Smaato builds Asia team with Frederic Liow and Casey Tan hires

Ad tech firm Smaato has announced making a series of hires in Asia Pacific, including Frederic Liow as director of direct demand for APAC and Africa.

The announcement:

Mobile is the fastest growing sectors in Digital and to stay ahead of this ever expanding and constantly evolving market, businesses are increasingly seeking talents that are more attuned to the progressive convergence of technology/mobile and marketing, as well as the changing consumer dynamics. Smaato, the largest global real-time advertising platform for mobile publishers and app developers, is leveraging this trend with new hires and promotions resulting in 20 percent of its APAC strength to represent senior director levels.

Smaato made significant additions to its Asia Pacific team with the appointment of senior executives Frederic Liow, Director of Direct Demand for APAC & Africa, Casey Tan, Director of Partnerships for Singapore and Indonesia, and the recent promotion of Vish Sadanand, Director for Direct Partnership, APAC.

Frederic Liow joins Smaato with 14 years of experience in the digital advertising industry. In his role, Frederic leads the direct demand business efforts in Asia Pacific and Africa and is instrumental in effectively communicating Smaato’s value proposition to its existing and prospective clients in the region. Frederic likewise oversees the direct demand and ad-operations team to drive core business growth for optimizations of client’s mobile campaigns in a secure environment. Prior to joining Smaato, Frederic was the Associate Director of Media & Digital Solutions at Millward Brown where he led the Singapore office media and digital efforts in delivering client impact and managing key on-going relationships.

Casey Tan joins Smaato with over 13 years in the digital marketing industry. His role at Smaato involves overseeing Smaato’s joint-venture in Indonesia, known as IMX, and working closely with the management team to provide consultancy and advisory support. Casey also leads revenue generation in Indonesia, providing guidance to the marketing team on planning and lead-generation activities, development of sales strategy and operational plans for both the demand and supply teams. Prior to joining Smaato, Casey was the Vice President of Operations at Knorex Singapore where he led the regional strategy and operations team for Knorex in Southeast Asia.

Vish Sadanand, previously Senior Manager, Demand Partnership, APAC & Africa, has recently been promoted to the role of Director for Direct Partnership, APAC. He joined the Smaato in January 2015 and has been involved in onboarding new partners and helping DSP’s and ad networks cross APAC onto Smaato’s mobile inventory. Vish focuses on Asia Pacifc markets and is instrumental in devising and implementing country level strategies to align with Smaato’s global objectives in local market. Prior to joining Smaato, Vish served as the Director at Viacom 18 in Mumbai, India overseeing the national sales for digital media advertising across Vh1, Comedy Central, Nickelodeon Networks, MTV and Motion Pictures. Vish has over 12 years of experience in digital media advertising sales on online/mobile/social advertising, online/mobile/social gaming, apps, activation and sales inventory management.

Source: press release


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