FreeWheel is a video ad management platform used by TV programmers and leading digital properties to monetize their video inventory. As head of the Strategic Development team, I led efforts to assess and execute on new business lines, major product extensions and corporate development opportunities. - Sourced and led FreeWheel's acquisition of StickyADS (video SSP)- Part of the FreeWheel team acquired by Comcast in 2014- Led strategic initiative to expand FreeWheel into linear TV (https://www.beet.tv/2016/01/hylda.html)- Frequent event speaker and author of FreeWheel's Video Monetization Report- Technical / operational due diligence for corporate development and partnership opportunities- Support on Comcast initiatives and intercompany strategy

As head of the Business Advisory team, I was responsible for supporting clients to make their professional content businesses more profitable, across several focus areas:- Distribution strategy- Workflow and organization design- Inventory management and optimization- Ad product design and pricing strategy- Technology implementation

Oversaw strategy and business development for the international operations of Comedy Central, Paramount Channel and BET, including:- Digital video /content strategy: developed strategy for long-form/short-form video and new editorial on proprietary websites/apps, third party platforms and social media. Assessed advertising and direct-to-consumer monetization, product development and resource allocation.- Content ROI analysis: assessed ratings / advertising sales performance relative to investment for individual programs, content genres and sources.- Content acquisition: supported negotiation of Comedy Central’s first pan-regional US acquisition (Lions Gate’s Anger Management), securing advantageous terms for TV Everywhere, SVOD/TVOD and play pattern.- Channel launches: coordinated Paramount Channel’s first launch (Spain), and supported local teams for affiliate pitches in UK, Canada, France, Poland and Latin America.

Executed management and strategy consulting projects with a focus on business design and launch strategy. Worked extensively with magazine publishers, diversified media companies, cable providers and high-tech companies.Selected case experience:- Digital strategy for publishing consortium (Next Issue Media): supported five U.S. magazine / newspaper publishers in building a common publishing, distribution and advertising platform for digital products.- Mobile video/data strategy for cable operator: recommended business design for mobile video and data service, targeting users with “in-footprint” needs. Outlined value proposition and network deployment economics.- Content management strategy for B2B publisher: identified key editorial “pain-points” with legacy content management system through workflow mapping and interviews; recommended KPIs and vendor solutions.

Evaluated business development opportunities, and contributed to the structuring and analysis of distribution deals for cable (HBO and Cinemax), video-on-demand and high-definition (HD) services with cable affiliates.

As part of the Media and Telecom group, contributed to the origination and execution of a global corporate and investment banking platform, including clients in the cable, television, film, music, publishing, and wireless industries.