TLDR: Mortar AI has appointed James Zipeure as its new Group CEO, effective July 15, 2025. In his new role, Zipeure will lead the company’s ambitious international expansion across the UK, US, and Asia, and oversee the comprehensive rollout of its core product suite, including the recently launched integrated Marketing Mix Modelling (MMM) solution. This strategic appointment aims to solidify Mortar AI’s position as a global leader in marketing technology.
Mortar AI, a prominent marketing technology firm, has announced the appointment of James Zipeure as its Group Chief Executive Officer, effective July 15, 2025. This strategic leadership change is set to propel Mortar AI’s global growth initiatives and enhance its innovative product offerings.
Zipeure’s primary mandate will be to spearhead Mortar AI’s international expansion efforts across key markets including the UK, US, and Asia. Concurrently, he will oversee the continued development and rollout of the company’s core product suite. This suite comprises Mortar DS, the platform’s foundational data and audience layer; Helix, its advanced campaign automation engine; and the newly introduced integrated Marketing Mix Modelling (MMM) solution. The MMM solution is designed to empower brands to forecast, optimize, and reallocate their marketing spend in real-time, seamlessly integrating with existing technology infrastructures without requiring their replacement.
Commenting on his appointment, James Zipeure stated, “Marketers everywhere are grappling with fragmented systems, rising costs, and increasing pressure to prove impact. Mortar solves these challenges by streamlining operations and putting real performance insights at their fingertips. With the launch of our integrated MMM capability and continued investment in our product suite, we’re helping brands move faster and spend smarter. As we scale across the UK, US, and Asia, our focus is clear: to build a global platform that simplifies marketing and drives growth.”
Peter Michell, Chairman of Mortar AI, expressed strong confidence in Zipeure’s capabilities. “James brings a rare mix of strategic thinking, technical depth, and commercial focus. He understands what’s broken in marketing and how to fix it. This signals a new phase for Mortar as we move from ambitious disruptor to trusted global partner, helping brands and agencies simplify marketing, cut waste, and drive smarter results,” Michell remarked.
Zipeure brings a wealth of experience to Mortar AI, having held significant senior roles throughout his career. His past positions include Group Chief Operating Officer of Havas ANZ and Chief Information Officer for APAC. Notably, he also founded Exact AI, a performance automation platform, and has provided extensive advisory services to brands, agencies, and holding groups across the APAC region and the UK on developing AI-driven marketing systems that deliver tangible commercial impact.
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Mortar AI’s platform is currently leveraged by a diverse client base spanning the retail, automotive, and fast-moving consumer goods (FMCG) sectors. The platform’s capabilities include connecting disparate data systems such as CRM, CDP, and advertising platforms, automating campaign workflows, and facilitating real-time optimization. With the addition of the MMM module, marketers can now model potential outcomes and adjust budgets directly within the integrated interface, offering unprecedented control and efficiency.
