Advanced Television

Nielsen’s Shortley joins Relo Metrics

June 6, 2023

Relo Metrics, the 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). 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 optimisation.

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 seek to 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.

Shortley brings a wealth of experience and knowledge in 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 a fast-evolving and multichannel media world, it has become critical that sports marketers adopt a strong, data-led approach to measuring and optimising 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 realise 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 optimise 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 optimisation for Relo Metrics’ customers.”

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