{"id":5030,"date":"2026-02-24T19:50:00","date_gmt":"2026-02-24T19:50:00","guid":{"rendered":"https:\/\/apadmi.com\/insights\/apadmi-welcomes-global-cmo-as-part-of-international-expansion\/"},"modified":"2026-07-23T12:14:29","modified_gmt":"2026-07-23T12:14:29","slug":"apadmi-welcomes-global-cmo-as-part-of-international-expansion","status":"publish","type":"insight","link":"https:\/\/www.apadmi.com\/en-nl\/insights\/apadmi-welcomes-global-cmo-as-part-of-international-expansion\/","title":{"rendered":"Apadmi welcomes Global CMO as part of international expansion"},"content":{"rendered":"<div\n\tclass=\"overflow-x-clip text-on-background flow-root\"\n\t\t>\n\t<div class=\"wrap:grid wrap:grid-cols-[1fr_minmax(0,90rem)_1fr] *:col-2\">\n\t\t<div class=\"flex flex-col items-center-safe gap-18 md:gap-8 block-inset-x pt-64 pb-64\">\n\t<h1\t\tclass=\"uppercase text-36 md:text-64 leading-none font-black text-balance max-w-3xl text-center\"\n\t>\n\t\tApadmi welcomes Global CMO as part of international expansion\t<\/h1>\n\n\t\n\t<\/div>\t<\/div>\n<\/div>\n\n<div\n\tclass=\"overflow-x-clip text-on-background flow-root\"\n\t\t>\n\t<div class=\"wrap:grid wrap:grid-cols-[1fr_minmax(0,90rem)_1fr] *:col-2\">\n\t\t<img\n\tsrc=\"https:\/\/www.apadmi.com\/uploads\/2026\/07\/mellissa-flowerdew-clarke-CMO.webp\"\n\talt=\"Apadmi CMO, Mellissa Flowerdew-Clarke, standing in front of a blue wall.\"\n\tclass=\"object-cover rounded-16 bg-(--img-avg-color)\"\n\t\t\tdata-brightness=\"dark\"\n\t\tstyle=\" --img-avg-color: #294266;\"\n\/>\t<\/div>\n<\/div>\n\n<div\n\tclass=\"overflow-x-clip text-on-background flow-root\"\n\t\t>\n\t<div class=\"wrap:grid wrap:grid-cols-[1fr_minmax(0,90rem)_1fr] *:col-2\">\n\t\t<div class=\"block-inset-x group\/bodyCopy flex flex-col mid:gap-y-16 max-w-xl box-content mid:mx-auto pt-64 mid:pt-72 pb-64 mid:pb-72\">\n\t\n\t\n\t\t\t<p class=\"text-pretty w-fill font-bold text-16 leading-minimal sm:text-20 not-first:mt-24 mid:not-first:mt-32\">\n\t\t\tAs part of the mobile product consultancy\u2019s fast start to 2026, Apadmi has welcomed a Global Chief Marketing Officer to the team to drive forward their international expansion.\t\t<\/p>\n\t\n\t\n\t<div class=\"flex flex-col gap-y-24 w-fill mt-44 mid:mt-24\">\n\t\t\n<p class=\"*:link:underline text-16 md:text-18 leading-minimal md:leading-[1.4] text-start\">\n\t<a href=\"https:\/\/www.linkedin.com\/in\/mflowerdewclarke\/\" target=\"_blank\" rel=\"noreferrer noopener\">Mellissa Flowerdew-Clarke<\/a> joins Apadmi with twenty years\u2019 experience leading Marketing teams across EMEA. A strategic leader with a creative mind and a commercial approach, Mellissa\u2019s background spans a range of sectors, including digital, software engineering and mobile.\u00a0<\/p>\n\n<p class=\"*:link:underline text-16 md:text-18 leading-minimal md:leading-[1.4] text-start\">\n\tWe sat down with Mellissa to dive further into her mobile experience, and hear more about her plans to make Apadmi a global success.<\/p>\n\n<h2\tdata-slug=\"\"\n\tclass=\"text-balance font-black uppercase text-18 leading-tight sm:text-28 text-start\"\n>\n\tWhat lessons or experience from your previous roles will shape how you lead the Global Marketing function at Apadmi?<\/h2>\n\n<p class=\"*:link:underline text-16 md:text-18 leading-minimal md:leading-[1.4] text-start\">\n\tI was fortunate to spend the past decade at a hugely ambitious agency. What started as 80 people in the Netherlands in 2015 grew into a global powerhouse by 2025; 4,000 people across five continents, generating \u20ac500m+ in revenue and working with some of the world\u2019s biggest brands.<\/p>\n\n<p class=\"*:link:underline text-16 md:text-18 leading-minimal md:leading-[1.4] text-start\">\n\tIt was a wild ride. We had to fail fast, scale at pace, and become experts at acquisition integrations and rebrands. During my time there, we acquired and rebranded nearly forty agencies. So, I\u2019ve joined Apadmi with real, lived experience of scaling quickly and growing a global brand.<\/p>\n\n<p class=\"*:link:underline text-16 md:text-18 leading-minimal md:leading-[1.4] text-start\">\n\tThat experience includes both successes and failures; it\u2019s not always sunshine and rainbows, but the failures are where the real learning happens. I have the benefit of a metaphorical crystal ball \u2014 I can see Apadmi\u2019s growth trajectory and the pitfalls we\u2019ll face if we don\u2019t get certain things right now.&nbsp;<\/p>\n\n<p class=\"*:link:underline text-16 md:text-18 leading-minimal md:leading-[1.4] text-start\">\n\tMy focus will be on building the foundations that allow us to scale into new markets and integrate new consultancies effectively, efficiently, and successfully.<\/p>\n\n<h2\tdata-slug=\"\"\n\tclass=\"text-balance font-black uppercase text-18 leading-tight sm:text-28 text-start\"\n>\n\tWhat was it about Apadmi&#8217;s culture, vision or opportunities that made you feel now is the right time to join as Global CMO?<\/h2>\n\n<p class=\"*:link:underline text-16 md:text-18 leading-minimal md:leading-[1.4] text-start\">\n\tThis is a pivotal moment for the business and the ambition and energy here are palpable. With further acquisitions planned this year,\u00a0<a href=\"\/en-nl\/insights\/apadmi-accelerates-into-2026-new-clients-and-people-drive-revenue-growth\/\" target=\"_blank\" rel=\"noreferrer noopener\">20% revenue growth forecast for 2026<\/a>, and new enterprise clients coming on board, there\u2019s real momentum. I feel fortunate to have been brought in to add firepower to our global growth ambitions.<\/p>\n\n<p class=\"*:link:underline text-16 md:text-18 leading-minimal md:leading-[1.4] text-start\">\n\tAs we scale, it\u2019s vital we protect what makes the business special: our culture. It really matters, as you can\u2019t build a credible global brand without real substance behind it. Apadmi\u2019s culture is ambitious but grounded. There\u2019s confidence without ego, and genuine pride in the work delivered for clients.<\/p>\n\n<p class=\"*:link:underline text-16 md:text-18 leading-minimal md:leading-[1.4] text-start\">\n\tOur 92% employee retention rate speaks volumes. In a fiercely competitive industry where retention typically hovers around 70%, that\u2019s significant. People here are happy, bought into the vision, and committed to doing the best work of their careers.<\/p>\n\n<h2\tdata-slug=\"\"\n\tclass=\"text-balance font-black uppercase text-18 leading-tight sm:text-28 text-start\"\n>\n\tThe Global CMO role is a completely new role at Apadmi &#8211; what has driven the need for this role, and what does &#8216;global&#8217; look like in the near future for Apadmi?<\/h2>\n\n<p class=\"*:link:underline text-16 md:text-18 leading-minimal md:leading-[1.4] text-start\">\n\tThe role exists because Apadmi has outgrown a local mindset. There\u2019s a proven track record of mobile expertise, and the clients, talent, and delivery excellence are already in place. What\u2019s needed now is a sharper global story and a marketing engine built for scale. That\u2019s where I will be focused.<\/p>\n\n<p class=\"*:link:underline text-16 md:text-18 leading-minimal md:leading-[1.4] text-start\">\n\tWe\u2019re already working with\u00a0<a href=\"\/en-nl\/work\" target=\"_blank\" rel=\"noreferrer noopener\">international brands<\/a>, but the way we tell our story, build awareness, and generate demand needs to match that reality. The Global CMO role brings cohesion, with one vision, one strategy, one plan, and one standard of excellence, adapted locally where it matters.<\/p>\n\n<p class=\"*:link:underline text-16 md:text-18 leading-minimal md:leading-[1.4] text-start\">\n\tIn the near term, \u201cglobal\u201d doesn\u2019t mean everywhere at once. It means being intentional,&nbsp; prioritising key markets, and showing up consistently, whether someone meets Apadmi in Manchester, Amsterdam, Colombo, or New York.<\/p>\n\n<h2\tdata-slug=\"\"\n\tclass=\"text-balance font-black uppercase text-18 leading-tight sm:text-28 text-start\"\n>\n\tWhat are you most excited to get stuck into in your first 6-12 months at Apadmi?\u00a0<\/h2>\n\n<p class=\"*:link:underline text-16 md:text-18 leading-minimal md:leading-[1.4] text-start\">\n\tThere are three main things that I can\u2019t wait to get my hands on. Firstly, building the team and operating model to support our ambition. Great marketing comes from strong foundations, shared goals, and the space to do great work properly.&nbsp;<\/p>\n\n<p class=\"*:link:underline text-16 md:text-18 leading-minimal md:leading-[1.4] text-start\">\n\tSecond is sharpening the brand. Apadmi does exceptional work, but we can be clearer and bolder about what sets us apart, especially in new markets.<\/p>\n\n<p class=\"*:link:underline text-16 md:text-18 leading-minimal md:leading-[1.4] text-start\">\n\tThird, welcoming new consultancies into the group and ensuring smooth marketing onboarding and integration. That will also mark our entry into new markets and, potentially, new regions.<\/p>\n\n<h2\tdata-slug=\"\"\n\tclass=\"text-balance font-black uppercase text-18 leading-tight sm:text-28 text-start\"\n>\n\tMobile experience is at the core of what Apadmi does &#8211; what do you feel is the next big opportunity in mobile, and how are you planning to position Apadmi to lead in that space?<\/h2>\n\n<p class=\"*:link:underline text-16 md:text-18 leading-minimal md:leading-[1.4] text-start\">\n\tFrom my perspective, the next big opportunity in mobile is the shift from reactive apps to<a href=\"\/en-nl\/insights\/agentic-retail-is-here\/\" target=\"_blank\" rel=\"noreferrer noopener\"> predictive, AI-native experiences<\/a>. For the past decade, mobile has been about optimising journeys, reducing friction, improving UX, and refining flows. The next step isn\u2019t better screens; it\u2019s fewer screens. The companies that will win in mobile over the next five years won\u2019t just have better apps, they&#8217;ll have adaptive, anticipatory ones.<\/p>\n\n<p class=\"*:link:underline text-16 md:text-18 leading-minimal md:leading-[1.4] text-start\">\n\tAI will be baked directly into apps in a way that allows them to anticipate intent and orchestrate actions, removing the need for users to manually navigate. The winning mobile experiences will move from \u201ctap and scroll\u201d interfaces to proactive systems that understand context (location, time, behaviour patterns, preferences etc), and act on the user\u2019s behalf. So instead of opening an app to \u2018do something\u2019, the app already knows what you\u2019re likely to need.<\/p>\n\n<p class=\"*:link:underline text-16 md:text-18 leading-minimal md:leading-[1.4] text-start\">\n\tPredictive intent modelling will use behavioural data and contextual signals to surface the right action at the right moment. Agentic workflows will seamlessly complete multi-step tasks (booking, reordering, resolving service issues etc.), rather than simply responding to prompts. The goal is helping users achieve outcomes with minimal conscious effort.<\/p>\n\n<p class=\"*:link:underline text-16 md:text-18 leading-minimal md:leading-[1.4] text-start\">\n\tApadmi is already setting the standard for the mobile industry. We sit at the intersection of mobile product, data, and platform engineering, with the skills and expertise to deliver complex, enterprise-grade solutions. From AI-native product design to deep integrations and outcome-led transformation, we have the strategic and technical capability to turn future trends into present-day reality.<\/p>\n\t<\/div>\n<\/div>\t<\/div>\n<\/div>\n\n<div\n\tclass=\"overflow-x-clip text-on-background flow-root bg-orange-300\"\n\t\t\tdata-theme=\"orange-light\"\n\t\t>\n\t<div class=\"\">\n\t\t<div\n\tclass=\"py-64 md:py-144 block-inset-x flex items-center justify-center relative isolate overflow-clip js-block-flagship\"\n\tdata-theme=\"default\"\n\t>\n\t\n\t<div class=\"max-w-7xl max-mid:max-w-xl bg-background rounded-28 p-32 flex flex-col md:flex-row gap-32 text-on-background md:items-center w-fill sm:w-fit md:w-fill\">\n\t\t<img\n\tsrc=\"https:\/\/www.apadmi.com\/uploads\/2026\/07\/Apadmi-logo-white-square-rotation.webp\"\n\talt=\"Apadmi logo on an orange background\"\n\tclass=\"object-cover aspect-2\/3 sm:aspect-3\/2 rounded-20 sm:max-w-xl md:max-w-md max-md:mx-auto max-md:w-fill bg-(--img-avg-color)\"\n\t\t\tdata-brightness=\"light\"\n\t\tstyle=\" --img-avg-color: #FC753D;\"\n\/>\n\t\t<div class=\"sm:max-w-xl max-md:mx-auto\">\n\t\t\t<h2\t\t\t\tclass=\"text-36 md:text-44 leading-none font-black uppercase text-balance\"\n\t\t\t>\n\t\t\t\tLet&#8217;s build what&#8217;s next\t\t\t<\/h2>\n\n\t\t\t\t\t\t\t<p class=\"mt-20 md:mt-16\">\n\t\t\t\t\tWe work with ambitious organisations to design, build, and scale digital products that solve real problems, improve customer experiences, and deliver measurable impact.\t\t\t\t<\/p>\n\t\t\t\t\t<\/div>\n\n\n\t\t<a\thref=\"\/contact\"class=\"focus:outline-hidden focus-visible:outline-auto transition uppercase leading-none outline-offset-8 disabled:grayscale disabled:pointer-events-none select-none px-24 py-18 rounded-full font-semibold text-16 bg-accent text-on-accent hocus:bg-on-accent hocus:inset-ring hocus:inset-ring-accent hocus:text-accent button max-md:mt-24 md:ml-36 max-md:mx-auto shrink-0\">\n\t\n\t<span class=\"\">\n\t\tContact Us\t<\/span>\n\n\t<\/a>\t<\/div>\n<\/div>\t<\/div>\n<\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":9,"featured_media":1855,"template":"","meta":{"es_utils_meta_schema":"","esPageTheme":"default","esPageBackground":"","footnotes":""},"class_list":["post-5030","insight","type-insight","status-publish","has-post-thumbnail","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Apadmi welcomes Global CMO<\/title>\n<meta name=\"description\" content=\"Apadmi has welcomed Mellissa Flowerdew-Clarke at Global Chief Marketing Officer to drive forward their international expansion.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.apadmi.com\/en-nl\/insights\/apadmi-welcomes-global-cmo-as-part-of-international-expansion\/\" 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