BANGKOK, December 8, 2025 — Amity Group today announced the appointment of Richard Roocroft as Senior Vice President, Group Head of Commercial, effective 1 December 2025. This newly created group-level role is designed to strengthen Amity Group’s global commercial solutions leadership as the company continues to expand internationally and scale enterprise adoption of generative AI.
In this role, Roocroft will lead Amity Group’s global go-to-market strategy, commercial execution, and strategic partnerships across multiple business units, with a focus on helping enterprise customers achieve measurable business outcomes from AI.
Roocroft brings more than 20 years of experience scaling SaaS and technology companies across Asia-Pacific and EMEA, including working with large enterprise and multinational organizations. He has a strong track record in opening new markets, building high-impact commercial teams, and developing partnerships that accelerate growth at scale.
At Amity Group, he will be responsible for shaping and executing the group’s commercial growth strategy beyond existing business unit markets. This includes identifying new geographic and industry opportunities, supporting international market entry initiatives, and enabling cross-business collaboration through integrated go-to-market programs, including cross-selling and bundled solutions.
A key focus of his role will be strengthening Amity Group’s enterprise offering by bringing GenAI deeper into core business operations—supporting organizations as they move from experimentation to practical, scalable use cases across customer engagement, operational efficiency, and data-driven decision-making.
Roocroft’s remit also covers commercial alignment across Amity Group’s expanding AI-driven portfolio, including voice and call analytics capabilities added through the acquisition of Tollring, alongside Amity Group’s conversational AI and data insights solutions. This integrated approach supports the group’s strategy of delivering enterprise-ready AI solutions that drive real operational impact across global markets.
In addition, Roocroft will lead the development of strategic partnerships and alliances in new markets, working closely with business unit leaders on joint initiatives and long-term enterprise relationships.
“Richard’s appointment significantly strengthens our global commercial leadership as Amity Group continues to expand internationally,” said Keng Teik Koay, Group CEO of Amity. “His experience scaling enterprise technology businesses and translating AI capabilities into real commercial outcomes will be critical as we help organizations move from AI experimentation to execution.”
“Amity Group has built strong momentum, and the opportunity ahead is about scale and execution,” added Richard Roocroft. “Enterprises are looking to embed GenAI into everyday operations, and I look forward to working closely with the team to open new markets, build strategic partnerships, and deliver meaningful,
measurable outcomes for customers globally.”
To learn more about Amity Group's comprehensive AI solutions, please visit https://www.amity.co/.
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