NFTs specialist Metacask hires Rob Hollands as CEO as it focuses on digitalising the spirits industry
Metacask, an online platform for buying and selling spirits including whiskey and tequila, has announced the appointment of a new CEO, Rob Hollands.
Metacask digitalises physical products such as investor grade casks and bottles utilising blockchain and NFTs.
These NFTs serve as digital deeds, with complete transparency – not just in possession and provenance, but also for the purposes of price discovery.
This also means that the underlying asset can be traded digitally, and instantly on the Metacask marketplace. No more paper-based certificates to assign ownership which was previously the case.
Holland’s role will focus on the growth strategy for the firm’s B2C platform, as well as Trakr, a new inventory management and asset tracking SaaS solution that launches this month.
Trakr enables brands, distillers, producers and warehouses to track and manage their entire process of spirits production from grain to bottle.
Holland will oversee the growth of the global team, working with a leadership team in the US, Singapore and South America. His role also involves securing new strategic partnerships for the platform.
Prior to joining Metacask, he was Managing Director at SharpEnd / io.tt, where he operationally led the business as well as key accounts, including Estée Lauder Companies and Diageo.
He has also spent four years as MD at Anthem Worldwide and nine years as Digital Director at Schawk and Anthem in Europe where he was responsible for key clients including American Express, Elizabeth Arden, Nestlé, Guinness World Record, and BP.
And he co-founded digital agency Untitled, which was sold to the SGK/Matthews group in 2010.
Nim Siriwardana, Co-Founder, Metacask, says: “These are exciting times for us as we bring onboard an experienced and innovative leader to bolster our unique proposition and support clients and partners in taking the buying and selling of high value spirits on the blockchain to the next level.”
“The reimagining of the spirits collector’s customer journey and the role of technology, has created a seismic shift in how consumers can buy and sell spirits.”
“Similarly, Trakr’s roll-out as a brand new inventory management and asset tracking solution for the industry will deliver much greater efficiencies to a variety of industries, and Rob will play a defining role in developing the future of product provenance for brands globally.”
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