Nexoya hires AdTech expert Alfonso Mariniello
The marketing analytics company Nexoya is accelerating its international expansion with Alfonso Mariniello as its new Country Lead for Italy. The seasoned digital advertising executive brings more than 25 years of experience to the role.
Nexoya has been analysing, attributing and optimizing cross-channel digital advertising campaigns for its clients since 2018. The marketing analytics expert based in Zurich, Berlin and Milan has developed its platform into a successful solution that is used by well-known companies across Europe. These include Zurich Insurance, Generali, Vodafone, Facile and Flaschenpost. To further intensify its dynamic growth and international expansion, Nexoya is now bringing on board Alfonso Mariniello, an experienced business builder and market innovator.
Over 25 years of experience in the digital advertising industry
The senior digital advertising executive has more than 25 years of experience in the digital advertising industry. Among other things, he was responsible for setting up Adform in Italy, headed up media and advertising technology sales at Microsoft and played a key role in the launch of the ad-supported Netflix subscription. He is also an active board member of the Interactive Advertising Bureau (IAB) in Italy.
In his new role, Alfonso Mariniello is responsible for expanding the Italian market and strategically developing the local team. His focus is on market enablement and the strategic use of AI in performance marketing. Nexoya has had an office in Milan since 2024. By appointing Mariniello to the position of Country Lead Italy, Nexoya is underlining its broad-based strategy of expanding throughout Europe. In this way, the marketing analytics provider wants to ensure that even more companies benefit from AI-supported marketing attribution and optimization.
Marco Hochstrasser, Co-Founder and CEO of Nexoya, emphasizes: "We are very pleased to welcome Alfonso Mariniello to Nexoya. He brings with him more than twenty years of experience in digital advertising and in-depth knowledge of the Italian market. Both strengthen our ability to guide marketers in Southern Europe through the transition to AI-powered processes and turn their budgets into measurable performance gains."
AI-supported optimization as a necessity
Alfonso Mariniello says: "I am looking forward to building on the strong work of the Italian team. My focus is on showing marketers that the complexity of digital media can no longer be mastered manually - and that AI-supported optimization is no longer a nice-to-have, but a must. My goal: Nexoya will be the first brand people think of when it comes to performance marketing."
Pioneer of digital advertising
Alfonso Mariniello began his career in 1999 at one of Italy's first digital marketers, at a time when internet advertising was still in its infancy. In the years that followed, he was responsible for the sale of innovative online advertising technologies, including email marketing, web analytics solutions and ad serving platforms. In 2010, he founded the Italian branch of Adform, a leading global provider of programmatic advertising and DMP platforms. In 2019, Mariniello joined Xandr as Market Leader Italy. After the acquisition of Xandr by Microsoft, he was responsible for the introduction of advertising marketing on Netflix and the monetization strategies for Microsoft's media assets in Italy and Spain.
About Nexoya
The marketing analytics company Nexoya, based in Zurich, Berlin and Milan, has been implementing automated analyses for the digital marketing of medium-sized and large companies since 2018 - in a user-friendly and data protection-compliant manner. The SaaS platform "Nexoya Marketing Analytics" uses machine learning to optimize multi-channel marketing campaigns: For this purpose, the solution aggregates key figures from different channels such as Google Ads, Meta or LinkedIn, presents them clearly and takes over the monitoring of the key figures. Nexoya then optimizes the campaign budgets based on the data collected and using artificial intelligence (predictive analytics). The solution relieves marketing teams of routine operational tasks, simplifies automated, data-driven decisions and reduces marketing costs by up to 30 percent. Nexoya only collects non-personalized data that is stored in certified Swiss data centers. Its customers include well-known companies such as Yuh, Generali, Swisscom and Zürcher Kantonalbank (ZKB) in Switzerland, DA Direkt and Enercity in Germany and Vodafone, Facile and Scholl in Italy.
