Customer data platform Lexer names SEA VP as it opens SG office

Customer data platform Lexer has appointed Ben Moreau (pictured) as its VP of Southeast Asia. In this newly-created role, Moreau will work alongside CCO Alex Knight to form strategic partnerships, establish operations, and accelerate the platform's expansion in the region.

Moreau was formerly with global information services firm Experian for 10 years, where he most recently helmed the role of general manager and global scaling director, APAC. During his time there, Moreau established the APAC innovation operations and led partnerships designed to leverage customer data to drive business outcomes.

He brings a strong track record of establishing operations across several markets and forging successful partner relationships to foster growth. Prior to that, he was head of media at Techlightenment, where his responsibilities included leading a team of nine campaign analysts and aiding the leadership team to assist the company through acquisition and transition, according to his LinkedIn.

Moreau told MARKETING-INTERACTIVE that he plans to make sure that Lexer delivers value for all retailers so when they are asked who has been their greatest influence in helping with customer-centricity, they say Lexer. "I think that if we can demonstrate the capability to be successful in three very different markets, we can show that we can be successful anywhere," he added. To market the brand in the region, Lexer will run a series of focused events alongside partners and industry bodies this year. 

Moreau's appointment comes as Lexer grows its presence in Southeast Asia with the opening of a new office in Singapore, after securing deals from companies such as TGV Cinemas and aCommerce. Knight said that progressive brands across Southeast Asia are becoming aware that they need to optimise their online stores, aggressively acquire direct customers, and deliver true omnichannel experiences to fuel long term commercial growth. “Capturing customer data has been difficult for retailers so far, especially considering the domination of powerful online marketplace providers such as Shopee and Lazada, which give retailers access to online revenue quickly but limit their ability to deliver unique experiences. They need a trusted CDXP in place to achieve this," he added.

According to a statement by Lexer, Moreau plans to leverage Lexer’s "no-code" implementation, easy set-up, and native connections with existing point solutions used by regional retailers, such as Shopify, DotDigital, and Klaviyo to grow the client roster across the region. Additionally, Moreau told MARKETING-INTERACTIVE that the company's biggest challenge is gaining trust and advocacy from future clients in the market. To that end, he plans to focus on the needs of clients in this diverse set of markets and build its reputation in the region.

"The market and geographical fragmentation only creates increased complexity when it comes to understanding the customer and creating great experiences. But with the right people, processes, and technology, this is also an opportunity for growth," he said.

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