Audience-targeting specialist Mobsta has announced the creation of a new C-suite led by four internal promotions.
Matt Longley, previously Mobsta’s managing director, has been named CEO.
Mike Buckley, who joined Mobsta in 2023 from Spotify, has been appointed chief commercial officer.
Finance director Allison Gislason, who joined in 2022, has become chief financial officer.
David Graham, previously account manager and a Miroma alumnus, has been appointed chief operating officer.
Mobsta was founded in 2010 by John Scorah and Darren Kietz, subsequently carving out a niche as a location-powered audience platform.
A B Corp-certified company, it has consistently ranked among the best digital media companies to work with, according to IPA surveys. It topped the rankings in the latest survey in December, with more than 90% of respondents saying they had a good experience working with Mobsta.
Mobsta was also a recipient of the IPA’s People First Promise in the autumn.
Scorah said: “The creation of this executive team recognises the huge contribution made by Matt, Allison, Mike and David over recent years — including 2024, which was an outstanding year — and it celebrates the vision they have laid out for Mobsta for the next five.
“Under Matt’s outstanding stewardship, we are now seeing the fruits of delivering a successful business model that works for our customers, as well as our employees, community and the planet. Their leadership gives us great confidence that the growth and ambition we envisage can and will continue to be delivered.”
‘Good growth’
According to Longley, the appointments follow “a breakthrough year for Mobsta and set us up for the next stage of our sustainable growth”.
“Nothing will stop us from making hard decisions in order to make the right choices on how we run our business,” he said. “By staying true to our vision, we continue to position Mobsta as a leader in our industry, making a positive impact on our customers, while also driving pioneering initiatives that enrich our community and the world around us.”
Gislason added that Mobsta’s focus on “good growth” — that is, seeking business growth while also respecting its people and the planet — has aided in conversations with clients.
“There are clients, partners and staff out there who share our values surrounding sustainability and people, so it was easy to grow our community the way we have,” she said. “And this is only the beginning.”
Other appointments
Alongside the creation of the C-suite, Longley confirmed a number of new appointments and departmental changes that seek to support Mobsta’s next phase.
Adrian Manian has been appointed head of growth, with Sean Clift replacing Manian as head of sales.
Meanwhile, marketing lead Juliana Proskourina-Barnett has been named head of communications and creative services. She will be tasked with expanding Mobsta’s Creative Services Studio.
Longley also signalled that Mobsta’s international team will be “on the lookout for new Mobstars to join the team in 2025” under the leadership of international head Emma Sullivan.
