Nift, the technology company linking commerce platforms with advertisers and direct-to-consumer (DTC) brands, has named Saket Mehta as its first Chief Revenue Officer. A fintech and commerce media veteran, Mehta most recently served as Vice President of Global Advertising Partnerships and Revenue at Block (parent of Cash App Afterpay and Square). In his new role, he will lead sales, business development, and enterprise partnerships, reporting directly to founder and CEO Elery Pfeffer.
The appointment follows Nift’s recent collaborations with Klarna and Cash App Afterpay, signaling a broader trend of fintech platforms deepening partnerships with retailers and brands to create on-site advertising inventory integrated into the customer experience. Nift’s AI-driven platform enables these platforms to monetize commerce media network (CMN) inventory while delivering more personalized interactions that strengthen consumer engagement and loyalty.
“We’re extremely pleased to welcome Saket Mehta as our first CRO,” said Pfeffer. “His track record of scaling global advertising partnerships and revenue across fintech, logistics and adtech companies—and his experience helping grow organizations 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.”
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Nift operates a two-sided marketplace where consumer-facing platforms across finance, retail, travel, fitness, and healthcare can generate passive revenue, while DTC brands gain a more cost-effective path to customer acquisition. Integrated as “thank-you” gifts at nearly 20 touchpoints in the customer journey, Nifts have achieved conversion rates of up to 10%—far higher than the industry average of 1–3% for search and social ads.
Commenting on the opportunity, Mehta said: “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. 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’s career includes leadership roles at Gopuff, TubeMogul (scaled to IPO and acquired by Adobe), Chartboost (acquired by Zynga), and Quibi. He also teaches at Miami University, where he earned his BS in Business and Finance.
