Denise Colella joined sell-side pricing and inventory manager Maxifier two years ago and quickly climbed the ranks from CRO to president before taking on the CEO’s role in October.
Colella replaced Anthony Katsur, who held the post for less than a year and is now an advisor for the programmatic direct marketplace iSocket and Involved Media, a social media agency. AdExchanger sat down with Colella to talk about her new role and her plans to take Maxifier’s services beyond premium publishers.
AdExchanger: Maxifier has gone through several CEOs in the past few years. What’s behind the high turnover rate?
DENISE COLELLA: Jonathan [Shaevitz] was brought on to help launch Maxifier as CEO and was there for almost two years. He mainly helps build teams and then moves on. He hired myself and Anthony Katsur, whom I’ve worked with since we were both at DoubleClick before moving on.
What were your respective roles in the company?
Tony’s background is more engineering and development-focused so he took over the product engineering and consulting services and I was running all the front-end parts of the business. Tony had been the CEO for about 11 months before we decided that we wanted to take a more customer-focused approach. I’m very excited about my new role and so far I’ve been meeting people, making sure the clients are comfortable as well as looking at the organization and deciding how we want to go on.