Hightouch Names Matthew Lubeck General Manager, EMEA

Hightouch has named Matthew Lubeck as General Manager, EMEA, adding regional leadership as the company expands its go-to-market operations across Europe, the Middle East, and Africa.

Based in London, Lubeck will oversee Hightouch’s go-to-market functions across EMEA. His appointment brings around 20 years of experience spanning marketing technology and consumer brands in Europe. He joins Hightouch from Amperity, where he launched and led the company’s EMEA business. Earlier in his career, Lubeck held leadership roles at L’Oréal and The Estée Lauder Companies.

The new role comes as marketing technology companies increasingly build regional teams to address differences in customer requirements, data regulations, buying processes, and market maturity across EMEA.

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Hightouch operates in the data and AI marketing space, with its platform connecting customer data stored in companies’ existing data infrastructure with marketing and business workflows. The company has offices in London and Paris, along with teams supporting markets including France, Germany, Italy, the Nordics, Benelux, and the Middle East.

Lubeck’s experience across both consumer brands and customer data technology gives him exposure to different sides of the marketing technology ecosystem. At Amperity, he was responsible for establishing and leading its EMEA business, while his earlier roles at L’Oréal and Estée Lauder provided experience from within large consumer organizations.

His appointment also comes as marketers across the region explore the use of AI agents for customer engagement, data activation, and marketing operations. This is creating new requirements around how customer data, technology platforms, governance, and marketing execution work together.

Hightouch has also been expanding its presence in the Middle East, including a team in Dubai focused on the UAE and Saudi Arabia. Lubeck’s EMEA remit therefore covers a region with varied markets and evolving requirements around data and AI adoption.

The appointment gives Hightouch a dedicated regional leader as it continues to develop its EMEA go-to-market organization and navigate the changing relationship between customer data, marketing technology, and AI.