SOURCE: Mass Relevance

Mass Relevance

August 06, 2013 10:00 ET

Manish Mehta Joins Mass Relevance as Chief Product Officer

Visionary Executive and Entrepreneur Brings 20+ Years of Digital Innovation to the Leading Social Experience Platform Company; Appointment Comes as Mass Relevance Cements Leadership With Record Client, Product, Employee Growth -- and Readies for Next Phase of Global Growth as Proven Partner to Global Brands

AUSTIN, TX--(Marketwired - Aug 6, 2013) - Mass Relevance, the technology leader in enabling social experiences, today announced the appointment of Manish Mehta as Chief Product Officer. Mehta, a renowned innovator and leader in digital, social and ecommerce technologies, was a founding member of Dell Online and later led all global strategy, programs and innovation for social media and community across Dell. During his tenure, he drove breakthrough innovations such as Ideastorm and the award-winning Dell Social Media & Listening Command Center. Mehta most recently served as Founder and CEO of Marketvine, a social commerce SaaS company incubated within Dell. As Chief Product Officer, he will be responsible for continuing to expand Mass Relevance's platform and solutions to meet the needs of large, global organizations while enabling breakthrough consumer experience through social.

"Manish is an extraordinary executive who has been a catalyst for product innovation his entire career," said Sam Decker, founder and CEO of Mass Relevance. "He has an impeccable eye for technology and changing consumer behavior, coupled with a phenomenal business understanding of what large organizations need when it comes to scale and results. I know this first-hand from our time together building from the ground up, and I am excited to work together again as we pioneer new ways for brands to benefit from layering social experiences across their business."

Mehta joins Mass Relevance at a time of record growth across all business functions. The company currently serves more than 300 clients, including more than 30 percent of Interbrand's 2012 "World's Best Brands" as well as the big four TV networks. Mass Relevance also works with the top four most social TV shows on broadcast TV (X Factor, Glee, American Idol, The Voice), as well as the top five most social single TV telecasts (2012 Grammys, MTV music video awards, Superbowl XLVI, the BET awards, NBA Finals). The company serves clients in the United States, United Kingdom, Australia, Brazil, France and Germany. 

Mass Relevance is also seeing a significant increase in the number of social experiences created by clients (2,000% growth YoY). In June 2013 alone, the company counted 120 million views of Mass Relevance-driven social experiences across its client base -- with nearly half of these visits coming from outside the United States. Approximately 10% of these visits were from mobile devices, which is a 3X increase in mobile traffic since January 2013.

"Mass Relevance is at an inflection point, moving from hot Austin start-up to long-term global market leader," said Mehta. "The company is exceeding goals in every growth metric: client count, headcount, products, partnerships, impressions. Sam and the executive team are making substantial, strategic investments to ensure that the company will continue to lead in all areas, and I am very excited to join as we co-invent the next era of media and marketing with our clients and consumers around the globe."

Over the course of his career, Mehta has conceived, established and led global strategies, programs and policies that define the new role for brands in the age of social and digital. He has been featured in publications ranging from the Wall Street Journal through AdWeek, and keynoted industry events such as ad:tech UK, Le Web and the National Retail Federation BigShow.

Prior to joining Mass Relevance, Mehta served as Founder and CEO of Marketvine, a leading SaaS company providing Social Inspiration and Discovery Driven eCommerce solutions for retailers and brands. He founded Marketvine as a stealth mode incubation effort within Dell in 2012, and successfully drove all aspects of the business including capital funding, sales & marketing, product, engineering, client services, and operations independent of Dell.

Mehta originally joined Dell in 1995 and provided visionary leadership across several roles that helped transform the company's business. He founded and led Dell's global Social Media & Community group, driving Dell to its early position as the #1 social media corporate brand. He also led innovation efforts for Dell as VP of Dell Labs, VP of Social Commerce Incubation, and a Partner at Dell Ventures where he served on over a dozen boards. During this time, he incubated emerging digital tools across Dell properties and external social networks with an eye to mobility, cloud-based services and new business models.

Mehta was a founding member Dell Online, growing to the largest eCommerce site in the world in the late 90s while pioneering industry leading eSupport and community forums. He later served as VP and Global GM of, where he was responsible for site capabilities, development and re-architecture, innovation, analytics, mobile, content operations, social media and community across every product line and business unit worldwide.

Before joining Dell, Mehta spent several years in Silicon Valley and also worked at nuclear power facilities on the East Coast. He received a B.S. in Electrical Engineering from Rutgers University. He is active in the Austin community and holds board positions at Austin's landmark Paramount Theater and the Austin Theater Alliance. For more on Mehta's perspective on the future of social, view this video:

About Mass Relevance
Based in Austin, Texas, Mass Relevance helps brands, media and agencies get more from their social media efforts by building social experiences into their marketing strategy. More than 300 major brands, sports teams, publishers and broadcasters trust the Mass Relevance SaaS platform to create real-time consumer engagement by aggregating, filtering, and re-displaying content from any social network to any digital property. In the past two and a half years, Mass Relevance has delivered more than 30 billion pieces of social content to multiple digital surfaces for world-class brands such as Pepsi, Campbell's, GE, Target, Walgreens and Microsoft. Mass Relevance has also supported iconic events like the Super Bowl and Academy Awards, launches such as The Avengers and Madonna MDNA, and television phenoms American Idol, X-Factor, 80 Plates and The Voice.

The company is privately held with venture capital funding. For more information, please visit the company's website at, or view the following videos: Mass Relevance overview [] // Brand overview [] // Media overview [] // Product Studio: [].