Rebrand and Senior Changes for Australia's Mutiny

Sydney-based marketing investment analytics start-up Mutiny has rebranded as Mutinex; given its co-founders new titles; and appointed Adam Beaupeurt, Don Li, Alex Kosheliev and Claire Bertolus in senior roles.

The company's flagship platform, WarChest, helps to analyse marketers' past decisions and then predict the value of future choices. Earlier this year, the company raised $2.4m in a seed round of funding, and in August it appointed former Mediabrands / Starcom exec John Sintras as President, US and Multinational, to lead expansion into the US. The firm now has some 26 full time staff members, and says it expects to reach 40-50 within the next year.

The US expansion might partly explain the rename - there is already a web site personalization specialist based in San Francisco with the name Mutiny - but co-founder Henry Innis told www.mumbrella.com.au there is more to it than this: 'Another way to articulate it is, Mutinex signals that know we're evolving beyond just the rebellious spirit and kind of maturing a bit as well. You don't necessarily want a band of pirates managing billions of dollars of money'. Similarly, WarChest will now be known as GrowthOS, 'to better position the product in terms of the value it is delivering to customers'.

Innis has taken the title of CEO while his co-founder Matt Farrugia becomes Chief Operating Officer, clarifying the quite separate roles the two are now playing.

Beaupeurt, formerly MD of Digital at independent creative, CX and connections agency HERO, joins as Chief Commercial Officer, with sales, finance, marketing and success functions all reporting in to him. The founder in 2014 of a strategic marketing and communications agency called B.B.E., acquired by HERO in 2020, he worked earlier at ad agencies Ogilvy and AKQA.

Innis, who has worked with Beaupeurt in two previous roles, says the firm has focused on hiring leaders who in turn can attract, build and scale talented teams, and describes Beaupeurt as 'somebody who deeply understands that perspective that the ability to hire well is probably as important as any other element'.

Li joins from Rokt as Senior Data Scientist, Kosheliev from Data Robot as Senior Customer Data Scientist and Bertolus from Bupa as Head of Growth Marketing. The company says it will announce further hires in the coming months in customer success, engineering, product and user experience.

Web site: www.mutiny.group .