My vision was to position Channel 4, a perceived ‘traditional’ UK broadcaster, and its digital advertising solutions against the global tech and social walled gardens including Google and Facebook. My plan relied on developing new technology to provide advertisers with compelling formats and solutions that fulfilled their objectives, whilst building on the core principles of Channel 4’s high quality and brand-safe values. Just a year after joining, I led my team to create a new suite of data-fuelled products, launched as Channel 4’s ‘Advanced Data Suite’. From the market-leading, media-first, multi-award-winning, cookie-less, first-party data-matching product Brandm4tch; to the high yielding, significant revenue driving third-party data fuelled product Approved. The proof is in the results: • Brandm4tch: Six test brands saw overall brand uplifts against all metrics, including sales uplift (+180%) and recognition (+83%). • Advanced Data Suite: Gone from zero to generating 7% of all Channel 4’s digital revenue in less than 24 months. In recent months, I’ve pushed for evolution in programmatic capability amongst Channel 4’s executive team and through engagement with senior stakeholders across the industry. Under my leadership we are now the first UK broadcaster to offer a truly tech agnostic programmatic offering with the launch of PG and PMP in 2020/21, which resulted in significant press coverage and revenue growth of 118% year-on year.