Samuel Tan

Immutable is a global leader in gaming on a mission to bring digital ownership to every player by making it safe and easy to build great web3 games. Founded in 2018, it raised AUD$280M in March 2022 at a $3.5BN valuation and backed by top investors like BITKRAFT Ventures, AirTree, Temasek, Coinbase.

As Immutable scaled, I was asked to create a new team to develop partnerships with vetted third-party companies that provide complementary products or services to Immutable customers and act as referral channels.

• Identified, qualified and signed first 30 partners to ecosystem partner program starting with developer tooling, infrastructure, and integration and game developers
• Designed and coordinated implementation of partner listing website and white glove match-making service
• Established scoring methodology for developers, framework for ecosystem partnerships model and drafting of Partner Agreement

I helped establish the go-to-market function. I was responsible for creating the integrations engineering team that advised customers on the design and technical process to integrate games or applications with the technology platform and helped the company scale from 50 to 250 team members globally

• Established team mission, process, playbooks, onboarding approach and operating KPIs. Part of GTM leadership group and ensured a cohesive approach alongside the establishment and scaling of the broader Customer Success team from two to 25 team members
• Hired and onboarded team of eight across US, Europe and Australia
• Defended the potential churn of a key strategic customer, Illuvium, through tight collaboration with product and engineering teams. This led to the subsequent $72M successful digital land sale
• Managed the technical integrations and account management of the first set of key customers including Epics.gg, Ember Sword, Planet Quest, and TokenTrove

Xandr (now Microsoft Advertising, formerly AppNexus) helps buyers and sellers run programmatic advertising campaigns across screens and tapping into engaged audiences. It provided an independent alternative to Google advertising products and had over USD$300M in gloabl annual revenue across thousands of customers. Go-to-market leader for Japan and Asia Pacific region responsible for defining and leading the execution of the three year regional strategy. Responsible for over forty team members across sales, account management, integrations and product specialist disciplines based in Sydney, Singapore and Tokyo offices. Managed through the sale of AppNexus to AT&T and key senior executive transitions, right sizing APAC team and expanding Japan and Australian teams. Keynote speaker at major industry events in Sydney, Singapore and Tokyo, quoted in the media and interviewed on live radio.

• Directed the Xandr P&L of over USD$30M in revenue, which grew double digit % YoY over the three years by balancing strategic bets for outsized returns and protecting anchor customer growth
• Led the turn around of APAC business from declining 30% QoQ to 5% QoQ growth by introducing market specific team structure, right sizing customer servicing model and investing in several strategic initiatives including India market entry, winning anchor video buying customer and piloting a video supply market service.
• Secured key anchor customer renewal, Yahoo Japan, that led to a 30% YoY growth in revenue for Japan team with significant expected upside through more expansive strategic partnership

Go-to-market leader for Australia team responsible for defining and leading the execution of the market strategy. Responsible for twelve team members across sales, account management, integrations and product specialist disciplines based in Sydney. Managed the transition of two key senior commercial team members and took responsibility for commercial team, representing the company at key industry events and promoted new customer success leadership. - Directed the Xandr P&L of over USD$30M in revenue, which grew double digit % YoY over the three years by balancing strategic bets for outsized returns and protecting anchor customer growth

• Successfully pivoted market strategy and replaced nearly 30% of team revenue by securing key anchor video buyer, Finecast Australia and capitalising on the rapid growth of an emerging rich media product, Playground XYZ
• Sponsored the implementation of a local custom application development team to create market specific differentiation at relatively small scale that, if effective, could be merged into core product. This was a key component to successfully winning Finecast Australia
• Implemented cross-functional “pod” operating model to empower strategy setting and decision making in small initiative-focused teams

Expanded services team from four to eight technical account managers, implementation consultants and product specialists. Piloted local custom development applications and “test and scale” approach. - Successfully pivoted market strategy and replaced nearly 30% of team revenue by securing key anchor video buyer, Finecast Australia and capitalising on the rapid growth of an emerging rich media product, Playground XYZ

• Led the RFP response and winning pitch for key anchor customer, Nine Digital, to replace Google ad stack leading to over AUD$1M of annual revenue and a YoY growth of over 20%
• Implemented local product specialist role to reduce customer issue resolution time, shift account management and consultants to proactive customer engagement patterns and facilitate junior entryway and progression within services team structure
• Sponsored Diversity and Inclusion initiatives that culminated in 50/50 balance of genders

Sam was part of a team of strategy consultants that managed a number of internal strategic initiatives that supported IBMs efforts to tailor its strategies, business models, resource and investment to the different markets. Sam’s work included growth initiatives, organisation design, piloting new business models and competitive programs.

Sam managed advisory projects for healthcare, financial services and utilities