GumGum elevates Tarlyn McStay to lead Australian agency development

GumGum has promoted Tarlyn McStay (pictured) to head of agency development for Australia, marking a milestone internal appointment for the contextual intelligence company.

The newly created position - the first of its kind for GumGum in the region - has been established to bridge the company's global product and commercial strategies with the Australian market. In her new role, McStay will helm national agency growth, overseeing agency partnerships, product adoption, go-to-market execution, and commercial strategy.

McStay brings seven years of experience within the business, having originally joined Playground XYZ prior to its acquisition and merger with GumGum. She most recently served as Victorian sales director, while simultaneously stepping in as interim NSW sales director, effectively expanding her remit nationally ahead of her formal promotion.

“I’m excited to formalise and build on much of the strategic work I’ve already been focused on. My priority is strengthening our agency partnerships and supporting the adoption of our product roadmap, allowing the business’s global innovation to connect with the needs of our market. This role is a great reflection of GumGum’s continued investment in Australia,” said McStay.

McStay will continue to report to GumGum’s newly appointed JAPAC managing director, Matt Coote, and work closely with the national sales leadership teams, as well as product and marketing divisions, both locally and globally.

“McStay has been the rock and foundation of the team for many years, and her impact has been felt both commercially and culturally. She has led go-to-market for many of our most exciting products, including the Mindset Graph, and has built exceptional rapport with clients and agencies across the country. 

“The rare combination of deep product knowledge and trusted relationship building she brings is exactly what we are looking for to continue our growth trajectory. This is a genuinely unique role, and the first of its kind at GumGum Australia, so McStay has the license to make it her own,” said Coote. 

MARKETING-INTERACTIVE has reached out for more information.

This comes following GumGum's recent appointment of Tim Manton as sales director for New South Wales and Queensland, strengthening its leadership team across two key Australian markets.

Manton joins GumGum from Seven West Media, where he served as group business director, managing a $200 million-plus portfolio and driving growth through major omni-channel partnerships. At GumGum he will lead the NSW and QLD sales teams, with responsibility for talent development, revenue growth and deepening partnerships with agencies and clients.

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