Prophet appoints first Singapore hire amid APAC push

Prophet has expanded into Southeast Asia, appointing Kylan Tang as its first hire in Singapore after 644% business growth over the past 12 months.

The Australian decision intelligence company has also signed a new enterprise partnership with a global consumer brand across three Asia-Pacific markets, strengthening its regional presence.

Tang will lead customer onboarding across Southeast Asia and report to Rachel Scott, Head of Decision Science. He will guide customers operating across multiple markets from contract signing to delivery of an initial model for leadership teams.

Based in Singapore, Tang will act as a regional coordination point, overseeing customers from data collection through to what Prophet describes as a decision-ready model. He will also develop onboarding playbooks for customers across Asia-Pacific.

He joins from OMD, where he led digital media operations across six markets. Before that, he spent six years at Innovid, building its Asia-Pacific client services and operations function and supporting clients across 13 markets, including Microsoft, McDonald's, Tiffany & Co. and P&G.

Prophet now works with more than 40 brands, including BYD, MYOB, KitchenAid, Rest Super, TAL, Drummond Golf, Intrepid Travel, Picklebet and Suzuki.

Regional push

The new partnership with an unnamed consumer brand, alongside the past year's business growth, helped drive the expansion. The agreement spans three Asia-Pacific markets.

Chief Executive Officer and Co-Founder Jordan Taylor-Bartels said the business was seeing strong demand from marketers and finance leaders across the region.

"Brands across Asia-Pacific are being asked the same question in every boardroom: what will this investment actually return? They need to understand the likely return before the budget is committed, not just measure it afterwards.

"Our growth this year, and a partnership of this scale across several APAC markets, signals growing demand for Prophet across the region. Kylan's appointment means we can meet it on the ground, with someone who knows how marketing works in these markets from the inside," Taylor-Bartels said.

Scott said the first phase of work with customers was critical to establishing the relationship.

"The first model a customer sees sets the tone for the whole relationship. It has to be something a CMO can take to their CFO and stand behind, and that only happens when the groundwork is done properly from day one.

"Kylan has spent more than a decade making advertising technology work for some of the world's biggest brands across a dozen markets at once, often building solutions where nothing off the shelf existed. As our customers get bigger and more regional, that's exactly the experience our onboarding needs. Having him on the ground in Singapore also puts Prophet in the room where more and more of our customers' marketing decisions are being made," she said.

Singapore base

The Singapore appointment gives Prophet a local base in a market that serves as a regional hub for many multinational marketing and commercial teams. Tang will work with customers' marketing teams and agencies in local markets, alongside Prophet's data science, platform and customer success teams in Melbourne.

Founded in Australia, Prophet describes its product as a way for organisations to test commercial decisions before money is committed. The platform builds a digital model of a client's business using macroeconomic and behavioural signals to simulate how media, pricing and market conditions interact.

The company has also received industry recognition in its home market, including being named the 2025 AFR BOSS Most Innovative Company in the Media and Marketing category.

Tang said regional expansion required an understanding of differences between local markets.

"Having worked with brands across markets that behave very differently, I know regional growth takes local understanding. As Prophet's first APAC hire, I'm excited to help shape our go-to-market approach and build the relationships that will underpin our growth across the region.

"What drew me to Prophet is the opportunity to influence decisions before the money is spent. That's a compelling proposition for business leaders across APAC: the ability to test their options and walk into the boardroom with greater confidence in where to invest," he said.