SYZYGY, WPP’s data and digital strategy agency, has promoted director of media Matt Brown to a newly created dual role – commercial director of the UK and managing director of its US office.

The promotion follows a suite of recent client wins for SYZYGY including Deliveroo, and GSMA, the entity behind Mobile World Congress. Matt’s role will drive this growth trajectory and strengthen relationships with clients globally.

Matt’s role as US managing director will focus on further developing SYZYGY’s existing North American proposition and expertise, building its reputation as a market-leading digital strategy specialist. Alongside supporting the growth of existing clients in the region, he will champion SYZYGY’s deep expertise in using data to grow ecommerce brands. He will also lead new business, enabling US companies to successfully enter the European market.

In the UK, he will be responsible for client growth, new business and product development. Previously SYZYGY’s director of media, and head of search and social at MailOnline, Matt has a track record of delivering strategies for brands seeking rapid growth and media effectiveness, especially in ecommerce, throughout the US and Europe. He will be reporting to Ita Murphy, CEO.

Matt Brown, commercial director and managing director, US, SYZYGY says, “We have already shown that we can deliver tangible results on both sides of the Atlantic, helping brands expand their current market share or break into new territories. Our unique approach to intelligently applying data to digital strategies is already transforming clients’ marketing effectiveness. In particular, our experience in ecommerce is in real demand, which is showing no sign of slowing as a priority for brands.”

Ita Murphy, UK CEO, SYZYGY says, “SYZYGY’s thinking is rooted in applying a data-led approach to brand media and digital strategies, underpinned by a borderless international mindset. Having the incredibly talented Matt sit across our US and UK teams is a huge opportunity for us to further showcase our reputation for delivering insightful and immediately actionable digital thinking and strategy, in a way that drives significant and demonstrable results for all our clients.”