Alterian Appoints APAC Chief to Drive Growth

Martech company Alterian has appointed Vinnie Mistry as Vice President, tasked with re-establishing the business in Australia following a management buy-out last year. The cross-channel campaign and real-time interaction management (RTIM) software provider was divested from SDL and relaunched in November as a privately held company headquartered in Denver, US.

Over the coming 12 to 18 months Alterian plans rebuild the brand, which was present in the market six years ago before being acquired by SDL, and reinvigorate its digital agency partner base. Mistry sees agency partners as a way to address the skills gap within Australian organisations that currently lack specialty in-house analytics and digital marketing skills.

Alterian has more than 200 clients worldwide including brands such as Specsavers and Specialty Fashion Group in Australia. The company plans to target mid-market, Tier 2 players in retail, travel, financial services that want to develop analytics capabilities to understand where their customers are and start to market to them in a timely way.

Previously, Mistry held the role of regional director of SDL’s content & analytics division in Australia and New Zealand (ANZ). Prior to joining SDL in 2014 he held senior roles at renowned martech companies such as IBM Unica, Pacific Micromarketing (now Experian) and CACI UK. During his career, he has helped a range of companies across a number of sectors, such as Cadbury and Wrigley’s in the FMCG space, financial institutions such as AMEX, and notable retailers, use data and analytics to drive valuable business outcomes.