James Zipeure appointed Group CEO to boost Mortar AI global growth

Mortar AI has appointed James Zipeure as Group CEO with the remit to lead the company's expansion into the US, UK and Asia.

New leadership role

Zipeure steps into the newly created role as Mortar AI prepares to introduce its integrated Marketing Mix Modelling (MMM) solution, now featured in the company's all-in-one platform. This solution is designed to allow marketers to forecast, optimise, and reallocate marketing spend in real time without the need for an overhaul of their existing technology infrastructure.

An established figure in marketing and digital transformation, Zipeure has previously held senior positions such as Group Chief Operating Officer at Havas ANZ and Chief Information Officer for APAC. His experience also includes the founding of performance automation platform Exact AI, in addition to advisory roles where he has worked with brands, agencies, and holding groups throughout APAC and the UK to develop AI-driven marketing systems built for commercial outcomes.

Driving international growth

With the new appointment, Zipeure will lead Mortar AI's global expansion strategy while managing the deployment of its core product suite. The suite comprises Mortar DS, which acts as the data and audience layer; Helix, a campaign automation engine; and the new MMM module designed to enhance marketers' ability to evaluate and manage their activities.

Marketers everywhere are grappling with fragmented systems, rising costs, and increasing pressure to prove impact. Mortar solves these challenges by streamlining operations and putting real performance insights at their fingertips. With the launch of our integrated MMM capability and continued investment in our product suite, we're helping brands move faster and spend smarter. As we scale across the UK, US, and Asia, our focus is clear: to build a global platform that simplifies marketing and drives growth.

Peter Michell, Chairman of Mortar AI, commented on Zipeure's appointment:

James brings a rare mix of strategic thinking, technical depth, and commercial focus. He understands what's broken in marketing and how to fix it. This signals a new phase for Mortar as we move from ambitious disruptor to trusted global partner, helping brands and agencies simplify marketing, cut waste, and drive smarter results.

Platform capabilities

Mortar AI's technology is currently implemented by clients in the retail, automotive, and FMCG sectors, integrating with systems such as CRM, CDP, and advertising platforms. The automation of campaign workflows and facilitation of real-time optimisation are key features. With the addition of the MMM module, users gain the capability to model possible outcomes and adjust budgets from within the same interface.

Zipeure, who initially joined Mortar as CEO in November of the previous year, will now oversee the company's ambitions to develop and deliver a platform intended to streamline marketing activities for clients with a global footprint.