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CtrlShift announces new leader for Malaysia

AvantiKumar | Aug. 29, 2016
CtrlShift's new leadership team eyes Southeast Asia’s digital advertising industry, which is expected to hit US$9.9 billion by 2025.

Serm Teck Choon (File)  

Photo (file) -Serm Teck Choon, Country Head of Malaysia.


Data-driven marketing company CtrlShift's strengthening of its management team includes a Malaysian leadership role.

Serm Teck Choon, currently head of Product, has been given the additional responsibility of country head of Malaysia.

Malaysia's new country head, Serm Teck Choon, is already leading product innovation and product management.

In March this year, he was also named president of the Malaysian Digital Association, a council that represents the digital publishing and advertising industry in Malaysia. Before joining CtrlShift, Serm led digital product development and management for Star Media Group.

The new team will lead CtrlShift during a time when Southeast Asia's digital advertising market, together with programmatic, is expecting significant growth.

The number of internet users in Southeast Asia is expected to increase to 480 million users by 2020, close to an 85 per cent increase compared to 260 million users in 2015 (Google). With a larger online population, the size of Southeast Asia's online advertising market is expected to increase almost five-fold to US$9.9 billion by 2025, up from US$2.1 billion in 2015 (Google).

Startup mentality

CtrlShift's board also named Deepika Nikhilender as the company's new chief executive officer while Shelly Maneth joins as chief financial officer.

CtrlShift co-founder Rene E. Menezes said the new leadership's targets include Southeast Asia's digital advertising industry, which is expected to hit US$9.9 billion by 2025.

Speaking of the new chief executive officer, Menezes said: "Reza, Pete and I have been on the search for a candidate who can helm the company and accelerate our growth. Deepika's vast knowledge of the media industry and strong leadership skills make her an ideal leader for our company. We are excited about her promotion to CEO after only three months of tenure with the company."

"Deepika, Serm, and Shelly join a talented, 150- person strong team," he said. "CtrlShift is set to deliver outstanding products and results for our clients and beat industry growth numbers."

Deepika Nikhilender said, "The company is at a high-growth stage, constantly innovating to build capabilities as the audience solutions company."  

She said the company will maintain its "agnostic technology offerings, 'start-up' mentality and focus on results."


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