# Scott King - Digital & AI Executive

Profile URL: https://scottking.au/
Location: Sydney, NSW, Australia
LinkedIn: https://www.linkedin.com/in/scottkingy/
Company: https://scanpire.com/
Last updated: 2026-04-20

## Summary

AI business founder, digital strategist and technology evangelist nearing 30 years of commercial experience and dedication to transforming enterprise customer experiences across the Asia Pacific region.

Scott firmly believes the future of competitive advantage lies in technology-driven business transformation - delivering reciprocal, exponential value: personalised, beautiful, and engaging experiences for consumers, in turn yielding enhanced commercial performance, cost optimisation, and sustained brand loyalty for businesses.

In 2014, Scott founded the customer experience consultancy Accordant, establishing it as Adobe's premier independent services provider in the Asia-Pacific region and earning recognition as the most certified and specialised partner in the world. After growing the business to some 100 specialists, Accordant became wholly owned by the global advertising network Dentsu, where Scott took the role of VP Enterprise Solutions, amalgamating Accordant and Isobar brands and launching the APAC expansion of the global consultancy Merkle.

More recently, Scott founded SCANPIRE.com - the internet's first Generative Engine Optimisation (GEO) integrated suite of AI-driven scanners that ensure experiences, websites and digital properties are ready for the AI revolution.

Today, Scott works for Adobe heading up the Growth and Innovation practice for Asia Pacific within Adobe's Digital Strategy Group. As a recognised subject matter expert in AI, data, analytics, marketing automation, content management, and creative technology services, his remit includes developing strategic thought leadership and evangelising Adobe's go-to-market position across Asia Pacific's top-tier industries, supporting sales growth programs for the top-50 customers and delivering internal training and enablement for new hires, sales, product, marketing teams, and executives.

Earlier in his career Scott worked for digital innovators such as the foundational precursor to Skype and the world's most trafficked peer-to-peer platform Kazaa; Asia's leading video streaming provider Viocorp; and Sony's media entertainment division PlayStation.

## Professional Experience

### CXO, Growth & Innovation Principal, JAPAC - Adobe (2022 - Present)
Digital Strategy Group. Designated AI Subject Matter Expert across Asia Pacific & Japan.

- Regional GTM partnership: Lead Growth & Innovation within Adobe's Digital Strategy Group across JAPAC, developing sales velocity within priority verticals and driving value realisation through AI and digital transformation at industrial scale.
- Top-50 account leadership: Lead strategic conversations across Asia Pacific's top-50 enterprise accounts; contributed to the record-setting, APAC largest Adobe deal.
- Executive workshops: Translate complex AI capabilities into executive value propositions; facilitate C-suite strategic workshops on AI Readiness and Content Supply Chain.
- Sales enablement at scale: Deliver field enablement as a trainer supporting Sales Operations programs (Launchpad, Accelerate, Catalyst, Sales Kick-Off) and extending the same enablement into Adobe's partner ecosystem.
- Flagship publications: Contribute to Adobe's flagship regional research including the APAC AI & Digital Trends Report 2025 and 2026.
- External thought leadership: Represent Adobe at SXSW, Australian Computer Society, Adobe Summit, and Tech Leaders events across the region.

Includes prior internal roles: Principal Industry Strategist for Asia Pacific (Feb 2023 - Feb 2025) and Industry Strategy Lead for Asia Pacific within Digital Strategy Group (Sep 2021 - Feb 2023).

### Founder & CEO - SCANPIRE.com (2025 - Present)
Concurrent founder role. B2B SaaS for Generative Engine Optimisation (GEO) and AI Readiness.

SCANPIRE.com provides the definitive AI Readiness assessment, analysing websites across 850 critical AI compatibility tests including Agentic Interoperability, AI Content & Citation, AI Technical Context, AI Devices & Channels, Competitor AI Benchmarking and Industry AI Analysis. The AI-powered platform produces a Prioritised Action Roadmap, customised Enhancement Recommendations for each failed test, Industry Competitor Benchmarks, and ongoing Improvement Tracking with Predictive Analysis derived from remediation and enhancement roadmaps.

Scott owns product, GTM, pricing, and unit economics, giving current hands-on practitioner-level fluency with AI product development and modern SaaS go-to-market motions.

### Senior Vice President, Enterprise Solutions - Merkle / Dentsu Group (2020 - 2022)
APAC Enterprise Solutions practice, post-integration of Accordant into Isobar / Merkle.

- P&L scale: Led a unified practice of approximately 300 people and circa USD $300M P&L spanning data, platforms, creative innovation, and customer experience.
- Holistic delivery model: Unified creative, marketing, data, and development into a single digital transformation delivery capability.
- Regional executive leadership: Member of the Dentsu APAC Executive Leadership Team contributing to regional commercial operations and key Dentsu Board strategic initiatives.
- Post-integration commercial design: Redesigned territory and account coverage, variable compensation and incentive plans, and forecast / pipeline governance across the unified APAC practice.
- Integrated GTM & growth strategy: Implemented market plans, new practice development, and growth initiatives using Salesforce, MS Dynamics, and Power BI as the commercial system of record.

### Founder & Chief Operating Officer - Accordant Isobar / Dentsu Aegis Network (2014 - 2020)
Founded, scaled, and exited a specialist Adobe services business. Acquired 2017, full earnout realised 2021.

- Business founder to exit: Grew the start-up to approximately 100 specialists across Australia, New Zealand, and regional APAC. Acquired by Dentsu Aegis Network 2017; integrated into Isobar / Merkle in 2021.
- Commercial operating system: As COO, owned territory and account coverage design, practice-level revenue targets, variable compensation and commission plans, sales forecasting and pipeline governance, and the CRM stack across successive years of 3x+ growth.
- Market planning & practice development: Led market planning, opportunity identification, new practice development, organisational planning, and team orchestration.
- Adobe alliance leadership: Established Accordant as Adobe's premier services partner in Asia Pacific and Adobe's own digital agency of record providing outsourced services for Adobe.com.
- Awards: 2021/2019/2018 Adobe Experience Cloud Partner of the Year; 2020 World's First Specialised Multi-Solution Partner; 2019 Customer Experience Partner of the Year; 2019 World's First Specialised Adobe Audience Manager Partner; 2019 Most Innovative Multi-Channel Implementation; 2019 Microsoft Rising Star of the Year; multiple 2018 Adobe category awards (Customer Experience, Cross-Channel Marketing, Programmatic Advertising, Public Sector ANZ); 2017 World's First Adobe Target Specialised Partner; 2016 First APAC Specialised Partner for Adobe Media Optimizer; 2015 Most Innovative Adobe Target Implementation.

### Solution Specialist, Enterprise Services - Adobe (2011 - 2014)
First dedicated Solution Specialist at Adobe APAC. Hybrid pre- and post-sales remit across Adobe Experience Cloud.

- Proved and scaled the role: Delivered 120% YoY growth; the Solution Specialist function was subsequently adopted as a permanent role across Adobe Experience Cloud.
- Multi-solution expansion: Remit extended across AdCloud (Media Optimizer), Campaign (Neolane), and Audience Manager (Demdex).
- T10 enterprise delivery: Oversaw award-winning digital transformation programs for top-10 clientele including the redesign and re-platform of the Commonwealth Bank digital marketing ecosystem.
- Global product influence: Appointed to a global Product Management scrum team contributing to Adobe Experience Cloud product roadmap and beta programs.

### Earlier Career (1994 - 2011)

- Technical Director - Reborn Agency (Nov 2010 - Oct 2011). Led ~25 developers and designers; agency grew from 12 to 25+ during tenure. Clients: NBN, Hyundai, Colgate, L'Oreal, Estee Lauder, Diesel, Breville, Lancome.
- Director of Creative Technology - Viostream (Apr 2008 - Dec 2010). Direction and product management of innovative emerging technological solutions across the Viocorp and Viostream platforms.
- Design & Development Manager - Viocorp (Apr 2008 - Dec 2009). Ran a team building bespoke product offerings for Fortune 500 clients including Australian Prime Ministerial Office, CSIRO, QBE, American Express, NAB, Channel 7, ABC, SBS, PayPal, Sydney Opera House, Telstra.
- Digital Director, Design & Development - Havas Digital (Mar 2005 - Jun 2008). Solution development and program delivery for clients including Peugeot, Schweppes, Cadbury, ASIC, Levis, Olympus, Canon, Hewlett Packard.
- Creative Technologist (Contract) - Sony PlayStation Division (Feb 2008 - May 2008). Concept-to-execution delivery of the APAC PlayStation 3 launch website in 3 months.
- Senior Applications Engineer - Skype / Kazaa (Feb 2002 - Feb 2005). Administration, development and design of Kazaa.com when Kazaa was the most downloaded program on the internet.
- Internet & Intranet Administrator, South East Asia - PGi (Jan 2000 - Apr 2002). 20+ regional websites, APAC intranet, and eNewsletter / web-to-fax / web-to-SMS / web-to-voice e-marketing platforms. Clients: Commonwealth Bank, Telstra, Optus, Singtel, AAPT.
- Senior Web Engineer & Graphic Designer - Selenium Interactive (Feb 1998 - Jan 2000). Software development, design and administration of enterprise websites for Greater Union Cinemas, HSBC, Coca-Cola, Ticketek.
- Independent Consulting & Early Roles - SDK Productions (1994 - 1998).

## Accreditations & Certifications

- Adobe Qualified Digital Advertising Lead (DAL) - Sep 2020
- Adobe Experience Platform Qualified Expert - May 2020 (ID: AD2-E551)
- Adobe Advertising Ambassador - Jan 2020
- Adobe Audience Manager - Specialised Partner, 1st in APAC - Sep 2019
- Adobe Customer Persona Enablement Accreditation - Jan 2019
- Adobe Analytics Sales Accreditation - Jan 2019
- Adobe Campaign Partner Sales Accreditation - Jan 2019
- 1st Global Specialised Partner for Adobe Target - Sep 2017
- Adobe Target Business Practitioner ACE Exam - Jan 2017 (ID: 311121628)
- Google Analytics Certification - Aug 2016 (ID: 6873308864)
- Adobe AdCloud Specialised Partner, 1st in APAC - Jan 2016
- Adobe Target Accredited Sales Specialist - Nov 2015
- Adobe Media Optimizer Accredited Sales Specialist - Oct 2015
- Adobe Audience Manager Certified Business Practitioner - Aug 2015
- Adobe Analytics Reports & Analytics User - Mar 2015 (ID: 3182015)
- Adobe Target Adobe Certified Expert - Dec 2014 (ID: 7FU33tU3eSns7M6621Wn)
- Digital Marketing Executive - University of Technology Sydney - Mar 2013
- TS: Microsoft .NET Framework 3.5, ASP.NET Application Development (MCTS) - Microsoft - Jun 2004

## Core Competencies

Partner & Alliance GTM; Enterprise B2B Software Commercial Strategy; AI GTM Development & Enablement; Artificial Intelligence (AI); Large Language Models (LLM); Agentic AI Development; Agentic Automation; Market Planning & Opportunity Identification; Sales Forecasting & Pipeline Governance; Sales; Executive & C-suite Strategic Engagement; Services Business Building (1 to 100); Start-up Ventures; Start-up Leadership; Business Ownership; Business Case Preparation; Digital Strategy; Digital Marketing.

## Selected Publications & Media

- Adobe AI & Digital Trends Report 2026 - https://business.adobe.com/au/resources/digital-trends-report.html
- Brands Race to Protect Their Identity as AI Becomes the Primary Shopping Interface - Buzzfeed - https://www.buzzfeed.com/business-news/ai-discovery-brand-risk-scott-king-adobe
- Exclusive: Adobe's Scott King reveals how AI is driving speed and personalisation - TechDay - https://channellife.com.au/story/exclusive-adobe-s-scott-king-reveals-how-ai-is-driving-speed-and-personalisation
- Adobe 2025 AI & Digital Trends Report - https://business.adobe.com/au/resources/digital-trends-report.html
- Transforming member apathy and boosting engagement for super funds - Financial Standard

## Contact

- LinkedIn: https://www.linkedin.com/in/scottkingy/
- SCANPIRE: https://scanpire.com/
- Website: https://scottking.au/