Ada appoints Simon Samuel as head of data analytics

• Samuel to lead 50 data scientists, software and data engineers
• Comes from 20 years’ experience across continents and markets

ada, the integrated digital marketing business that is part of Axiata Group, has just appointed Simon Samuel (pic) as the new Head of Data Analytics. He will be based at the ada Centre of Excellence in Kuala Lumpur, Malaysia, where he will lead close to 50 data scientists, software and data engineers.

Samuel and his team will also be supporting ada regionally across eight markets – Indonesia, Thailand, Philippines, Singapore, South Korea, Cambodia, Bangladesh and Sri Lanka – in providing end-to-end management from data engineering to software engineering.

The company says that Samuel’s role is central to their strategy as a data and analytics-driven agency (ada combines data science, technology, creative and content as part of their marketing business), with him and his team supporting clients and leveraging data and analytics across marketing strategies, planning and targeting.

Samuel comes with over 20 years of experience in building and managing data science. His initial experience was in financial services, which include a stint providing marketing and pricing optimisation for Lloyds Banking Group and delivering more than 100m GBP in benefits.

His experience stretches across industries and geographies that follow his move to Deloitte Digital, in addition to exposure in markets in South Africa, Europe and North America. Samuel was also with multinational energy and services company Centrica, where he led the consumer data division to drive value and monetising data from smart meters and IoT connected home data.

Samuel has been consulting in the ASEAN region since May 2018, helping embed data science competencies within some of the region’s largest organisation.

He will be reporting to ada’s chief executive officer, Srivinas Gattamneni.

“ada is thrilled to have Simon on board and lead the team in Malaysia and regionally with his wealth of experience. I am certain that great things are in store for our clients as we help them navigate the complex world of data science and analytics – we are here to enrich their digital marketing strategies with precise targeting to yield better results and business outcomes,” comments Srivinas.

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