US martech giant Wunderkind sets up Asia Pacific headquarters in Sydney

Jamie Hoey, Country Manager for Australia at Wunderkind

US martech giant, Wunderkind, a performance marketing engine that powers personalisation at scale for online brands and retailers, announced its launch in Australia, establishing its Asia Pacific (APAC) headquarters in Sydney to support its expansion across the region. 

To lead its local operations Jamie Hoey, previously Managing Director of digital agency Croud, has been appointed as Wunderkind’s Australian Country Manager. Hoey has been tasked with scaling its business in Australia and building the local team, with plans to grow headcount exponentially across sales, customer success and client partnerships in the next 12 months.

What does the move mean for Aussie retailers?

The martech has a strong base of local customers including Glue Store, HelloFresh and Uniqlo, and has singled out Australia as a priority growth market, thanks to the exponential acceleration in eCommerce, which is projected to grow by 14% to $69.35B by 2025

Focusing on opt-in, first-party data and owned channel optimisation, Wunderkind will help retailers realise up to 10% extra revenue, placing among its customers’ top three highest-performing paid marketing channels. It’s identity tech enables this performance lift by helping retailers unmask hidden traffic and scale high-converting, one-to-one communications. 

By converting clients more profitably through owned channels, Wunderkind’s platform delivers additional $5B in revenue each year for top brands like Uniqlo, HelloFresh and Sonos.

Hoey says the Australian expansion comes at a critical time for online retailers. “I’m delighted to be joining Wunderkind, especially at a time where there’s an enormous opportunity for brands to accelerate their digital growth through owned channels. Marketers are facing a unique challenges right now, with consumer spending predicted to decline, rising advertising costs, and Google’s planned removal of third-party cookies on the horizon in 2024.”

“By not fully maximising first-party data and owned channels, retailers are leaving up to 10% on the table in missed revenue due to wasted marketing spend and an over reliance on paid channels. E-Commerce and retail players need a proven channel to drive sustained growth.” 

“At Wunderkind, unleashing human individuality is our ‘secret sauce’. We encourage creativity and provide our employees opportunities to contribute, grow and be challenged. That’s exactly what I’m looking to continue with our newest headquarters in Sydney,” says Hoey.

What does the expansion mean for Wunderkind?

Wulfric Light-Wilkinson, Wunderkind General Manager International says; “Wunderkind has an ambitious global expansion strategy which will see us open three new offices in high priority markets by the end of 2023. Australia has been earmarked as one of these, and we’re excited to bring our game-changing performance marketing proposition to this new region.” 

Wunderkind has over 800 employees globally across offices in New York, London, Indianapolis, Montreal, Amsterdam – and now, Sydney. This year, Wunderkind received a 100% rating on the Human Rights Campaign Foundation‘s (HRC) 2022 Corporate Equality Index (CEI), making it one of the best places to work for LGBTQ+ equality.