Independent media agency, Magic, has appointed Edward McMutrie as Head of Signal.

McMutrie will oversee the agency's math and modelling disciplines, with a focus on driving growth through data science, modelling and analytics to optimise ROI for clients. He will report directly to newly promoted Magic CEO, Shahram Ghaffurian.

McMutrie's appointment is part of a broader reshuffle within Magic's leadership team, which includes Ghaffurian, along with new appointments Bernie Cullen as Head of Media, Sarah Baskerville as Head of Growth, Sam Terminelli, who has been promoted as Head of Strategy, and Tommy Glover as Head of SEO.

"We are extremely excited to welcome Ed to Magic. He brings significant math and modelling capabilities to our clients, which will be fundamental to helping us realise our growth and expansion goals. Signal is a critical discipline that leads the realisation of our Mediamatics methodology across all streams of our service offering. Ed will be instrumental in growing our clients’ businesses with math-driven media and marketing excellence, and our own growth, via productising our Mediamatics platform and supporting new partnerships," said Ghaffurian.

McMutrie brings over a decade of data-driven strategy experience to the role, having provided targeting and reporting expertise for brands including Jetstar, Bunnings, IAG Insurance, Officeworks, Movember and the New Zealand Defence Force. Prior to joining Magic, McMutrie served as the Data Science Chapter Lead for ANZ and led the data and analytics function at marketing agency, The Lumery.

"Having led data science for some of Australia’s most iconic brands, I have a deep understanding of how insights can be leveraged to offer more relevant, meaningful and impactful customer experiences at scale. I am beyond excited to be joining the Magic crew and playing a key role in building out our ‘Mediamatics’ offering. It’s great to be part of a company that values the power of data and is putting it at the forefront of everyday, and strategic decisions to drive real results for our clients. What an opportunity," McMutrie said.

Magic is an independent media agency that utilises a process they call 'Mediamatics' to drive transformative business growth with media. The agency's focus on math and modelling disciplines underpins their approach to delivering data-driven media and marketing solutions for their clients.