Global digital marketing consultancy Incubeta has appointed Adam Woods as its Global Chief Product Officer, strengthening its leadership team as the company looks to accelerate product innovation and scale its marketing technology capabilities across markets.
In his new role, Woods will lead Incubeta’s global product strategy, focusing on the development and expansion of proprietary solutions, technology partnerships, and data-led offerings. The appointment comes as brands increasingly demand integrated marketing technology solutions that combine performance marketing, automation, analytics, and artificial intelligence.
Incubeta, which works with brands across performance media, data, and technology consulting, has been investing in building differentiated product capabilities to support enterprise and growth-stage clients. The company operates in multiple international markets and partners closely with major technology platforms, including Google. Woods’ elevation signals a sharper focus on product-led growth within the organisation.
Woods brings extensive experience in digital transformation, product development, and data strategy. He has held leadership roles across technology and consulting environments, working at the intersection of marketing, analytics, and platform innovation. His background includes driving large-scale transformation programmes and developing customer-centric solutions designed to improve measurable business outcomes.
Industry observers note that the Chief Product Officer role has gained prominence in marketing services firms as agencies evolve into hybrid consultancy and technology partners. With marketers seeking greater accountability and efficiency, companies like Incubeta are investing in proprietary tools and scalable frameworks that enable automation, insight generation, and performance optimisation.
In a statement announcing the appointment, Incubeta highlighted Woods’ experience in building high-performing product teams and aligning innovation with commercial objectives. The company said his leadership would support its ambition to create more unified, scalable solutions that help clients navigate an increasingly complex digital ecosystem.
The martech landscape continues to expand rapidly, with brands juggling multiple platforms, fragmented data environments, and evolving privacy regulations. Product leadership within marketing consultancies now extends beyond campaign execution to include software development, data engineering, and technology integration. Woods’ mandate will include ensuring that Incubeta’s product portfolio remains responsive to these shifts.
Over the past few years, Incubeta has focused on strengthening its analytics, paid media, and measurement capabilities. The company has also expanded its presence in key global markets through acquisitions and strategic partnerships. The addition of a global product head is expected to bring greater cohesion to these efforts by aligning regional teams under a unified product roadmap.
For clients, the move signals continued emphasis on innovation and measurable impact. Marketing leaders are increasingly prioritising solutions that can deliver clarity on return on investment while adapting to changes in platform algorithms and consumer behaviour. A centralised product function can help streamline solution development and accelerate deployment across markets.
Woods is expected to work closely with regional leadership, engineering teams, and client-facing units to identify opportunities for new product development and refinement of existing tools. Collaboration across departments will be critical, particularly as marketing technology becomes more integrated with customer experience and commerce ecosystems.
The appointment also reflects a broader industry shift towards productisation within service organisations. As competition intensifies, agencies and consultancies are differentiating themselves not only through creative expertise but also through proprietary platforms, automation capabilities, and data-driven methodologies. A clearly defined product strategy can support scalability and long-term growth.
While Incubeta has not outlined specific new product launches alongside the announcement, the company indicated that innovation will remain central to its growth strategy. The emphasis is likely to include enhancing measurement frameworks, leveraging artificial intelligence, and strengthening integrations with major advertising and analytics platforms.
Marketing technology spending globally continues to account for a significant share of overall marketing budgets. As enterprises seek to consolidate tools and simplify workflows, consultancies that offer both advisory services and integrated technology solutions are gaining traction. Incubeta’s leadership restructuring appears aligned with this demand.
Woods’ experience in aligning product development with business performance objectives will be central to executing this vision. By combining technical expertise with commercial insight, the role is expected to reinforce Incubeta’s positioning as a strategic growth partner rather than a traditional agency.
The company’s leadership transition comes at a time when digital advertising markets are navigating economic uncertainty, regulatory scrutiny, and rapid technological change. In such an environment, robust product governance and continuous innovation are critical to sustaining client confidence and competitive relevance.
With Adam Woods stepping in as Global Chief Product Officer, Incubeta is reinforcing its commitment to building scalable, technology-enabled marketing solutions. As the firm continues to expand its global footprint, the effectiveness of its product strategy will likely play a defining role in shaping its next phase of growth.