Page 44 - ADNews magazine March-April 2022

Meet the Team
ENGAGING
Amid a technology sector under scrutiny and a pandemic throwing up disruptions, the Yahoo team has been growing its footprint and has its eye on further growth.
WITH PURPOSE
Led by Pual Sigaloff, the Australia and New Zealand team has 150 members in its offices across Sydney, Melbourne, Brisbane, Adelaide, Perth, and Auckland. Following Sigaloff’s recent promotion to vice pres- ident, head of APAC, he brings the Taiwan, Singapore, India, Japan, and South East Asia offices under his leadership.
“Yahoo is all about our people,” Sigaloff says.
“They’re the lifeblood of our business. Over the past year we’ve really doubled down on investing in our team and it’s paid off. Despite the corona-coaster of the past two years, we’ve seen unprecedented growth - 55% year-on-year in 2021 alone.”
Sigaloff first joined the business in 2014, working then as commercial director when it was known as Yahoo7. Since then, the company has been through multiple iterations, most recently being sold to private equity firm Apollo Global Management last year.
Amid these changes, the team has been steadily growing its busi- ness. Sigaloff credits much of this growth to the digitisation across the media landscape.
“Clients have been really attracted to our simple omni-channel plat- form that enables them to easily turn campaigns on/off, measure impact across channels, target in a privacy-safe way and access inventory from connected TV, digital out-of-home, native, audio and more all in one place,” Sigaloff says.
“This remains a big focus for us this year.
“On the publishing side we’ve also seen growth across all our brands including Yahoo News, Yahoo Sport, Yahoo Lifestyle and Yahoo Finance. This is testament to Simon Wheeler’s great work and the outstanding capa- bility of our content teams - we’ll be continuing to strengthen this in 2022.”
Wheeler, is one of the business’ recent promotions, taking on the senior director of content role for Australia, New Zealand, and South East Asia early last year. The company also recently promoted Julia Edwards to sales director for NSW.
Yahoo has been boosting its local team amid a series of changes. We sit down with regional leader Paul Sigaloff to discuss the challenges ahead.
WORDS BY
MARIAM CHEIK-HUSSEIN