In a move signaling deeper commitment to innovation and operational scale, Operative has appointed three heavyweight executives to lead its charge across AI, cloud infrastructure, and global customer support. The new hires include Nick Thor as Head of AI, Karthik Marimuthu as SVP of Cloud Operations & CIO, and Will Christacakos as VP of Global Customer Support.

The trio brings a combined firepower of deep tech, SaaS, and enterprise operations experience—timed perfectly as media companies face mounting pressure to modernize their stacks and streamline delivery across both digital and linear ecosystems.

“As media companies evolve how they operate, sell, and connect with audiences, they need partners building for the next era of convergence and automation,” said Operative CEO Michael Grossi. “These new leaders bring critical expertise to deliver transformative solutions across AI, infrastructure, and customer experience.”

Betting Big on AI, with a Generative Edge

At the forefront of this tech upgrade is Nick Thor, a machine learning veteran who now helms Operative’s AI strategy. His remit? Elevate Operative’s generative AI platform, Adeline, and push the boundaries of agentic systems, predictive automation, and cross-channel workflow intelligence. In an industry hungry for more flexible and scalable solutions, Thor’s appointment signals Operative’s intent to stay competitive in the accelerating AI arms race gripping the adtech and martech sectors.

Expect a sharper focus on AI interoperability—especially as media clients demand smarter automation across programmatic, linear, and addressable inventory planning.

Enterprise-Grade Cloud for Enterprise-Scale Media

Joining as SVP of Cloud Operations and CIO, Karthik Marimuthu will be responsible for optimizing Operative’s global infrastructure. With decades of experience in cloud architecture and systems resilience, Karthik will help ensure Operative’s media clients experience enterprise-grade uptime and performance, even as their operations grow more complex and hybridized.

With ad operations now spanning OTT, CTV, programmatic, and traditional linear, Marimuthu’s role is central to ensuring that Operative’s platform can flex and scale—without cracking under pressure.

CX as a Competitive Advantage

Rounding out the executive additions is Will Christacakos, the new VP of Global Customer Support. A seasoned SaaS leader with a 20-year track record in building world-class support teams, Christacakos will take charge of client retention and experience across all regions and product lines.

In a market where martech and adtech vendors often struggle with fragmented customer support, Christacakos' appointment could help Operative stand out—particularly among global media conglomerates navigating platform unification efforts.

The Bigger Picture

This trio of appointments lands as the media industry pivots hard toward convergence—where content, inventory, and revenue management need to work across every screen and sales channel. Operative’s unified advertising technology platform aims to be the connective tissue that ties it all together.

And while innovation is the banner message here, the real story may be about resilience: investing in the leadership muscle needed to future-proof its offering as client needs grow more complex and expectations soar.

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