Kids Online Safety Site TotallyAwesome Appoints Alfie Leitao as CTO

As published on B&T MAGAZINE on 24 March 2021

Alfred (Alfie) Leitao has been appointed chief technology officer of TotallyAwesome, a leading digital-engagement company helping brands safely interact with kids, teens and their parents on the internet. Leitao will join the business’ senior leadership team and will be based in Sydney.

“Our engagement with brands wanting to appropriately connect with kids and teens is accelerating to the point that we are placing top-class specialist talent to evolve and scale vital areas of the business,” said TotallyAwesome CEO Will Anstee. “Alfie Leitao has the extensive leadership and technical skills to elevate our technology capabilities and effectiveness. I couldn’t be more excited to welcome him to the business.”

Leitao has a 23-year career in software engineering with on-ground digital development experience in 12 countries across Europe, USA and Asia Pacific. He was co-founder of the multi-award winning digital agency WHO Digital in Vietnam and continued to run the business after it was acquired by WPP.ADVERTISING  

Part of his new role is in building out TotallyAwesome’s enterprise advertising range of digital communications, including a platform that automates workflows to enable clients to rapidly scale their inventory. The business also maintains the highest priority on its COPPA and GDPR-K compliance

Anstee added, “We also place the uppermost importance on human curation of client campaigns. This is to assess the decisions being made by the machines is maintaining the quality of our work and the responsibility of protecting the privacy of our youngest internet audiences. We call it Human by Design.”

Leitao said of his appointment, “TotallyAwesome is a new breed of media company. It has a clear mission to help protect kids, teens and co-viewing families who are accessing the open web. I’m excited to work with Will and his team on building a business that is future focused with purpose and I look forward to helping unlock their full potential.”