Livewire has hired social media expert Alexander ‘Xander’ Southwick (main photo) as the head of social, APAC. Southwick has over a decade of experience working in social media for brands, publishers and agencies.
He moves to Livewire after leading the Microsoft Xbox social accounts at Bastion Amplify, driving engagement and community growth in JAPAC for the last 4 years.
A specialist in Social Media Marketing, Online Advertising and Project Management he’s delivered multiple cross-market campaigns that have helped engage fans locally and abroad, whilst delivering measurable brand growth.
He previously was the Social Strategy lead at Dentsu agency Carat working on brands including Woolworths, Mastercard, David Jones and Microsoft. Xander’s priorities will include launching Livewire’s social offering, adding new services to the game tech company set of brand solutions connecting the gaming ecosystem and audience for marketers.
Southwick said: “There has never been a better time to be a gamer than now, as more brands begin to develop their gaming strategies, I can’t think of a better time to be joining the team at Livewire. Building a social offering designed to service brands and gaming publishers across APAC is a challenge I can’t wait to tackle.”
Xander will bring unique experience to Livewire’s social offering Livewire Co-Founders Indy Khabra and Brad Manuel are excited for Xander to join Livewire as they continue building.
Manuel said: “Xander is a respected leader in APAC across the gaming community and we’re ecstatic to have him lead our social products across the region, adding a subject matter expert to Livewire”.
Khabra added: “Livewire is focused on creating market-leading products across our gaming marketing and game tech offering, Xander’s strong platform knowledge and partnerships will make an immediate impact on our clients pushing the boundaries of what is possible in social gaming.”
Livewire launched in March 2021 before expanding to EMEA and APAC, growing as the leading gaming marketing and game tech company for its approach to reaching gaming audiences.
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