Hybrid Theory, the data driven digital services partner to brands and agencies, has promoted Inês Martins to Global Head of Product, as the steward of the overall product strategy and innovation roadmap for the company. The company has also hired Sean Badlishah as Managing Director for Asia-Pacific, to lead and grow the team servicing the company’s regional clients and drive geographical expansion.

On Martins’ promotion, Hybrid Theory’s Global CEO, Patrick Johnson, said: “In her new role, Hybrid Theory and its clients will benefit from Ines’ instinctive understanding of business dynamics and prescient ability to predict changes in the industry, skills that are imperative to furthering our company’s product and technology vision at pace and offer innovation in a rapidly evolving industry landscape.”

She added: “I am honoured that Patrick has put his trust in me to be the steward of Hybrid Theory’s global product roadmap. My goal is to ensure we remain a successful, innovative, agile, and competitive offering by not only responding to current market needs, but thinking ahead to the next big thing. I look forward to working with Sean and the wider executive team in expanding on the company’s global success.”

Badlishah has had an illustrious career spanning two decades in the media and advertising industries. After launching his career at Leo Burnett Worldwide in London, he returned to Singapore to hold multi-disciplinary roles at some of the most prestigious agencies in the world, including Ogilvy & Mather, M&C Saatchi, 3M, and Y&R. Prior to Hybrid Theory, Badlishah headed up three other successful agencies, the most recent of which was Zoo Group, a boutique strategic creative agency.

“Over the past 20+ years, Sean has amassed a wealth of experience in the marketing and creative industries and has an innate understanding of what a client needs,” said Johnson. “Having worked in both the agency and in-house worlds, Sean will be instrumental in driving the company’s vision of establishing itself as the innovative alternative in ad-tech. From our base in Singapore, he will lead the growth of our APAC client base to new territories, including Hong Kong, Indonesia, the Philippines, and Thailand.”

Badlishah said: “I have ambitious plans for Hybrid Theory in Asia Pacific and look forward to the challenge of growing and fast expanding its footprint. I spent many years in the creative industry and believe that the learnings I gleaned in that space, coupled with Hybrid Theory’s audience discovery and data insights capabilities, make for a powerful and unique combination in APAC, one that the region is craving for, and I look forward to exploring further with both our agency and brand clients.”