Global digital performance marketing agency Incubeta has appointed its first global chief product officer as it continues to invest in AI-driven capabilities and scale its portfolio across markets.
Adam Woods, a former chief technology officer of Wunderman Thompson Data, will oversee Incubeta’s product ecosystem, and unite its technologies to form a cohesive, globally scalable product suite, which in his own words will “give marketers a clearer truth about what’s driving performance and the confidence to act on it”.
The company says his appointment reflects its shift towards delivering integrated intelligence across media, data, and creative rather than standalone tools.
Woods joins Incubeta with decades of experience building and transforming complex marketing and data platforms.
At Wunderman, he led the development of a global data architecture that later became Choreograph. He then joined Choozle as CTO and went on to serve as CEO, guiding the company into a cloud-native SaaS offering, designed to simplify media activation for mid-market brands and agencies.
In his new role, Woods will align product strategy across Incubeta’s global teams, ensuring flexibility for local markets while reducing fragmentation across data sources and platforms. A key priority is enabling more seamless interaction between business logic, performance data and marketing outcomes.
Incubeta’s clients include L’Oreal, ING, Marks & Spencer, Les Mills, Beiersdorf and Harrods.
Incubeta global chief executive Jacques van Niekerk said: “Adam brings a rare combination of deep technical understanding and product vision. He understands what it takes to turn product strategy into value delivery at scale. Adam’s leadership adds depth and clarity to how we think about products that meet our client’s key marketing use cases.”
Woods added: “As marketing technology has evolved, marketers are being asked to make faster decisions across an expanding set of platforms. I’m focused on building on Incubeta’s strong foundational platform by connecting teams, data and execution into a more cohesive way of working.”
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