The Xaxis Mission

Smart companies are successful because they eliminate the complexities in their services, making it easier for their customers to achieve their goals. In programmatic media – the likely future state of all media – that means all our advances in technology, data, and expertise need to be brought to bear on its biggest challenge: to transform how we think about, measure and deliver against our clients’ real goals. We need a new model for advertisers that is outcome-driven, simple, and accountable. That is Xaxis’ mission.

Xaxis is The Outcome Media Company. We combine unique brand-safe media access, unrivaled programmatic expertise, and 360-degree data with proprietary artificial intelligence to help global brands achieve the outcomes they value from their digital media investments. Xaxis offers managed programmatic services in 47 markets, including North America, Europe, Asia Pacific, Latin America, the Middle East, and Africa.

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Programmatic Experts

Our Leadership

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Nicolas Bidon
CEO

Nicolas Bidon is the global CEO of Xaxis, responsible for the overall company strategy and P&L across 47 markets in North America, Europe, Asia Pacific, Latin America and the Middle East and Africa. 

Nicolas has been working at the intersection of data, media and technology for more than 20 years with tenures in San Francisco, London and Switzerland and is passionate about helping global brands leverage cutting-edge technology to achieve the desired outcomes from their digital media investments.

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Beth LeTendre
CEO, GroupM Performance US

Beth LeTendre is CEO of GroupM Performance, U.S., overseeing Xaxis, Catalyst, and [m]Platform Services teams. She leads high performing, innovation-driven teams comprising more than 800 performance marketing experts across GroupM. Beth’s focus is on growing GroupM’s specialist performance businesses and scaling best practices in the group’s performance-marketing centers of excellence.

Beth is the co-founder of Catalyst where she served as CEO for 21 years. Catalyst is a search, social, and ecommerce marketing agency. Beth founded Catalyst in 1998 and was instrumental in negotiating the 2006 acquisition of Catalyst by WPP, the world leader in marketing communications services. In 2008, Catalyst was placed within GroupM, where Beth oversaw all of GroupM’s search and social business, consistently driving double-digit growth for the agency and leading Catalyst’s global expansion. Beth’s strategic vision and leadership has been key to the development and launch of Catalyst’s industry-leading and proprietary tools like eShelf and FUSION, as well as Catalyst’s top performance in the 2016 and 2017 Forrester Search Marketing Wave.

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Arshan Saha
CEO, Asia Pacific

Arshan Saha is the CEO of Xaxis APAC. In his role, Arshan is responsible for Xaxis’ strategy, operations, and growth. These include client development, trading and partnerships, to providing the best programmatic media solutions across the region.

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John Wittesaele
CEO, EMEA

John is an experienced and proven leader in digital media and advertising thanks to his comprehensive knowledge and understanding of programmatic advertising.

As CEO EMEA, John leads Xaxis in 25 markets, formulating strategy and overseeing operations to deliver growth. He is an influential thought leader and frequent expert on topics such as AI and outcome-based marketing, regularly speaking at major industry events such as AdWeek Europe.

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Juan Moronvelez
CEO, Latin America

Juan Moronvelez is CEO of Xaxis Latin America. Before joining Xaxis, Juan co-founded an array of diverse software development companies. He worked in different agencies in London before joining Xaxis and was responsible for opening the Colombia Xaxis Office in 2014. He then moved to a regional role in which he forged the different areas that support the company across the region, including trading, client development and partnerships. Juan is an enthusiast of MarTech, data management, and passionate about the outdoors. He has a Bachelors’ Degree in Business and Master’s in marketing. Juan is obsessed with helping brands achieve their goals, leveraging the best available technology and talent.

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Laura Probert
Global VP, Talent

Laura joined Xaxis in February 2016 as Talent Director, EMEA. After 12 months, she moved into her current role, Global VP, Talent. Laura has almost 20 years of HR management experience gained across several industries, including retail, technology, professional services and advertising.

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Mike Bevans
Global VP, Product Solutions, Marketing and Partnerships

Mike is is responsible for leading the product solution and marketing teams and driving innovation globally. Mike brings over 17 years of industry experience across the consumer Internet and digital marketing solutions to Xaxis, including deep experience in programmatic platforms.

Prior to Xaxis, Mike led International Product Marketing and B2B Marketing teams at Yahoo focused on delivering solutions in the areas of Audience Targeting, Personalization, Creative Optimization and Insights and Analytics. Mike, who received his MBA from San Francisco State University, is based and lives in London with his family.

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Sara Robertson
Global VP, Disruption

Sara Roberston is Global VP, Disruption at Xaxis. She is responsible for challenging the status quo, staying ahead of industry trends and helping to future-proof our business through careful stewardship of long-shot investments and experimental R&D. Sara also manages the development and success of Copilot, Xaxis’ proprietary artificial intelligence engine. Copilot has employed machine learning techniques to optimize 50,000+ digital advertising campaigns across 47 countries, driving double-digit performance improvements for Xaxis clients. Prior to joining Xaxis, Sara managed the streaming and commerce platforms behind thousands of artists at Warner Bros Records, giving her the opportunity to party with rock stars like Metallica, Tom Petty, and My Chemical Romance.

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Henry Stokes
MD, Global Clients

Henry is the Managing Director of Global Accounts at Xaxis where he leads a team that delivers programmatic strategy for some of the world’s largest advertisers. He has 17 years of experience in digital advertising and search marketing, and over 8 years in programmatic media.

Henry began his career at MediaVest before joining Mindshare where he ran the IBM and Nike digital accounts. He briefly left in 2005 to set up Circus Street, a consultancy & training business working for the likes of Nestle, ITV, Guardian, and Sky before rejoining Mindshare in 2009 as Head of Digital. In 2011 he moved to Groupm to lead client development for Xaxis UK. After two years of rapid growth, he repeated that success for Xaxis in Asia, successfully rolling out across 14 markets that saw 10x growth in five years.

With a passion for education and training, Henry delivered the digital marketing course for MsC students at the reputed CASS Business School in London. He’s also developed programmatic 101 training for Xaxis APAC.

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Silvia Sparry
Global VP, Operations & Platforms

Silvia leads our global business operations team and is responsible for tools and platforms, operations, and technology. She also aligns our global, regional, and local supply path optimization and risk mitigation initiatives related to brand safety, fraud prevention, and data & privacy compliance, adhering Xaxis to the highest standards.

Silvia has been a part of Xaxis for over 5 years. She has a proven track record of driving positive change thanks to her strong vision and leadership skills, ability to pull teams together, and relentless focus on getting things done.

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Michel Gagnon
Global Managing Director, plista

Before joining plista, Gagnon worked for PwC both in Canada and Germany. In his last role he served as Manager Strategy Consulting in Berlin advising tech companies on their international expansion. He also acted as a Member of the Executive Committee of the Canada China Business Council and brings many years of experience in various strategy and international business development roles at Bombardier Inc.

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