Just four months after joining the marketing mix modelling (MMM) business as APAC CEO, Mat Baxter has made the decision to exit the day-to-day Mutinex business citing a clash of strong personalities with co-founder and global CEO Henry Innis.

“Going in I think we both knew this would be a grand experiment. What became apparent to me in the 4 months since joining is that there’s not enough space for Henry and I in the day to day business,” said Baxter. “So I took the simple decision to resign, and the board had asked that I serve as an advisor."

Baxter will remain with the business from a distance, transitioning to a board advisor role from 30 September 2024.

It follows speculation in market that Baxter and Innis, both outspoken characters in their own right, might not be compatible in the fast-growing MMM technology business.

“Mat came to us and said he felt he could contribute more effectively as an external advisor than an internal CEO. We respect his decision and want to continue to get the benefit of his extensive global experience and advice," said Mutinex Chairman, Brodie Arnold.

Baxter remains a strong advocate for the company, as well as an investor and shareholder.

“Mat and I are both extremely hands on operators and I’m a very involved co-founder. I think he felt a little constrained because of that and so we’ve created this new plan to address it," said Innis.

As Mutinex continues its aggressive expansion into the US market, the company plans to leverage Baxter's experience in that region. Innis added: “The other advantage here is that we get to access Mat’s experience in the US market which wasn’t being directly accessed in his role as APAC CEO, so we’ll be tapping him up for help there too.”