Cross MediaWorks Announces Two Key Executive Hires, Expands Executive Team

Cross MediaWorks names Paul Alfieri, CMO and Madhusudhan Reddy, SVP, Head of Engineering, Cadent

NEW YORK, NY, September 20, 2017 – Cross MediaWorks, a family of global media and advertising companies focused on advancing the TV and video advertising marketplace, announced today it has expanded its executive team with the addition of two new hires. The hires include: Paul Alfieri, CMO, Cross MediaWorks and Madhusudhan Reddy, SVP, Head of Engineering, Cadent. Both positions are newly created and will be based in New York.

Alfieri will be responsible for driving all strategic marketing, messaging and branding efforts with the mission of advancing Cross MediaWorks product offerings including: addressable video, national efficient media buying and performance-based marketing. Alfieri will report directly to Nick Troiano, CEO, Cross MediaWorks.

Reddy will oversee all aspects of engineering for Cadent. He and his team are charged with developing and automating data-driven media solutions and turnkey addressable video capabilities. Reddy will report to Stephanie Mitchko-Beale, COO/CTO, Cross MediaWorks.

“Both Paul and Madhu are experts in their respective fields and understand how to harness technology and data to create meaningful advertising experiences,” said Troiano. “I am excited to have both of these experienced executives onboard as Cross MediaWorks continues to drive the advanced TV revolution.”

“As traditional television advertising technology evolves steadily into a digital-like experience, it is exciting to be on the ground floor of this transformation,” Alfieri stated. “I look forward to adding my voice at Cross MediaWorks as we enter the next stage of growth and innovation with our clients and MVPD partners.”

“Cross MediaWorks is perfectly positioned to help lead the advertising industry with great solutions and products for advanced television,” stated Reddy. “I am thrilled to bring my experience to this amazing team to create industry-leading data driven media solutions that will help our clients succeed in the marketplace.”

Previously, Alfieri was the senior vice president of worldwide marketing for the Turn Platform. During his tenure, he built the global marketing team, re-branded the company as a technology platform, and helped grow strong relationships with agency and brand marketing customers. Alfieri also held senior roles at Motorola where he led the go-to-market brand strategies for video-capable technologies, including mobile, linear TV set-top boxes and broadband infrastructures. He oversaw the messaging of more than 15 acquisitions.

Prior to Cross MediaWorks, Reddy was the vice president of global engineering at Nielsen. At Nielsen, Reddy led global engineering that powered Nielsen's flagship ratings and analytics products. He directed and managed global teams that built advanced platforms leveraging serverless cloud computing, big data analytics, machine learning and IoT technologies. Reddy holds multiple patents and was also the recipient of MRMW's Best New Technology Award for innovations relating to consumer path to purchase, digital advertising and content consumption.

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About Cross MediaWorks

Cross MediaWorks (CMW) is driving the advanced TV revolution. With more than 300 employees worldwide, CMW companies are advancing the next generation of cross-platform solutions with turnkey addressable video capabilities, data-driven media solutions, and superior performance-based marketing. Leveraging our incredible scale, CMW clients and partners can effectively target audiences with relevant messages, while simplifying advertising workflows across all screens. CMW companies include Cadent, one2one Media and TCA. Cross MediaWorks is a member of the portfolio of companies managed by Lee Equity Partners.