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Marketing solutions company CtrlShift names new CEO, CFO and Malaysia Country Head

CtrlShift management team

Team to take on Southeast Asia’s digital advertising industry, expected to hit US$9.9 billion by 2025

CtrlShift management team

CtrlShift, a data-driven audience-focussed marketing solutions company, has announced three new appointments to its management team.

Deepika Nikhilender has been named its new CEO by the CtrlShift board; Deepika joined CtrlShift earlier this year as Managing Director. Shelly Maneth joins as CFO.

Serm Teck Choon, currently Head of Product, has been given the additional responsibility of Country Head of Malaysia. Former CEO and Co-founder Rene E. Menezes will join fellow Co-founders Pete Yoong and Reza Behnam on the CtrlShift Holdings Board of Directors.

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As CEO, Deepika is responsible for managing and growing CtrlShift in APAC and beyond, while maintaining the company’s agnostic technology offerings, “startup” mentality and focus on results.

The company has also hired Shelly Maneth as CFO. Shelly brings more than 20 years of experience in financial management and consultancy to CtrlShift.

She was previously CFO of ConneXionsAsia, a Singapore-headquartered online health and wellness marketplace, and earlier, APAC Director of Finance at A.T. Kearney, and Oliver Wyman, leading global management consulting firms.

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She moved to Asia in 1995 with Deloitte and is a US-qualified CPA (Certified Public Accountant) and CFE (Certified Fraud Examiner).

Serm Teck Choon, currently leading product innovation and product management, will be assuming additional responsibilities as the Country Head of Malaysia.

In March this year, he was also named President of the Malaysian Digital Association, a council that represents the digital publishing and advertising industry in Malaysia.

Before joining CtrlShift, Serm led digital product development and management for Star Media Group Berhad, Malaysia’s leading integrated and innovative media group.

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“The company is at a high-growth stage, constantly innovating to build capabilities as the audience solutions company. I am thrilled to lead this change and to work with a great team to shape the path for the company. Our vision is for CtrlShift to be the primary partner for businesses looking to target, engage and grow customers through data-driven communication. We also want to be a voice for the industry to transform the way programmatic is viewed and used,” said Deepika, CEO of CtrlShift.

Founded in 2008 and headquartered in Singapore, CtrlShift develops advertising technology and provides data-science and media-trading services to clients and publishers in the region.

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