Lead effort to bring together the people, assets and capabilities of five acquisitions Comcast had made in the space (StickyAds, Strata, Visible World, AdDazzle and FreeWheel) under one brand & operation as FreeWheel, A Comcast Company. In 2020, acquired and integrated Beeswax to strengthen FreeWheel’s buy-side capabilities. Today FreeWheel is unified 1500 person global operation.During this period, lead the strategy and direction for the global organization, driving a transition from a collection of software businesses serving different parts of the ecosystem to one focused on creating a unified marketplace for buyers and sellers of premium video. While managing the integration of the various assets, reset the Freewheel brand in the marketplace, competed against Google for adserving dominance in premium video (and won), drove the transition to unifying addressable inventory across linear and digital, and built and launched differentiated programmatic capabilities that led to FreeWheel becoming the largest source of programmatic revenue for its publisher clients. In his time, FreeWheel more than doubled revenue, achieved profitability and is now enjoying accelerating growth.

Blockgraph is the identity operating system for convergent TV. Incubated within FreeWheel and then spun out with the backing of Viacom (Paramount) and Charter Communications.

Lead the company through a transition to a data-lead digital-first company. He re-tooled the network’s operations and reset it's content strategy so it could reverse a decade-long decline in ratings and capture shifting audience attention. An early leader in addressable and programmatic capabilities, The Weather Channel today is a state-of-the-art, low-cost content powerhouse able to deliver content and advertising at the household level and on any device. He oversaw the creation and launch of LocalNow, a local news streaming service found in the basic packages of YouTubeTV, Sling and top AVOD services. During his tenure, he led the company to earn the moniker “Most Trusted Brand on TV” (Harris/EquiTrend) as well as the “Fifth Most Trusted Brand in America” (Morning Consult), and to win its first Emmys, including The Governor’s Award for Excellence from The National Academy of Television Arts and Sciences.

Lead all day to day operations of Fuse, A Madison Square Garden Company. Responsible for strategy and oversight of programming, marketing & pr, digital, partnerships, sales, etc. Transitioned Fuse from a cable network into a digital-first source for live performances and music news. Created low-budget but award winning programming including "Billy on the Street" with Billy Eichner and "The Hustle." In partnership with Google, created one of the top performing YouTube music channels and broke records for live events, including the largest in YouTube history - "Swedish House Mafia Live at Madison Square Garden."

Ran sales for Madison Square Garden (MSG)'s media properties - MSG (Knicks, Rangers, Islanders, Liberty etc), MSG Plus, Fuse (Music) and digital.

Founding team member. Early pioneer in video streaming. Involved in all areas of building the business, lead design of commercial model. Backed by the founders of Skype, along with Viacom, CBS and Sequoia Capital, Joost was the first major player in AVOD streaming.

Built and ran team responsible for driving MTV Networks Global Ad Sales Business and Key Accounts. Added major new clients to MTVN's global client list including Xbox, HP, McDonalds, Warner Bros, and Motorola (via the largest single deal in MTVN's history.)

SeniorServe built and deployed web community management portals for bricks and mortar "Active Adult" community builders such as Del Webb and Pulte, and the high net worth individuals aged 55-70 that live in them. What Blackboard is to colleges, SeniorServe was to Active Adult communities. Venture backed.

Primarily responsible for licenscing the educational TV series, "Family Album, USA" to broadcasters across the world, as well as setting up local book publishing deals to support the series.