Nift brings in former Gopuff and Block executive Saket Mehta as its first ever Chief Revenue Officer

Nift, a technology company connecting commerce platforms to advertisers and brands to new customers, reports that Saket Mehta has joined its executive leadership team as Chief Revenue Officer (CRO).

He most recently served as VP of Global Advertising Partnerships and Revenue at Block, the parent company of Cash App Afterpay and Square. Mehta will oversee sales, business development and partnerships with enterprises and brands, reporting directly to Nift founder and CEO Elery Pfeffer.

His appointment follows a recent partnership with Klarna and builds on its earlier launch with Cash App Afterpay. Nift’s AI powered technology helps FinTech and other consumer facing platforms monetise their commerce media network (CMN) inventory while offering a more personalised experience that aiims to boost consumer sentiment, engagement and loyalty.

“We’re extremely pleased to welcome Saket Mehta as our first CRO,” says Pfeffer. “His track record of scaling global advertising partnerships and revenue across FinTech, logistics and adtech companies - and his experience helping grow organisations from startup to successful acquisition to IPO - make him the ideal leader to drive our next stage of revenue growth and build our commerce partner and DTC brand networks.”

Nift’s ad marketplace enables commerce platforms across finance, fitness, retail, travel and other verticals to unlock passive revenue while giving DTC brands a way to acquire new customers.

Integrated into each partner’s customer experience, Nifts are exclusive “thank you” gifts deliverable at nearly 20 touchpoints across the customer journey. These introduce consumers to products and services from leading DTC brands, retailers and subscription companies.

“Commerce media can’t follow the same playbook as retail media because consumer-facing platforms in verticals like FinTech, travel and healthcare aren’t simply reordering the digital shopping aisle - they’re crossing over categories and connecting with consumers in new contexts,” says Mehta.

“I’m thrilled to join Nift at this key point in our industry’s evolution because its AI platform lets CMNs drive passive revenue and create incremental ad inventory that feels completely native to their brand without disrupting the customer experience.”

Mehta led advertising partnerships at Gopuff prior to joining Block/Cash App Afterpay. Before that, he held a series of sales, strategy and operations roles at brand advertising software company TubeMogul, where he helped scale the company from early-stage startup to IPO and eventual acquisition by Adobe. Mehta has also held leadership roles at Chartboost (acquired by Zynga) and Quibi.

2025 RTIH INNOVATION AWARDS

AI will be a key focus area at the 2025 RTIH Innovation Awards.

The awards. which are now open for entries, celebrate global tech innovation in a fast moving omnichannel world.

Our 2024 hall of fame entrants were revealed during an event which took place at RIBA’s 66 Portland Place HQ in Central London on 21st November, and consisted of a drinks reception, three course meal, and awards ceremony presided over by comedian Lucy Porter.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “The event is now into its sixth year and what a journey it has been. The awards started life as an online only affair during the Covid outbreak, before launching as a small scale in real life event and growing year on year to the point where we’re now selling out this fine, historic venue.”

He added: “Congratulations to all of our finalists. Many submissions did not make it through to the final stage, and getting to this point is no mean feat. Checkout-free stores, automated supply chains, immersive experiences, on-demand delivery, next generation loyalty offerings, inclusive retail, green technology. We’ve got all the cool stuff covered this evening.”

“But just importantly we’ve got lots of great examples of companies taking innovative tech and making it usable in everyday operations - resulting in more efficiency and profitability in all areas.”

Congratulations to our 2024 winners, and a big thank you to our sponsors, judging panel, the legend that is Lucy Porter, and all those who attended November's gathering. 

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