Mortar Group has appointed Paul Sigaloff as its new global chief customer officer, a newly created role as the company expands internationally.
Sigaloff was most recently chief revenue and growth officer at oOh!media, where he led the company’s digital-first transformation and programmatic offering. He previously served as vice president and head of APAC at Yahoo!, overseeing markets across Australia, New Zealand, and Southeast Asia.
At Mortar, Sigaloff will lead global customer strategy, focusing on adoption of its core products Mortar DS, Helix, and the new Marketing Mix Modelling (MMM) module. He will be responsible for embedding customer-focused practices and shaping new services as the company scales.
James Zipeure, group CEO, Mortar, said: “Paul has a proven ability to lead transformation and put customers at the centre of growth.
“His leadership will ensure that Mortar not only delivers powerful technology but also drives extraordinary outcomes for every customer we serve. This is a landmark appointment as we scale globally.”
Sigaloff added: “I’m thrilled to be joining Mortar AI at such an exciting time in its journey from start-up to scale-up.
“AI and emerging technology are rewriting the rules of marketing, and Mortar is uniquely positioned to help brands and agencies reimagine how they invest, grow, and create impact. It’s a privilege to be part of shaping that future with our clients globally.”
The appointment follows Mortar’s July move to name Zipeure as group CEO to drive expansion across the UK, US, and Asia, coinciding with the launch of its integrated MMM solution.
Mortar’s measurement platform, positioned as a privacy-safe alternative to attribution and platform analytics, is used across retail, automotive, and FMCG.
It connects data systems including CRM, CDP, and ad platforms, automates workflows, and supports real-time optimisation. With the new MMM module, marketers can model outcomes and reallocate budgets within the same interface.
Top image: Paul Sigaloff