Out of home media company oOh!media has selected former Yahoo data strategist Emmalee Crellin for the newly created role of Head of Data Sales.

Crellin will be responsible for promoting and selling oOh!’s data capabilities and creating innovative data-led campaign solutions. She will work within the sales support team and report to Ivan Gridchin, Group Director - Product, Data Sales & Solutions.

Crellin spent five years at Yahoo (previously Verizon Media) as a Senior Data and Insights Strategist, overseeing the commercial data strategy and key growth drivers for the business across Australia and New Zealand.

In her new role, she will manage oOh!’s exclusive Out of Home data agreement with Unpacked by Flybuys, and the partnership with Westpac DataX, which provides consumer behaviour data from over 12 million customers across 800 buyer segments.

Chief revenue and growth officer at oOh!, Paul Sigaloff, said:"Em’s appointment reinforces our leadership position in delivering measurable, data-led campaigns. It also reflects our ongoing commitment to ensure advertising and agency partners have access to the most premium audience spending data and insights. She brings a wealth of knowledge from her previous data strategy roles, and working collaboratively with our sales team, will guide clients towards effective, sophisticated, data-driven buying practices. I’m delighted to welcome her to the oOh! team."

"The opportunity to transform and simplify OOH campaign planning and measurement by leveraging oOh!’s industry leading data suite is incredibly exciting. By utilising our exclusive data agreements, we can deliver targeted and effective campaigns that enhance advertising strategies and higher ROI for our clients," said Crellin.

oOh!media is a leading Out of Home media company with a network of more than 37,000 digital and static asset locations. The company reported revenues of $633.9 million in 2023 and employs around 800 people across Australia and New Zealand.