Upstream Hires Baciu

Mobile marketing firm Upstream has appointed Assaf Baciu as VP of product nanagement. Baciu’s key focus will be to drive the development of Upstream’s next-generation mobile marketing solutions.

He was previously senior director of product strategy at Nuance Communications, a leading supplier of speech and imaging solutions, where he had global responsibility for on-demand and mobile strategies. Baciu has over 10 years experience in leading the development of cutting-edge end customer communication solutions for mobile operators and enterprises.

“Assaf is a senior figure in the industry with a great track record in building and launching successful consumer communication products. He brings to Upstream a rare combination of solid expertise in product development and the technologies that are driving mobile marketing, coupled with a marketer’s ability to grasp what makes customers truly tick,” says Upstream CEO & co-founder, Alex Vratskides. “His leadership will be essential in delivering solutions that ultimately revolutionise the way companies market to mobile consumers.”

Baciu, who will report to Vratskides, says: “Upstream has reached a global footprint and level of contact and relationships with its customers that is incredibly impressive. Upstream has already a fantastic track record in driving revenues for mobile operators and brands by combining technology innovation and operational excellence. To be part of such an exciting and highly innovative business and team is a unique and irresistible opportunity.’’