• by Joe Mandese , Yesterday

Global independent media agency Crossmedia has tapped long-time WPP exec Bobby Singh as its new CFO.

Singh previously served as executive vice president-global head of client operations and senior vice president-global commercial officer during nearly 16 years at WPP.

The position of CFO previously was held by Thomas Lee, also a former WPP exec who joined Crossmedia two years ago, but has since left the agency.

In his new role, Singh will "focus on strengthening enterprise-wide systems, shaping operating models that empower teams, and developing innovative business strategies to deepen client partnerships. He will also guide investments in technology and AI-powered infrastructure, expand tiered pricing structures to serve mid-market advertisers, and develop new commercial practices across social, content, and commerce" the agency said in this morning's announcement.

“Bobby has an exceptional ability to unite strategic finance and operational innovation,” Crossmedia Global CEO and Co-Founder Kamran Asghar said in a statement, adding, “He knows how to create systems that drive performance, inspire teams, and deliver lasting client value. His experience will sharpen our answer to PBB (Principal Based Buying) and build the scaled data capabilities needed to compete with the holding companies, while also supporting our globally distributed workforce and delivering flexible solutions for clients of all sizes.”