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July, 2024

Cuttable appoints Medibank’s Sam Ayre to lead marketing

AI-powered advertising automation platform, Cuttable, has appointed Sam Ayre as its new Head of Marketing.

Ayre joins the business from Medibank, where he led the Acquisition & Growth and Brand Marketing teams, working with agency partners Colenso BBDO and Carat to reposition the brand in 2021.

He is the first marketing hire at Cuttable and will report to Sam Kroonenburg, the business’ co-CEO and former tech entrepreneur.

“Sam joining is crucial to our success as it ensures we have the voice of our marketers in our business from product build. It’s
something we did at our last company and proved to be pivotal in our success,” said Kroonenburg.

The tech-start up was launched earlier this year by Kroonenburg , Sunday Gravy co-founder Jack White, and ex-Swisse marketer Ed Ring, with the aim of addressing a significant challenge in the marketing sector – connecting the top and bottom of the marketing funnel.

“Sam and I first met as young Account Directors at Clemenger BBDO Melbourne before he went to AMV BBDO London. We reconnected when he returned to Melbourne and joined Medibank, leading both the brand and acquisition teams,” said White. “We would both meet regularly to chat, trying to solve the challenge brands have in nailing their mid-funnel and consideration content, but from different perspectives: Sam from the marketing side and me from the agency side. When we started the search for a marketing lead, I couldn’t think of a better person to partner with”.

“Sam’s deep understanding of both the client perspective and the marketing landscape makes him the perfect addition to our team,” said White. “His leadership and vision will be invaluable as we continue to innovate and deliver unparalleled value to our clients,” added White.

Ayre said he was drawn to Cuttable while working with them at Medibank: “Medibank was using an incredible automated performance agency, Cuttable, to help unpick one of our biggest challenges in scaling our consideration and conversion content, I was so impressed with the platform and the team behind it that I chose to join as Head of Marketing”.

“Cuttable is out to solve a problem all marketers are facing right now, connecting top of funnel and bottom of the funnel in what some call “the messy middle”. Scaling the advertising and content needed for platforms and algorithms isn’t something currently offered by others; Cuttable has built a solution to produce high-quality on-brand creative at the volumes needed,” said Ayre.

Based out of South Yarra, the Cuttable team has already grown to 15, and has landed clients like Penfolds, Wesfarmers OneDigital, Medibank, DiDi, Powershop, and Nando’s.

Of his plans for the brand, Arye said his first priority is to help existing customers. “It’s almost more of a customer success role where I’m in the detail behind the scenes helping with strategy, comms planning and how we make our customers as successful as possible. I want to take my marketing brain and help our customers win. I also want to raise awareness of Cuttable.”