Mutinex strengthens ‘Growth Co-Pilot’ capabilities with three senior hires
Mutinex has announced the addition of three senior data and digital experts to enhance its commitment as a “growth co-pilot” for modern marketers. Jon Betts (from Nielsen, formerly Hearts & Science and OMD), Jess Betts (no relation, from Kantar), and Andie Potter (from PHD) bring a wealth of expertise in data-driven strategy, digital innovation, and growth analytics—crucial for helping CMOs navigate increasingly complex market conditions in 2025.
Says Danny Bass, Chief Revenue Officer, Mutinex: “We’re thrilled to welcome Jon, Jess, and Andie to Mutinex. CMOs today are under immense pressure to fuel growth amid tightening budgets and evolving consumer behavior. By combining Mutinex’s next-generation MMM with the deep data and digital expertise of these hires, we’re leveling up how marketers plan, invest, and optimise—think of it as your 24/7 growth co-pilot. We give you the freedom to pivot quickly, allocate budgets with pinpoint accuracy, and confidently deliver the ROI that boards and CFOs demand.”
In early 2025, marketing teams grapple with tighter budgets, complex consumer journeys, and a near-constant need to adapt. Mutinex’s rapid MMM platform addresses these challenges by putting powerful decision-making tools in the hands of marketers.
New hires Jon Betts, Jess Betts, and Andie Potter each have a proven track record of delivering commercial growth and innovation at top-tier companies:
Jon Betts: Formerly Executive Director, Commercial Growth and Product Strategy at Nielsen, with prior leadership roles at Hearts & Science and OMD, Jon specializes in bridging analytics with actionable marketing insights across TV, digital, and offline channels.
Jess Betts: Former Associate Director, Growth Strategy at Kantar, Jess excels in portfolio growth and marketing strategy—helping businesses uncover new revenue streams and drive performance.
Andie Potter: Former Group Digital Director at PHD and named a Mediaweek Next of the Best in Tech, Andie is a recognized thought leader in measurement and digital transformation strategies.
Says Jon Betts: “As I talked to the team through the recruitment process, I got a sense for the ambition and commitment they all have for building a world leading MMM business out of Australia that genuinely delivers on a growth co-pilot mission. I thought this was fantastically exciting and I was humbled that they felt that I could contribute to that as part of the group.”
Says Potter: “I would say that the biggest challenge for marketers is still proving what works and why. When you add the complexities of a privacy-conscious, cookieless world, measuring effectiveness and ROI becomes even more difficult.
“Mutinex tackles this head-on with a privacy-first and powerful operating system designed to do more than just analyze data and produce outputs. Seeing the platform firsthand, I think it’s set up to really empower marketing teams to make their best decisions. It gives marketers the granular insights they need, the ability to quickly optimize strategies, act with confidence, and deliver clear, measurable results.”
Mutinex has started 2025 with opdated optimiser feature. This feature solves one of the traditional headaches of marketing: the time-consuming process of estimating synergies when budgets shift. This is a problem that traditional MMM Optimisers have at times struggled with.
Budget optimisation features in the market mix modelling space typically use response curves (also known as Saturation Curves) to estimate the diminishing returns in a given channel and estimate the next best marginal ROI. The challenge of this approach is that the media rate of response at both the top and bottom of the funnel can change depending on the investment levels and performance of other channels.
To solve this, Mutinex has invested heavily in infrastructure to rapidly test 1000s of scenarios using counterfactual analysis. This allows customers to run “what if” scenarios and to begin to plan those scenarios with greater forecast accuracy. For example, if a customer increases their retail media budget by $10m, they will also need to know how they should reallocate their brand budget to maximise sales and ROI. This is a problem the Optimiser can now solve in minutes.
Says Peter Photinos, Mutinex’s Head of Data Science (ex-Uber, Atlassian): “What the Mutinex team has built for marketers is the start of a big step change in how easy it is for marketers to do their job. The new Optimiser ensures marketers can now see the full ripple effect of every budget decision. We are even pushing the limits of what GCP’s standard quota support with Optimiser. We worked closely with Google throughout to ensure extra resources were in place and have nothing but great things to say about the GCP team, led by Mark Johnson, for helping us. It’s just the tip of the iceberg for us; Mutinex is going to deliver some truly massive improvements in tooling for marketers in 2025.”
“We’ve built every aspect of our platform around delivering actionable value the moment CMOs need it,” adds Bass. “With the Optimiser feature, clients aren’t waiting weeks for answers. They’re seeing potential strategies in real time, quickly testing different spend mixes, and using those insights to surge ahead of competitors. We’ve already seen onboarding times plummet, usage soar, and ROI gains climb—Bupa reported a 28% increase in marketing efficiency in 2025 alone. There’s never been a better time to embrace a growth co-pilot mindset that future-proofs your marketing strategy.”