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Incubeta Deepens Global Leadership Bench with Four Executive Moves, Completing Planned CEO, Americas Succession
[July 06, 2026]

Incubeta Deepens Global Leadership Bench with Four Executive Moves, Completing Planned CEO, Americas Succession


Incubeta, the leading global marketing and AI outcomes agency, today announced a series of executive leadership appointments designed to accelerate its next phase of growth, including the promotion of Amy Crowther to CEO, Americas. The appointment completes a leadership transition initiated last year and accompanies three additional executive appointments that strengthen Incubeta's global leadership team across the Americas, APAC and the group's commercial function.

The appointments follow a period of rapid expansion for Incubeta, including the agreed acquisition of XPON's Datisan business and, separately, RocketSource, reflecting the company's continued investment in helping brands navigate today's AI-first marketing landscape. Together, the leadership team brings expanded expertise across media, creative, measurement, data and commercial strategy to support clients as marketing continues to evolve.

Key leadership changes effective July 2026:

  • Amy Crowther has moved from President, Americas to CEO, Americas, where she will oversee regional strategy, operations, client growth and organizational expansion.
  • Alex Langshur, formerly CEO, Americas, has stepped into an Executive Advisor role, focusing on M&A strategy, acquisition integration and stategic growth guidance.
  • Ed Flower has joined Incubeta full time as Group Chief Commercial Officer, where he will lead the company's global commercial strategy and enterprise growth initiatives.
  • Lani Cummins, previously Managing Director, Australia, has been promoted to CEO, APAC, expanding executive leadership across one of Incubeta's fastest-growing regions.

"Amy has been a driving force behind our growth across the Americas, and this appointment reflects the strength of her leadership," said Jacques van Niekerk, Group CEO at Incubeta. "Combined with Lani's promotion in APAC and Ed joining as Group Chief Commercial Officer, these moves show our commitment to developing talent from within while bringing in outside expertise where it accelerates our clients' success and amplifies growth."

Earlier in her tenure at Incubeta, Crowther served as Chief Client Officer, where she played a key role in strengthening client relationships and scaling operations across the region. Her background includes leadership roles at Dentsu, Interpublic Group (IPG) and Jellyfish, spanning new business, media and strategy.


"This is a moment of significant change in our industry where AI outcomes will be determined by those who carefully navigate what's possible with what's meaningful," said Amy. "With top leadership in place across every region we operate in, Incubeta is ready for this moment, to help brands navigate each step forward, towards a more effective, AI powered marketing future."

To learn more about Incubeta's leadership team and its approach to AI-driven marketing, visit www.incubeta.com.

Resources:

In summary, today's appointments mark a significant step in Incubeta's leadership evolution, elevating proven internal talent in the Americas and APAC while adding new commercial expertise at the group level. Most importantly, the changes position Incubeta's regional leadership teams to execute on AI-driven marketing strategy without disruption to clients or operations. The way forward for Incubeta centers on pairing leadership depth with continued investment in AI-enabled capabilities across every market it serves.

About Incubeta

?Global marketing and AI outcomes agency, Incubeta, empowers ambitious brands to harness marketing as a key driver of sustainable growth and long-term business success. With a global presence spanning 18 offices, Incubeta partners with leading brands like L'Oreal, ING, M&S, Les Mills, and Beiersdorf to transform complexity into clarity, drive innovation, prove value, and achieve measurable growth.

Through its Seamless Approach, Incubeta integrates creative, media, data, and technology to remove barriers that limit performance. This unified model enables brands to improve efficiency, elevate measurement, and generate stronger business outcomes.

More than just solving today's challenges, Incubeta empowers businesses to outperform targets, exceed expectations, and outpace competitors. Discover how Incubeta redefines the possibilities of marketing at incubeta.com and follow them on Instagram, X, and LinkedIn.


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