Anthony Lye Joins Marketing Agency LBi

Global marketing and technology agency LBi last week named Anthony Lye as president of its new Digital Platforms and Channel division. 

Prior to this appointment, Lye served as senior vice president of cloud applications at Oracle, where he was in charge of corporate strategy and communications for Oracle Cloud, Oracle Applications, and Oracle Customer Experience. While at Oracle, he also led CRM strategy and development for on-premises and cloud applications, was the driving force behind Oracle's customer experience strategy, and led the acquisitions of ATG, RightNow, InQuira, and Fatwire. He joined Oracle from Siebel Systems, which was acquired by Oracle in late 2005.

"Oracle is a great company and I really enjoyed my time running the CRM organization," Lye said in an email.

But now he is really excited to be joining LBi. In the newly created role, Lye will devise and implement a product development strategy for LBi’s marketing cloud, including its Audience Engagement Platform and its IP toolkit. Additionaly, Lye will be charged with defining LBi’s global channel partnership strategy.

Luke Taylor, LBi's CEO, called Lye's appointment "a major coup for LBi."

"His experience in delivering go-to-market strategies for technology products and services is unparalleled, and his decision to join LBi highlights the increasing emphasis brand-owners are placing on proprietary technology that enables the management, workflow, distribution, measurement, and optimization of content in virtually any form, across multiple content platforms, globally,” he said in a statement

Lye agrees. "Over the last two years I, like many people, saw the customer transformation picking up momentum: It's a technical transformation driven by mobile, social, and the cloud," Lye said in the email. "I believe that cloud development, coupled with skilled people, can create new value for customers unlike other agencies or consulting companies."

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