Prophet is expanding into Southeast Asia following “644 per cent business growth over the past 12 months” and a new enterprise partnership with a consumer brand that spans three APAC markets.
Prophet now works with more than 40 brands, including BYD, MYOB, KitchenAid, Rest Super, TAL, Drummond Golf, Intrepid Travel, Picklebet and Suzuki.
Prophet has appointed Kylan Tang to lead customer onboarding across the region.
Tang will report to head of decision science Rachel Scott and take customers who operate across multiple markets from contract signature through to a first model their leadership can act on.
Based in Singapore, Tang will act as the local point of co-ordination for customers across the region, from data collection through to each customer’s first decision-ready model.
For regional customers, that means one accountable person who works with their marketing teams and agencies in their own markets, backed by Prophet’s Data Science, Platform and Customer Success teams in Melbourne.
He will also build the onboarding playbooks that set the standard for how Prophet brings on customers across Asia-Pacific.
Tang brings more than 12 years of experience across media agencies, adtech and platform ecosystems in Southeast Asia. He joins from OMD, where he led digital media operations across six markets.
Previously, he spent six years at Innovid building its APAC client services and operations function from the ground up, supporting clients across 13 markets, including Microsoft, McDonald’s, Tiffany & Co. and P&G.
Prophet CEO and co-founder Jordan Taylor-Bartels said: “Brands across Asia-Pacific are being asked the same question in every boardroom: what will this investment actually return? They need to understand the likely return before the budget is committed – not just measure it afterwards.
“Our growth this year, and a partnership of this scale across several APAC markets, signals growing demand for Prophet across the region. Kylan’s appointment means we can meet it on the ground, with someone who knows how marketing works in these markets from the inside.”
Scott said: “Kylan has spent more than a decade making advertising technology work for some of the world’s biggest brands across a dozen markets at once, often building solutions where nothing off the shelf existed. As our customers get bigger and more regional, that’s exactly the experience our onboarding needs.”
Tang said he was drawn to Prophet by the opportunity to influence decisions before the money is spent.
“Having worked with brands across markets that behave very differently, I know regional growth takes local understanding. As Prophet’s first APAC hire, I’m excited to help shape our go-to-market approach and build the relationships that will underpin our growth across the region,” he added.
