Lexer hires new VP of marketing based in Australia

Former SaaS, online retail marketer and communications executive joins CDP vendor in newly created role

Few things hurt a business more than complacency, or not building a strategy centred around meeting customer needs, according to Lexer’s new VP of marketing, Aparna Gray.

The marketing leader joined the Australian-headquartered customer data platform (CDP) vendor this month in the newly created role. Gray was previously with Dotdigital as head of marketing for APAC and boasts of two decades of experience in marketing, PR and communications across the local market, UK, China and the US. Previous companies include ChannelAdvisor, SLI Systems, Weber Shandwick, Burson-Marsteller China (now Burson Cohn & Wolfe) and Bite Communications.

Gray told CMO she was attracted to the opportunity to work for an Australian martech startup with a growing footprint and presence worldwide. The role is based in Melbourne.

“Homegrown startups that compete on the global stage in their sector are rare, and Lexer is one that specialises and leads the field in data and tech within the retail space,” she said. As a case in point, Gray noted she’s already accepted awards on behalf of the Lexer team for Best Customer Analytics at the NORA Awards, and Technology Partner of the Year - APAC at the Dotdigital Dotties Awards.

Credit: Aparna Gray

“It's testament to the fantastic work the team is doing within the Australian retail industry and the wider ecommerce partner network,” she said.

Having previously worked in online retail, high-tech and SaaS industries, Gray said the biggest learning she brought to Lexer as a senior marketer is the commitment to “relevancy”.

“If you can ensure you put your customer first and build products and services that meet those needs, you will always have a compelling offering,” Gray commented. “This mantra is what ties together the companies I've worked for in the past. Few things hurt a business more than complacency, or not building a business strategy centred around meeting customer needs.”

As to top-line priorities and first areas of focus, Gray flagged uncertain macro-economic conditions as a having significant influence on Lexer’s plans and customers.

“Marketing a SaaS product in a highly competitive industry can be difficult in boom markets, but can become more challenging in times of economic uncertainty. Using the same tactics that made sense during the ‘boom time’ may no longer be a valid option,” she said. “I have a strong belief marketers relying on spray-and-pray tactics need to adopt sustainable, reliable strategies for generating new pipelines specific to their ‘Ideal Customer Profile’. One of my areas of focus is going to ensure we are focusing our energy and resources to target the accounts likely to become Lexer’s most valuable clients.”

By way of example, Gray pointed to the team focusing on a number of omnichannel products. “Helping to roll them out and assist with their adoption through cross-functional marketing strategies is going to be key,” she said.

Whatever the challenges ahead, Gray said she’s looking forward to build global growth from Australia. Lexer’s clients include The Iconic, Kathmandu, Cotton On, Billabong, Sur La Table and Good American.

“It’s terrific to be working with a successful business with direct access to the founders, and building out the marketing team with local talent to service the global business,” Gray added.  

Lexer CEO, David Chinn, noted Gray’s experience and marketing prowess in many global markets and highlighted her industry award nominations. Gray was nominated as a Yotpo Amazing Women in e-Commerce Honoree in 2021 and 2022, and received the nomination for Industry Person of the Year at VIP Awards in 2021.

“Coupled with her infectious energy and creative spirit, she leads a team of stellar marketers working to foster business growth, treating all departments as customers of her marketing team. I look forward to working closely with her to help supercharge brand awareness for Lexer globally,” Chinn said.

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