McKinsey Vet is New Persado President

In New York, AI-based communications optimisation firm Persado has appointed McKinsey veteran Jason Heller as President, with global oversight of all go-to-market functions and a seat on the Board.

Persado's platform uses data science, computational linguistics and machine learning, hitched to a database of more than one million tagged and scored words and phrases to optimise the wording of communications for customers and staff. The firm says it provides 'quantifiable results and data-driven insights to identify the trends and language that wins every moment in the customer journey while ensuring the message always reinforces brand voice'

At McKinsey, Heller was a Partner and Global Lead of Digital Marketing Operations and Technology. Earlier he founded Agiliti, a consultancy focused on digital marketing operations and strategy, which was absorbed into McKinsey in 2014; and co-founded and led a digital media and relationship marketing agency, sold in 2005 to Horizon Media.

CEO Alex Vratskides comments: 'Jason joining us from a company as well-respected as McKinsey is a testament to the work Persado is doing today... The company is poised to disrupt not just how companies approach every communication decision, but the ideation process itself. And as a part of our leadership team, Jason's expertise will help Persado customers achieve the true potential of an AI-driven communication model of the future, elevating their creative process and performance with data-backed insights to support every customer engagement'.

Web site: www.persado.com .