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Filz Takes CEO Role at Pureprofile

July 13 2020

Former Lightspeed GMI and Research Now exec Martin Filz has been appointed CEO at Australia-based digital research platform Pureprofile Ltd, effective 3rd August; while John Griffin is promoted to Chief Technology Officer.

Martin FilzPureprofile collects consumers' profile data in exchange for rewards, and offers ad targeting, content strategy and research panel services. Eighteen months ago the firm was struggling after the unsuccessful acquisition of digital agency Cohort, and 'wrote down' the latter business to the tune of $14m, absorbing its services and technology into the core Pureprofile offer. CEO Nic Jones resigned just under a year ago after the company posted a $10.7m full-year net loss after tax and announced it had renegotiated its debt facilities - although revenue by this time was rising again.

Filz (pictured) brings twenty-five years' experience in senior roles, most recently from mobile data and artificial intelligence specialist EurekaAI where he spent eighteen months as Managing Director and latterly CRO, based in the Sydney office. Prior to this he spent six years at Kantar subsidiary Lightspeed GMI, serving as CEO for EMEA and then (21939>APAC; having been MD EMEA for research technology and panels firm GMI, which was merged with Lightspeed in 2011. Earlier he worked for Research Now as MD EMEA & APAC, and four years at Red Sherriff and successor business Nielsen // NetRatings, as Northern Europe MD.

Griffin, who replaces outgoing CTO Loucas Gatzoulis, has spent the last four years at Pureprofile, most recently as Head of Big Data and Infrastructure/Engineering. His previous credits include CTO roles at Effective Measure, Nielsen SiteCensus and RedSherrif, where he worked with Filz.

Filz will focus on growth, business development and sales, leading an executive team consisting of Griffin, COO Melinda Sheppard, Head of Sales and Marketing Anna Meiler, Head of Operations Heather Rizzo, Head of Corporate Services Kohei Katagari, and MD - UK & US Tim Potter.

Executive Chairman Andrew Edwards says of the new hire: 'We have been looking for an industry expert and proven business leader to join our team and the Board is pleased to have Martin join Pureprofile as CEO. He has extensive experience within the market research industry, with particular focus on data and insights, which form the core of our business'.

Web site: www.pureprofile.com .

All articles 2006-20 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.

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