Former Acxiom Revenue Chief Lands CEO Role at Verve Mobile

April 21, 2015 – Ad Age Digital industry vet Nada Stirratt, most recently chief revenue officer and exec VP and Acxiom, has landed in a CEO role. Ms. Stirratt will serve as CEO of Verve Mobile, a location-based mobile ad firm. She was with Acxiom for around three years following jobs with MySpace, MTV andAOL.

During her stint with marketing-data giant Acxiom, the firm formed a partnershipwith Starcom MediaVest Group and acquired data onboarding outfit LiveRamp.

The Wall Street Journal reported:

“Verve has raised $36 million to date, and the 10-year-old company boasts partnerships with over 2,000 media partners. According to Ms. Stirratt, Verve helps companies such as Hearst, Gannett, 21st Century Fox…and NBC Universal deliver highly targeted local ads via their mobile sites and apps by marrying mobile device data with advertisers’ own data and data from individual publishers.”

Acxiom often helps clients link their proprietary customer data to mobile device and online data for ad targeting, so it’s no surprise Ms. Stirratt sees the value in Verve’s business.

 

Verve’s New CEO: ‘Location Is The Sweet Spot Of Mobile Advertising’

April 21, 2015 -- AdExchanger Acxiom vet Nada Stirratt is looking to spread the good word about location-based advertising in her new role as CEO of Verve Mobile, announced Monday.

“The last few years have been about Angry Birds and app downloads, but now the market is finally talking about reaching consumers in particular locations,” said Stirratt, who comes to Verve after more than three years as CRO at Acxiom, where she helped guide last year’s LiveRamp acquisition.

Verve hasn’t deviated from the core hypothesis the company was founded on in 2005, said Stirratt, who takes the reins from former CEO Tom MacIsaac.

“People are going to continue to buy things at a location – more than 90% of of commerce is conducted in brick-and-mortar stores,” she said. “That’s the premise we were built on and we don’t see it changing. Verve has been evangelizing around this for the last 10 years, but it’s now that the message is really starting to resonate.”

Verve has 150 employees spread across three offices in Carlsbad, California; Bethesda, Maryland; and New York City, where it has its headquarters. Clients include Kohl’s, Nordstrom, P&G, Macy’s, Best Buy, H&M, Mercedes-Benz, AT&T, Diageo, Kraft, Hallmark, Well Fargo and Target. The company, which has raised $36.9 million since 2008 and has been profitable since the fourth quarter of 2013, is set to do more than $75 million in revenue in 2015.

Stirratt talked with AdExchanger on day one of her new post.

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Verve Mobile Taps Acxiom’s Stirratt As CEO

April 21, 2015 – MediaPost Former Acxiom Chief Revenue Officer Nada Stirratt is joining location-based mobile ad network Verve Mobile as CEO. She succeeds Tom MacIsaac.

Stirratt, who will be based in Verve’s New York City office, is a veteran top digital media sales exec.

Prior to Acxiom, she was the chief revenue officer of MySpace, and previously served as executive vice president-digital advertising at MTV Networks, and held senior roles at Advertising.com and Moviefone.

At Acxiom, she helped introduce the company’s Audience Operating System to Madison Avenue, and was a key player in its acquisition of data onboarding platform LiveRamp.

Verve Mobile Digital Ad Veteran Nada Stirratt Named CEO

April 20, 2015 — Geomarketing Location ad platform Verve Mobile has named Nada Stirratt, a widely respected, highly visible interactive ad executive who has led sales teams over the past decade at AOL and MTV, as its CEO.

Stirratt is replacing Tom MacIssac, who joined Verve four years ago from digital video provider ExtendMedia.

MacIssac, who could not be reached for comment, left the company on amicable terms, sources said.

In choosing Stirratt, who is widely regarded as a sharp deal maker who has developed close relationships with major brands over the past decade, Verve has selected someone to help raise its profile amid an increasingly crowded space.

Whereas MacIssac’s tenure was product-based and focused on repositioning the New York-based company from a mobile ad network to a more fully realized location-based programmatic platform, it is likely Stirratt’s role will be different. Stirratt will likely be charged with helping agencies and brands better understand how Verve stands out from rivals such as xAd, YP, Factual, NinthDecimal, PlaceIQ, Thinknear, and Placed — not to mention companies like Google and Foursquare—companies which are now attempting to expand their own digital services in the online-to-offline local marketing space.

On the product side, Verve has recently been setting up its own private marketplace aimed at driving higher quality mobile ad placements from publishers, as well as developing a white label app and advertising network for TV broadcasters’ digital properties.

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Former Acxiom and Viacom Executive Nada Stirratt Tapped as CEO of Verve Mobile

April 20, 2015 — The Wall Street Journal Digital media veteran Nada Stirratt was named chief executive at Verve Mobile, a company that helps advertisers target ads to mobile devices based on a person’s location.

Ms. Stirratt most recently spent three-plus years as the chief revenue officer at Acxiom, a data and analytics company that works with major marketers like Macy’s and United Airlines as well as a slew of ad technology companies.

Prior to her tenure at Acxiom, Ms. Stirratt spent time in top sales roles at MySpace, MTV Networks and AOL. She replaces Tom MacIssac, who is leaving the company.

Ms. Stirratt arrives at Verve Mobile at a time when mobile advertising is surging, though the medium’s promise of delivering the perfect ad to people based on exactly where they are at a given moment remains largely unfulfilled.

Verve has raised $36 million to date, and the 10-year-old company boasts partnerships with over 2,000 media partners. According to Ms. Stirratt, Verve helps companies such as Hearst, Gannett, 21st Century Fox and NBC Universal deliver highly targeted local ads via their mobile sites and apps by marrying mobile device data with advertisers’ own data and data from individual publishers.

“What’s exciting to me about this company is that we can drive people into actual stores with mobile ads, and be certain that we actually drove sales for a brand,” Ms. Stirratt told CMO Today. “This is a not a spray and pray thing, where we send you an ad just because you  may or may not be in front of a Starbucks. With all our different data sources, we can say to a brand, ‘I will reach this person, and I know they are a Target person or a Macy’s person, and I know what they bought in the past.”