Crossmedia, a leading independent global media agency, has appointed Bobby Singh as Chief Financial Officer, signaling a strategic push to accelerate growth and strengthen operational foundations. Singh will oversee the agency’s global financial strategy, implement scalable business models, and partner with leadership to enhance agility and client impact worldwide.
Driving Operational and Commercial Excellence
In his new role, Singh will focus on enterprise-wide systems, optimized operating models, and innovative business strategies to deepen client partnerships. He will also guide investments in technology and AI-driven infrastructure, expand tiered pricing structures for mid-market advertisers, and develop new commercial practices across social, content, and commerce. These initiatives aim to tackle the growing complexity of media while ensuring advanced planning, buying, and media solutions at scale.
“Bobby has an exceptional ability to unite strategic finance and operational innovation,” said Kamran Asghar, Global CEO and Co-Founder of Crossmedia. “His experience will sharpen our approach to Principal Based Buying (PBB), build scaled data capabilities to compete with holding companies, and support our globally distributed workforce.”
Industry Experience and Expertise
Singh brings nearly 25 years of experience in marketing and advertising, most recently at WPP, where he led go-to-market strategies, pricing and commercial models, and global operational practices that enhanced client servicing. His expertise in aligning finance, operations, and client service will now be directed toward fueling Crossmedia’s continued expansion.
“I’m thrilled to join Crossmedia at such a pivotal time for the industry,” Singh said. “Media has never been more complex, and agencies need a mix of financial discipline, technology investment, and commercial creativity to deliver real value. My goal is to help Crossmedia scale smarter, empower our teams, and unlock growth for clients of all sizes globally.”
Implications for the Market
Singh’s appointment positions Crossmedia to compete more effectively with major holding companies while offering flexible, tech-enabled solutions for advertisers. As media planning and buying grow increasingly complex, strategic CFO leadership is becoming a key differentiator in operational efficiency, AI-driven decision-making, and scalable client solutions.
