Performance marketing firm NP Digital has named Basil Hatto as its new SVP of product and growth. In this role, Hatto will be in charge of accelerating agile product innovation through the use of data and analytics to identify areas of monetization and expansion for Canadian clients. 

Hatto has over 20 years experience in the field including leadership positions in media, startups, agencies and tech organizations with a concentrated focus on data and performance. Previous roles include a stint as Postmedia’s VP of data science, audience and analytics, and six years as iProspect’s SVP of product and strategy. In these positions, Hatto has managed to develop and fine tune a unique approach to growth marketing using data science. 

“Business in Canada built momentum very quickly with 15 new clients in the last eight months, and we’re seeing more enterprise clients coming with complex challenges to overcome. It’s this elevated level of strategic thinking that attracted us to Basil,” says Ronnie Malewski, managing director of NP Digital Canada. “He’s very familiar with what Canadian brands need and has a distinct perspective on operating at the intersection of data, tech, talent and governance to unlock the power of marketing in generating new revenue.” 

NP Digital has been investing in its omnichannel growth strategy by acquiring popular search marketing tool AnswerThePublic earlier this year.

“Marketing has shifted a lot in the last few years, namely with executive leadership embracing its power to transform business, and that’s what attracted me to NP Digital,” says Hatto. “It has been leading this dynamic long before the shift, and doing so on a rare SaaS model that affords a ton of opportunity for expansion as an agency and for Canadian clients.”