Acxiom Revenue Chief Nada Stirratt Steps Down
Acxiom Chief Revenue Officer and Exec VP Nada Stirratt will leave the company at the end of March. Ms. Stirratt will have been with the firm just around three years since she came on board in February 2012 following stints at MySpace, MTV and AOL.
Acxiom CEO Scott Howe will take the helm of the sales team temporarily until a replacement for Ms. Stirratt is found.
She has presided over the data-services giant's evolution under Mr. Howe away from its roots as a data broker towards offering data-centric digital marketing services. During her tenure, Acxiom inked a deal in December 2013 with one of the largest media spenders in the world, Starcom MediaVest Group, which agreed to use Acxiom's then-young audience-targeting system, Audience Operating System.
Also during her time at Acxiom, the firm acquired LiveRamp, which provides technology for moving offline CRM and transactional data to the web so companies can target digital ads to their current customers.
Acxiom altered its marketing message in the time Ms. Stirratt has been with the firm. In 2013, Acxiom took aim at third-party behavioral data, the basis of much digital advertising, suggesting that the first-party data gathered through loyalty programs and call-center interactions is more valuable to advertisers. Later, when Acxiom bought LiveRamp, bolstering its backend tech offerings, the company de-emphasized its first-party data message in favor of promoting itself as an agnostic platform for all types of data.