Mara hires ex-Apple govt as Chief Advertising Officer

Mara, a pan–African crypto alternate platform, has appointed Susan Younis as its Chief Advertising Officer (CMO).

In an announcement, the corporate stated Younis will oversee “end-to-end model consciousness, information the advertising groups to develop technique and lead Mara into changing into a digital finance and crypto market chief throughout Africa.”

Younis joins Mara from an analogous position at Platoon, Apple’s inventive artist providers division that nurtures and builds the careers of impartial artists. There, she oversaw advertising for African artists together with Ayra Starr, Asa, Simi, Spinall, and Khaid.

Earlier than working at Platoon, Lagos-born Younis was a advertising director at Warner Music Group, with earlier stints in several roles at MultiChoice, Africa’s main leisure firm, and Viacom, one of many largest communications and media conglomerates in the US.

“I’m thrilled to be becoming a member of Mara at such a crucial time of transformation for the crypto economic system in Africa,” Younis stated. “The workforce are a number of the most dynamic and forward-thinking executives within the enterprise. I’m honoured to contribute my expertise in main our advertising efforts, as we develop throughout Africa.”

This appointment of a CMO with broad expertise exhibits Mara’s dedication to “enhance the variety of Africans who can take part within the crypto economic system”. 

Per a latest report by Chainalysis, Africans obtained $105.6 billion price of cryptocurrency between July 2020 and June 2021—a rise of 1,200% from the yr earlier than. Regardless of the widespread adoption of crypto on the continent, there’s nonetheless room for progress, as most African regulators are averse to using crypto, and web penetration continues to be usually low in Africa, in comparison with different continents. 

Based in April 2021 by Chi Nnadi, Lucas Llinás Múnera, Dearg OBartuin and Kate Kallot. Mara’s govt workforce and board advisors embody former executives from Amazon, PayPal, Uber, Nvidia, and different Fortune 500 firms.

“Susan Younis brings a wealth of expertise and rigour to this position, having spent her complete profession constructing manufacturers throughout the globe.” Nnadi, co-founder and CEO stated.” Her sort of data is strictly what our organisation wants now to scale throughout the African market.” 

The crypto startup which raised a $23 million seed spherical in Might from Coinbase Ventures, FTX, and different traders, is constructing a collection of merchandise that deal with varied crypto-finance wants for the African viewers. 

Its flagship product is a client crypto-brokerage app that enables customers to purchase, ship, promote and withdraw fiat and crypto belongings. The corporate is concentrating on an preliminary launch in Kenya and Nigeria, the 2 international locations by which it’s headquartered, within the coming months.

This appointment of Younis additionally underscores the present development of Web3 firms hiring skills from Huge Tech and different Web2 firms. As an illustration, Amazon’s Pravjit Tiwana left his place as Normal Supervisor of AWS Edge Providers to change into the Chief Know-how Officer at crypto alternate, Gemini; Google’s former vice chairman, Surojit Chatterjee, now serves as Coinbase’s Chief Product Officer; Ryan Wyatt, former Head of Gaming at YouTube, now leads Polygon Studios as its CEO.

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