Havas Media Network doubles down on SEA commerce with Toni Ruotanen at the helm

Havas Media Network has appointed Toni Ruotanen as head of Havas Market for Southeast Asia, as the agency doubles down on its commerce and performance marketing offering in the region.

Based in Bangkok, Ruotanen will report to Pankaj Nayak, CEO of Havas Media Network Singapore and president SEA, Havas Media. He will be tasked with accelerating Havas Market’s growth and scaling its full-service commerce capabilities to meet Southeast Asia’s fast-evolving digital retail landscape.

Havas Market provides end-to-end commerce and performance solutions spanning eCommerce strategy, marketplace optimisation, content and media, CRM and digital shelf management — all powered by the agency’s Converged.AI approach, which combines media, data and tech.

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Ruotanen brings more than three decades of global experience in IT, digital advertising, ecommerce and commercial strategy, with leadership stints across Asia, Europe and North America. 

Prior to joining Havas, Ruotanen was the chief commercial officer at e-Distributor CREA. He was also director of advertising and partnerships of APAC at foodpanda. He also spent three years at GroupM as head of commerce, APAC, and has held leadership positions at honestbee, Lazada Group and Microsoft.

“Southeast Asia is witnessing an unprecedented ecommerce boom, fuelled by rising digital adoption, mobile-first shopping behaviours, and a new generation of digital-native consumers. As ecommerce becomes a core growth driver for brands, having the right leadership in place is critical,“ said Nayak.

“Ruotanen's deep expertise across commerce, tech, and digital transformation makes him the ideal partner to lead this next phase for Havas Market. With him on board, we’re well positioned to deliver smarter, more effective commerce solutions that drive tangible results for clients across the region," he added. 

Ruotanen added: “I’m excited to join Havas Media Network at such a pivotal moment of growth for commerce in Southeast Asia. Havas Market is uniquely positioned to deliver end-to-end commerce solutions that are agile, data-led, and deeply rooted in local relevance. I look forward to collaborating with our teams and clients to unlock new growth opportunities across the region.”

His appointment underscores Havas Market’s ambition to be the commerce partner of choice for brands seeking agile, data-led solutions tailored to Southeast Asia’s shifting retail landscape.

Ruotanen’s appointment also follows the recent hire of James McNeely as head of SEA at CSA, Havas Media Network’s global technology, data and analytics consultancy arm. McNeely will lead CSA’s expansion across the region. Prior to Havas, he was head of data tech and analytics, media at dentsu international.

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