Crossmedia reshapes leadership for global growth
The leadership changes reflect Crossmedia’s approach to independence as an agency model rather than simply an ownership structure
Crossmedia is restructuring its executive leadership as the independent media agency prepares for its next phase of growth, creating a new role focused on growth and corporate strategy while expanding the remit of its finance chief.
Entering its 27th year, Crossmedia has appointed Ali Plonchak as Chief Growth & Corporate Strategy Officer, bringing new business, marketing and corporate strategy under one function. Plonchak has been with the agency for more than two decades and previously served as Chief Operating Officer.
Crossmedia combines growth and corporate strategy
The agency has also expanded Bobby Singh’s role from Chief Financial Officer to Chief Financial & Operating Officer (CFOO). His responsibilities will now cover both financial management and the operating model supporting Crossmedia’s global expansion.
The leadership changes reflect Crossmedia’s approach to independence as an agency model rather than simply an ownership structure. The agency said marketers are increasingly seeking partners that offer greater accountability and transparency while adapting quickly to changing business needs.
Kamran Asghar, Global CEO & Co-founder, Crossmedia: "Independence is only an advantage if it makes you more useful to clients. Our ambition is to be the world's most trusted media agency. That requires more than great work. It requires leadership that helps us grow with discipline and build the kind of business that clients can rely on for the long term. Ali and Bobby play a critical role in the next stage of our evolution."
Ali Plonchak takes charge of growth strategy
Plonchak’s move from operations to growth and corporate strategy reflects the agency’s focus on opportunities arising from clients seeking broader strategic partnerships, additional expertise and faster-moving solutions. She will lead new business and marketing while helping shape Crossmedia’s strategy around new capabilities, strategic partnerships, market expansion and future investments.
Ali Plonchak, Chief Growth & Corporate Strategy Officer, CrossMedia: "The biggest growth opportunities come from listening to what clients need before the industry has a name for it. Our job is to turn those signals into capabilities, partnerships and smarter ways of helping clients grow while staying true to the independence our clients expect from Crossmedia."
Singh joined Crossmedia in 2025 as Chief Financial Officer. In his expanded role, he will oversee the financial and operational framework supporting the agency’s international growth.
Bobby Singh expands finance and operations remit
As CFOO, Singh will oversee how Crossmedia plans, invests and scales its business, with a focus on expanding capabilities while maintaining operational discipline and client focus.
Bobby Singh, Chief Financial & Operating Officer, CrossMedia: "Sustainable growth isn't about adding layers of process. It's about creating an operating model that gives our teams the clarity to move faster, make better decisions and continue delivering the level of partnership our clients expect from us."
The appointments form part of Crossmedia’s long-term growth strategy. Plonchak and Singh will work closely with Global CEO Kamran Asghar and President Anne Bologna as the agency expands across the U.S., Europe and Canada.
Crossmedia targets growth across key markets
The agency’s leadership changes come as marketers consider alternatives to traditional holding-company structures. Crossmedia said it is investing in people, capabilities and its operating model while maintaining the independence, transparency and trust that have shaped the business since its founding.
Follow Marketing Report on LinkedIn
Subscribe to the Marketing Report Newsletter
Send us your press releases, columns, interviews…
Join Marketing Report in our LinkedIn Groups
