Nift, a technology company connecting commerce platforms to advertisers and brands, has named fintech industry veteran Saket Mehta as its Chief Revenue Officer (CRO) to drive accelerated revenue growth. Mehta brings extensive experience, having most recently served as Vice President of Global Advertising Partnerships and Revenue at Block, the parent company of Cash App, Afterpay, and Square. Reporting directly to Nift’s founder and CEO Elery Pfeffer, Mehta will lead the company’s sales, business development, and enterprise partnerships.
His appointment follows Nift’s recent collaborations with major fintech players Klarna and Cash App Afterpay, highlighting an industry trend where consumer fintech platforms increasingly partner with brands and retailers to create native, on-site advertising inventory that seamlessly integrates into the customer experience. Nift’s AI-powered technology enables fintech and other consumer-facing platforms to monetize their commerce media network (CMN) inventory while offering personalized experiences that improve consumer engagement, sentiment, and loyalty.
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Elery Pfeffer expressed strong confidence in Mehta’s ability to drive Nift’s next stage of growth, noting his proven track record of scaling advertising partnerships and revenue across fintech, logistics, and adtech sectors. Mehta’s leadership experience includes roles at Gopuff, where he led advertising partnerships, and at TubeMogul, where he contributed to the company’s growth from an early startup to IPO and eventual acquisition by Adobe. He has also held leadership positions at Chartboost (acquired by Zynga) and Quibi. Mehta holds a degree in Business and Finance from Miami University and serves as an adjunct professor and advisory board member there.
Nift operates a two-sided ad marketplace connecting commerce platforms across various verticals including finance, fitness, retail, and travel with direct-to-consumer (DTC) brands. Their unique offering, called Nifts, delivers valuable “thank you” gifts at nearly 20 touchpoints throughout the customer journey, providing a cost-effective customer acquisition channel that outperforms traditional digital ads with conversion rates up to 10%.
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Consumer data from Nift shows 88% positive ratings for these gifts, with 72% of recipients expressing increased favorability toward gifting brands and 70% likely to make repeat purchases. Nifts can be triggered by numerous customer actions, such as making payments, leaving reviews, transferring points, or downloading apps, and can be delivered via multiple channels, including email and push notifications.
With Mehta’s appointment as CRO, Nift aims to capitalize on the growing fintech-brand collaboration trend, scaling revenue and expanding its commerce partner and DTC brand networks further.
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