Wunderkind sets up APAC hub in Sydney

Martech vendor Wunderkind has announced its launch in Australia, establishing its APAC headquarters in Sydney to support its expansion across the region.

The US-based company already has a strong base of local customers including Glue Store, HelloFresh and Uniqlo, and has singled out Australia as a priority growth market, thanks to the exponential acceleration in e-commerce, which is projected to grow by 14% to $69.35bn by 2025.

To lead its local operations, Jamie Hoey, previously Managing Director of digital agency Croud, has been appointed as Wunderkind’s Australian Country Manager. He has been tasked with rapidly scaling Wunderkind’s business in Australia and building the local team, with plans to grow headcount exponentially across sales, customer success and client partnerships in the coming 12 months.

Hoey said the Australian expansion comes at a critical time for online retailers.

“I’m delighted to be joining Wunderkind, especially at a time where there’s an enormous opportunity for brands to accelerate their digital growth through owned channels.

“Marketers are facing a unique set of challenges right now, with consumer spending predicted to decline, rising advertising costs and Google’s planned removal of third-party cookies on the horizon in 2024.

By not fully maximising first-party data and owned channels, retailers are leaving up to 10% on the table in missed revenue due to wasted marketing spend and an over-reliance on paid channels,” Hoey said.

“Local e-commerce and retail players need a proven revenue channel to drive sustained growth.”

Focusing on opt-in, first-party data and owned channel optimisation, Wunderkind will help Australian retailers realise extra online revenue. The company’s proprietary identity technology enables this performance lift by helping retailers unmask hidden traffic and scale high-converting, one-to-one communications.

“At Wunderkind, unleashing human individuality is our ‘secret sauce’. We encourage creativity and provide our employees opportunities to contribute, grow and be challenged,” Hoey said.

“That’s exactly what I’m looking to continue with our newest headquarters in Sydney.”

Image credit: iStock.com/blackred