TotallyAwesome makes four hires to further bolster its youth-first marketing

Will Anstee, Chief Executive Officer of TotallyAwesome

TotallyAwesome, a youth-first specialist marketing and media company, has appointed four senior executives as it grows operations in Asia Pacific to cater for the demand in brands wanting to engage Gen Z and Gen Alpha. Pablo Gomez joins as Chief Strategy Officer APAC, Belinda Casselden as Head of Marketing APAC, Brian Riedlinger as Chief Delivery Officer and Jeff Franco as Regional Head of Growth APAC. All four roles are newly created positions.

What do the appointees bring to TotallyAwesome?

Pablo Gomez has two decades of experience in market research, analytics, and strategic planning. Before joining TotallyAwesome, Pablo spent six years as the APAC media lead at Kantar. Prior to that, Pablo Gomez was Strategic Planning Director at IPG Mediabrands.

Belinda Casselden brings a strong background in brand and business building across FMCG and retail and will help accelerate TotallyAwesome’s positioning as a youth-first specialist marketing and media firm. Belinda previously worked in strategy and marketing consulting and spent over 12 years in several senior strategic business roles at Woolworths Australia.

Brian Riedlinger has over 15 years of experience. He held CTO and Chief Delivery Officer roles at advertising giants Ogilvy and Publicis, in Vietnam, Hong Kong, Singapore, and New York. Brian takes on the Chief Delivery Officer and Vietnam Country Head at TotallyAwesome and will lead the operations teams across Product, Technology and Campaign Operations.

From Left to Right: Pablo Gomez, Belinda Casselden, Brian Riedlinger, and Jeff Franco

Jeff Franco’s advertising and media agency career spans almost two decades of working with clients in APAC. Jeff joins from media agency, Initiative as Head of Singapore. Prior to that, he spent over three years at IPG Mediabrands APAC, most recently as Growth Director.

What do the appointments mean for TotallyAwesome?

Will Anstee, CEO of TotallyAwesome said, “Brands across APAC are realising they need to engage Gen Z and Gen Alpha with meaning and relevance, safely. This is because these age groups are the growth generation. Failing to reach them means missing out on a $200bn segment and the opportunity to build long-term loyalty. As the leader at engaging a youth-first audience we needed to bolster our senior leadership to scale for this increased demand.”

TotallyAwesome is the one of leading youth-first firm in the region and is investing in these new hires to ensure its market dominance and superiority at engaging Gen Z and Gen Alpha.