Commercial Mix Modelling (CMM) platform Prophet has expanded its growth division with the appointment of Claudia Kidd, its new strategic growth lead.
Prophet chief growth officer, Paul Veltman, said multiple strategic commercial roles will follow—representing a significant expansion of the commercial team, following the company’s success in the market. This has been buoyed by accelerated customer uptake across a number of sectors, leading to an investment in strengthening its partnership programs with agencies and tech channel partners.
In the newly created role, Kidd will be responsible for identifying and activating high-value growth opportunities for Prophet, with a focus on enhancing media agency relationships, enterprise brand targeting and accelerating advertising growth. Kidd will report to Paul Veltman.
Kidd brings nearly 15 years of media, sales and ad tech experience to Prophet, working across both agency and client side. She has a track record for building strong industry partnerships, including long-term relationships with independent media agencies, major holding groups and local media specialists, along with establishing new business opportunities and fostering a high-performance culture within sales teams.
Kidd comes to Prophet from Channel Factory, where she was a sales director, leading sales strategy and execution across Victoria and South Australia, and driving revenue growth through premium YouTube and video advertising solutions. Prior to this, Kidd spent nearly three years as sales manager at Quantcast, where she grew and managed strategic agency partnerships across Victoria and South Australia.
She has also worked as sales lead at Click Frenzy, managing sales strategy across health, beauty, home and décor clients and agency partners, and the Seven Network and Blis in sales management roles.
In 2024, Kidd was nominated for the Women Leading Tech Awards and was also recognised by Quantcast as a top 10 Global Sales Performer.
“On the back of securing over 20 enterprises in our first ten months, Prophet is accelerating cross-sector growth across the ANZ region. Over the next four months, we’re expanding very significantly, including Claudia as our new Strategic Growth Lead,” said Veltman.
“Rising demand for advanced solutions in our category, combined with Prophet’s ability to deliver capabilities far beyond traditional MMM, and a true SaaS platform backed by an all encompassing service layer of powerful support, training and proactive insights, is enabling us to scale faster than anticipated.
“We’re now seeking best-in-class talent: commercially-minded growth specialists and leaders who want to join an exceptional team, with the freedom and support to do their best work
and make a meaningful impact across the APAC region and beyond.”
“I was looking for more than just my next opportunity—I was deliberate in my search for the right company, the right culture and the right mission—somewhere that marries innovation with impact and ambition with integrity. I’m happy to say I’ve found that at Prophet,” commenting Kidd on her appointment.
“I’ve spent the past decade in ad tech, working alongside agencies and directly with brands, witnessing the complexity of reaching the right audience, the pressure of interpreting data under tight deadlines and the constant demand to make high-stakes decisions and optimise in real time. That’s why Prophet excites me—Prophet is making a tangible difference in our industry, delivering
the clarity and confidence marketers need to move from ‘I think’ to ‘I know’ by revealing what truly drives results without attribution bias.
“As strategic growth lead, my focus is on unlocking growth across the media agency landscape—from global holding groups to ambitious independents—and driving real value for advertisers in
high-impact sectors like retail, finance, insurance, utilities, automotive, FMCG, ecommerce and technology. My aim is to elevate the already incredible and complex work that agencies and brands
do, replacing ‘what if’ with ‘here’s how’ and giving them the power to make smarter, faster and bolder decisions. I couldn’t be more excited for what’s ahead.”
