CtrlShift’s Serm Teck Choon moves on to pursue new initiative

CtrlShift today announced that Serm Teck Choon will depart CtrlShift to begin a new venture from April 2020. As Country Head, Malaysia, Serm has led CtrlShift Malaysia’s operations, product initiatives, and strategic partnerships, both locally and regionally, for more than four years.

He also served as the President of the Malaysian Digital Association (MDA), taking the Malaysian digital advertising industry to new heights with his fresh and innovative perspective from his work at CtrlShift.

“Serm’s dedication to CtrlShift and the industry over the past four years has been invaluable. We wish him well and look forward to hearing more about his next venture,” said Dominic Powers, CEO, CtrlShift.

In the initial years of programmatic, many firms were forced to provide managed services as part of their offering in order to support their brand and agency clients. Over the last decade, the programmatic industry and capabilities in APAC have substantially matured. This has provided the opportunity for CtrlShift to transition back to its roots as a technology company to support brands and clients, and gradually de-emphasise its managed-service business.

“We have renewed our focus on The Hub as an enterprise advertising software that brings true efficiency, effectiveness and transparency to brands and agencies. Serm led the charge for Malaysia making it a key market for us, and that same focus will remain,” added Powers.

Serm’s regional market knowledge underpinned the launch of some industry firsts, such as AMP, Asia’s first private marketplace for publishers, and helped inform the road map for The Hub. The Hub has recently integrated over-the-top (OTT) media as part of its ongoing evolution into a truly efficient and effective multi-channel, agnostic media management and optimisation platform.

“I would like to take this opportunity to thank CtrlShift’s founders and management for the support and the opportunities that they have provided me during the last four and half years. I have truly enjoyed my tenure with CtrlShift, and it has been a fantastic journey for me,“ said Serm.

“Working with such a committed team has been truly rewarding and I believe there’s more to come from the team in the years ahead. It was a very tough decision for me to say goodbye to the CtrlShift family, but it is time for me to start a new journey. I have always been passionate about using technology to help businesses to transform, and I am excited to stay in this field with my upcoming venture,” added Serm.

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