Analytic Partners strengthens APAC leadership with new roles

Analytic Partners has announced the promotion of Paul Sinkinson to Managing Director, APAC, and the appointment of Nikki Taylor as Director of Marketing for the Asia-Pacific region.

Paul Sinkinson has been managing Analytic Partners' Australian operations for nearly a decade. During this time, he has developed strong partnerships with major brands like McDonald's, Woolworths, and Arnott's, enhancing their return on investment and marketing effectiveness. As the new Managing Director, APAC, his focus will shift to strengthening client relationships and expanding Analytic Partners' solutions across key markets including Singapore, Southeast Asia, China, Japan, and Korea.

Speaking on his new role, Paul Sinkinson articulated, "We're at a pivotal moment in marketing where accurate and insightful analysis of marketing spend has never been more critical. The increasing demand for Analytic Partners' market-leading solutions reflects this shift, and I'm excited to lead our exceptional team to help more businesses across the region unlock their growth potential." He added, "I'm excited to help drive this growth alongside our incredible team to even more businesses across the region at a time when every marketer is looking for that extra competitive advantage."

In recent developments, Analytic Partners was recognised as a Leader in the inaugural Gartner Magic Quadrant for marketing mix modelling solutions. Additionally, the company's regional expansion will be accelerated by Nikki Taylor's appointment to Director of Marketing.

Nikki Taylor brings nearly two decades of experience in the Asia-Pacific market to her new role. Previously serving as Marketing Growth Strategy Director for UPS in the region and actively involved with the Global CMO Council and the advisory board of BEETc, Taylor possesses expertise in commercial analytics, marketing strategy and team leadership. She is tasked with spearheading the expansion of the company's marketing and communications operations across APAC, amplifying brand visibility, and underlining the significance of data-driven marketing to senior executives.

Paul Sinkinson noted regarding Taylor's appointment, "Nikki's appointment is a significant win for Analytic Partners. Her extensive regional experience and strategic mindset will play a crucial role in elevating our marketing capabilities. Nikki's unique perspective as a brand-side marketer is already proving invaluable as we refine our approach to better serve our customers."

Nikki Taylor expressed her enthusiasm, stating, "As a data-driven marketer, joining Analytic Partners is an incredible opportunity to help businesses unlock growth through actionable insights. I know first-hand the challenges modern marketers face, and I'm excited to help my peers deliver results that impress CFOs and drive long-term value. APAC is an exciting market for marketing analytics, and I'm thrilled to be part of a team that's driving awareness and adoption of commercial analytics as a vital step beyond traditional marketing mix modelling."

Nancy Smith, CEO of Analytic Partners, commented on the strategic appointments, "APAC continues to be one of our focus regions with high growth potential. These appointments reflect our commitment to investing in APAC. Paul has been a cornerstone of our success in Australia, and I am confident he will continue to drive outstanding results in his expanded role. We're also delighted to welcome Nikki, whose passion for data-driven marketing will help empower customers across the region. Together, with our dedicated local teams in Singapore and Shanghai, they bring the vision and leadership we need to create value for our customers."

The creation of these new positions highlights Analytic Partners' dedication to enhancing its leadership and influence in the APAC region. The company plans further team expansion across key markets to deliver tailored analytics solutions, aiming to achieve measurable growth and value for marketers in the area.