Enterprise-wide customer identity platform Signal has announced the appointment of digital advertising expert Jonathan Smith as its commercial director for Australia, New Zealand and Southeast Asia.

Based in Melbourne, Smith brings over 20 years’ experience in digital advertising to Signal, having held senior positions at a number of advertising and media companies, including Amobee, Yahoo!7 and Adconion Media Group.

In his new role, Smith will lead sales efforts for Signal and AmplifyIQ – the company’s exclusive audience solution – in Australia, NZ and Southeast Asia.

Warren Billington, Signal’s managing director for Australia, NZ and Southeast Asia, said: “Jonathan’s appointment is key as Signal continues to lead the customer identity revolution in the Asia-Pacific region.

“With deep experience in helping usher marketers through digital disruption, Jonathan will be a valuable leader as the company expands relationships with new and current clients.”

Commenting on his new role, Smith said: “Signal has an unmatched global vision and solution to help marketers build and leverage a strategic identity foundation.

“I’m thrilled to join the company to help Australian marketers improve customer experiences, increase ROI on marketing investments and foster loyalty for the long-term.”