Global marketing technology provider Amobee has announced the appointment of Tricia Fallows as its new head of mobile.

Fallows joins Amobee from Fairfax Media, where she was agency group director and led group sales across the media giant’s print and digital portfolio.

Fallows has also held senior sales roles at AOL and Yahoo in London and Canada, and brings with her more than eight years of digital media experience.

In her new role (to commence in early 2017), Fallows will be responsible for spearheading mobile strategy and innovation for Amobee’s clients across Australia and New Zealand.

She will also be responsible for driving education and learning in mobile media and marketing, helping clients upskill in mobile first strategies and bridging the knowledge gap as they embrace new mobile capabilities.

Amobee’s managing director for Australia and New Zealand, Liam Walsh, said the addition of Fallows would help the company as it introduces new and innovative mobile-first advertising and marketing solutions.

“Tricia’s strong background in digital media and considerable leadership skills will be essential to the future growth of Amobee as we continue to help customers embrace mobile as an integral part of media strategy and execution,” he said.

“The time for mobile is now and as we continue to witness its growth, we become more committed than ever to a future that is mobile-led.”

Fallows said she is looking forward to working closely with clients who are excited about mobile and keen to make mobile an important part of their media strategy.