Baxter Leaves Mutinex APAC Role after Four Months

Marketing mix modelling specialist Mutinex is to lose its Asia Pacific CEO just four months after hiring him. Mat Baxter will remain an advisor, investor and shareholder in the firm but said there was 'not enough space' in day-to-day operations for him and Global CEO Henry Innis.

The company was founded as Mutiny, by Innis and COO Matt Farrugia, and took the name Mutinex in October 2022. Its key product is GrowthOS, which was developed using AI powered econometrics and replaces static reports on marketing mix with an 'always-on growth decision engine'.

Baxter, who will move out of the APAC role from the end of this month, said this week that from the start he and Innis 'both knew this would be a grand experiment', and stressed: 'I continue to be as big an advocate for the company today as ever'.

Innis says the experience of the last four months has highlighted the need for a new business plan, and adds that Baxter in his new role will be in a better position to advise the company on US expansion, making use of his considerable experience here. Baxter was previously based in New York for eight years as global CEO of IPG's technology and design agency Huge, and its media agency initiative. Earlier he worked in Australia in jobs including CEO of UM and co-founder of Naked Communications.

Mutinex has offices in Sydney, Melbourne and New York, and is online at www.mutinex.co .