Lisa De Bonis to Replace Huge Global CEO Mat Baxter

Huge Inc. has announced Lisa De Bonis as its new global CEO, succeeding Mat Baxter, who steps down after almost three years in the role.

Having joined Huge in 2021 as global chief experience officer, Bonis quickly advanced to global chief product and growth officer within a year before assuming the role of global CEO. Before her tenure at Huge, she served as the managing director and European lead for EXR at Accenture Interactive for approximately three years and earlier held key positions at Havas London as executive digital director and partner.

Mat Baxter, the outgoing global CEO, previously spent five years as the global CEO at Initiative before his three-year stint at Huge. His career includes leadership roles at IPG Mediabrands, UM Worldwide, MediaCom, Naked Communications, and Maxus.

Baxter’s departure comes more than a year after Huge withdrew from Singapore and Japan in November 2022. This strategic shift affected some staff members in Singapore and Japan. Some staff members were absorbed into the Vietnam office, which is evolving into a tech hub to serve Asian markets.

Huge highlighted Bonis’s role in the company’s transformation, citing the launch of AI-powered products and tools such as Huge LIVE and the Creative Capital Index. With her digital-first mindset and extensive global experience, she is expected to guide both Huge and its clients to the next phase of growth.

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