Former Yahoo and oOh!media Executive Paul Sigaloff Joins Mortar as Global Chief Customer Officer to Drive AI-Powered Marketing Innovation

Paul Sigaloff, a seasoned executive with a rich background at Yahoo and oOh!media, has been appointed as the Global Chief Customer Officer at Mortar, a leading measurement platform. This newly created role is pivotal for supporting Mortar's ambitious international expansion efforts.

Sigaloff's most recent position was as Chief Revenue and Growth Officer at oOh!media, and he previously held senior roles, including VP and Head of APAC at Yahoo. At Mortar, he will spearhead global customer strategy, overseeing the company's suite of platforms: Mortar DS, Helix, and the newly launched marketing mix modelling (MMM) tool.

Mortar positions itself as a privacy-safe measurement platform that integrates media mix modelling, incrementality testing, and digital tracking. Clients using Mortar's tools have reported significant improvements in ROI and reductions in acquisition costs.

Sigaloff begins his role this week, focusing on developing new services and tools to meet evolving marketer demands and embedding a customer-centric culture across the business. James Zipeure, Group CEO at Mortar, praised Sigaloff's ability to lead transformation and center growth around customers, stating that this appointment is a landmark for the company's global scaling.

In his statement, Sigaloff expressed excitement about joining Mortar AI during a period of growth, highlighting how AI and emerging technologies are reshaping marketing. He emphasized Mortar's unique position to help brands and agencies reimagine investment, growth, and impact strategies.

This move follows Zipeure's own appointment in July, which coincided with the rollout of Mortar's integrated MMM solution and a broader push into markets like the UK, US, and Asia. Additionally, Sigaloff serves on the board of directors for UnLtd, a role he has held since 2021.