Mortar AI, the marketing company helping brands connect evidence-based measurement with real-time execution, has opened its first international office in Singapore.
The move to open in Singapore marks the first step in Australian founded Mortar’s global expansion plan to bring its end-to-end measurement and optimisation platform to brands and agencies worldwide.
The Singapore office becomes Mortar’s Asia regional headquarters, overseeing strategy, delivery, and market development across major markets including Indonesia, Malaysia, Thailand, Vietnam, the Philippines, Japan, South Korea, and India.
Operating from a central hub, Mortar will ensure clients benefit from consistent measurement frameworks, unified operational standards, and rapid deployment capabilities, while also tailoring delivery to the needs of each local market.
Growth, technology and AI transformation leader, Shane Mitchell, has been appointed to lead Mortar’s Asia business as APAC strategy director. With more than two decades of experience in the tech and media sectors, Mitchell’s has previously worked in leadership roles at a number of digital and technology focused businesses including Exact AI.
Based in Singapore, he will lead Mortar’s strategy and client partnerships across Asia, helping brands and agencies to unlock new levels of marketing accountability and performance.
“By anchoring ourselves in Singapore, we can manage and support every key Asian market from one strategic hub. Welcoming Shane to lead our regional strategy ensures we have the experience and vision to deliver on that promise. His track record in driving transformation across various organisations makes him the ideal partner for our clients and our team,” said James Zipeure, group CEO of Mortar AI.
“Asia has a dynamic and rapidly evolving advertising landscape, and Mortar is arriving at just the right moment. Business and marketing leaders now have a real opportunity to unlock new value by combining Mortar’s global platform with deep local insights. I’m excited to help our clients cut through complexity and create evidence-led measurement and growth strategies,” added Mitchell on his appointment.
Mortar’s Singapore hub will serve as the blueprint for future international rollouts, with additional launches planned for 2026.
The launch of Mortar’s Asia operations follows the recent appointment of former oOh!media chief revenue and growth officer and Yahoo APAC head, Paul Sigaloff, as global chief customer officer, a role created to accelerate the company’s global growth and deepen its customer-first mission.
Mortar is an independent, privacy-safe measurement platform that unifies MMM, incrementality testing, and digital tracking. It’s platform is currently being used by clients across the retail, automotive, and FMCG sectors to connect data systems including CRM, CDP, and advertising platforms.
