Relo Metrics, the leading AI-powered sponsorship analytics platform, has announced the appointment of Paul Shortley, formerly Senior Vice President for Sales Transformation at Nielsen, as its new Chief Revenue Officer (CRO). In that role Shortley is tasked with shaping Relo Metrics’ Americas and European roll out as well as to help transform the sports sponsorship space with data-driven measurement and optimization.
As CRO, Shortley will play a key role in enhancing international growth for the company, amplifying its messaging and awareness and developing new partnerships that increase Relo Metrics’ value to the market. He will also oversee the company’s go-to-market team, with new, key hires in the Los Angeles, New York and London to expand the Relo Metrics’ on-the-ground sales footprint. Relo Metrics provides unrivaled real-time data analytics and omnichannel reach to benefit rights holders, brands, publishers and advertising agencies across the entire sports sponsorship industry.
Paul brings a wealth of experience and knowledge in leading high performing commercial teams across analytics, market research, advertising and marketing services. Over the last decade, he has led global sales teams within Nielsen’s Marketing Effectiveness and Innovation practices and at SensorTower, a mobile analytics SaaS start-up.
In his leadership roles for Nielsen and SensorTower Paul consistently delivered hyper growth, establishing strong sales foundations and scaled global teams as well as successfully integrating acquisitions to build a unified culture. Along with leading Nielsen’s Sales Excellence taskforce and developing its Enterprise sales process, he was also part of the company’s Mentor program that was pivotal in guiding the careers of young associates.
“In a fast-evolving and multichannel media world, it has become critical that sports marketers adopt a strong, data-led approach to measuring and optimizing sponsorship assets and investments,” said Jay Prasad, Relo Metrics’ Chief Executive Officer. “That’s why Relo Metrics, with its unrivaled real-time data analytics and omnichannel reach, is primed for accelerated international growth. With his vast experience, Paul is exactly the right commercial leader we need to help realize the huge potential of Relo Metrics and of data-driven thinking for the entire sports sponsorship industry.”
“Sponsorship is a $90 billion industry, yet most of the ecosystem are still not measuring sports marketing as they would other marketing channels such as TV,” said Shortley. “There is a lot of room to optimize performance and benefit rights holders, brands, publishers and advertising agencies. I believe Relo Metrics is uniquely positioned to deliver unmatched value to the category and I look forward to building a world class commercial team that enhances this optimization for Relo Metrics’ customers.”