Mutinex has announced a series of key leadership promotions and new hires as the company accelerates its global expansion and builds toward category leadership in marketing effectiveness.
The first cab off the rank is Peter Photinos’ promotion to chief product officer or C(3)PO. Mutinex said the promotion recognises his exceptional contributions to the company’s product vision and technical execution.
Photinos has been with Mutinex for three years, and in that time has been instrumental in building and scaling its product and R&D teams, overseeing the development of Theseus — which the company claims is one of the more accurate and stable marketing mix models commercially available.
Under his leadership, the team delivered the Campaign-Varying model, setting a new benchmark for data science innovation in marketing effectiveness. He has also been the driving force behind Action Plans, Mutinex’s vision for transforming marketing measurement into a genuine operating system for growth.
“The product we’re building sits at a genuinely rare intersection — the most accurate measurement science in the world, meeting a real-time system of action that tells every person in a marketing organisation exactly what to do with that knowledge,” said Photinos. “Most companies pick one. We’re building both, simultaneously, better than anyone else. In three years I’ve never once doubted we were building the right thing. That certainty is what gets you through the hard days — and it’s what makes those days worth it.”
Mark Tovbis promoted to director of APAC Sales
Mutinex has also promoted Mark Tovbis to director of APAC Sales, in recognition of his outstanding commercial leadership and impact on the company’s revenue trajectory.
Five years in, Tovbis has been a defining figure in Mutinex’s sales culture — bringing relentless work ethic, genuine customer curiosity, and a talent for building relationships that hold.
He transformed the APAC sales motion from a transactional model into a deeper, more consultative and customer-centric approach. The results speak for themselves: under his leadership, Mutinex achieved quarter-on-quarter revenue growth of three times, a performance that would be remarkable at any stage of company growth.
“What changed everything for me was watching how brands react the first time they see what our model actually does,” said Tovbis. “Not impressed — transformed. They realise for the first time that they’ve been making billion-dollar decisions on incomplete information, and now they don’t have to. That moment doesn’t get old. Five years in, I still see it in every room. When you’re selling something that fundamentally changes how a business thinks about growth, the sales conversation stops being a sales conversation. It becomes a reckoning. I want to bring that reckoning to every major brand in the region.”
“What we’re building isn’t a better measurement tool,” said Henry Innis, CEO and co-founder of Mutinex.
“It’s the growth brain for every brand that takes its investment seriously — not a report that tells you what happened three months ago, but a living system that tells you what to do next and executes on it. Always on, always learning, compounding every decision into the next one. The measurement industry built its business model on making answers slow and expensive. We exist to make them fast, precise, and available to every person in an organisation who needs them. The people joining us get that distinction. They understand what it means to build the first company that gets this right at scale, for the world. The team we’re assembling is the proof that the world agrees.”
New Hires
Alongside these promotions, Mutinex is announcing a cohort of senior hires drawn from some of the most respected companies in technology and growth — a signal of the market’s confidence in what Mutinex is building.
Megan Eaton joins as marketing science partner, bringing deep expertise from Pinterest, where she worked at the intersection of brand strategy and measurement. She will help Mutinex’s largest clients translate model outputs into commercial decisions.
Quynh Nguyen joins as data scientist, coming from Eucalyptus, one of Australia’s most technically sophisticated growth companies. Nguyen brings rigorous analytical capability that will strengthen the core modelling function.
Felix Wong joins as product marketing manager, bringing experience from Instant and Immutable — two companies known for product clarity and category-defining positioning. Wong will lead the articulation of Mutinex’s platform story as it expands globally.
Ashley Tang joins as software engineer, coming from Commonwealth Bank, where she built systems at scale and under the highest standards for reliability. Tang brings the engineering rigour required to build infrastructure-grade products.
Ezma Rizvi joins as software engineer, bringing experience from Uber’s global engineering organisation. Rizvi will contribute to Mutinex’s platform architecture as it scales to serve an expanding global client base.
Naomi Zhao joins as financial accountant, from Rotor Studio. Zhao brings the financial discipline and operational rigour to support a company in high-growth mode.
