Launch Cycle names former LinkedIn, PropertyGuru marketer as commercial chief

Singapore-based digital marketing agency Launch Cycle has appointed former LinkedIn and PropertyGuru marketing leader Sivaram Parameswaran (pictured) as co-founder and chief commercial officer, as it looks to strengthen its leadership and expand its presence across Singapore, the GCC and India.

In his new role, Parameswaran will work alongside CEO and co-founder Raghav Ahooja to lead Launch Cycle's growth and commercial strategy.

Parameswaran brings more than 15 years of marketing experience across technology, entertainment and high-growth startups. Before joining Launch Cycle, Parameswaran was vice-president of marketing at Aureus Group and spent more than two years at PropertyGuru Group, holding several roles across Singapore and Vietnam, including country marketing director for Singapore and consumer marketing director for Singapore and new business.

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Earlier in his career, he spent nearly nine years at LinkedIn, most recently as head of brand marketing for APAC, having also led brand marketing in India and social strategy across the region. He began his career in digital marketing at The Walt Disney Company, working on campaigns for its portfolio of entertainment brands in India.

His appointment comes as the agency looks to build its business around a model that combines senior marketing expertise with AI-powered workflows. The approach is aimed at making strategic marketing thinking more accessible to growth-stage businesses, which may not have the resources of larger brands.

"Big brands buy judgment. Everyone else buys execution," said Parameswaran. "AI has made execution fast and cheap. What it can't do is understand your customer, or tell you which problem to solve first. That's where experience matters. We want a founder doing SGD1 million a year to get the same quality of thinking a multinational gets."

Ahooja said Parameswaran's experience working with major brands would bring additional marketing and commercial expertise to the agency.

"Parameswaran has helped some of the region's biggest brands make their marketing calls," he said. "He brings that judgment to every client we serve."

Launch Cycle is headquartered in Singapore and operates across Singapore, the GCC and India.

Launch Cycle's positioning comes amid a changing agency landscape, with newer players exploring leaner operating models and alternative ways of delivering marketing expertise. In July, MARKETING-INTERACTIVE reported on the launch of CoInside, a Singapore-based consultancy focused on helping growth-stage businesses identify their commercial needs before deciding whether to engage an agency or build capabilities in-house.

A month later, former Ogilvy and Ampverse leaders launched GALO, positioning it as a senior-led alternative to larger agency structures, with AI-enabled video production among its capabilities.

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