CtrlShift powers up with new CEO

  • Previously served as advisor to the Board and chief business officer
  • To lead the organisation’s growth strategy, positioning it as a global ad-tech solutions provider


CtrlShift powers up with new CEO


GLOBAL audience solutions company CtrlShift on Feb 28, announced the appointment of Dominic Powers (pic) as chief executive officer, effective immediately.

He takes over the role from Deepika Nikhilender, who has stepped down to pursue new opportunities.

“We all feel privileged to have had Deepika at the helm during a defining period in CtrlShift’s history,” said CtrlShift co-founder and chairman Reza Behnam.

“We are thankful for her immense contribution and service and wish her only the best with her next endeavour.”

Having previously served as advisor to the Board and chief business officer at CtrlShift, Powers will be tasked with leading the organisation’s growth strategy and positioning as a leading global ad-tech solutions provider.

Based in Singapore, he will report to the Board of Directors, which includes co-founders Behnam, Pete Yoong and Rene Menezes.

“We’ve benefited greatly from Dominic’s sharp counsel as an advisor to the business. Pete, Rene and I couldn’t be happier that he has agreed to take on a more active role,” said Behnam.

“With his inexhaustible passion for the digital industry’s future, there is no one better suited to take the reins and lead CtrlShift to new heights. 

Commenting on his appointment, Powers said: “I’m excited to be taking on a bigger role with CtrlShift, to drive our mission to fix a broken industry and give control back to brands and publishers, while helping agencies create a space to truly add value once again.

“While we are a technology-led organisation with The Hub, it is the deep knowledge and expertise held by The Studio, The Lab and AMP teams that enables us to help brands engage with their audiences simply, intelligently and transparently.”

CtrlShift’s flagship product, The Hub, is a Software-as-a-Service (SaaS) platform used by agencies and brands to facilitate efficient media buying at scale across multiple channels and buying ecosystems.

The Studio is a managed services unit that focuses on providing audience-focused marketing solutions while The Lab is the data sciences-focused research and development (R&D) unit of the company.

CtrlShift also founded and hosts AMP, Asia's first multi-publisher, multi-geography marketplace for premium inventory and data.

With more than 20 years of global marketing and technology experience, Powers spent the last decade growing Europe and Asia Pacific for Epsilon, a leading marketing services companies, as its executive vice president & managing director, international.

Prior to that he led Asia Pacific for DoubleClick, a pioneer in ad tech. He started his career in digital designing and leading the development teams for marketing automation platforms for Chinadotcom Corporation, the first Asian internet play to list on Nasdaq.

Having spent almost 25 years in the region, he is an active investor, advisor, and connector, helping brands, agencies and technology companies navigate and disrupt the world of consumer engagement.


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