Brickinfo English
Amity Group Appoints Richard Roocroft as Senior Vice President to Lead Global Commercial Strategy
Brickinfo News Agency – Amity Group has announced the appointment of Richard Roocroft as Senior Vice President, Group Head of Commercial, effective December 1, 2025. This newly established group-level position is designed to strengthen the company’s global commercial solutions leadership as it pursues international expansion and seeks to scale the enterprise adoption of generative AI.
Roocroft enters the role with over 20 years of experience in scaling SaaS and technology companies across the Asia-Pacific and EMEA regions. He is tasked with leading Amity Group’s global go-to-market strategy, commercial execution, and strategic partnerships across multiple business units. A central component of his responsibilities will be shaping growth strategies outside of existing markets, which includes identifying new geographic opportunities and enabling cross-business collaboration through integrated go-to-market programs and bundled solutions.
The appointment comes as Amity Group looks to strengthen its enterprise offering by integrating GenAI deeper into core business operations. Roocroft will focus on supporting organizations as they transition from AI experimentation to practical, scalable use cases in customer engagement and operational efficiency. His remit also covers commercial alignment across the group’s portfolio, which includes conversational AI and data insights, as well as the voice and call analytics capabilities recently added through the acquisition of Tollring.
Keng Teik Koay, Group CEO of Amity, stated that the appointment significantly strengthens the company’s global leadership during this phase of international expansion. He noted that Roocroft’s background in scaling enterprise technology businesses will be critical in helping clients translate AI capabilities into real commercial outcomes and execution.
Regarding his new role, Richard Roocroft noted that the company has built strong momentum and that the current opportunity focuses on scale and execution. He emphasized that enterprises are looking to embed GenAI into everyday operations and stated he looks forward to working with the team to open new markets and deliver measurable outcomes for customers globally.
