Former Merkle HK MD joins Silk Commerce to foster growth within APAC

Digital agency Silk Commerce has named former Merkle Hong Kong managing director Nathan Petralia (pictured) as its vice president of international markets.

Within his new role, Petralia will work alongside a dedicated team to expand the agency’s reach into the APAC region and strengthen its global footprint. He will report to Dong Xu, CEO, Silk Commerce.

Petralia brings over a decade of extensive expertise in commerce and customer experience management to the table. He will be joining forces with Xu and with Shen whom he worked with previously at Merkle, and the Silk Commerce team.

In a conversation with MARKETING-INTERACTIVE, Petralia said he aims to further enhance Silk Commerce's status as an elite digital agency that helps brands thrive online.

“Moreover, I am proud to emphasise our strategic partnerships with major platform providers like BigCommerce, Adobe, TikTok and more. These collaborations are integral to our mission of delivering versatile and cutting-edge eCommerce solutions to our diverse clients,” he added.

With over a decade of industry leadership, Silk Commerce has partnered with global brands such as Hamilton Beach, Pantone, Harvard Business Review, H&M, under armor, TireHub, IKEA and Bulgari. It is focused on innovation and delivering outstanding commerce solutions.

Don't miss: Merkle Hong Kong's managing director departs

Back in January, Petralia left Merkle Hong Kong to pursue new opportunities where he can fully leverage his regional leadership experience and expertise in customer experience management.

Petralia has been with dentsu for over five years. During that time, he had helmed various senior roles including general manager of Merkle and business director of Isobar Commerce.

He was promoted to managing director of Merkle Hong Kong in 2022, where he was accountable for Merkle’s operation and yielding a competitive advantage for the agency network as an integrated service provider (Creative, Media, CXM) and driving strategic growth for the CXM business in the market given the vast potential.

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