Based in Shanghai, Grossman (pictured) will lead the brand across 14 offices and nine markets in APAC, including key markets in Greater China, Australia, which has re-entered in Sydney under the leadership of newly appointed general manager Nick Behr, India and Malaysia, and supported by a total staff of nearly 200, and reports to Nick Waters, chief executive officer, Aegis Media Asia Pacific.
Grossman said the decision to remain in Shanghai in this regional role is both personal and professional. "Ultimately a strong China operation is critical to the strong regional operation," he said.
The company is still in discussion with a successor for the managing director role at Carat China, and expects to announce an appointment shortly.
“This appointment allows us to put a greater focus on the Vizeum brand and business in the region," Waters said. "Seth can bring clarity to the most challenging client marketing issues, and his long and deep understanding of the China market is a great advantage as we continue to rapidly build Vizeum there.”
Grossman, an 18-year veteran whose career spans advertising agencies, shopper marketing, media agencies and BTL/Activation agencies in the US, Asia, and more than 12 years in China, has worked across luxury, FMCG, consumer electronics, personal care and apparel. He also worked on the client side as marketing director of Diamond Trading Company in Hong Kong.
"My time at Carat China has been one of the most exciting in my career and I’m grateful to everyone at Carat for their support," Grossman said. "My role is to drive an organisation that has a number of strong existing leaders and turn it into a cohesive regional network, backed by the shared resources of Aegis Media."