’s growth will be bolstered by the appointment of Nikki Taylor to Director of Marketing, bringing nearly two decades of experience in the Asia Pacific market to the newly-created role.
Most recently she served as Marketing Growth Strategy Director for UPS in the region and she is an active member of the Global CMO Council, as well as serving on the advisory board of BEETc, the organisers of the Martech Summit. Taylor’s expertise spans commercial analytics, marketing strategy and team leadership.
Taylor will lead the expansion of the company’s marketing and communications function in APAC, enhance brand visibility and highlight the value of data-driven marketing to senior business leaders. She will oversee a growing team of marketers while driving strategic partnerships in the region.
On Taylor’s appointment, Sinkinson says: “Nikki’s appointment is a significant win for Analytic Partners. Her extensive regional experience and strategic mindset will play a crucial role in elevating our marketing capabilities. Nikki’s unique perspective as a brand-side marketer is already proving invaluable as we refine our approach to better serve our customers.”
Taylor adds: “As a data-driven marketer, joining Analytic Partners is an incredible opportunity to help businesses unlock growth through actionable insights. I know first-hand the challenges modern marketers face, and I’m excited to help my peers deliver results that impress CFOs and drive long-term value.
“APAC is an exciting market for marketing analytics, and I’m thrilled to be part of a team that’s driving awareness and adoption of commercial analytics as a vital step beyond traditional marketing mix modelling.”
Nancy Smith, CEO of Analytic Partners, says: “APAC continues to be one of our focus regions with high growth potential. These appointments reflect our commitment to investing in APAC. Paul has been a cornerstone of our success in Australia, and I am confident he will continue to drive outstanding results in his expanded role.
“We’re also delighted to welcome Nikki, whose passion for data-driven marketing will help empower customers across the region. Together, with our dedicated local teams in Singapore and Shanghai, they bring the vision and leadership we need to create value for our customers.”
These newly created roles reflect Analytic Partners’ commitment to strengthening its leadership and impact in the APAC region. With plans to further expand its team across key markets and deliver tailored analytics solutions, the company is poised to drive measurable growth and value for marketers across the region.
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