‘What an opportunity’: Magic’s new head of signal has arrived

BY Matthew Leong

August 27, 2024 9:26

‘What an opportunity’: Magic’s new head of signal has arrived

Indie media agency, Magic, has formally announced the data analyst who is joining its team as head of signal.

Data analyst Edward McMutrie has been named as the new head responsible for the agency’s modelling and math disciplines. At the same time, McMutrie is expected to promote growth via data science, and maximise clients’ return on investment (ROI) through analytics and modelling activations.

The long-time data expert will be a part of the agency’s leadership team – a group that already contains Tommy Glover as head of search engine optimisation (SEO), Sam Terminelli as head of strategy, Sarah Baskerville in the head of growth role, head of media, Bernie Cullen, and chief executive officer, Shah Ghaffurian.

“We are extremely excited to welcome Ed to Magic. He brings significant math and modelling capabilities to our clients, which will be fundamental to helping us realise our growth and expansion goals,” said Ghaffurian.

“Signal is a critical discipline that leads the realisation of our Mediamatics methodology across all streams of our service offering.

“Ed will be instrumental in growing our clients’ businesses with math-driven media and marketing excellence, and our own growth, via productising our Mediamatics platform and supporting new partnerships.”

Edward McMutrie

McMutrie possesses over 10 years’ experience in data strategy, having worked for several prolific brands, including Officeworks, Jetstar, IAG Insurance, Movember, Bunnings and New Zealand’s Defence Force. Most recently, he spent just over three years at ANZ having been hired as a data scientist in mid-2021, before becoming data science chapter lead in mid-2022.

McMutrie also has agency experience. He worked at The Lumery – a Melbourne-based marketing agency – in data leadership roles.

“Having led data science for some of Australia’s most iconic brands, I have a deep understanding of how insights can be leveraged to offer more relevant, meaningful and impactful customer experiences at scale,” McMutrie said of his new role.

“I am beyond excited to be joining the Magic crew and playing a key role in building out our ‘Mediamatics’ offering.

“It’s great to be part of a company that values the power of data and is putting it at the forefront of everyday, and strategic decisions to drive real results for our clients. What an opportunity.”

McMutrie’s role comes into effect immediately.