Prophet appoints Claudia Kidd as Strategic Growth Lead to boost ANZ

Prophet has announced the expansion of its Growth division with the appointment of Claudia Kidd as Strategic Growth Lead after a period of significant client acquisition and increased market demand.

Growth momentum

The company's Chief Growth Officer, Paul Veltman, confirmed that in addition to Kidd's appointment, Prophet will create six new roles to support further business expansion. This development follows a period in which the platform has seen accelerated uptake among clients across retail, insurance, automotive, media, on-demand delivery, wagering, and cybersecurity sectors.

Kidd's addition is intended to focus on identifying and activating growth opportunities, with particular emphasis on agency partnerships, enterprise brand engagement, and advertising growth. Kidd, who will report to Veltman, has nearly 15 years' experience in media, sales, and advertising technology, and is recognised for forming strong industry relationships and leading successful sales teams.

Kidd's background

Before joining Prophet, Kidd was a Sales Director at Channel Factory, where she oversaw sales strategy and execution in Victoria and South Australia and was responsible for driving revenue growth through video advertising solutions. Her experience also includes nearly three years at Quantcast as Sales Manager growing strategic agency partnerships, a role as Sales Lead at Click Frenzy managing sales strategy for multiple client sectors, and further sales management experience with Seven Network and Blis. In 2024, Kidd was nominated for the Women Leading Tech Awards and acknowledged as a top 10 Global Sales Performer at Quantcast.

Market strategy

Veltman said: "On the back of securing over 20 enterprises in our first ten months, Prophet is accelerating cross-sector growth across the ANZ region. Over the next four months, we're expanding very significantly, including Claudia as our new Strategic Growth Lead.

He continued, "Rising demand for advanced solutions in our category, combined with Prophet's ability to deliver capabilities far beyond traditional MMM, and a true SaaS platform backed by an all-encompassing service layer of powerful support, training and proactive insights, is enabling us to scale faster than anticipated. We're now seeking best-in-class talent: commercially-minded growth specialists and leaders who want to join an exceptional team, with the freedom and support to do their best work and make a meaningful impact across the APAC region and beyond."

Kidd's perspective

Commenting on her new role, Kidd said: "I was looking for more than just my 'next opportunity' - I was deliberate in my search for the right company, the right culture and the right mission – somewhere that marries innovation with impact and ambition with integrity. I'm happy to say I've found that at Prophet.

"I've spent the past decade in ad tech, working alongside agencies and directly with brands, witnessing the complexity of reaching the right audience, the pressure of interpreting data under tight deadlines and the constant demand to make high-stakes decisions and optimise in real time. That's why Prophet excites me – Prophet is making a tangible difference in our industry, delivering the clarity and confidence marketers need to move from 'I think' to 'I know' by revealing what truly drives results without attribution bias.

"As Strategic Growth Lead, my focus is on unlocking growth across the media agency landscape – from global holding groups to ambitious independents – and driving real value for advertisers in high-impact sectors like retail, finance, insurance, utilities, automotive, FMCG, eCommerce and technology. My aim is to elevate the already incredible and complex work that agencies and brands do, replacing 'what if' with 'here's how' and giving them the power to make smarter, faster and bolder decisions. I couldn't be more excited for what's ahead."

Company background

Prophet was co-founded by Jordan Taylor-Bartels, a former Global Marketing Lead at Hyperloop, and Sean Taylor, previously CEO at Ogilvy and VMLY&R Commerce. The Melbourne-based platform offers commercial mix modelling capabilities that provide brands with mathematical insights into marketing performance. Since launching, its client base has grown rapidly, with particular traction in key sectors across Australia and New Zealand.

Kidd's appointment is effective immediately as the business moves to scale its growth operations to meet increasing demand.