Objective Platform Hires CEO

Amsterdam-based marketing mix modelling specialist Objective Platform has appointed Melle Staelenberg as its new Chief Executive Officer.

Objective Platform provides configurable econometric models and custom data tools for companies to track and optimise their omnichannel media investments, including off-line media, giving them both granular information and a holistic view across digital and traditional media. Its assessment of outcomes takes account of both immediate sales / conversion impact and long-term goals including brand awareness, and the company also helps clients adapt to data restrictions imposed by cookie and privacy regulations.

Staelenberg (pictured, centre), who started in the role on 1st of June, joins Chief Commercial Officer Charlotte Vanfraechem (left) and CTO Elbert Fliek (right) on the company's executive leadership team. He brings more than twenty years of experience in marketing and martech, from marketing and sales leadership roles for agencies, SaaS providers and retailers across Europe, North America and Asia Pacific. Recently he worked on a contract basis as VP of Growth for retail group Hudson's Bay Company, the owner of Saks Fifth Avenue, and before that as Head of CRM and then Director of Customer Marketing for ANZ retail group THE ICONIC. Earlier he spent seven years at advertising services firm Salmat Digital.

The firm, formerly known as Objective Partners and founded in 2014 by Willem van der Weide and André Merkus, has additional offices in Düsseldorf and London and is online at www.objectiveplatform.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.