Hong Kong – dentsu International Hong Kong has elevated Nathan Petralia as managing director of Merkle, dentsu’s recently launched CXM (customer experience) Service Line. In his new role, Petralia will be accountable for Merkle’s operation and yield a competitive advantage for the agency network as an integrated service provider and drive strategic growth for the CXM business in the market.
Petralia first joined Isobar Commerce Hong Kong in 2018, and afterwards, stepped up as general manager when the group launched Merkle Hong Kong last year. In just one year, the network said he has already demonstrated impeccable passion and determination in setting Merkle up for success and contributed to the group’s overall revenue growth.
“This promotion signals our commitment that Merkle is our key strategic growth pillar for the overall Hong Kong operation, it also demonstrates our trust in Nathan, knowing that he is the right captain in leading Merkle for us,” Simone Tam, CEO of dentsu International Hong Kong said.
“Nathan will bring together the customer experience capabilities Merkle owns and drive synergies and integration across the entire agency group and for our clients,” Tam added.
Petralia commented, “I have always been passionate about customer psychology and data. Like any other person, I get pretty annoyed when I get irrelevant advertising because it tells me this brand does not know what I want and is wasting money on irrelevant advertising.”
He aded, “With Merkle, I can help dentsu clients capture and leverage valuable data to increase their marketing effectiveness with predictable and measurable results, bring brands and customers closer together, and maximise the customer experiences and brand loyalty.”
Just recently, John Riccio was named president of Merkle for whole of APAC.