Edward McMutrie joins Magic as head of signal
McMutrie was the data science chapter lead for ANZ and had a three-year stint at The Lumery, leading its data and analytics function.
Magic has appointed data analyst Edward McMutrie as its head of signal, reporting to newly promoted CEO Shahram Ghaffurian.
In the role, he will be responsible for math and modelling disciplines across the agency, driving growth with data science while activating modelling and analytics to drive ROI for clients.
McMutrie will also be a key part of Magic’s recently appointed, new-look leadership team, which includes Ghaffurian, along with new appointments Bernie Cullen as head of media, Sarah Baskerville as head of growth, Sam Terminelli, who was promoted to head of strategy, and Tommy Glover, Magic’s head of SEO.
McMutrie joins the independent media agency with more than a decade of data-driven strategy experience, providing targeting and reporting expertise for brands such as Jetstar, Bunnings, IAG Insurance, Officeworks, Movember, and the New Zealand Defence Force.
Before joining Magic, he was the data science chapter lead for ANZ and had a three-year stint at The Lumery, leading its data and analytics function.
Ghaffurian, said: "We are extremely excited to welcome Ed to Magic. He brings significant math and modelling capabilities to our clients, which will be fundamental to helping us realise our growth and expansion goals.
"Signal is a critical discipline that leads the realisation of our Mediamatics methodology across all streams of our service offering. Ed will be instrumental in growing our clients’ businesses with math-driven media and marketing excellence, and our own growth, via productising our Mediamatics platform and supporting new partnerships."
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McMutrie said of his appointment: "Having led data science for some of Australia’s most iconic brands, I have a deep understanding of how insights can be leveraged to offer more relevant, meaningful and impactful customer experiences at scale.
"I am beyond excited to be joining the Magic crew and playing a key role in building out our ‘Mediamatics’ offering. It’s great to be part of a company that values the power of data and is putting it at the forefront of everyday, and strategic decisions to drive real results for our clients. What an opportunity."
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Top image: Edward McMutrie
