Brandtone, a mobile marketing agency focussed on the emerging markets, has appointed Dervilla Mullan to accelerate its research and development as chief product officer.

Mullan will lead the creation of tools to offer personalised brand campaigns to advertisers targeting audiences in developing countries. She will also be leading Brandtones efforts at MWC, where they will be unveiling new technologies for their brand partners, already including PepsiCo, Kellogg’s and Mondel?z. Brandtone also signed a two-year deal with Unilever in September.

Mullan joins the Irish mobile marketing company from the telecoms provider Eircom, where she built a digital operating model across advertising, social, mobile, UX, analytics and development.

Brandtone has experienced a period of rapid growth, including expansion into six new markets in the last six months: Kenya, Nigeria, US (Latino community), Indonesia, India and China. Brandtone is now present in the top ten fastest growing economies, giving it a global opted-in database of millions of customers.

The company has also created 29 R&D jobs in Dublin.