Fifty, the audience intelligence and media solutions partner, today announced the appointment of Charlie Firebrace, formerly Head of Strategy and Partnerships at AudienceScan, as its new Growth Director.
Bringing nearly two decades of experience building and scaling B2B revenue across ad tech, digital and emerging technology platforms, Firebrace will support the global expansion of Fifty’s audience intelligence business.
Working closely with the growth leadership team, he will play a key role in executing Fifty’s commercial strategy, including supporting client growth initiatives, contributing to the development of strategic partnerships and helping shape go-to-market strategies that turn AI and data insights into clear commercial value for Fifty’s expanding customer base. Based at the company’s London headquarters, he will report to CEO Simon Shaw.
Shaw said: “We’re delighted to have someone of Charlie’s experience and know-how join the team at such a key chapter in the Fifty story. His track record of turning emerging technologies into real business growth, combined with a deep understanding of audience intelligence, will be invaluable as we scale globally and continue to deliver measurable impact for our clients.”
Fifty helps brands and agencies grow by turning proprietary, brand-specific audience intelligence into smarter, faster media strategy, planning and activation that drives measurable results. The company’s approach combines deep human understanding with AI-powered simulation, enabling brands to explore how people think, feel and decide, simulate behaviours and engage directly with audiences. Clients include England Rugby, Formula E and the Stonegate Group.
Firebrace brings a proven track record of driving commercial growth and closing high-value deals with senior stakeholders. Most recently, as Head of Strategy and Partnerships at AudienceScan, he closed $2M+ in paid campaigns within the business’s first year and secured pilot programmes with fintech and Web3 clients. Previously, as founder of Chainview and Head of Partnerships at BABs Labs, he led multi-million-dollar campaigns, built key supply and demand-side partnerships and drove community growth. He has also held senior roles at Wonderhatch, Varick and Gartner.
Firebrace said: “Too often, audiences are treated like coordinates: hit the right demographic, at the right time, with the right message. It can work, but only in the same way that shouting in a crowded room can. The marketers who truly cut through do the harder work of understanding what their audiences really care about before opening a single ad platform. That’s why I’m very excited to join Fifty, where audience insight isn’t a phase, it’s the foundation of everything they do.”
Part of a broader wave of new appointments aimed at driving the tech-enabled audience intelligence and media solutions company’s next phase of growth, Firebrace is not the only new arrival at Fifty.
Bertie Tebbutt joins the commercial team as an Account Manager, where he will be responsible for expanding media agency partnerships. Nadyah Ibrahim also joins as Marketing Manager, where she will be responsible for developing and executing marketing content and campaigns, driving brand awareness and lead generation to support Fifty's ambitious growth plans.
Shaw added: “We’re delighted to welcome Charlie, Nadyah and Bertie to the team at a pivotal moment for the business. Their collective experience will be instrumental as we continue to scale our audience intelligence offering and deliver measurable impact for our clients.”
For more information about Fifty’s technology, explore our website.
About Fifty
Fifty is a technology-first media partner that helps brands and agencies grow by turning proprietary, brand-specific audience intelligence into smarter, faster media strategy, planning and activation that drives measurable results.
Independently owned and founded over a decade ago, Fifty has built the audience intelligence operating system for modern media. Powered by Living Intelligence, its approach combines deep human understanding with AI-powered simulation, enabling brands to explore how people think, feel, and decide, simulate behaviours and engage directly with audiences.
With multidisciplinary teams spanning strategy, planning, and activation, Fifty partners with leading global brands to deliver sharper performance, improve efficiency and drive sustained business impact across the full marketing lifecycle. For more information, explore our website.
